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Shaping a pitch to senior management

The challenge for marketers in these tough economic times is to find money in the budget for creating custom package shapes.

Equally difficult is justifying to senior management the idea of an inventive structural form, which often requires significant investments in new tooling, production processes, and additional materials.

Before approaching senior decision-makers, first determine which shapes could impact consumers when they purchase and use your product. As part of this step, Russ Napolitano, vice president business development at Wallace Church Associates (www.wallacechurch.com), says you should answer two questions: Which shape(s) already dominate my product category? Are there opportunities for new shapes that have meaning for my brand’s consumers?

Next, determine how the design can intuitively express a desirable price/value relationship to consumers, and also reduce production costs. Quantify those costs for senior managers, who might be more receptive to a structural-design investment if you can demonstrate cost savings.

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