5P FORMULA - INTERESTING WORKSHOPS AT THE PLME

Andrzej Wojciechowicz, the European Commission expert - FMCG Business Consulting has
triggered the audiences' interest with his lecture on brands

Targi Kielce's Exhibition of Private Label Producers feature a novelty - the compelling workshops.   Interactive format, professional speakers and practical knowledge on private labels development have attracted numerous listeners who wished to delve into the topic.  The workshops have been based on the 5P Formula, i.e Product, Packaging, Point of Sale, Promotion, Potential  for the Future.

The role of private labels in retail chains and private labels' potential as well as white label as a brand -  this is what Andrzej Wojciechowicz, the FMCG consultant and the European Commission's expert - the FMCG Business Consulting was speaking about.  An interesting insight into consumers' emotions and into the ways to engage them in the private label market so as they are satisfied and remain loyal was offered by Dorota Kałowska - a strategist and a partner at Cobalt Spark, the expert of the Polish Trade Chamber.

The workshops also raised the issue of the new media and private labels image transferred with the use of the new-era media communication.  The strategies and problems were discussed by Łukasz Wołek and Krzysztof Śpiewla from the EURA7 Agency from Krakow; the agency specialises in marketing communications.  The presentations did not fall short of valuable guidance regarding legal issues of brand protection.  An interesting lecture on how to ensure the legal protection for brands and how to avoid being accused of creating a brand which infringes the rights of others was delivered by the legal counsellor Ignacy Janas.