Building Successful Packaging for NPD Andrew Streeter Pack-Track Packaging at the Heart of NPD...

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


Packaging

Packaging InnovationWhere from

How to


How to

Packaging Issues that Impact on You

And NPD


And NPD

Trends & Drivers& 5 packs to watch

outfor tomorrow’s NPD




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


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



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


Packaging


How to


How to


And NPD


And NPD






www.pack-track.com



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


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


Overview | Pack-TrackOverview | Pack-Track


www.pack-track.com



Packaging is multi-disciplined | reducing risk | improving the bottom linePackaging is multi-disciplined | reducing risk | improving the bottom line


Packaging


Packaging


How to


How to

Issues that impactOn You

And NPD

Issues that impactOn You

And NPD






www.pack-track.com


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


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


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


Meeting the Change HierarchyMeeting the Change Hierarchy


www.pack-track.com



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 ?


Packaging


Packaging


How to


How to


And NPD


And NPD


outfor tomorrow’s

NPD


outfor tomorrow’s

NPD


www.pack-track.com


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



www.pack-track.com



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


The need for insights & specialists

A changing world > economy, sustainability, silver generation

Maybe a bigger changing packaging world

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