MKT304:
Marketing Communications Proposal- Strategic Marketing Assignment
Task:
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.
Analyse the current brand position using at SWOT, competitor analysis
and brand perceptual mapping
3. Choose at least 4 key marketing
theories to discuss the new direction for the brand and integrate and
discuss in depth in your report
4. Identify a new strategic
brand position and offer a new strategic plan focussing on either
offensive or defensive strategies
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