Friday - June 1, 2012 | 13:30-14:30
Salon G

Revving Up Revenue: Moving More Harleys With Innovative Pricing Research

Harley Davidson® Canada needed insight from consumer research to inform their pricing and marketing strategy. The environment was challenging: an economy unfavourable for discretionary purchases of consumer capital goods, fluctuations in the Canadian dollar with respect to U.S. and Japanese currency, price increases in 2008/2009 that increased the price gap between Harley-Davidson® and competitive brands and a marketing strategy of offering sales incentives to retailers that was not sustainable in the medium to long term. Harley-Davidson® needed answers on price elasticity among key consumer segments, on the importance of price in the purchase dynamics for motorcycles in general and for the Harley-Davidson® brand, and on the impact of the price differential between the U.S. and Canada.

Dominick Bovalino, Senior Marketing Executive Marketing Director at Harley Davidson® Canada will outline how he has effectively leveraged market research to drive the company’s pricing and marketing strategy.

Susan Ince, Principal at Epic Consulting will describe how by working in close cooperation with their clients, research suppliers can deliver clear answers to challenging problems with research that is both engaging for survey respondents and complex in design (the design included discrete choice conjoint with multiple price levels and different categories/models of motorcycles).

Dominick Bovalino - Harley Davidson® Canada

Dominick Bovalino, Senior Marketing Executive Marketing Director at Harley Davidson® Canada is a marketing professional with deep expertise in all aspects of marketing strategy, program development and implementation. Over the past four years at Harley Davidson® Canada and earlier in the beverages, real estate management and entertainment industry, Dominick has led marketing teams developing iconic brands like Betty Crocker, Canada Dry, Ocean Spray and now Harley Davidson®. Known for his strategic agility, entrepreneurial spirit, creativity and a bias for action, Dominick delivers successful marketing campaigns that strengthen brands with high return-on-investment. Dominick is an analytical and passionate advocate for building marketing capabilities in organizations while bringing them closer to customers, which results in better processes, stronger brands, greater team capabilities and concurrent improvements in key business metrics.

Dominick has MBA from Carnegie Mellon University - Tepper School of Business with Bachelor of Science Degrees from the State University of New York College of Environmental Sciences and Forestry, Syracuse University. Dom is an experienced presenter and has been a speaker at ICSC conferences and other business forums.

Susan Ince - Epic Consulting

Susan Ince, Principal, Epic Consulting has over 25 years experience in market research in North America and the U.K., with a statistics background and very strong quantitative and research design skills. For private and public sector clients, Susan has managed many large scale quantitative projects which involved harmonizing information collection with existing research and reporting integrated information from several sample populations. She is a specialist in multivariate analysis integrating primary and secondary research with client’s internal sales and marketing data.

Susan holds an B.Sc. Social Sciences; Combined Honours: Economics & Politics, Statistics, University of Southampton, England and holds Professional CMRP (Research) designations.

Sue is an active professional of member of MRIA (Market Research and Intelligence Association) and the QRCA (Qualitative Research Consultants). She is currently on the Board of the B2B Division of the MRIA. Sue is speaker on the B2B Education Series for MRIA and was a co-presenter at the MRIA Conference in Collingwood in 2007. Sue has been a guest speaker on Market Research at Seneca and George Brown College, presented a paper on Qualimetrics at the QRCA/AQR Conference in Portugal and has been a lecturer on Quantitative Methods in the Federated Press Market Segmentation Courses.