Coffee Knowledge Hub

SCA Lecture Series

Figuring Your Optimal Market Positioning

How do you decide who to target, who you are competing against and how to differentiate? One of a series of exclusive, free lectures available to Coffee Knowledge Hub members in partnership with the SCA.

Lecture Overview

RTD Cold Brew has become the Beverage of Choice among the Gen Z and Millennial population and we recently completed a project in partnership with a small company out of upstate NY named Spruce Haven Farm. They have a really great Cold Brew product that clearly distinguishes itself from the plethora of RTD products on the shelf. They just needed to figure out who and how to market the product as marketing is not their area of expertise.

In this lecture, Elliot Savitzky, Senior Vice President at TRC Market Research discusses the process followed to discover optimal market positioning (who to target, who to compete against and how to differentiate themselves with meaningful messaging). This fits in very well with understanding what is important to the Gen Z and Millennial generation in terms of the values they hold sacred and how they view brands in the marketplace.

Lecturer: Elliot Savitzky, Senior Vice President, TRC Market Research

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