NEW YORK -- Brand marketers thinking of changing a package design should first consult with consumers, distributors and retailers. By doing so, the chances of producing a winner that increases brand equity will be greater, according to Cynthia Ziemer Burke, director of marketing at Mott's USA division of Cadbury Beverages, Stamford, Conn. "It will surely be a package that will increase sales, and that has to be your bottom-line objective," said Ziemer Burke. "People shop the shelves. They ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

Click here to read the FAQ page if you have any questions (opens in a new window)
 

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.