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ABSOLUTE IMPACT! SESSION
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| �Using Marketing Research to Launch Espresso Based Drinks� |
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Time: June 9 - 4:00
PM - 5:00 PM
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| Description: |
�The Espresso is Coming! The Espresso is Coming!� Dunkin' Donuts declared an espresso revolution and latte liberty in February with the launch of real and authentic lattes and cappuccinos. Just as the original 'shot heard round the world' sparked the American Revolution and freed Americans from the tyranny of taxation without representation, this "espresso" shot will stir up an espresso revolution and liberate consumers from the tyranny of long waits, high prices and confusing sizes.
The launch of this new line was based on extensive consumer research that fueled a product line that is authentic and meets consumer taste demands. Reaching the customer to consider such a bold move for Dunkin' Donuts is what successful marketing research is all about. Regina will present study results that revealed not only a desire for such a product line but also the particular taste requirements, cost parameters and service speed that selective shoppers require.
Regina Lewis, Director of Brand & Consumer Insight for Dunkin� Donuts, will focus her presentation on the use of marketing research to drive change at Dunkin� Donuts. She�ll share clips of advertising, promotional videos and print ads that were used in the launch of the espresso product line.
Attendees will be given coupons for a free espresso drink. |
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| Speaker: |
Regina Lewis
, Dunkin' Donuts
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