{"id":7740,"date":"2013-04-12T16:47:19","date_gmt":"2013-04-12T15:47:19","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=7740"},"modified":"2022-08-27T20:30:50","modified_gmt":"2022-08-27T19:30:50","slug":"opakowanie-nasladowcze","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/print-inspiration\/copycat-packaging\/","title":{"rendered":"Podr\u00f3bki opakowa\u0144 - czy da\u0142e\u015b si\u0119 nabra\u0107?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><\/p>\n<h3><em>W zwi\u0105zku z nowymi badaniami przeprowadzonymi przez grup\u0119 konsumenck\u0105 Which?, z kt\u00f3rych wynika, \u017ce kupuj\u0105cy w Wielkiej Brytanii s\u0105 zirytowani imitacjami produkt\u00f3w, Solopress pyta, czy kiedykolwiek zosta\u0142e\u015b wprowadzony w b\u0142\u0105d przez podr\u00f3bk\u0119 opakowania?<\/em><\/h3>\n<p>Kopiowanie opakowa\u0144 jest w ostatnich latach coraz cz\u0119stszym zjawiskiem we wszystkich wiod\u0105cych brytyjskich supermarketach i sklepach wielkopowierzchniowych. By\u0107 mo\u017ce ju\u017c zauwa\u017cy\u0142e\u015b lub nawet da\u0142e\u015b si\u0119 nabra\u0107 na t\u0119 podst\u0119pn\u0105 technik\u0119 marketingow\u0105. Polega ona na tym, \u017ce sprzedawcy detaliczni \"po\u017cyczaj\u0105\" \u0142atwo rozpoznawalne opakowania produkt\u00f3w du\u017cych marek - czy to og\u00f3lny projekt, czcionki, kolorystyk\u0119, sformu\u0142owania, kszta\u0142t czy rozmiar - dla swoich (ta\u0144szych) towar\u00f3w pod w\u0142asn\u0105 mark\u0105. Wszystko, od McVitie's Digestives i \u017celu do k\u0105pieli Radox po mas\u0142o Lurpak i chipsy Monster Munch, zosta\u0142o na\u015bladowane przez \"brandjacker\u00f3w\" oferuj\u0105cych ta\u0144sze alternatywy, kt\u00f3re na pierwszy rzut oka wygl\u0105daj\u0105 identycznie jak ulubione marki.<\/p>\n<p>To paso\u017cytnicza praktyka biznesowa, kt\u00f3ra si\u0119 op\u0142aca. W dzisiejszych czasach liczy si\u0119 ka\u017cdy grosz, poniewa\u017c pozbawieni got\u00f3wki brytyjscy konsumenci staraj\u0105 si\u0119 zr\u00f3wnowa\u017cy\u0107 sw\u00f3j tygodniowy bud\u017cet z rosn\u0105cymi cenami \u017cywno\u015bci. Sp\u00f3jrzmy prawdzie w oczy, Aldi przeprowadzi\u0142 nawet telewizyjn\u0105 kampani\u0119 reklamow\u0105 wykorzystuj\u0105c\u0105 t\u0119 koncepcj\u0119 w ci\u0105gu ostatnich 12 miesi\u0119cy.<\/p>\n<p>Aldi. Podobne marki. Tylko ta\u0144sze.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Dlaczego jest to problem?<\/strong><\/h2>\n<p>Wed\u0142ug dzisiejszej ankiety przeprowadzonej przez Which?, kupuj\u0105cy s\u0105 zdezorientowani coraz bardziej wyrafinowanymi podr\u00f3bkami opakowa\u0144, a nast\u0119pnie przez pomy\u0142k\u0119 kupuj\u0105 wersje supermarketowe. Co wi\u0119cej, spo\u015br\u00f3d jednej pi\u0105tej cz\u0142onk\u00f3w Which?, kt\u00f3rzy ujawnili, \u017ce do\u015bwiadczyli tego problemu, 30% czu\u0142o si\u0119 wprowadzonych w b\u0142\u0105d, a 38% by\u0142o faktycznie zirytowanych.<\/p>\n<p>Zapobieganie kopiowaniu opakowa\u0144 jest jedn\u0105 z kampanii prowadzonych przez grup\u0119 nacisku Alliance For Intellectual Property. \"Opakowanie na\u015bladowcze przyjmuje charakterystyczne cechy znanych markowych towar\u00f3w w celu wprowadzenia konsumenta w b\u0142\u0105d\" - wyja\u015bnia AFIP. \"Na\u015bladowca nie ponosi \u017cadnych koszt\u00f3w inwestycji, kt\u00f3re marka ponios\u0142a przez lata, aby zbudowa\u0107 swoj\u0105 reputacj\u0119\".<\/p>\n<p>Jest to kwestia, kt\u00f3ra prawdopodobnie nie zniknie, dop\u00f3ki prawnicy obu stron nie stocz\u0105 bitwy w brytyjskich i europejskich s\u0105dach. W mi\u0119dzyczasie, oto kilka m\u0105drych porad dotycz\u0105cych zakup\u00f3w, kt\u00f3rym zawsze mo\u017cna zaufa\u0107: kupuj\u0105cy strze\u017c si\u0119!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Brandjacking<\/strong><\/h2>\n<p>Czy potrafi\u0142by\u015b szybko dostrzec r\u00f3\u017cnic\u0119 mi\u0119dzy tymi pi\u0119cioma podobnymi produktami, gdy idziesz alejk\u0105 w supermarkecie?<\/p>\n<p style=\"text-align: center;\"><strong>Mas\u0142o Lurpak vs. Aldi Norpak<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7746 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packaging-lurpak-norpak-butter.jpg\" alt=\"Opakowania Lurpak vs Norpak\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Herbal Essences vs. szampon Boots Fruit Essence<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7747 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packing-clairol-boots-shampoo.jpg\" alt=\"Opakowania Herbal Essences vs Boots Fruit Essence\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Johnson's Baby Softwash vs. Morrisons Baby p\u0142yn do mycia cia\u0142a<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7752 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-oackaging-johnsons-morrisons-baby-wash.jpg\" alt=\"Opakowania dla niemowl\u0105t Johnson&#039;s vs Morrisons\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Pimms vs. Jeeves (sprzedawany w Tesco i Lidlu)<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7753 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packaging-pimms-jeeves-bottle.jpg\" alt=\"Opakowanie Pimms vs Jeeves\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>McVitie's Digestives vs. czekoladowe Digestives Tower Gate<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7754\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packaging-mcvities-tower-gate-digestives.jpg\" alt=\"Opakowanie digestives McVitie&#039;s vs Tower Gate\" width=\"600\" height=\"374\" \/><\/p>\n<pre>\u0179r\u00f3d\u0142a zdj\u0119\u0107: Which?<\/pre>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":7754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[544],"tags":[],"class_list":{"0":"post-7740","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-print-inspiration"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Copycat Packaging - Have You Been Fooled?<\/title>\n<meta name=\"description\" content=\"Which? finds that UK shoppers are annoyed by imitation products. 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