Transcript Pack-Track

pack-track
for today & beyond
Building Successful Packaging for NPD
Andrew Streeter
Pack-Track
Packaging at the Heart of NPD
Thursday 30th April 2009
www.pack-track.com
pack-track
Packaging Driving NPD
for today & beyond
Actually
Understanding
Packaging
Packaging Innovation
Where from
How to
Packaging Issues that
Impact on You
And NPD
Trends & Drivers
& 5 packs to watch out
for tomorrow’s NPD
www.pack-track.com
pack-track
for today & beyond
Packaging means different things to different people
It’s more than graphics on a pack...... or shape
It is going green – we think
The packaging science can be interesting, fun even but...
And consumers can love or hate it or somewhere in between
Packaging is holistic and the parameters' grow steadily
www.pack-track.com
pack-track
for today & beyond
Packaging is critical to your success
5 – 50% of cost of goods
It is the brand
Your point of difference & statement of values
Protection of product, unit of distribution
Critical investment in a changing & challenging world
www.pack-track.com
pack-track
Key Messages
for today & beyond
Packaging is multi-disciplined | complex | control ? | bottom line impact | risky
www.pack-track.com
pack-track
Packaging Driving NPD
for today & beyond
Actually
Understanding
Packaging
Packaging Innovation
Where from
How to
Packaging Issues that
Impact on You
And NPD
Trends & Drivers
& 5 packs to watch out
for tomorrow’s NPD
www.pack-track.com
pack-track
Overview | Pack-Track
for today & beyond
Every day new packaging innovation, ideas & change arrives on the
worlds supermarket shelves
Packaging ideas that if you saw, could save you money, time & add
values to your brands
We make it possible for you to see & adapt
these pack ideas
25+ years >>> Identify/capture these packs
analyse, de-construct record vital detail
professional commentary
…make this vital information available to you on-line 24/7
Inspiration Cost+Time Saving Ideation Alternative to Design/Databases
www.pack-track.com
pack-track
for today & beyond
Pack-Track
excels in
capturing
valuable
packaging
innovation, ideas
& change
at retail on a
global basis
Seized & converted into PackFocus WebPages
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pack-track
Overview | Pack-Track
Ways to use.........
Ideation
Seize+Adapt
Solutions to problems
Reality v’s concepts
Trends, drivers & change
www.pack-track.com
for today & beyond
pack-track
Key Messages
for today & beyond
Packaging is multi-disciplined | complex | control ? | bottom line impact | risky
Packaging is multi-disciplined | reducing risk | improving the bottom line
www.pack-track.com
pack-track
Packaging Driving NPD
for today & beyond
Actually
Understanding
Packaging
Packaging Innovation
Where from
How to
Issues that impact
On You
And NPD
Trends & Drivers
& 5 packs to watch out
for tomorrow’s NPD
www.pack-track.com
pack-track
for today & beyond
Driving Packaging Change
Driving Packaging Change
It is the resources
we put into
packaging
change that
increase/drive
volume &
application
IMPACT OF PET INNOVATION ON CONSUMPTION
5,000
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
MILLION POUNDS
O2 SCAV
SHRINK LABELS
INDEX INJ
SHAPES
HS W/ HANDLE
ASEPTIC FILL
96-CAV INJ
SPORTS CAP
MULTI-LAYER
FAST RE-HEAT
GLASS 20 OZ
48-CAV INJ
COPOLY
P. DESIGN
HEAT SET
CRYST FINISH
ROBOTICS
1 PIECE
ROTARY
BASIS*
KMT
2,000
1,500
1,000
500
500
1999
1997
1995
1993
1991
1989
1987
1985
1983
1981
0
1979
0
1977
Packaging Matters USA
pack-track
Advertising | Packaged Brands | Money !
for today & beyond
Advertising V’s The Packaged Brand
Advertising
Packaged Brands
Advertising is expensive
Inherent cost of goods
It is transitory
Packs are physical & real
Relies on capturing our time
We all have to buy FMCG
It is not always ‘portable’
Is! Our life, homes, person
Major campaign component
The brand advertised
Advertising is discretionary
Packaging is a necessity
pack-track
for today & beyond
Meeting the Change Hierarchy
Consumer >< Brand Manufacturer Relationship
COMMERCIAL NEED
Interplay?
CONSUMER NEED
Lifestyle
Bonding
Friendliness
Meeting new needs
Convenience
Enhanced choice
Automation
Branding/Consistency
Distribution
Optimum Cost
Convenience
Protects & Contains
New
pack-track
Key Messages
for today & beyond
Packaging is multi-disciplined | complex | control ? | bottom line impact | risky
Undervalued in comparison to advertising | intimate
It is about detail as well as the big trends/forces | multi-disciplined
Do you have to go through the evolutionary stages to gain success ? | or jump ?
www.pack-track.com
pack-track
Packaging Driving NPD
for today & beyond
Actually
Understanding
Packaging
Packaging Innovation
Where from
How to
Packaging Issues that
Impact on You
And NPD
Trends & Drivers
& 5 packs to watch out
for tomorrow’s NPD
www.pack-track.com
Pack-Track Packaged Brands Insights
Common Global Characteristics
Moving towards consumer driven needs
Standout on shelf
Shaping
Materials market driven | Minimum tech spec? | Sustainability impact
Consumer usage features
Towards a plastics packaging society | weight | but challenged !
Pack build quality improving >< Print quality improving
Increasing on-pack features
•Easy open >< dispensing >< re-closing
•Life style driven
Light-weighting
PET | Flexibles | Paperboard + the rest
More choice><brands><formats><wiliness to change
Pack-Track Packaged Brands Insights
Variety
More life style
Integration
Differentiation
Usage
features
More value
On the Move
Shape
Portable
Smaller?
But family too
Easy to use
pack-track
for today & beyond
5 Packs & packaging culture to watch.... and why
www.pack-track.com
pack-track
Key Messages
for today & beyond
Packaging is multi-disciplined | complex | control ? | bottom line impact | risky
Undervalued in comparison to advertising | intimate
It is about detail as well as the big trends/forces | multi-disciplined
Do you have to go through the evolutionary stages to gain success ? | or jump ?
Understanding packaging is critical to the success of NPD & renovation
Identifying packaging innovations & it’s effect/impact is a critical issue
Is the packaging specialist the new hero in NPD & for current economic times ?
www.pack-track.com
pack-track
for today & beyond
Packaging is critical to your success
An under utilised NPD device?
Easy to get wrong
The need for insights & specialists
A changing world > economy, sustainability, silver generation
Maybe a bigger changing packaging world
www.pack-track.com