1.How can the beverage market be segmented? What should Urzza target?2.What was the intended positioning at the time of conceptualization of Uzrra? In your view, what positioning options are available for Uzrra? Discuss their pros and cons.

3.Discuss the pros and cons for Uzrra in creating a product category different from energy drinks that can generate mass appeal.

4.Evaluate the current marketing mix of Urzza.

5.Do you think the target volume set for Uzrra is acaiveable? What should Urzza do next?