For retail buyers and category managers, the packaging of a new product is one of many factors that have to be considered, but one that has special meaning: It’s the attribute that projects the product’s message. And if it doesn’t do that effectively, the product probably won’t fly.
We asked shoppers to share their feelings about closures on food and beverage packages. Based on their answers, we’ve grouped them into four types: Appreciators, Ping-Pongs, Avoiders and Questioners.
IGA USA (Independent Grocers Alliance)—the world’s largest voluntary supermarket network with aggregate worldwide retail sales of more than $21 billion per year—provides its retailers with an extensive and sophisticated private-label program. And the labels are a major component of its branding process. What’s interesting is that the organization’s label designers, under the direction of Dave Bennett, IGA senior vice president of procurement and private brands, are rigorously applying three straightforward criteria to make this label program pack the punch it needs.
If you work in manufacturing, you’ve heard the term “Overall Equipment Effectiveness” or its acronym “OEE.” Although widely used, I have found that many people don’t know what it is. Fewer understand it.
One great ice-breaker among food and beverage industry execs is to talk about the calls they’ve received from people who want to break into the business. I’m sure you and/or your colleagues have fielded them; magazines get them, too. I’m talking about the guy whose mother-in-law makes this great beef stew, and it would sell like wildfire if they could just get it into the supermarkets.
by PanDemetrakakes | April 30, 2008 | Comments (0)
