Dr. Lena Kurban, Assistant Professor of Management Sciences at AUD’s School of Business, hosted two remarkable speakers, Sinatra Carneiro and Bernat Corbera Vidiella, from Perfetti Van Melle, the global confectionary leader company as part of her guest speaker series in her Introduction to Business (BUSI 101) and Research Methods (BUSI 301) courses.

Ms. Sinatra Carneiro, Category Marketing manager of Indulgence, elaborated on the meticulous process of product development, from conceptualization to market launch. She illustrated this with the example of a new marshmallow that aimed to merge traditional flavours with modern twists, emphasizing the importance of market research and critical role it played in identifying trends and consumer preferences. Her emphasis on sensory marketing, where every touchpoint from packaging to advertising was designed to evoke a sense of indulgence, was particularly enlightening.

Following Ms. Sinatra Carneiro, Mr. Bernat Corbera Vidiella, Marketing Manager of Middle East and Africa, took the floor to discuss the freshness category. His presentation was equally captivating, focusing on the launch of a new chewing gum product. It highlighted the scientific and technological advancements that Perfetti Van Melle employs to stay ahead in the competitive confectionery market. He delved into the complexities of flavour development and the use of natural ingredients to create a refreshing and long-lasting product. He explained how their team experimented with different combinations of mint and other botanical extracts to achieve the perfect balance.

At the end of the guest speaker lectures was a networking session where students and faculty had the chance to taste the products and engage with Ms. Carneiro and Mr. Corbera Vidiella on a more personal level. The discussions continued, with many students expressing newfound inspiration and a deeper understanding of the confectionery industry.

Hosting Ms. Carneiro and Mr. Corbera Vidiella at AUD was more than just an event; it was a convergence of knowledge, inspiration, and practical wisdom. Their visit left a lasting impression on the community, highlighting the dynamic interplay between innovation, market strategy, and consumer engagement in the confectionery world.