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Global Reach
| Australia | Netherlands |
| Austria | New Zealand |
| Belgium | Poland |
| Canada | Portugal |
| China | Russia |
| France | Spain |
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| Italy | Taiwan |
| Japan | United Kingdom |
| Korea | United States |
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Colette Bennett
Marketing Manager, Global Responsibility & Research
Starbucks Coffee Company
Founded in 1971, Starbucks Coffee Company takes very seriously its mission to establish itself as the premier purveyor of the finest coffee in the world while maintaining its uncompromising principles as it grows.
Starbucks uses NPD data to gain a clear understanding of the competitive landscape in which the company operates. Marketing Manager, Global Responsibility & Research Colette Bennett recently shared her thoughts about using NPD data and insights.
NPD Insights: From your perspective, what have been the greatest benefits of using NPD market information?
Colette Bennett: The NPD information gives us a clear and broad picture of the quick service restaurant (QSR) segment of the foodservice industry, and specifically the coffee/donut and gourmet coffee categories. One of the greatest benefits of the information is its ability to provide competitive context to our sales data and highlight differences across the regions in share of market, purchase behavior, and menu importance. The information is used as a tool to help build successful marketing plans.
NPD Insights: What kind of business challenges has NPD market information helped your company resolve?
Colette Bennett: The NPD marketing information has helped us gain a top-level understanding of what is going on in the QSR industry. It has also helped us identify some key regional variances which, in turn, allowed us to market to those regions specifically. It also gives us a clear understanding of the competitive landscape in which we operate. Being able to see changes each quarter helps us measure the effectiveness of our own marketing programs as well as those of our competitors.
NPD Insights: How widely is NPD information used across your organization, and how is it valuable at different levels?
Colette Bennett: The direct audiences for the full quarterly reports are the marketing and category teams, who use the reports to help them understand the marketplace and competitive landscape. Information on market share and key insights are often shared with senior leadership to give them an overview of how we are doing in the marketplace and identify any key challenges we are facing as a company.
NPD Insights: Is there anything else you’d like to share about your experiences with The NPD Group?
Colette Bennett: We’ve experienced incredible service and support from the CREST team. They are professional and have very quick response time in regards to feedback and queries. It is apparent that they have a solid understanding of our business and the marketplace within which we operate.
To find out how NPD information and insights can help your company’s planning efforts, contact Charlie Camaroto at 866-444-1411 or email contactnpd@npd.com.
