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HAVI Global Solutions Confidential & Proprietary HAVI Global Solutions Confidential & Proprietary
Key Drivers shaping the future of
packaging
HAVI Global Solutions Confidential & Proprietary
Jocelyne Ehret
Director Operations
HAVI Global Solutions Confidential & Proprietary HAVI Global Solutions Confidential & Proprietary 11/19/2014 | 2
Consulting Full management
of packaging category
3 $ Billion 1.5 Billion
toys
Managing projects >
200 customers
HAVI Global Solutions Confidential & Proprietary
Established in 1975 as Perseco
Comprises of 3 organisations – 8000+ employees
Packaging & Promotion Freight &
Logistics Creative Agencies
HAVI Global Solutions Confidential & Proprietary
Top Packaging Drivers
Growth Markets New Retail area Holistic Design
Thinking
Sustainability
Consumers /
Social Media /
Personal
Technology
Science &
Technology
Laws &
Regulations
Packaging value
HAVI Global Solutions Confidential & Proprietary
Driver or Trend?
• Packaging Drivers are not the same as Packaging Trends
– Trends generally stay the same; they are a tendency exhibited
by a group of people
– Drivers are often outside packaging’s control but provide strong
packaging influence : the need behind the need
• To develop actionable insights for packaging, you need to look
at both trends & drivers
HAVI Global Solutions Confidential & Proprietary
This is the growth driver most major brand owners are
still focusing on
Most emerging markets have emerged !
Emerging Global middle class will require different
packaging
1. Growth Markets
Packaging Drivers
HAVI Global Solutions Confidential & Proprietary
2. New Retailer Area
With the added pressure of a 24/7 connected world,
consumers and retailers are evolving the way in which
they interact to fit more seamlessly into busy lives
Packaging Drivers
Europe has the strongest supermarket/hypermarket
network, led by France with a share of 69% in 2013
As the quality of private labels has improved, their
price differential has become narrower. In the US, a
2012 study found that private labels cost an average
of 29% less than their national brand counterparts,
but their prices had risen faster than brands over the
previous year.
E-commerce: New type of order and delivery will
reshape package configuration and formats globally
New transport
packaging
Waste management
FMCG product
Order online competition
Global connected
market
HAVI Global Solutions Confidential & Proprietary
3. Holistic Design
Thinking Universal
Design
Experience
Technology
Sustainability
Shelf Impact
Color
Product
Delivery
Innovation
Total cost of
ownership
Shape
Sensory
Iconic
Holistic
Packaging
Design
Packaging Drivers Design has become
the key differentiator
Collaborate to compete
HAVI Global Solutions Confidential & Proprietary
Leveraging Innovation – Brand Owner
MillerCoors is another brand owner that
uses packaging to enhance and reinforce
its brand:
• Holistic Design
• Science & Technology
• Consumer
HAVI Global Solutions Confidential & Proprietary
4. Sustainability
Packaging Drivers
HAVI Global Solutions Confidential & Proprietary
Social media has democratised the web – all consumers can provide instant
feedback and have several public platforms from which to voice their concerns.
This is having a significant impact on packaging.
5. Consumers /
Social Media /
Personal Technology
Using social media as a way to
get input from consumers,
including ZMOT
Monitoring social media
(and sometimes interjecting) for
insights and complaints
QR codes, NFC, Aurasma, scan for
apps on package
Digital marketing : packaging
becomes a key medium for
advertising
HAVI Global Solutions Confidential & Proprietary
6. Science &
Technology
Key areas of packaging technology application in the next 3-10
years will be:
Digital Printing /
Mass Customisation
Flexible Equipment –
Many Sizes & Formats
Small Scale
Manufacturing
Renewable Non-Food
Feedstocks
Coating & Barriers for
Paper & Flexible
High-Speed Sorting for
Recycling
Nanotechnology Active / Intelligent
Packaging
Traceability /
Authentication
Packaging Drivers
Avoid Food waste e-retail /e-commerce
HAVI Global Solutions Confidential & Proprietary
Example of innovative material :
New barrier material more sustainable and
cost effective
No plastic Easy to recycle compostable Same performance
Similar cost as PE board
HAVI Global Solutions Confidential & Proprietary
Packaging is a lightning rod for legislation & regulation, as its value is not
understood by many legislators.
As such, legislation in many areas is driving packaging selection:
7. Laws &
Regulations
BPA Extended Producer
Responsibility (EPR) Mineral Oil Migration
Nanotechnology Active & Intelligent
Packaging
Material Bans
(PVC, food service)
Landfill Bans Recycling Targets Bio / Oxodegradable
Packaging Drivers
Timber regulation Anticipation of emerging
issues
HAVI Global Solutions Confidential & Proprietary 11/19/2014 | 15
Value = Benefits
Cost
vs. Competition
Mass DANGER ZONE Specialised
Brand &
Product value not
Differentiated VS.
Competition
=
DANGER
High “emotional importance”
High “personal value”
Differentiated relevant benefits to
targeted Groups
Low “emotional importance”
“Good enough” value
Differentiated by lower cost to
broad audience
“Bell” curve
“Well” curve
Gro
wth
Co
nsu
me
r p
erc
eiv
ed
va
lue
Packaging value
HAVI Global Solutions Confidential & Proprietary
CONSUMER drivers FOR PACKAGING
HAVI Global Solutions Confidential & Proprietary
Top Consumer Drivers
Consumers’ motivation for purchasing is derived
from 6 OVERARCHING DRIVERS:
Vibe
“I like it”
Performance
“it works”
HAVI Global Solutions Confidential & Proprietary
PTIS Packaging Drivers Model Delights Consumers and Positively Impacts Experience
Disappoints Consumers and Negatively Impacts Experience
Meets Consumer Expectations – Experience Neutral
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Expert
Fresh & Natural
Wholesome
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Easier
Versatile
Customizable
On The Go
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effective
Adequate
Remarkable
Exciting
Appealing
Trendy
Perfect for Me Socially Responsible
HAVI Global Solutions Confidential & Proprietary
PTIS Brand DNA Alignment Tool
Disappoints Consumers and Negatively Impacts Experience
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Professional / Expert
Fresh
Nutritionally Sound
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Less Mess / Fuss
Versatile
Portable
Value
Customized
OTG
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effortless
Easy to Use
Fair
Remarkable
Exciting
Appealing
Trendy
Delights Consumers and Positively Impacts Experience
Disappoints Consumers and Negatively Impacts Experience
Meets Consumer Expectations – Experience Neutral
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Expert
Fresh & Natural
Wholesome
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Easier
Versatile
Customizable
On The Go
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effective
Adequate
Remarkable
Exciting
Appealing
Trendy
Perfect for Me Socially Responsible
Safe Natural
Premium
On The Go
Cool Fun to use
HAVI Global Solutions Confidential & Proprietary
PTIS Brand DNA Alignment Tool
Disappoints Consumers and Negatively Impacts Experience
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Professional / Expert
Fresh
Nutritionally Sound
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Less Mess / Fuss
Versatile
Portable
Value
Customized
OTG
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effortless
Easy to Use
Fair
Remarkable
Exciting
Appealing
Trendy
Delights Consumers and Positively Impacts Experience
Disappoints Consumers and Negatively Impacts Experience
Meets Consumer Expectations – Experience Neutral
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Expert
Fresh & Natural
Wholesome
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Easier
Versatile
Customizable
On The Go
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effective
Adequate
Remarkable
Exciting
Appealing
Trendy
Perfect for Me Socially Responsible
Safe Natural
Premium
On The Go
Cool Fun to use
HAVI Global Solutions Confidential & Proprietary
PTIS Brand DNA Alignment Tool
Disappoints Consumers and Negatively Impacts Experience
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Professional / Expert
Fresh
Nutritionally Sound
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Less Mess / Fuss
Versatile
Portable
Value
Customized
OTG
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effortless
Easy to Use
Fair
Remarkable
Exciting
Appealing
Trendy
Delights Consumers and Positively Impacts Experience
Disappoints Consumers and Negatively Impacts Experience
Meets Consumer Expectations – Experience Neutral
Bad for Me Dull Inconvenient Unsafe Inadequate Undesirable
Expert
Fresh & Natural
Wholesome
Holistic
Sensorial
Authentic / Real
Premium
Fun
Experiential
Easier
Versatile
Customizable
On The Go
“Green”/ Sustainable
Integrity/Trust
Pure
SAFETY VIBE PERFORMANCE CONVENIENCE WELLNESS GRATIFICATION
Effective
Adequate
Remarkable
Exciting
Appealing
Trendy
Perfect for Me Socially Responsible
Safe Natural
Premium
On The Go
Cool Fun to use
HAVI Global Solutions Confidential & Proprietary
CONSUMER INSIGHT TO FORESIGHT
HAVI Global Solutions Confidential & Proprietary
Insight Foresight
• Insight (definition):
– An understanding of the motivational
forces behind one’s actions, thoughts,
or behavior; self-knowledge (current
time basis)
• Foresight (definition):
– Knowledge or insight gained by, or as
by, looking forward; a view of the
future (future time basis)
HAVI Global Solutions Confidential & Proprietary
Foresight Tools
• Scenario Planning
– Helps to consider what consumers will
look for in future packaging
• Expert community
– Lead Users
– Futurists
– Strategists
– Packaging Subject Matter Experts
Future of packaging 2016-2026
HAVI Global Solutions Confidential & Proprietary
Consumers Buy Products, Not Packages
Start with the consumer
– identify which needs
you are targeting
Test products, not
packages
Test everything in
context – give
“homework”
assignments before
consumer groups
Test commercial-like
samples
Never test in the
boardroom (unless you
were Steve Jobs)
Key considerations when testing with consumers:
HAVI Global Solutions Confidential & Proprietary
In Summary
• Packaging is playing a new enabler
and leadership role in the new value
chain
• Top drivers are getting stronger and
will be more impactful going forward
• Think holistically and collaboratively
• Use packaging to Delights Consumers
and Positively Impacts Experience
• Foresight is key to take packaging
forward
How well do you control the value equation ?
value =𝑏𝑒𝑛𝑒𝑓𝑖𝑡
𝑐𝑜𝑠𝑡𝑣𝑠. 𝑐𝑜𝑚𝑝𝑒𝑡𝑖𝑡𝑖𝑜𝑛
HAVI Global Solutions Confidential & Proprietary
THANK YOU