My EMBA Journey

On April 21 2007 We were privileged to have Regina Lewis PhD, VP of Dunkin Brands,Inc. present her experience with Dunkin Brands. She focused on the impacts of Consumer Insights to a brand. Our team asked many questions relating to Dunkin Donuts brand, its evolution, cross marketing opportunities between Dunkin and Baskin Robbins,etc.,

She presented on "How can consumer insights creatively drive brands to new level". She gave some excellent information on how to focus on various needs and states. Also how to capture those details in a structured format and equate it to areas of opportunities. Thus offering numerous opportunity for a marketing manager to use its resources efficiently. For e.g. Dunkin Donuts found that people like to drink coffee at around 3:00 PM because they want to celebrate the end of office hour.

She explained 2 innovative theories on marketing research - Depriveness Study and Realness Report. Depriveness works on the psychological senses that people realize the importance of something when they didn't have it. Realness research works on the principle of reciprocation where by requesting the customer of opposite competitor brands to switch brands. This gives great insights in to competitor gaps and innovative results.

Overall, this was great presentation by Dr. Regina Lewis. I loved every moment of it.

BTW, I will be going to a presentation on "Doing Business in Poland" next week.