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You are a marketing manager for Mondelez, and are exploring the possibility of introducing AmaYzing Salsa (AS), a

combination mayonnaise and salsa sauce.  AS can be used as a salad dressing, a sandwich spread, a dip, or as a recipe ingredient.  It is guaranteed to add zing in any situation.  The plan is to introduce it initially in the southwestern United States, building on the local taste for salsa.


1.Describe how the company employs the new product development process to shepherd AS along, from idea generation through commercialization.

2.Which of the three popular alternative branding strategies would you recommend, and why? 

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