Complete the assignment attached. This assignment may be completed individually or in small groups (<=5).

Even if you are not a coffee drinker, use your knowledge or image of the 'coffee shop culture to develop personas for the 5 segments indicated in the assignment. Use the following suggestions:

1. Loves to chat 2. On the way to work 3. Here on business 4. Time to kill 5. Coffee lover

• For #1, segment characteristics may be based on segmentation bases (variables) such as demographic, geographic, psychographic/lifestyle descriptors, as well as benefits sought (needs), usage rate, type of customer (new/existing), or any additional image you have of a typical consumer in each segment.
• For #2, develop a complete marketing mix for each segment:
  • Product (and associated service components)
  • Place (distribution) - includes delivery methods (counter service, drive-through, food truck, mobile orders, delivery, etc.
  • Price
  • Promotion - communication with each segment; and "internal" communication or atmosphere within the establishment
• For #3, discuss the usefulness of the segment nicknames.