GCM 210 Lecture Notes - Lecture 3: Private Label, Paperboard, Trade Dress

• School: Ryerson University
• Department: Graphic Communications
• Course: GCM 210
• Professor: Natalia Lumby

Document Summary

At the core of packaging we have glass, metal, paperboard, corrugated and plastic. We are constantly looking to work with substrates that are flexible, resilient to the environment a(cid:374)d (cid:272)heap an almost impossible dream. Mixing materials and substrates means difficulty recycling. Coming up with a product, making consumers want your product, and selling it profitably. Difference between your product and a similar one: determine the price, determine the distribution strategy. How will it be sold, difference between retail and online: determine the brand values, product, pack attributes. Brand is a promise, commitment that the product delivers what the brand promises. Private label brands for example noname (no-frills) or life brand (shoppers) Being packaged in premium packaging which confuses consumers. Relevant to their values: relevance, distinctiveness, market appeal. How appealing your package is to the market, success of private label brands has gone up. Stand out, consumers attention span is only 7 seconds, easily recognizable loyalty programs like optimum points: protectable.