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The aim of the work is to develop an anticorrosion pigment based on an oxide mixture with lamellar particles. The pigments are prepared from lamellar zinc, zinc oxide and magnetite by calcination. An alkaline earth carbonate is added when embedding a third cation in the lattice of the ferrite that forms the envelope of the lamellar zinc. The properties of the pigments are tested both in the powdered state and when embedded in an epoxy-ester system using different pigment volume concentrations (PVC).

The properties of paints containing synthesised oxide mixture-based pigments at various volume concentrations and with the Q factor – Q = PVC/CPVC = 0.65 – were examined (where CPVC is critical pigment volume concentration). A series of isometric ferrite pigments were also synthesised for a comparison. Paints of both types with PVC = 10, 15 and 20 per cent were formulated. Steel panels coated with the paints were subjected to corrosion and mechanical tests.

The oxide mixtures with lamellar particles were subjected to particle size analysis and found to make up a broad distribution curve. Electron microscopy photographs confirmed that the oxide mixture pigments contained lamellar particles with a surface layer. A high anticorrosion effect was achieved owing to the combination of different oxide types.

The properties of the oxide mixtures with lamellar particles are described. Their particle distribution curves can be obtained by particle size analysis methods with a view to obtaining additional information on the status and properties of the pigment particles that may be useful in the development of better paints/coating materials.

Oxide mixtures with lamellar particles can be used in paints protecting construction steel.

The composition of the prepared oxide mixture-based pigments is novel. Each oxide acts by its own anticorrosion mechanism and the final beneficial effect is due to their concerted action.

The purpose of this paper is to study how packaging and packaging design can contribute to competitive advantage for marketing a consumer product.

Different influences from actors in the packaging design process are discussed in a conceptual model. A single case study based on five “corporate stories” about packaging development resulting in a new package are presented and analysed.

The present study demonstrates influences on the design process of a package from external and internal factors. The outcome of the design process is, to a great extent, dependent on the interaction between the main actors in this process. The study argues for the importance of the interaction with customers for planning and conducting the design. The result of such a process is a package that can trigger customers make a purchase and/or re‐inforce the brand name for a re‐purchase of the product.

The main implications for management are that packaging is a vital instrument in modern marketing activities for consumer goods, for example in the competitive food industry. The study highlights a few factors that trigger a customer to purchase a product by designing a suitable package for the product. Packaging design makes it possible to introduce new and better solutions for diverse marketing and logistic problems in a supply chain.

This paper fulfils an identified need for contributions to more research on packaging and marketing strategy.