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A dissenting viewpoint

Any packaging method has its skeptics, and that holds true for Last Moment of Differentiation.
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Some packagers aren’t convinced of the rosy economic picture that supporters paint for LMD.

One of them is John Mazelin, vice president of marketing and sales at the Concept Packaging Group (www.concept-pkg.com), Georgetown, KY. Mazelin, who is president of the Contract Packaging Association (www.contractpackaging.org), questions whether LMD would be suitable for packaging projects beyond grouping products, such as paper cups, into varied packages.

“It presumes a generic item is used for a promotion, as opposed to a unique item,” Mazelin says. He urges product manufacturers to thoroughly investigate where and how LMD could work successfully their products.

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