Product: Happy Cup

c. Consumer Evaluation: (includes explanation of the following)

i. Consumer Segmentation: List all possible consumer groups (all possible markets)

ii. Positioning: Positioning is another term for fitting the product into the lifestyle of the buyer. It also refers to segmenting a market by either or both of two ways: 1) Creating a product to meet the needs of a specialized group; 2) identifying and advertising a feature of an existing product that meets the needs of a specialized group. Positioning is viewing the product through the eyes of the consumer. You position your product by placing it a certain way in the consumer's mind. The point is to try to develop a position that has a certain difference.