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
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September 2013
Paul Jenkins Founder
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How to develop winning strategies through innovative packaging
How to develop winning strategies through innovative packaging
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September 2013
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Start ups
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Multinational Brand Owners
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Our Experience
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Who we are
Paul Jenkins
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Who we are
Paul Jenkins Barry Pamplin
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Design innovation
Workshops Packaging trends Idea generation
Consumer insight Pack management
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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
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Packaging is a marketing tool
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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
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Packaging - The Fifth P!
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It’s not this!
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It’s about understanding consumers
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Packaging shouldn’t be an afterthought
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Pack Functionality
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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
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What is innovation?
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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
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It’s not about saving money
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Think of it as an investment
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Packaging That Adds Value
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Fulfilling a functional need
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Fulfilling a functional need
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You don’t have to copy the competition
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Get it right first time
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When it goes wrong…
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Find out what your customers want
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What is the competition doing?
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What are other categories doing?
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Opportunity to be different
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Secondary Packaging is also important
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Secondary Packaging is also important
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It can look bad…
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Packaging Drivers
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On the go
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Easy open
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Premiumisation
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Visual Differentiation
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Natural Simplicity
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Heritage/Nostalgia
44
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Made for Me!
45
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Say it as it is!
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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…
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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!
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How to develop winning strategies through innovative packaging
How to develop winning strategies through innovative packaging
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If you want to chat about your packaging needs…
07906 624494
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