Pete Steriti, Vice President of Sales, Central Region
Memorex Products, Inc.

Beyond the strong sales associated with maintaining market share leadership in a particular product category, being leader of the pack has other advantages. In the case of Memorex Products, Inc. and the blank media categories, leadership means retailers have appointed the company “category captains.” Memorex Products, Inc. Vice President of Sales, Central Region, Peter R. Steriti says his company embraces that role, and takes it very seriously.

Functioning as category captains means Steriti’s team monitors the blank media categories, including CDR and DVD, and provides retailers with regular updates and reports. Memorex also discusses with retailers important measurements and trends that stand out in the data so they can fine-tune marketing and sales strategies. “Retailers always welcome scorecards showing how well they are doing,” Steriti said. “NPD PowerView helps us understand category dynamics at the channel level. We use NPD Solution Folders to get the important retailer-specific view of the market.”

Steriti cites as his favorite report the Top Retailers by Category Report for CDR and DVD media. “The views of retail data by category give us three-, six- and 12-month snapshots highlighting which retailers are gaining and losing share. We use these reports as measuring tools to demonstrate the effectiveness of our decisions. They are also valuable feedback tools, helping us evaluate changes we might consider,” he said.

“In general, we at Memorex are quantitative, and we like to measure the results of everything we do,” said Steriti. “Using the NPD reports helps us assess where we are and how we are doing, and report to our retailers on key category dynamics.”

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