Question 6 30 pts Despite the pandemic in 2020-2021, the laundry market in Australia, was experiencing a healthy retail value growth over the previous pre-pandemic year. Wash Genius a premium laundry detergent from Jozzby company (priced $8.50 AUD) was meant to be top challenger to market leader Fresh Breeze from Lozzby company (priced $ 9.00 AUD). Wash Genius was clearly banking on this campaign, but the brand manager of Wash Genius is concerned about the sustainability of the campaign in the long run. Even though the campaign was a success, the company is not gaining market share. This makes them want to re-evaluate the campaign to decide a future course of action. You are hired as a marketing consultant to advice Wash Genius on the following 1. Redesign a novel (creative and unique) integrated marking communication campaign for Wash Genius by carefully considering their objective of earning market share. 2. Use the SMART objective template and advise a brand building strategy for Wash Genius. Recommend two short-term and two long-term plans that could support Wash Genius in becoming a valuable brand. Make sure your recommendations are brand specic rather than generic ones. 3. Suggest and justify two marketing metrics that can measure the ongoing effectiveness of your IMC campaign and branding strategy