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

Some categories examples include:
(1) Convenience goods, (2) shopping goods and (3) specialty goods