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Design & Structure of Packaging for

Modern Retail &

E-Commerce

Presented by:P . Rajan MATHEWS

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Design & Structure of Packaging for Modern Retail & E-Commerce

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Food & Beverage, Grocery Category

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1. Growth in Food consumption.2. Creator of foods and NEW Category

of Foods.

Modern retail is a catalyst

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Modern Retail: Influencing growth and emergence of categories

Ready to eat/cook: This segment comprises of noodles/pasta, snack/dessert mixes/ pre-mixes, meals and curry pastes, and primarily caters to the convenience needs of the consumer. Ready to eat/cook meals is a more recent entrant to the category, and hasemerged driven by modern retail.

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Breakfast cereals: This category saw its emergence and initial growth driven by modern retail.

Modern retail had a strong influence to the initial success and acceptance of the category by catering to consumer needs like novelty, convenience, product trials, and awareness, amongst other factors

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Organic foods: This category is mostly available through the modern retail channel only.

The category’s emergence is driven by increased awareness and premium presentation.

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Frozen foods: This is still an emerging segment and caters to the convenience needs of the consumers.

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Modern Retail: Influencing growth and emergence of categoriesFruit Juices: The packed juice category has emerged and grown with the modern retail industry in India.

Primarily driven by creating• Awareness, • Impulse purchase and • Creating Opportunities of purchases.

Dabur’s Real and Pepsi’s Tropicana introduced and grew the category since 1995. Fruit juices has been one of the most successful new product segments to be added to the consumers shopping basket in recent times.

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Potato Flakes :

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The Design & Structure of Packaging for Modern Retail should:

•Create Product Trials and Introductions. •Deals on Products.•Create product / brand awareness / knowledge.•Provide Convenience.•Create Product Premiumness.•Drive Impulse Purchase.

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It’s getting emotional: Packaging must be more than informative and attractiveSocial media and the internet have made it easier for people to present themselves as individuals, and brands are using these mediums to make products personalized as well.

1. Belgium beer brand Vedett, which invites consumers to submit a photo of themselves via the website. Each person has the chance that their face will be printed on a batch of beer bottles. The website also gives consumers the chance to order a ‘fully personalized’ case of beer, with their picture on every bottle.

2. Chocolate spread Nutella launched a Facebook campaign in the Netherlands, Belgium and France last year. Consumers could request to have a personalized label posted to them. Having stuck the label on the jar, consumers were then encouraged to share images of their personalized product on social media. The project won the brand nearly 160,000 Facebook fans in Belgium.

3. ‘Share a Coke’ campaign, where Coca-Cola prints people’s names on its products.

4. In India examples of • Kurkure – Develop your Kurkure recipe and have your photo on the pack...• Maggi...

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Smartphones to revolutionise supermarket shopping

Deloitte shows that supermarkets need to consider the crucial role mobile phones are playing in purchasing decisions.

Deloitte found that consumers who use their mobile phones as part of their shopping – to research products or to find a store; to compare prices, to socially engage with their friends and their family – are not only significantly more likely to purchase in store, but they spend 40–60% more on the category.

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Smartphones to revolutionise supermarket shopping

Nestlé launches smart phone nutritional label scanningFood giant Nestlé has chosen the UK for the global launch of its new digital scanning system, designed to provide customers with smartphone access to information about the nutritional profile and environmental and social impacts of its products.

Before buying a two-finger KitKat chocolate bar in the UK and Ireland, shoppers with smart phones will be able to scan its packaging to discover its ingredients, how it was produced and dietary advice.

The information will be delivered using a Quick Response (QR) code that will take consumers to digital sites which supply a wide range of information that cannot be found on the packaging.

In addition to information about ingredients and manufacture, consumers will also be able to discover “how the product fits into a healthy lifestyle”, including portion guidance and recipe ideas.

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“The BREAKER’S BREAK”

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E-commerce accounts for just 3.7% of sales for fast-moving items like food, drinks and personal care products: forecasting a rise to 5% by 2016 as supermarkets develop their websites and online only retailers like Amazon

Manufacturers are put off innovation by the so-far small volumes of goods sold over the internet.

Goods often arrived leaking or in unattractive bubble wrap. “The first moment of truth for the customer is not what's on the site, it's what arrives at their home.”

FACTS on E-Commerce

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Challenges of FMCG Packaging for E-Commerce :• The online space requires ad hoc packaging.• Traditional Pkg material will not be suitable.• Leakage Proof is critical.• Promotional Packs for cost effectiveness and deliveries.• Encourage Bulk purchases.• As digital shelf is virtually infinite – will require more complexity.

Greater e-commerce could save money with more targeted marketing, including via social media, and lower product development costs

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