Strategic Marketing Proposal

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 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

This is an individual assessment. Some categories examples include:

(1) Convenience goods, (2) shopping goods and (3) specialty goods