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Assessment description
You are the Marketing Development Team of a global organisation. Your team is to plan for an integrated marketing communications launch of a new product.
You are required to
1. Choose a brand category you would like to represent and select one new product under the category
2. Choose at least 2 key marketing theories to discuss the new direction for the brand and integrateand discuss in depth in your report
3. Identify a new strategic brand position using Ansoff's matrix and offer a new strategic marketing plan focussing on either offensive or defensive strategies
This is an individual assessment. Some categories examples include:
(1) Convenience goods, (2) shopping goods and (3) specialty goods
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