Bruce wanted to open a coffee shop. he knew his coffee was way better than anything starbucks could do because he ran taste tests with people in the neighborhood. he found that people in his area preferred their coffee with just a hint of cinnamon in it. when he opened his first store across the street from a starbucks store, he ran advertisements claiming "bruce's brew is the spice of life," and offered a coupon good for a free cinnamon grinder with purchase of bruce's best. bruce is using a positioning strategy.
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