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Diana Stapleton
Business Analyst
Kodak Canada, Inc.
Kodak Canada, Inc. Business Analyst Diana Stapleton considers NPD information to be a reliable and accurate tool for keeping an eye on Kodak’s competitive landscape. “Kodak monitors NPD data monthly, and compares it to other market data and ad tracking data to ensure we are competitive. We use it to keep a close watch on our products’ performance to be sure they are addressing consumer demands,” said Stapleton.
Kodak Canada also uses NPD data to stay informed about the total market dynamics in Canada. “We use it to identify where our products are winning, where there are opportunities for growth, and whether or not our market share improves when we change our product and pricing objectives,” Stapleton explained.
Stapleton told Insights that NPD data has helped Kodak Canada gain shelf space in retailers who had not been carrying Kodak products. “Using NPD data we were able to prove to retailers we were not doing business with that our products do well in other channels/retailers, and that they were missing sales by not listing our products.”
Stapleton went on to describe how NPD data has also helped Kodak Canada negotiate with its parent organization. “We use it to lobby for increased product allocation, revised pricing, and promotional planning.”
When asked about the value that NPD’s staff brings to Kodak Canada, Inc., Stapleton said, “The account managers have been very professional and have really understood our business. They are able to give informed analysis of what is going on and offer a glimpse of what the bigger picture is in the total marketplace. NPD is very quick to address any concerns we have with the data and answers all our questions promptly.”
For more information about how NPD can help your company sharpen its competitive edge, email contactnpd@npd.com.