https://courses.kpu.ca/pluginfile.php/70855589/course/section/440392/MRKT%201199%20Case.mp4

Concept #3 Segmentation

1. Describe two possible market segments for Honeylu's new signature coffee. Explain how you came up with these two personas or segments (see "Helpful Links" on Moodle for resources on personas and what they are). Include an image! Who are they, what do they need/ want, what influences their buying behaviour? Be descriptive. Businessmen aged 40-55 years old is not enough.

Concept #4 Target Market Selection

1. After reviewing everyone's posts, which segment do you think Honeylu's should target with a new signature drink? Explain your choice and why it makes sense with the case. Use what you have learned from class (segment evaluation).

It is very difficult to do good job on this project if you do poor job of defining the target market.

1. What do you think is Honeylu's current target market strategy: undifferentiated, differentiated, concentrated or micro-marketing. Explain how you arrived at your answer (evidence).

Concept #5 Positioning

1. What positioning method is Honeylu's Coffee using? Would you recommend a different positioning method? Explain.