Встреча с Давидом Коэном

12 сентября в 18.30 в здании НИУ ВШЭ на Покровском бульваре, 11 ауд Г-114 состоится встреча с Давидом Коэном. Встреча состоится при поддержке Израильского Культурного Центра при посольстве государства Израиль в РФ.

Давид Коэн является топ-менеджером крупнейшей израильской чайной компании Wissotzky Group. Под его руководством проводится вся международная деятельность этой компании. На встрече г-н Коэн приведет примеры и поделится опытом вывода организаций на глобальные рынки. У слушателей также будет уникальная возможность в интерактивном формате обсудить стратегию развития Wissotzky Tea на российском рынке.

 Рабочий язык встречи — английский

Five topics to think of….

1. What will be the right penetration strategy? 

•  M&A  (merger and acquisition)?
• Joint venture with a local tea player?
• Green fie ld? Building the brand and company from scratch

2. What will be the right channel / s to launch the activities?

• Via retail?
• Away from home? (Hotels, restaurants, cafeteria, offices?)
• On line / Digital world? (e-commerce, social media)

3. What will be the RTB (reason to believe) of Wissotzky brand for the consumers?

• Heritage? Russian origin? Tea brand since 1849?
• Health claims?
• Natural claims?
• Tea Professional since 1849?
• Does the brand name ‘Wissotzky” as a tea brand will be accepted by the Russian consumers?

4. What will be the brand positioning?

• Premium?
• Main stream?
• Economy?

5. What will be the role of social media in the launch and ongoing operation?

• Social Networks – Vkontakte, Odnoklasniki, Facebook
• Forums and Communities
• Blog platforms
• Sharing platforms- Ru tube, You tube,Flickr
• Microblogging
• Mobile phone applications

О спикере: Давид Коэн 

David Cohen is an International Business Development executive with over 20 years of experience within leading Corporations in the food and home appliances industries.  During the last 15 years, David has been involved in the establishment of companies Worldwide — Brazil and USA on the West, all the way to China on the East and numerous European countries.

During his time in Strauss Coffee Group (no. 5 worldwide coffee player), David established the Away from Home companies, including — strategy construction and implementation, marketing, S&D methods and additional innovative tools. Under David’s leadership Strauss-coffee became the biggest AFH coffee player in Central and Eastern part of Europe

David  took an integral part in establishing the JV operation of Haier (a worldwide leader in the home appliancessector) and Strauss-water, in China with a target audience of 0.5 billion potential customers.  David was also involved in the penetration process of Brita GMBH (Germany) into Turkey and in International expansion strategies of several Italian espresso brands.

Additional activities and experience in the Private equity and Capital management fields include: Venture capital funds, financing and planning of real estate projects, representation of funds in the Swiss market and fund raising for a variety of projects.

Currently, David Cohen manages the International activities of Wissotzky Group, a 162 years old tea brand of Russian origin, with a goal to substantiate Wissotzky’s brands globally, within the sector of specialty teas and other leading premium brands.

David holds a Bachelor of Life Science & Biochemistry and a MBA from Bar-Ilan University in Israel.

David is an addicted mountain bicycle rider, a traveler and occasionally a sky diver, to spice up the free time activities. 

Мероприятие состоится 12 сентября в 18.30 в здании НИУ ВШЭ на Покровском бульваре, 11, ауд. Г-114. Регистрация обязательна.