Packaging Discussion

Packaging Discussion - Packaging Click to edit Master...

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Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Click to edit Master subtitle style Packaging Ron McEachern Hong Kong, 2009
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Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern Building A Powerful Consumer Brand In China China Brand Building Lays Case Practical Steps To A Successful China Soy And Laguna Examples China Brand Launch 1. Defining Competitive Advantage 2. Managing The Innovation Process 3. Leveraging Insights 4. Compelling Branding 5. Impactful Creative 6. Effective Media Selection 7. Reinforcing Image with Packaging 8. Effective Customer Management 9. Pricing and Promotion Plans 10. Profitable Entry Strategy 11. KPI’s and Performance Tracking 12. Managing HQ Expectations China Cont ext
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Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern What Are Some  Packaging Innovations  You’ve Seen? Packaging
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Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern Packaging Is The #1 Consumer Communication Vehicle For Marketing Packaging creates the most number of consumer impressions Must reinforce strategy…trial vs loading vs stock-up vs convenience Can communicate “natural”, “authentic”, “local relevance”, “appeal” Innovative design…graphics and functionality…rapidly increasing I-POD Squeezable Heinz Ketchup bottle Cell Phones Designer wine labels Male versus Female graphics Single wrapped Japanese Rice Crackers Critical need to stand out on increasingly crowded shelves Research tools to measure consumer reaction and shelf impact Packaging
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[File Name/Location of file file] Page 5 R.S. McEachern Packaging Needs To Be Both Functional And Aesthetic Functional Aesthetic Consumer Appealing Ease of Use Supports brand positioning Easy To Identify Variants “Family look and feel” Competitively differentiated
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Packaging Discussion - Packaging Click to edit Master...

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