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Planning and Launching a New Brand The development of any new product or brand requires careful management. This requires starting out with an understanding of the market and the identification of the target market to whom our new goods would be attractive. The Mission of The Iams Company is to enhance the well-being of dogs and cats by providing world-class foods. Nutrition that makes a difference through a Complete feeding System who uses the slogan "Iams is Good for Life". The Iams company wants to launch a new brand of cat food believing they have found a gap in the market. The idea is the development of a new dry cat food, which can be used as a complete cat food or as a supplement to existing feedings. This is differentiated as it is a vegetarian1 cat food. There are no other vegetarian cat foods on the market, but there...

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