5 [ستبس] إلى يعبّئ منتوجك

منتوج يعبّئ يستطيع حقّا جعلت أو كسرت قدرتك أن يبيع منتوجك, غير أنّ مع هذا خمسة [ستبس] بسيطة إلى يبدأ يعبّئ منتوجاتك, سيتلقّى أنت كثير يتيح ذهبت من أشياء.

تكون أنت إحساس يقهر خلال يحاول أن يطوّر مجموعة ينوى لمنتوجك جديد تماما? يفاجئ هذا لا واقعيّا في ال بعض. قد جعل يعبّئ اسم ل بنفسي كالصناعة ثالثة كبيرة في البلد كاملة, وهناك أكثر من [تن ثووسند] يعبّئ صاحب مصنع في الولايات المتّحدة الأمريكيّة فحسب. هناك هكذا كثير مختلفة بائعات وإختبار مادّيّة, مع الإختبار يتوفّر إلى أنت يكون في الواقع لانهائيّة.

[إين وردر تو] بدأت يعبّئ منتوجك, يحتاج أنت أن يكون يمكن أن يضيّق نزولا إلى الموردات وال [متريلس] أنّ يكون يتوفّر إلى أنت. هذا يذهب أن يكون خطوتك أولى ل عندما قد طوّر أنت منتوج دون يطوّر مجموعة أنّ يماثل مع هو. الذي بائعة يكون يذهب أن يكون ال يصحّ بائعة ل أنت? ماذا يكون ال [بكج متريلس] أنّ يتلقّى أنت يتوفّر إلى أنت? تكون أنت مدركة من الفروق دقيقة أنّ يتواجد بين كلّ نوع المادة, [أس ولّ س] ما نوع القيمة كنت سيحضر ب كلّ عندما يذهب منتوجك وه يماثل يعبّئ أن يتسوّق? كيف يكون أنت تذهب أن يفرز من خلال [ألّ وف ث] معلومة [أس ولّ س] موردات خارجا هناك [س ثت] أنت يستطيع بدأت يعبّئ منتوجك جديد تماما? سيحصل هذا خمسة قواعد أنت يذهب.

أتمّت 1 - [فيرست ند فورموست], واجب منزليّك. قبل أن يقرّر أنت حتّى كيف أنت يكون تذهب أن يريد أن يصمّم مجموعتك لمنتوجك, أنت تذهب أن يريد [ت] يرى ويفهم تماما ماذا يكون سابقا يكون جعلت يتوفّر على السوق. Even if your product is being touted as the greatest and newest invention out on the market today, you are still going to have competition of some kind that you will need to contend with. You need to start by checking these things out first and foremost. You should visit outlets that carry products that are similar or at least that fall into the same category. If you have a house ware product that you are trying to sell, you should check out stores that also market house ware products. You should go to a variety of different stores to get a feel for what is available out there. You are not going to want to develop a brand new, excellent packaging concept only to find out that your idea is not as original as you had previously assumed. The more you look around beforehand, the better informed you will end up being in the end. You also want to make sure that you do not go into information overload, which can sometimes happen if you visit too many outlets out there.

2 - Choose your Materials. This is not nearly as simple as it may sound, because there are a number of different influential factors which may impact what products should be packaged in different materials. Certain products are capable of lending themselves to special merchandising, for example. Some products are only capable of being merchandised in certain types of materials. How the product will be merchandised may or may not actually dictate what types of materials are available for your use. For example, if you want clarity so that the entire product can be viewed, then plastic is the most likely material for packaging your product. The choice of materials available for your product packaging may also depend on what is available in your local area.

3 - Optimize the profile for your package. This is commonly regarded as your retail footprint, or in other words, how much space your product is going to take up when it is on the shelf. Your goal should be to have the smallest possible size or the smallest possible amount of packaging that you possibly can while optimizing the shape of the packaging and the design of the packaging as well. It is important that you completely understand the concept of retail footprints in order to have optimized packaging for your product. Retail space is truly at a premium, so if your product takes up less space, your retailer will be much happier with you. This is especially useful when your ideal retailers are picky about who they give space to and how much space they give to each product, so make sure to include your small size and optimized packaging in your sales pitch.

4 - Don’t be afraid to get advice. You may be completely and totally in love with your product, but that simply does not mean that you have all the answers when it comes to optimizing your packaging. You should be willing to listen to what it is that other people have to say when it comes to the packaging for your product rather than simply getting caught up in your own ideas. There are a wide variety of different resources that are out there for getting advice and feedback on your packaging, and many of them are free, so don’t be afraid to ask for suggestions on improvements, as you may be surprised at what you learn.

5 - Don’t be afraid to compromise. Your product may be fantastic, but you may find yourself needing to start out on a much smaller scale than you originally envisioned. Finding a vendor is one of the obstacles that people regularly run into, so don’t be discouraged if you have trouble at first. You should look for stock items that are capable of being customized, customizing your stock containers however you like rather than investing into more costly packaging options at first. There is nothing wrong with improving your packaging later as necessary, but it would be foolish to pour a lot of money into a packaging design only to determine later that it is not what retailers want or what customers are specifically looking for. Designing packaging for your products is a lifetime commitment, so don’t be afraid to experiment and make changes over time.

Brand Value in Packaging

Market competition in this day and age is quite stiff, and as a result, businesses and other organizations are frantically trying to find new ways to get customers to purchase their products. So how is it possible to stand out amidst such stiff competition? By utilizing excellent packaging, your company can bring more customers in. Nothing tends to get the attention of a customer the same way that outstanding packaging design can. At the point of purchasing a product, packaging is what serves as a direct link between the product within and the customer looking to make a purchase.

Packaging will appeal to the sense of style and the desires of your customers, which will help them make a decision. Marketing and advertising will both play important roles in the process, but neither of these roles are nearly as close to your product as packaging is, because the decision to make a purchase during the shopping experience is made specifically at the store level and not at the marketing or advertising level. Packaging is capable of drawing the consumer in, in addition to changing the view of a brand in order to help the customer make the purchase that they need.

What we need to think about then, is our packaging that we are using as well as the choices that we are making when it comes to packaging and selling our products. If the packaging is not doing anything when it comes to drawing attention to the product, then nobody is going to buy the product. Great packaging designs are going to support the brand, and in many cases, good packaging is also capable of building, creating and reflecting the brand. Whether your packaging is designed for business to business sales or consumer retail sales, packaging is everything when it comes to truly reflecting the brand.

It is important that you really get to know your market well so that you can make sure you are having a positive level of penetration. Also, having a good packaging design will continue to work for your company and your product for many years to come, which will allow you to build a large amount of loyalty all along the way. It is important, for this reason, that you make a point to know your customers well, and that you choose your packaging options accordingly in order to be able to penetrate the market with your packaging. When you come up with a solid concept for packaging, that is when you can generate real brand power, garnering the appreciation of your customers and building business as a result.

Edible Food Packaging Trends

“Talk about your childhood wishes, you can even eat the dishes.” ? Willie Wonka and the Chocolate Factory

Can you imagine going to the store, purchasing a yogurt cup, and then eating not only the contents of the cup but also the cup itself? This is a new innovation that is happening in the trend toward creating healthier and environmentally friendly alternatives. There is an organic food company operating out of California that is working hard to research this type of product.

Another example of alternative food packaging is edible films. The Division of Agriculture of the University of Arkansas is working on inventing and patenting several different protein-based films that are capable of serving as a carrier for organic acids capable of inhibiting the growth of three major food borne bacteria, which are E. coli, Salmonella and Listeria moncytogense. Additionally, these films can be used as a vehicle to deliver antioxidants, flavors, nutraceuticals, colors and a number other functional types of ingredients. There are a number of anticipated applications which include meats, vegetables, fruits, seafood, frozen pizza and frozen snacks, cereals, nuts and seeds and much more. This category is proving itself to be at the very cutting edge for when it comes to innovative food packaging trends in this day and age.

However, there are a number of challenges that this type of packaging is liable to face. The prices associated with organic foods are tending to be higher when it comes to the supermarket channel. The problem is going to have more to do with supply and demand in this particular instance. According to a study by Arcus, organic food has grown by 20 percent over the period of the last decade. And yet, it is still being perceived as a small business, with only 3.5 percent of the food industry in Canada, or $1.8 billion dollars per year. Small changes in the way of supply and demand are capable of rocking the entire industry. For example, if a company has a 7 percent share and wants to grow to 10 percent, they will need to grow their entire supply chain by as much as 50 percent. The supply chain just does not exist the same way today.

The one thing that dissuades customers from buying organic today in most cases is the price of the food. The explosion that private label organic food is experiencing is definitely going to be a good thing. Private labels are finally entering into this market in a truly big way, allowing large scale retail chains such as Safeway as well as Whole Foods to focus on creating organic food products as a differentiator in terms of competition, allowing this category to finally reach out to people who shop based on price. Private label organic is also making organic more acceptable on a broad scale, allowing for a deeper level of society to be penetrated. Finally, organic private label will create additional supply to fuel supply and demand as farmers and suppliers begin to realize that organic food is here to stay and is not just another fad.

Innovative Packaging

Many of the products that have been innovative over the years have been successful as a result of packaging which has done its job. When the packaging is well made and well developed, you will fall in love with the product as a result. Sometimes the success of a product is completely dependent upon packaging that works. Everything needs packaging in some form of another, and when the packaging works, the product contained within is likely to work as well.

There have been a wide variety of different product packaging innovations that have come to make our lives a lot easier. There are also a number of different types of packaged products that we tend to simply take for granted, without necessarily realizing how the packaging made the product possible. For example, could we have potato chips or eggs without their packages? There are dozens of different egg drop contests all over the country that are held to create unique packaging options for eggs. Could we have toothpaste without the unique packing that makes it possible? Could we pop microwave popcorn without its unique bag?

There is a truly astounding list of packaging innovations that have been able to influence our everyday lives. There have been a myriad of different important packing innovations that have been developed in the last fifty years or so. There are a lot of key words that are regularly used when describing innovations in the world of product packaging, including terms like microwavable, shelf stable, juice box, meal replacement and home meal are all terms that have come as direct results from innovations in the world of product packaging. What many companies are now facing is how they can integrate innovative packaging concepts into their own project packaging in order to get the most out of their product packaging while utilizing the newest technologies as well as the most effective ways of packaging something.

How can you take your current type of packaging and somehow improve upon it? Looking at packaging innovations in the food industry is an excellent way to see how companies have been able to make packaging work for them. For examples, Sargento cheese was the first cheese company to put a reclosable zipper on the packaging for their shredded cheese. Wishbone Salad Dressing was the first company to develop salad dressing that could be sprayed rather than poured. Clorox developed a bleaching application capable of being applied directly to a stain, a Clorox bleach pen. By looking at these examples, it should not be impossible for you to see what it means to make packaging work for you. If your product can be improved upon in some way based on its packaging, or if you can somehow develop packaging that is innovative, then you are definitely making your packaging work for you.

Packaging Types

You can generally look at packaging as falling into several different types of groups. Transport packages or distribution packages, for example, are packages that are used to ship, handle and store inner packages or products. Some people identify consumer packages as packages that are directly aimed for a household or a consumer.

Packaging is also capable of being discussed in relation to what type of product is actually being packaged within, such as bulk chemical packaging for example, or medical device packaging, over the counter packaging for drugs, food packaging for retail sales, military materials packaging, pharmaceuticals packaging and so on and so forth.

Sometimes it is convenient for people to categorize the different types of packaging based on their layer of function, such as primary packaging, secondary packaging, tertiary packaging and so on and so forth. In this particular scenario when it comes to identifying packaging based on its function, primary packaging is described as the material that is designed to envelope and to d the specific product itself. Primary packaging is usually the absolute smallest possible unit of use or of distribution, and it is also commonly regarded as the packaging that actually comes in a direct level of contact with the actual contents. Secondary packaging on the other hand is the type of packaging that is outside of the primary level of packaging and this level of packaging functionality is often used specifically to group a number of primary packages together with one another. The third level of packaging is tertiary packaging, which is especially common for bulk handling, transport shipping as well as warehouse storage. The most common form of tertiary packaging is a palletized unit loan that is packed into tight containers.

When soda pop is poured into aluminum cans and sealed, the aluminum can is perceived to be the primary form of packaging because it is the closest form of packaging to the actual product. The aluminum cans are sold in cases made of cardboard, which are perceived to be the secondary form of packaging because they are the packages that contain the primary packages. Finally, the tertiary form of packaging is perceived as whatever specific form of packaging is used for the purpose of wide spread distribution, such as a pallet system for example, where a large number of cases of cans of soda are wrapped in shrink wrap and carried on large wooden pallets to their destination.

These broad categories are often viewed as being somewhat arbitrary in nature. For example, depending on the specific use, shrink wrap is capable of being considered as primary packaging when it is being applied directly to the specific product, but it is also considered secondary packaging when the shrink wrap is used to combine smaller packages, and in some distribution packs shrink wrap is used as tertiary packaging as it keeps large pallets of products together in one place.

Smaller Product But Same Packaging

The new trend in product packaging seems to be ?downsizing?, or reducing the amount of product in the package but charging the same amount to consumers. This increases the price of the food, but not the package. In a recent tour of supermarkets, studies found that almost 10% of products examined had gotten smaller, while the prices have stayed the same.

Some examples:

• Bags of chips were cut from 12 ounce sizes to 10 ounces, while maintaining the same price.
• Mayonnaise jars that once contained 32 ounces now hold only 30 ounces.
• Some cereal companies are cutting 1.5 ounces from some boxes. Other companies are taking as much as 2.4 ounces while charging the same as before.
• Major ice cream manufacturers are packaging ice creams in 1.5 quart boxes as opposed to previous 1.75 quart sizes.

Although some companies are receiving many letters of complaint, they are standing by their choice to reduce product amounts, saying it is better than ?to take the price of the package up? and make products unaffordable to consumers.

Sustainable Packaging Buying Decissions

A recent packaging survey in an industry publication suggests that almost half of American consumers consider one or more sustainability factors when shopping for products in stores.

The survey suggests that not only are the products important but the packaging and the store where products are purchased also playing a role. This information could be invaluable to you when designing or sourcing packaging materials.

Some of the surveys other findings include:

• Almost 25% of the respondents consider two or more sustainability issues when making a purchase. Over 29% said that environmentally friendly packaging influenced the brands they bought, and 21% choose stores that carry a wide selection of products in sustainable packaging.
• Sustainability factors are most important in the households of aging baby boomers and those with less than four people. Larger households with smaller budgets may choose products with lower prices instead of sustainability.
• Failing to reach the 55-and-over market could be a problem for companies and retailers because they are missing a large part of their main consumer base.
• Conscious consumers direct most of their buying to drug stores rather than supercenters.
• High sustainability concerned customers have a higher purchase rate in food and beverages.

In terms of packaging, the survey recommends that companies and retailers do the following:

• Utilize all opportunities to reduce packaging and leverage recycled materials, reusable, and biodegradable materials among their private label products.
• Increase the availability of products with eco-friendly packaging.
• Optimize shelf-space as the package size is reduced.
• Signal all significant environmentally friendly packaging improvements.

As you can see, many factors go into making buying decisions for sustainable packaging.

Packaging Inside The Box

Many companies look to contract packagers and packaging supply companies for interesting and unique packaging designs. Everyone wants their packages to look exciting and unique but this could come at a steep price in the marketplace.

Many years ago retailers were open to different colored items in different sizes. Back then they welcomed multi-packs and bonus packs. But with the advent of planograms which make planning product positioning ridged, controlled and consistent, creative and oddball sized packages are a thing of the past.

Package sizes are controlled at the corporate buying level now. Ever notice how every box of laundry detergent is the same size even if they are manufactured by different companies?

This packaging standardization occurs because the buyers have set sizes and locations for products and shelving and expect square pegs to fit into square holes. You may have a package and want to add a premium to it or make it into a bonus pack in order to attract more sales (?Get an extra 20% free!?)? but if that makes your package too tall or too wide then you will not have shelf space for your product.

Also, if you go with a container that looks great but can?t be stacked, then you may run into problems as well. Buyers and stockers appreciate carefully designed packages tha make their lives easier.

So, as you can see, while the marketers in your company are always looking for something unique to attract the eye of the customer, the reality of the situation is that they are forced to think inside the box and conform to industry standard sizes and shapes of packaging.

Packaging That Sells

For the last couple of weeks I have been covering the negative impression that consumers have about packaging. I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies. Granted this was in the UK, but similar initiatives could happen here. I checked it out briefly and I don’t get it. They are complaining about an packaging that keeps the food protected and sanitary. We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire. Just be sure you are covering all your based and anticipate in advance when you might have a problem.

The main thing to visualize is that the role of packaging has changed. Detractors just don’t understand what the package really does. It’s no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to “sell” the product too. Packaging plays an integral role in the decision to purchase a product or not. The problem is that what the consumer desires is constantly changing. Market trends come and go. I have mentioned growth niches occurring in the food industry before. Corresponding to the growth are niches that are declining too. Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales. I was beginning to think the bottled water market was tapped out too. But creativity never ceases to amaze me. We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.

It’s important to understand the evolution of the package because now products are using the packaging as the primary sales tool. Gone is the day of the sales clerk who answer your questions about the product. The role of the package is no longer passive. Its has to “speak” to the consumer both literally and figuratively. (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. What a sales tool!

That’s only a fraction of what the new packaging can do. Most importantly, it is imperative that you think about your product package. Does it “connect” with the consumer? In a sea of sensory overload what is going to make your package different? It could be shape, color, size, uniqueness of design or even smell. Are you utilizing any of the new smart and intelligent applications packaging applications? Does you package fulfill a need and explain in clear concise statements the benefits of buying your product. Is it easy to read and understand?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what’s going to compel you to pick it up off the shelf? Is it just sitting there lost amongst rows of competitive products? Think in terms of your package calling out to you “buy me, buy me.” Does your product do this? If not, your package isn’t doing its job. It must persuade the consumer to purchase the product. Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging. Consider the consumer mind set. Is your package perceived in a negative light negating the benefits of the product within?

All these questions need to be answered. Don’t simply to address them in the initial package design; it’s an ongoing process. As I mentioned at the beginning of this piece, the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture receives the right message.

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:

• Products that are perceived to be over packaged
• Products that are in clamshells
• Products that are misleading as a result of the claims on the packaging
• Products that are in packaged materials deemed environmentally unfriendly
• Packaging that doesn’t work
• Packaging that doesn’t deliver as promised

So think about your product packaging right now and determine whether it is helping to sell your product, or not.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

How To Package A Cause To Sell More Products

What is ?cause marketing? anyway? I think it is a misunderstood concept for the vast majority of people. The definition for this type of campaign came from the Cause Marketing Forum. (Note: It is not the endorsement of a product by a celebrity to sell more products.) We will touch more on celebrity marketing and product packaging in a future issue.

When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue. The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women. I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool. Unfortunately, it?s really sad when experts use the same example to illustrate cause marketing. This begs that there are a lot of missed cause marketing opportunities out there.

There are many excellent causes that make great opportunities for enhancing your packaging’s ?sale appeal? too. I found a very interesting example from Celestial Seasonings tea packaging. The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women?s risk of heart disease. Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart. They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes. In addition, they expanded on the theme with other media events.

What about the message on bottled water? “Buy Water, Help Children.” Does it work for you? Their founders hope so because that’s the idea behind Ethos bottled water. In a crowded marketplace (there are more than 800 different brands of bottled water) Ethos sets itself apart through its social mission. Can this product connect though its product packaging?

Two weeks ago I wrote ?The Power of the Package? and discussed how mainstream marketers are losing out with conventional advertising. I offered information on the importance of how your packaging needs to engage, evoke, and engross the consumer with the right marketing message.

Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted. The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted.

I agree that it is wasted. I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging). I wonder every time I see a new campaign at whom is it aimed. Most the time it?s totally unclear to whom the product is aimed. Despite all that is being written about marketing to various demographic groups, they still don?t get it in the advertising messages. Major demographic markets are overlooked. In fact, I will be speaking about some important demographics at two upcoming conferences.

So think about causes that your company can identify with. Consider causes where there is synergy between the message and the product. Don’t just pick a cause for a marketing gimmick. It needs to complement and expand your brand.

How can you integrate the cause into your product packaging? Can you successfully create a compelling message? Will the “cause” and the manner in which it is portrayed on your product packaging engage the consumer and get them to pick your product up off the shelf?

Cause marketing is a valuable and innovative marketing tool. Successfully utilized it can get expanded media coverage at different times during the year.

So, think about the causes that make sense for your product. Integrate them into your marketing plan. Look at the calendar and see where you can capitalize on your product packaging with branded cause campaigns and plan your marketing accordingly.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

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