how to win with great packaging
Post on 21-Oct-2014
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Paul Jenkins presents How to win with great packaging strategies at the Speciality Food Fayre in London in September 2013TRANSCRIPT
September 2013
Paul Jenkins Founder
How to develop winning strategies through innovative packaging
How to develop winning strategies through innovative packaging
September 2013
Start ups
Multinational Brand Owners
Our Experience
Who we are
Paul Jenkins
Who we are
Paul Jenkins Barry Pamplin
Design innovation
Workshops Packaging trends Idea generation
Consumer insight Pack management
Coming up over the next 30 mins
• Packaging as a marketing tool
• Why packaging is important
• Rules for strategic success with packaging
• Packaging drivers
• Packaging trends
• What to avoid…
• Critical Success Factors summary
Packaging is a marketing tool
Packaging is a marketing tool
• It’s the closest you can get to your customers
• It interactive
• Packaging can add value to the proposition
• It can improve functionality and convenience
• It protects, contains, preserves
• Packaging can make or break a brand
Packaging - The Fifth P!
It’s not this!
It’s about understanding consumers
Packaging shouldn’t be an afterthought
Pack Functionality
Packaging’s role is multifaceted
To CONTAIN
To PROTECT
To provide CONVENIENCE
To INFORM
To SELL
and to achieve these purposes in an ECONOMICALLY and ENVIRONMENTALLY acceptable manner
What is innovation?
Definition
in•no•va•tion (ˌɪn əˈveɪ ʃən) n. 1. something new or different introduced.
2. the act of innovating; introduction of new things or methods.
Source: Random House Kernerman Webster's College Dictionary
It’s not about saving money
Think of it as an investment
Packaging That Adds Value
Fulfilling a functional need
Fulfilling a functional need
You don’t have to copy the competition
Get it right first time
When it goes wrong…
Find out what your customers want
What is the competition doing?
What are other categories doing?
Opportunity to be different
Secondary Packaging is also important
Secondary Packaging is also important
It can look bad…
Packaging Drivers
On the go
Easy open
Premiumisation
Visual Differentiation
Natural Simplicity
Heritage/Nostalgia
44
Made for Me!
45
Say it as it is!
46
Packaging Critical Success Factors
1. Meet (unmet) consumer needs
2. Understand competition
3. Make packaging a higher priority and early
4. Think about functionality
5. Incorporate trends as appropriate
6. Align packaging attributes with your brand values
7. Don’t accept what they tell you…
In summary
• Packaging is closely aligned to your product
• Powerful tool to help build and compliment the brand
• Don’t let packaging be an afterthought
• Follow these steps
• Good luck!
How to develop winning strategies through innovative packaging
How to develop winning strategies through innovative packaging
If you want to chat about your packaging needs…
07906 624494
