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Packaging Driven Innovation An Insider

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Packaging Driven Innovation An Insider s View Mandy Ferguson My Experience Over 25 years in several FMCG food sectors working for four of the largest UK food ... – PowerPoint PPT presentation

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Title: Packaging Driven Innovation An Insider


1
Packaging Driven InnovationAn Insiders View
  • Mandy Ferguson

2
My Experience
  • Over 25 years in several FMCG food sectors
    working for
  • four of the largest UK food companies
  • H J Heinz United Biscuits Premier Foods
    Associated British Foods
  • Started in Market Research , moved into
    Marketing and then General Management
  • Have had packaging successes failures !

3
What Im going to cover
  • Packaging Innovation
  • Its strategic role how to progress
  • Implementation considerations
  • Ways in which packaging can add brand value
    illustrated with some case histories

4
Packaging has many roles
Can really enhance Brand Value Differentiation
5
Packaging Innovation
  • Must be part of your Brand Development and
    Innovation Strategy
  • Be very clear how it will help you achieve the
    vision for your brand
  • Must be based on a clear benefit for the consumer
    consumers reluctant to pay a premium for
    aesthetically pleasing packaging alone
  • Usually dealing with existing brand values and
    current consumers development needs to take
    these into consideration

6
Where should you look for packaging ideas ?
  • Packaging development brief tightly define the
    problem or opportunity to be addressed. Routed in
    consumer insight.
  • Packaging suppliers
  • Design agencies
  • Internal technologists/engineers
  • Other product categories ,UK Internationally (
    store visits/internet/exhibitions )

7
How to Progress
  • Packaging innovation can be as complex,
    technically challenging and costly as product
    innovation often moreso
  • Follow the same staged development process that
    is used for product innovation - obtain business
    buy-in approval to proceed at key development
    stages
  • Set up a project team to manage the development
    through from concept through to post launch
    evaluation ensure it has factory/engineering
    ,financial sales representatives from the
    start.

8
How to Progress cont.
  • The project team must construct the development
    timetable . Allow for extensive production
    consumer trials including in home usage tests, as
    well as usual travel shelf life tests
  • Set up a product P L very early on update
    regularly with latest information
  • Ensure there is a strong category trade
    rationale as well as a consumer brand rationale
  • Be prepared to pull the plug !

9
Some examples of the role packaging has played in
brand development
10
Addressing a Product Performance Issue
  • Heinz Tomato Ketchup
  • Launched in 1876 iconic glass bottle patented
    in 1882
  • Product quality thicker than competitors due to
    quantity of tomatoes used to make it
  • Product difficult to get out of the bottle
    banging the bottle on its bottom became a ritual
  • BUT it was a consumer frustration

11
Solution Squeezable Plastic Bottle
  • 1987 TK launched in a unique size of squeezable
    plastic bottle , after extensive consumer
    research
  • In appearance , as close to the glass bottle as
    possible concerns about diluting brand image
  • A Success !

12
Solution Squeezable Plastic Bottle
  • 1987 TK launched in a unique size of squeezable
    plastic bottle , after extensive consumer
    research
  • In appearance , as close to the glass bottle as
    possible concerns about diluting brand image
  • A Success !

In 2003,significant but simple development
bottle turned upside down !
13
Is now the Category Norm
14
Adding Resealability Portability to Biscuits
  • Rollwraps traditional economic format . High
    speed manufacture
  • Poor opening not resealable biscuits decanted
    into ano container losing branding product
    quality

Biscuits predominantly eaten in home
opportunity to increase out of home consumption
15
Biscuits in Tubes
  • Significant technical cost challenges had to be
    overcome
  • Had to adapt positioning , post launch in 1999,
    due to changes in market pricing
  • Have established their role as part of the
    portfolio have added category value

16
Extending Usage, Increasing Frequency
Modernising Brand Image
  • Traditional , value , ambient format. Family
    dessert usage.
  • Modern , individual snacking usage . More likely
    to be put in fridge.

17
Supporting Premium Positioning Adding Category
Value
  • Ryvita Original , Flowrap
  • 60p per pk 0.24p/g
  • Ryvita Sunflower Oats , Carton
  • - 1.35 per pk 0.67p/g

18
Using Format to support stretching a Brand into
different usage/consumers
Multibag in supermarkets Family/lunchbox usage
Single grab bag in garages/convenience Older
teen/male on the go eat
Intensely flavoured Mini Hula Hoops in foil cube
Younger teens on the go eat
Mini Hula Hoops in Tubs Sharing usage
entertaining/family nights in/cinema
19
Thankyou Good Luck
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