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March 2001
The Four P's of Packaging
Avoiding Mistakes by Planning Packaging Design
by Veronica Barclay
Designing a new package or label design can be an exciting process, but even the most sizzling label can lose its effect if the design process does not involve proper planning. The "Four P's" of marketing (product, price, promotion, and place,) have helped launch and position many successful brands in the today's wine market. Now, a new set of guidelines has savvy marketers paying attention to the "Four P's of Packaging:"Prototype--a mock up of the proposed new package--including possible label ...
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