Lin's friend Justin has decided to set up a new ice cream shop in downtown Oakville Ontario.  This is a unique ice cream shop where consumers go into the store, pick their toppings, and then a server blends it by hand on a marble slab? It is then served in a sugar cone or a cup. All their products are made on site and they use all natural ingredients and fresh products?
This means the price is super premium at $8.99 a serving vs the Baskin & Robbin's down the street where it is $3.99, which is his only competition.  
While it does attract people of all ages, it is mostly younger 16+ consumers who use the place as a destination to get cone and go for a stroll around the town as it has a nice main street. These consumer also like better tasting ice cream, similar to a Starbuck's consumer likes a better cup of specialty coffee vs going to Tim Horton's. He is now just starting this business but no one has heard anything about his new store.
You have just been hired as a student co-op by Justin to develop an IMC plan for him to get people into his store:

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2. Branding and Segmentation Justin is meeting with the bank to go over his business financials. His accountant asks him about how the ice cream shop is positioned in the market. When the bank manager asks him what his positioning statement is, what would you say? 0 There are many ways to segment a business. How would you segment Justin's business and why? 78 /4 2. Branding and Segmentation Justin is meeting with the bank to go over his business financials. His accountant asks him about how the ice cream shop is positioned in the market. When the bank manager asks him what his positioning statement is, what would you say? 0 There are many ways to segment a business. How would you segment Justin's business and why? 78 /4

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It looks like youre asking for help in developing a positioning statement for Justins ice cream shop ... View the full answer