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Toshiba America Consumer
Products is a division of one of the nation’s
leading high-technology companies, specializing in electronics
products for the home and office. The company’s Director
of Marketing, Digital A/V Group, Jodi Sally, looks
to NPD’s sales and marketing information for insights
into the television, digital video recorder, DVD player and
home theater markets. Here, she shares her perspective on the
value of NPD’s market information and discusses how the
data is used by Toshiba America.
NPD: From your perspective, what have been
the greatest benefits of using NPD sales and marketing information?
Toshiba America Consumer Products (Jodi Sally):
NPD information provides a view of the current market situation,
based on consumers’ purchasing trends. Using the information
helps us understand the market environment so we can plan our
marketing strategy most effectively.
NPD: How is NPD market information used at
different levels at Toshiba?
Toshiba America Consumer Products: As the director
of marketing, I use the information not only to track our current
performance, but also to plan for the future by watching particular
product trends.
NPD: Can you provide a specific example of
a challenge that NPD’s market information has helped your
company address?
Toshiba America Consumer Products: With NPD’s
sales and marketing information, I have been able to track the
sales trends by price and features for a specific category.
It has been particularly useful in understanding the commodization
of the DVD player.
NPD: What would you say to manufacturers or
retailers considering NPD’s market information services?
Toshiba America Consumer Products: The service
is essential for both marketing executives and product planning.
Our NPD Techworld account representative is most knowledgeable
about NPD’s services, and has walked me through exercises
and tables to get the business solutions I need. She is always
available to provide professional, courteous service. Quite
frankly, I don’t know what I would have done without her.
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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.
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trademarks or service marks of The NPD Group:
Aftermarket Industry Monitor, Beauty Trends , CREST, FragranceTrack,
National Eating Trends, NET, NPD AirTrAK, npd.com, NPD Insights, NPD Fashionworld,
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SalesTrac Weekly, Solution Folders.
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