 |
|
|
 |
|
Given today’s competitive business
climate and the rapid evolution of the imaging market, it’s
important for KONICA MINOLTA PHOTO IMAGING U.S.A., INC.
to stay ahead of marketplace trends and attuned to industry
changes. We spoke with the company’s Vice President of
Marketing, Camera Division, Jon Sienkiewicz, to find out how
NPD sales and marketing information helps his company assess
the competition, make important business decisions and fine-tune
its marketing strategies.
NPD: From your perspective, what have been
the greatest benefits of using NPD sales and marketing information?
KONICA MINOLTA PHOTO IMAGING U.S.A., INC. (Jon Sienkiewicz):
NPD information shows us in an objective way how we’re
performing in the market. It helps us validate and compare our
own knowledge of market share and allows us to share information
with our Japanese colleagues – they rely on the same data,
so with NPD information, we speak the same language.
NPD: What kinds of business challenges has
NPD market information helped your company resolve?
KONICA MINOLTA PHOTO IMAGING U.S.A., INC.:
Using NPD marketing information helps us realize when a particular
product or SKU is starting to slow down. We can benchmark a
product to see how it is performing and how it measures up to
the competition.
NPD: In what ways has NPD market information
been valuable to your business decision-making?
KONICA MINOLTA PHOTO IMAGING U.S.A., INC.:
It has been helpful to us when a retailer or manufacturer has
a specific notion about us or about one of our products. So
many companies subscribe to NPD information that we can often
tell when they’re using it for their own decision-making.
It helps us verify and validate what retailers tell us about
the marketplace.
NPD: Can you provide a specific example of
an instance where NPD’s sales and marketing information
helped your company?
KONICA MINOLTA PHOTO IMAGING U.S.A., INC.:
We use NPD information in our internal discussions, to try to
correlate what we know about competitors’ performance
with the data. It’s useful in budgetary issues –
if we know Company X is spending X amount and sales increased
by this much, it informs our own strategy.
NPD: What would you say to manufacturers or
retailers considering NPD’s market information services?
KONICA MINOLTA PHOTO IMAGING U.S.A., INC.:
NPD information is the de facto standard for secondary data.
It’s the book on which everybody relies. |
 |
|
TO UNSUBSCRIBE OR SUBSCRIBE: To manage your free subscription,
click here.
COPYRIGHT NOTICE:
Copyright The NPD Group, Inc. 2004. All rights reserved.
Contents may not be reproduced in whole or in part without permission from The
NPD Group, Inc.
TRADEMARKS NOTICE:
The following names and terms which may be used in this newsletter are registered
trademarks or service marks of The NPD Group:
Aftermarket Industry Monitor, Beauty Trends , CREST, FragranceTrack,
National Eating Trends, NET, npd.com, NPD Insights, NPD Fashionworld, NPD Foodworld,
npdfoodworld.com, NPD Funworld, NPD Techworld, NPD Houseworld, Solution Folders.
|
