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September 30, 2003
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Designing for a market
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With a variety of blue-chip companies on its customer list Kornick Lindsay typically develops container designs for a specific company’s requirements. However in this case the designers created container designs for nutrition supplement packers long before a specific customer was identified.The new containers now used by EAS were created by Kornick Lindsay after principal Joe Kornick met with Alpha Packaging at a trade show. “Joe asked if we might be interested in offering some new proprietary container designs” recalls Carol McLerran Alpha’s director of marketing. “He met with our marketing people and his firm developed several proprietary designs that we could take out to the nutrition products industry.” Kornick Lindsay patented the container designs. “The containers were designed for the broad category of nutrition products” Joe Kornick says. “We designed specific design concepts for Alpha to show companies that there are opportunities to use a proprietary container at a relatively small premium to a stock container.” “EAS is a company that really recognized the value of going to a proprietary container and moving away from the traditional stock containers that are common in its business” Kornick says.
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