Labelzine: The latest marketing tool in India

Posted on 10 March 2010 by BMMBoxer

The next time you sip in your favourite cold drink, be prepared to know more about the brand through Labelzine. Mini magazines or booklets, which are referred as Labelzine can be pasted onto products. The point is to make an impact on the consumers mind by making use of each and every minute of his time.

The creative communication tool was launched in 2006 in Australia, and made its presence felt worldwide in 2007. Labelzine is a trademark of On Product Publishing (OPP) International, Melbourne, Australia. Labelzine is available across 230 countries with 15 major licensees. The product ventured into India through Select Group, the licensee for the product in India.

Manisha Sharma, General Manager, strategic planning and development, Select Group, said, “Today’s consumer is looking to get more value for his money. It has thus become imperative for brands to create a distinct image for their products versus competition and thereby stand out. Labelzine gives brands this platform as it allows a brand to interact effortlessly with its consumer and create greater engagement value.”

Sharma further added, “Labelzine allows the partner brand to creatively reach its consumers, where one can enclose a fridge magnet or promotional coupons as well. This is also a very effective medium for alcohol brands, allowing them to stick interesting cocktail booklets on their bottles, which will surely have a retain value for consumers.”

Labelzine offers removable magazines from 4 – 32 pages. These magazines can be included inside the label of consumer goods packages or can be adapted to suit packaging on most media, be it PET and glass bottles, Tetra Pak or cartons.

The new tool helps marketers emphasize on product visibility on the shelves, attract shoppers through innovation, offer surprises and rewards to consumers and achieve reach since people tend to get rid of the usual direct marketing leaflets but not the actual products.

Kimberly Clarke, Virgin Group, L’Oreal, Tetra Pak and Coca-Cola and Marico are some of the companies that have worked recently with Select Group on this new but innovative marketing tool.

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