By Lisa Johnston
New products on display at the American International Toy Fair, held in N
TomTom-branded portable navigation devices (PNDs) gained a significant amount of retail shelf share during the nine months ending September 2009 but failed to unseat Garmin from its shelf-share lead, IFR Monitoring statistics show.
IFR also found that retailers displayed a growing number of PNDs with 4-inch screens while shrinking their assortment of models with 3-inch screens.
The company's Shelf Tracking Service monitors the price, promotion, and placement of products in the stores of more than 30 retailers in key U.S. cities. IFR surveys a representative sample of stores and projects its findings to represent nationwide shelf share.
During the nine-month period, the number of TomTom-banded PNDs on display at retail grew to 28.3 percent of all PNDs displayed, up 7.3 percentage points from the year-ago period. Much of that gain came at the expense of such top brands as Magellan, Navigon and Mio, which saw their shelf share shrink by 4.1, 2.1, and 1.9 percentage points, respectively. Shelf-share leader Garmin, on the other hand, gained 1.1 percentage points to account for 35.1 percent of all PNDs displayed during the period, IFR found.
The five brands led all other brands in shelf share and accounted for 88.7 percent of all PNDs displayed, up less than half a percentage point from the year-ago period. Among the five brands, Garmin's 35.1 percent and TomTom's 28.3 percent were followed by Magellan's 17.7 percent, with Navigon and Mio each accounting for 3.8 percent of all models on display. A sixth brand, Nextar, followed with 3.5 percent.
By screen size, the shelf share of models with 4-inch screens grew to account for a majority of displayed PNDs for the first time during the nine-month period, and fewer models featured 3-inch screens. The number of displayed models with 4-inch screens accounted for 53.6 percent of all PNDs displayed, up from the year-ago 45.6 percent. The number with 3-inch screens fell to 38.9 percent from 46.6 percent.
Also for the nine-month period, IFR found that the top 10 shelf-share models were led by Garmin's Nuvi 205, which enjoyed 5.7 percent share. Next in line were the TomTom One 130 at 5.2 percent, Garmin Nuvi 255W at 4.3 percent, TomTom XL-330S at 4 percent, Garmin Nuvi 205W at 3.7 percent, Magellan Roadmate 1400 at 3.1 percent, TomTom One 130S at 2.9 percent, Magellan Roadmate 1200 and TomTom XL-330 at 2.8 percent each, and Magellan Roadmate 1412 at 2.4 percent.
The top 10 models accounted for 37 percent of shelf share during the time. Four were TomTom models, and Garmin and Magellan each had three in the top 10.
Top 25 PND Brands By Shelf Share
|Jan-Sept 2008||Jan-Sept 2009||Difference|
|Source: IFR Monitoring
© TWICE 2009
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