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 integrate and 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
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