The QBF Integrated Marketing Approach

PACKAGING/DISPLAYS

PROBLEM:  Historically, this leading U.S. trailer component manufacturer distributed its products through wholesale dealer networks. Recently, the company’s market share declined because of the increase in competitors selling similar product through retail channels.  To preserve their leading market position, our client decided to create an alternate retail distribution channel.  They asked for our help in developing new ways to package and display their products in a retail environment.

There were two specific challenges: Packaging and displays.

The challenge in developing the new packaging was how to limit the number of carton designs necessary to accommodate 274 products.  Product weights ranged from 1 pound to 80 pounds.   After careful analysis we split the product line into six categories, each having a standard carton that was engineered for the category’s size and weight requirements.  Flexible internal inserts supported each part within the carton. The client’s order entry system generates an adhesive label that is affixed to the side of the carton listing specific product descriptions, part numbers and UPC codes.

Display Challenge – The weight of the product created an engineering challenge solved through the use of steel supports incorporated into a corrugated base.  Creating one basic display to fit multiple retail segments called for the construction of digitally printed display panels that could be economically customized to each market segment.

SOLUTION: We used a four-color process 60 lb. litho label over-wrap print process rather than the competition’s two-color direct print on corrugate process.  To protect our attractive four-color process carton graphics from abrasion, we used an aqueous coating on the over-wrap.  The print production method used on the display was four-color UV digital on SBS C2S substrate.

BENEFIT: The selection of carton designs and materials was important to distinguish the client’s product line above the competition.  The selected carton designs allowed the consumer to open the carton to examine the part.  We exploited the fact that a U.S. part could be exposed to consumers without the sealed wrapping necessary for trans-ocean import. The display components break down to fit a UPS deliverable box.  Variable display graphic options permit “big box” retail co-branding. The retail carton was worked into the manufacturer’s production process.

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