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Sara Lee Coffee & Tea
is the leading supplier of coffee and tea products to the foodservice
industry. The company provides recognized brands, customer-specific
solutions and value-added services. Its vision is to be recognized
in the industry as the "Coffee Authority," and the
company fulfills this vision by offering some of the finest
coffee solutions and systems available today. How does NPD’s
sales and marketing information factor in to this equation?
We spoke with Sara Lee Coffee & Tea Director of
Customer/Segment Marketing, MaryJo MacSwain, to find
out.
NPD: From your perspective, what have been
the greatest benefits of using NPD market information?
MaryJo MacSwain: Using NPD information provides
us with an analytical tool and competitive advantage, and provides
value-add for the customer.
NPD: How is NPD sales and marketing information
used across your company?
MacSwain: In our company, NPD information is
primarily used by our National Accounts and Marketing groups,
which incorporate the data into customer presentations. We also
use the information to identify new target customers and to
support our business results and strategic plans.
NPD: Can you provide a specific example of
a challenge that NPD's market information helped your company
resolve?
MacSwain: Right now, we are heavily using your
CREST® and ReCount® services to identify target customers.
We rely on the information to help us determine specifics about
prospective customers, including chain size, traffic growth
trends, segment growth trends, dayparts important to certain
chains, beverage incidence and other factors important to our
business planning.
NPD: What would you say to manufacturers or
retailers considering NPD's market information services?
MacSwain: We consider NPD’s information
the industry source of consumer trend data. It has multiple
internal and external uses. We also highly regard our NPD Foodworld
account team. |
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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.
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,
SalesTrac Weekly, Solution Folders.
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