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Building Successful Packaging for NPDBuilding Successful Packaging for NPD
www.pack-track.com
Andrew Streeter
Pack-Track
Packaging at the Heart of NPD
Thursday 30th April 2009
pack-trackfor today & beyond
Actually Understanding
Packaging
Actually Understanding
Packaging
Packaging InnovationWhere from
How to
Packaging InnovationWhere from
How to
Packaging Issues that Impact on You
And NPD
Packaging Issues that Impact on You
And NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s NPD
pack-trackfor today & beyond
www.pack-track.com
Packaging Driving NPD Packaging Driving NPD
Packaging means different things to different peoplePackaging means different things to different people
www.pack-track.com
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...
Packaging is holistic and the parameters' grow steadily
And consumers can love or hate it or somewhere in between
pack-trackfor today & beyond
Packaging is critical to your successPackaging is critical to your success
www.pack-track.com
5 – 50% of cost of goods
It is the brand
Your point of difference & statement of values
Critical investment in a changing & challenging world
Protection of product, unit of distribution
pack-trackfor today & beyond
pack-trackfor today & beyond
www.pack-track.com
Packaging is multi-disciplined | complex | control ? | bottom line impact | riskyPackaging is multi-disciplined | complex | control ? | bottom line impact | risky
Key MessagesKey Messages
Actually Understanding
Packaging
Actually Understanding
Packaging
Packaging InnovationWhere from
How to
Packaging InnovationWhere from
How to
Packaging Issues that Impact on You
And NPD
Packaging Issues that Impact on You
And NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s NPD
pack-trackfor today & beyond
www.pack-track.com
Packaging Driving NPD Packaging Driving NPD
pack-trackfor today & beyond
www.pack-track.com
Overview | Pack-TrackOverview | Pack-Track
Every day new packaging innovation, ideas & change arrives on the worlds supermarket shelvesEvery 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 brandsPackaging ideas that if you saw, could save you money, time & add values to your brands
We make it possible for you to see & adaptthese pack ideasWe make it possible for you to see & adaptthese pack ideas
25+ years >>> Identify/capture these packs analyse, de-construct record vital detailprofessional commentary…make this vital information available to you on-line 24/7
25+ years >>> Identify/capture these packs analyse, de-construct record vital detailprofessional commentary…make this vital information available to you on-line 24/7
Inspiration Cost+Time Saving Ideation Alternative to Design/DatabasesInspiration Cost+Time Saving Ideation Alternative to Design/Databases
pack-trackfor today & beyond
www.pack-track.com
Pack-Track excels in capturingvaluable
packaging innovation,
ideas & change
at retail on a global basis
Pack-Track excels in capturingvaluable
packaging innovation,
ideas & change
at retail on a global basis
Seized & converted into PackFocusPackFocus WebPagesSeized & converted into PackFocusPackFocus WebPages
Ways to use.........Ways to use.........
www.pack-track.com
Ideation
Seize+Adapt
Solutions to problems
Trends, drivers & change
Reality v’s concepts
pack-trackfor today & beyond
Overview | Pack-TrackOverview | Pack-Track
pack-trackfor today & beyond
www.pack-track.com
Packaging is multi-disciplined | complex | control ? | bottom line impact | riskyPackaging is multi-disciplined | complex | control ? | bottom line impact | risky
Key MessagesKey Messages
Packaging is multi-disciplined | reducing risk | improving the bottom linePackaging is multi-disciplined | reducing risk | improving the bottom line
Actually Understanding
Packaging
Actually Understanding
Packaging
Packaging InnovationWhere from
How to
Packaging InnovationWhere from
How to
Issues that impactOn You
And NPD
Issues that impactOn You
And NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s NPD
pack-trackfor today & beyond
www.pack-track.com
Packaging Driving NPD Packaging Driving NPD
Driving Packaging Change
It is the resourceswe put into packagingchange that increase/drive volume &application
Packaging Matters USA
Driving Packaging Change
It is the resourceswe put into packagingchange that increase/drive volume &application
Packaging Matters USA
IMPACT OF PET INNOVATION ON CONSUMPTION
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
0
500
1,000
1,500
2,000O2 SCAVSHRINK LABELS INDEX INJSHAPESHS W/ HANDLEASEPTIC FILL96-CAV INJSPORTS CAPMULTI-LAYERFAST RE-HEATGLASS 20 OZ48-CAV INJCOPOLYP. DESIGNHEAT SETCRYST FINISHROBOTICS1 PIECEROTARYBASIS*
MILLION POUNDS KMT
Driving Packaging ChangeDriving Packaging Change
pack-trackfor today & beyond
Advertising V’s The Packaged BrandAdvertising V’s The Packaged BrandAdvertising
It is transitory
Relies on capturing our time
It is not always ‘portable’
Major campaign component
Advertising is discretionary
Advertising is expensive
Packaged Brands
Inherent cost of goods
Packs are physical & real
We all have to buy FMCG
Is! Our life, homes, person
The brand advertised
Packaging is a necessity
pack-trackfor today & beyond
Advertising | Packaged Brands | Money !Advertising | Packaged Brands | Money !
COMMERCIAL NEED
Convenience
Automation
Optimum Cost
Protects & Contains
CONSUMER NEED
Enhanced choice
Branding/ConsistencyDistribution
Convenience
New
Consumer >< Brand Manufacturer RelationshipConsumer >< Brand Manufacturer Relationship
Lifestyle Bonding
Meeting new needs
Interplay?
Friendliness
pack-trackfor today & beyond
Meeting the Change HierarchyMeeting the Change Hierarchy
pack-trackfor today & beyond
www.pack-track.com
Packaging is multi-disciplined | complex | control ? | bottom line impact | riskyPackaging is multi-disciplined | complex | control ? | bottom line impact | risky
Key MessagesKey Messages
Undervalued in comparison to advertising | intimate Undervalued in comparison to advertising | intimate
It is about detail as well as the big trends/forces | multi-disciplined 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 ?Do you have to go through the evolutionary stages to gain success ? | or jump ?
Actually Understanding
Packaging
Actually Understanding
Packaging
Packaging InnovationWhere from
How to
Packaging InnovationWhere from
How to
Packaging Issues that Impact on You
And NPD
Packaging Issues that Impact on You
And NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s
NPD
Trends & Drivers& 5 packs to watch
outfor tomorrow’s
NPD
pack-trackfor today & beyond
www.pack-track.com
Packaging Driving NPD Packaging Driving NPD
Moving towards consumer driven needs
Standout on shelfShapingMaterials market driven | Minimum tech spec? | Sustainability impactConsumer usage features
Increasing on-pack features
Light-weighting
PET | Flexibles | Paperboard + the rest
•Easy open >< dispensing >< re-closing•Life style driven
More choice><brands><formats><wiliness to change
Towards a plastics packaging society | weight | but challenged !Pack build quality improving >< Print quality improving
Pack-Track Packaged Brands InsightsPack-Track Packaged Brands Insights
Common Global Characteristics
More life style Variety
Integration Differentiation Shape
More value Usagefeatures
On the Move Portable
Smaller?But family too
Easy to use
Pack-Track Packaged Brands InsightsPack-Track Packaged Brands Insights
5 Packs & packaging culture to watch.... and why5 Packs & packaging culture to watch.... and why
www.pack-track.com
pack-trackfor today & beyond
pack-trackfor today & beyond
www.pack-track.com
Packaging is multi-disciplined | complex | control ? | bottom line impact | riskyPackaging is multi-disciplined | complex | control ? | bottom line impact | risky
Key MessagesKey Messages
Undervalued in comparison to advertising | intimate Undervalued in comparison to advertising | intimate
It is about detail as well as the big trends/forces | multi-disciplined 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 ?Do you have to go through the evolutionary stages to gain success ? | or jump ?
Understanding packaging is critical to the success of NPD & renovationUnderstanding packaging is critical to the success of NPD & renovation
Identifying packaging innovations & it’s effect/impact is a critical issueIdentifying packaging innovations & it’s effect/impact is a critical issue
Is the packaging specialist the new hero in NPD & for current economic times ?Is the packaging specialist the new hero in NPD & for current economic times ?
Packaging is critical to your successPackaging is critical to your success
www.pack-track.com
An under utilised NPD device?
Easy to get wrong
pack-trackfor today & beyond
The need for insights & specialists
A changing world > economy, sustainability, silver generation
Maybe a bigger changing packaging world