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GE plastics announces new strategy for resin brand

Published on .

Shanghai, People’s Republic of China--GE Plastics, a unit of General Electric Co., Fairfield, Conn., announced Tuesday a new branding strategy for its Lexan polycarbonate resin, which is used in thousands of consumer products, such as computers, mobile phones and automobiles. GE Plastics will place tags on selected products and packages that read “Lexan Resin--Clearly Better.” The packaging is designed to help GE Plastics customers differentiate their product in the eyes of consumers. The tactic is similar to a marketing approach used by DuPont & Co. in the way it brands Corian, Tyvek and other ingredients in consumer products. GE Plastics announced the new program at Chinaplas 2002, a plastics industry trade show taking place June 25-29 in Shanghai.
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