Read section 1 statements, then read the task in section 2. Section 1: Quick Overview of Each Market Segment The 'Really thirsty': This group of consumers is seeking a fairly straightforward functional benefit from their consumption of a beverage. The 'On the go': The on-the-go market segment is a busy group of consumers who tend to eat and drink while they are traveling. The 'Need a boost': This market segment consists of those consumers are feeling rundown or tired during the day. The 'Variety seekers': Variety seekers are consumers that have limited brand loyalty and will consume a broader selection of drinks, depending upon their taste and situation at the time. The 'Health focus': Consists of consumers who make their food and beverage choices based upon being healthy and eating well. The 'Sporty': This market segment consists of consumers looking for products that are helpful when playing sport or while exercising. The 'deadlines': These customers enjoy a refreshing drink that will help them concentrate and alert while they are studying or working on a project The 'Just feel like it': This consumer segment is attracted to drinks for enjoyment and refreshment, rather than for any functional (thirst) benefits Section 2: Select which segment(s) (may be more than one) from section 1 you want to target. Then create a product with benefits that will satisfy that segment. Create a name for this product, explain its benefits, and write a positioning statement using the formula provided below. a) Product name and product benefits: b) Positioning statement (use the formula below to help you develop your statement): Positioning Statement Template: "To (target segment and need) our offering: (brand name) is (concept) that (point of difference)" Here is an example to get you going on the positioning statements. Remember, you need to be creative! You are trying to persuade customers to buy your product, not go for a competitor's alternative. Example: To the sporty and the health focused customer who needs to stay fit and wants to look attractive, our offering: Maxxxus is a specially formulated milk drink taken from wild horses running in the steppes of Italy. It is believed by the locals to boost vitality with the lowest calorie count