1、Packaging Definitions,Packaging is a means, not an end in itself,1,“Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use” “Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics,

2、 sale, and end use” “Packaging contains, protects, preserves, transports, informs, communicates, sells and enables usage”,Functions and roles of packaging,Packaging is a means, not an end in itself,2,Historical role,Past,Present,Future,contains,protects (physically),transports,preserves,sells (shelf

3、 appeal),communicates,informs,enables usage (convenience),promotes,reuse,acts (intelligent),interacts,is environmentally sound,Packaging Matrix,Complex combination of criteria in a 3 dimensional matrix,3,Packaging Attributes,Demands on Packaging,Consumer Safety,Regulatory / Legal requirements,Produc

4、t information,Shelf appeal,Branding / Promotion,Cost / Economy,Ecology / Environment,Machinability / Line efficiency,Trade requirements,Convenience,Product protection,Distribution / logistic,Material,Structural design,Printing 18+,Structure: Shapes & Sizes,Importance of size and shape in the product

5、 concept,42,old tub, 25 + years,new tub,Differentiation from mainly rectangular tubs in cream cheese market in Europe by shape and decoration technology (In Mould Label vs. direct print),Shape fits creamy product characteristics and oval Philadelphia logo,Marketing requirements,Packaging functionali

6、ty (better EZO of membrane and better lid fit for after opening freshness),Consumer requirements,Commercial restrictions & challenges Restrictions due to module dimensions and logistical cost impact in case of oversized tub Linear top and bottom of oval compromised due to POS stacking requirements F

7、lat lid shape vs. preferred domed lid compromised due to lid stability and pallet height limits Shape and decoration technology change (print to IML) causes challenges in tub production at suppliers Oval shape requires direct handling of tubs from filling machine into transport packaging to avoid co

8、mplicated conveying and re-orientation of tubs Desired lid fit not achieved fully 100% after launch optimization,1- Significant higher shelf appeal first 5 seconds impact at POS 2- Convenience improved second 5 seconds impact at initial usage at home 3- Better product protection over product usage,4

9、3,Packaging Matrix,Complex combination of criteria in a 3 dimensional matrix,44,Material,Packaging Attributes,Structural design,Printing & Decoration,Graphic design,Paper: cardboard, corrugated Rigid: Glass, rigid plastics, metal Flexibles: plastic film, aluminium foil,Offset, flexo, gravure, Emboss

10、ing, varnish, gold stamping,Mainly Design agency,In the pack technical specification,Shape, size, cold seal pattern, creases (technical drawing),Main printing Processes,Process is chosen depending on the complexity of the graphic, the price, the substrate (paper, corrugated, flexible).,45,Offset Ver

11、y good printing quality Low tooling cost,Flexography Cheapest process For simpler designs,Rotogravure Fastest process Expensive cylinders,Doctor blade,Plate cylinder,Anilox roller,Impression cylinder,Substrate,Engraved cylinder,Impression cylinder,Substrate,Doctor blade,Printing process,Typically pa

12、ckaging are printed in Quadri: CYMK. However, specific colours and varnishes will also be applied depending on the brand and graphic design.,46,Our brands have specific colours:,cyan,magenta,yellow,black,Pantone colours,CdO bistre (light brown),CdO red,CdO brown,Chamoix,Printing machine for flexible

13、: from reel,8 Station printing machine,47,Finishes and Decoration techniques,Various techniques are used to emphasis some graphic design elements,48,Embossing,Hot foil Stamping,Matt & Glossy varnishes,Embossing & Debossing,Packaging Matrix,Complex combination of criteria in a 3 dimensional matrix,49

14、,Packaging Attributes,Demands on Packaging,Consumer Safety,Regulatory / Legal requirements,Product information,Shelf appeal,Branding / Promotion,Cost / Economy,Ecology / Environment,Machinability / Line efficiency,Trade requirements,Convenience,Product protection,Distribution / logistic,Material,Str

15、uctural design,Printing & Decoration,Graphic design,Packaging Matrix,Complex combination of criteria in a 3 dimensional matrix,50,Demands on Packaging,Consumer Safety,Regulatory / Legal requirements,Product information,Shelf appeal,Branding / Promotion,Cost / Economy,Ecology / Environment,Machinabil

16、ity / Line efficiency,Trade requirements,Product protection,Distribution / logistic,Relevant packaging attributes,51,Consumer unit,Convenience,Right functionality,Cost efficient,Safe,Legal,Display Product information,Adequate product protection,Fit product positioning,DSA,Logistic,EZO,Reclose,PIF,Fr

17、eshness,Target,Premiumness,Source Reduction,Environmentally sound,Format,Size,Shape,Product segments,Social sharing,pers. snacking,grazing,gifting,Non deceptive pack,Fit product pricing,Quality,Eco-balance,Der Grne Punkt,On the go,At home,Kids,teens,Relevant brand differentiation,Consumption locatio

18、n,family,adults,Added value,Impact on shelves,50+,5st seconds,Sustainability,Manufacturable,Line efficiency,Iso-modular,Competitive advantage,Distribution,IP,Patent,Exclusivity,Demands on Packaging,Packaging is a critical element across the entire Value Chain: from Product Production to Product Usag

19、e to Disposal,52,Many and varied demands on Packaging,Product protection was historically the main function of packaging,53,Packaging = Product Protection,Various external factors have an impact on the product,54,The packaging shall provide a certain level of protection depending on the product sens

20、itivity, usage and desired minimum shelf life. The packaging must : physically support product and avoid breakage or leakage during transit provide Packaging Integrity (PI) provide barriers to outside odours (gas stations, magazine solvents in ICC) resist infestation and microbial contamination guar

21、antee sensorial attributes till the end of product shelf life,Packaging = Product Protection,Example: Natural Cheese,55,H2O Fat Protein,UV / Vis Light,Physical & Mechanical Damage,Micro-organisms,O2 21%,0-100%,Odors and Flavors,Incidental Additives,Storage Conditions? . Temperature?. Shelf Life?, 1%

22、,0-100%,CO2 0.03%,N2 78%,Package Integrity,Packaging = Product Protection,Insect Infestation,56,Sealed Aluminium was progressively introduced 95-98,Infestation Complaints Trend CP Bern 1995-2000,IMM (Indian Meal Moth) is the most common insect that invades chocolate, nuts and cereals. IMM is attract

23、ed by released aroma. The female lays the eggs closed to food. Larvae will then either chew their way into the wrapper or crawl in through holes. To reach best protection : plastic based hermetic wrapper is recommended aroma barrier is needed,Many and varied demands on Packaging,New consumption ways

24、 drive increasing demand for convenient packs,57,Convenience,Easy to open, easy to use, easy to dispose are “Must haves”,58,Consumer is constantly looking for more convenience. Main drivers are: Population is aging Consumers are eating more often outside their home - on the go Desire for pre-prepare

25、d meals - speed Wish for portion control - individual or reclosable packs ,microwave pizza,packaging enables product usage and consumption,Individual portions,graphic design for all opening features,On the go,Reclosable packaging,Convenience,VAFP success story is not just about convenience,59,Key im

26、pacts considered: Consumer Preference EZO, Reclose Infestation Reduction Aroma Protection Environmental Efficiency Operations Logistics, Trade Display / On Shelf Appearance Cost,Paper / Aluminium Envelope vs. Value Added Flow Pack,Same package for more than 100 years,Many and varied demands on Packa

27、ging,Packaging plays a vital role in the total Brand Identity,60,Branding / Promotion,Packaging plays a vital role in the total Brand Identity,61,Logo,Icon,Colours,Visual Signature,Typography,Shape,Pattern,Nomenclature,Sound,Aroma,Taste,Tag line,Brand Equity,Relevant Brand Differentiation,Packaging,

28、Product,Brand equity,Packaging carries most of the Brand Values, it makes the consumers believe,62,Many and varied demands on Packaging,Environmental concerns gain increasing attention,63,Ecology / Environment,Source Reduction vs. Eco-conception,64,Eco-conception,Minimise the impact of packaging on

29、the environment during the whole life cycle. It consists on reducing: gas emission, other substances emission water and other natural resources consumption It is done on a voluntary basis,Minimise packaging waste by reducing the total quantity of packaging used (in weight or volume) for the same pro

30、duct size. It answers the essential requirements of the “Packaging & Packaging Waste EU directive 94/62/EC”: Packaging must be reduced to the point where there is “a specific performance criterion which prevents further reduction of weight and/or volume of the packaging without endangering functiona

31、l performance, safety and user/consumer acceptability”.,before,after,19% material reduction,Source Reduction,Reduce pack waste,Legal requirement,Ecology / Environment,Producers are responsible,65,According to the “Packaging & Packaging Waste EU directive 94/62/EC”: all packaging must be recoverable

32、by one of the following (or must be usable): Material recycling Energy recovery Reuse Composting / biodegradation,Recovery organisations were founded to assume industrys packaging waste collect and recovery obligation. They are financed by concerned industries.,DSD Dual System Deutschland, Eco Embal

33、lage France, Fost plus Belgium, ARA Altstoff Recycling Austria,PRO EUROPE Umbrella organisation of many national “producer responsibility” systems. Regroups 27 national systems: 23 EU states + Turkey, Croatia, Norway & Canada Common symbol: Der grner Punkt Uses mainly the green dot as label and iden

34、tification of fees paid to a national collection & recovery system Harmonise systems Organise exchanges of experience and know-how between 27 systems Establish a common strategy Carry on educational projects to increase awareness Run life cycle analysis, work on technologies, marketing, packaging wa

35、ste prevention and system development,create in 1995,The EU directive 94/62/EC obliges industries to take back and recover or recycle the packaging it has placed on the market.,Ecology / Environment,How are the license fees calculated in Germany ?,66,In 2009, Kraft paid: 5,5 Mio to DSD (Germany) 1,1

36、 Mio to ARA (Austria) the EU total is greater than 10 Mio ,Ecology / Environment,Various logos on packaging,67,Green dot: indicates that the company financially supports packaging collection and recovery.,Mbius loop: packaging (or product) is recyclable,Man with bin: only to remind the consumer to d

37、ispose of the pack in a bin.,European Eco-label: indicates that the product / service is “environmental friendly” during its whole life cycle not applicable for food, drink and pharmaceutical products.,Mbius loop with %: denotes that packaging (or product) is made up of the indicated percentage of r

38、ecycled material.,Compostable logos: denotes that packaging is 100% compostable.,German logo,Belgian logo,Both also used in other EU countries,Ecology / Environment,Some figures about Waste,68,In France in 2009: 390 kilos of domestic waste / person 86 kilos are packaging (25%) 50% is sorted for recy

39、cling,Sources: - ADEME (Agence de lEnvironnement et de la Matrise de lEnergie) - Eco-emballage,Many and varied demands on Packaging,The term “sustainability“ is not used for environmental claims only,69,sustainability,The term “sustainability“ is not used for environmental claims only,70,Definition

40、of Sustainability: most commonly applied definition (Brundtland Commission 1987) “Development that meets the needs of the present without compromising the ability of the future generations to meet their own needs. This involves addressing economic, social and environmental factors and their interdep

41、endence in an organisations decision-making and activities”.,The 3 linked components of sustainability: Planet: environmental protection People: Social equity and cohesion Profit: economic prosperity,There is no such thing as a fundamentally good or bad packaging material: all materials have propert

42、ies that may present advantages or disadvantages depending on the context within which they are used.,sustainability,A holistic view on the food supply chain demonstrates that packaging protects far more resources than it uses.,71,Source: incpen, Pira Biopackaging Conference, 2009,sustainability,Pac

43、kagings role in Sustainability : a “Solution”,72,Minimum impact,most sustainable solution,Over Packing,Under Packing,High pack mat weight / volume,Low pack mat weight / volume,Negative impact on environment and resources (people and $),Big negative impact due to Product Loss,Negative impact due to O

44、ver Packing,Packaging makes a valuable contribution to economic, environmental and social sustainability through: - Protecting products, - Preventing waste, - Enabling efficient business conduct, - Providing consumers with the benefits of the products it contains.,Optimal pack,sustainability,Food Wa

45、ste Europe,73,Key Facts Weight: Food produced 622 million tones Food waste 245 million tones Household food waste 71 million tones Cost: We pay but dont eat EUR 90 billion Avoidable food waste EUR 500/household (assuming 50% could have been eaten) Environmental impact : CO2 emission = 1 in 5 cars on

46、 the roads Where are we wasting? Supermarkets - 6.5 Million tones per year Restaurants - 13 Million tones per year Households - 71 Million tones per year Source : Awarenet handbook 2007,sustainability,What can Packaging do ?,74,Adequate size/portion packs (1) Reclosable packs (2) Packs easy to empty

47、 (3) Active packaging (4) Modified atmosphere and vacuum packs (5) Adequate barrier protection (6) Information about storage, preparation, waste prevention (7),(2),(4),(5),(6),(7),sustainability,Sustainability at Mondelz International,75,All new packaging is assessed with the Eco-calculator The Pack

48、aging tool provides a quantifiable perspective on: - Package weight - Recycle ability - Recycled Content Energy required to produce package TerraCycle: Up-cycling - Recycling at the next level TerraCycle pays for packaging waste (soda/water bottles, yogurt cups, packaging film, billboard material.)

49、and turns those materials into fun, durable goods.,Many and varied demands on Packaging,Brand Value is vital to stay competitive,76,Cost / Economy,Overview,77,VAFP is an example which combines key functionality improvements with a reduction in cost and complexity,In this case we have to watch out no

50、t to decrease the quality,Consumer preferred improvements in package performance, quality, functionality, sustainability,1,2,Productivity: cost reduction,increasing Value means:,Examples: - Halo (new Philadelphia tub) - Invisible seal (praline boxes) - Peel n seal,Examples: - Supplier change - Spec

51、harmonization - Specification down grading,A real step change in the Value does generate significant increase sales !,Many and varied demands on Packaging,Product not seen, product not bought: The 1st five seconds are critical,78,Shelf appeal,Winning in the 1st 5 seconds,79,Kenco Study,The first exp

52、erience our shoppers have with our products is the package,Winning in the 1st 5 Seconds at Shelf,Re-design,Only 65%of shoppers consider the Kenco package Only 33%see the Kenco package in the first 2 sec. Worse, only 20% take a second look. Why?Package shape and graphics do not provide clear point-of

53、-difference Visual icons do not support brand image (taste positioning) Package does not convey functional benefits,100% of shoppers consider the Planters package 90% see the package in the first 2 seconds! Package colorsblue and yellow Label simplicityangled brand name Mr. Peanut iconvibrant, cheer

54、ful, approachable,100%,87%,31%,PLANTERS,STOR BRAND,EMERALD,Planters Study,Shelf appeal,Where is my delicious stuff ? and Whats the value of invisible claims ?Eye Tracking technology can help to understand the values in action and let you win the first 5 seconds of consumer choice.,80,88%,28%,81%,35%

55、,20%,Average Viewing Time (In Seconds): 3,1”,2/3 of shoppers overlook the “calcium” claim,Eye-tracking,Shelf appeal,New Milka Tablet displays offer powerful product presentation and excellent functionality,81,before,after,Shelf appeal,“Xpose” Pushing device suits retail shelves and free standing dis

56、plays,82,Many and varied demands on Packaging,83,Trade Requirements,SRP (Shelf Ready Pack) is not the only requirement from the trade partners,84,In addition to SRP, Trade partners also wish for convenience. Key parameters are: Fit on Shelf / Displays Easy Opening Easy Handling Easy Disposal of Seco

57、ndary packaging Weight limit (12-15kg),Many and varied demands on Packaging,Efficiency is key through the whole value chain,85,Logistic: ISO-Modular Unit (1),According to the number of product per transportation unit, the outside dimensions of the consumer unit shall lead to an iso-module transporta

58、tion unit.,86,Definition: ISO modularity defines a number of base sizes for transportation units, which allow an optimum of compatibility and surface utilization within transport chain, warehousing and shelf presentation. The international standard ISO 3394 defines the measures on the basis of modul

59、e of 400 x 600 mm (Quarter Euro pallet) Pallet plan dimensions: Euro pallet = 800 x 1200 mm UK pallet = 1000 x 1200 mm (called Industry pallet),Logistic: ISO-Modular Unit (2),Modular Dimensions : subdivision of 400 x 600 mm,87,Consumer unit AND PRODUCT dimensions should be adapted to reflect modularity,Many and varied demands on Packaging,IP strategy brings Mondelz International competitive advantage,88,Many and varied