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1、Packaging DefinitionsPackaging 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, s

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

3、)communicatesinforms enables usage (convenience)promotesreuse acts (intelligent)interactsis environmentally sound Packaging MatrixComplex combination of criteria in a 3 dimensional matrix 3 Consumer SafetyRegulatory / Legal requirementsProduct information Shelf appealBranding / PromotionCost / Econo

4、myEcology / EnvironmentMachinability / Line efficiencyTrade requirementsConvenienceProduct protectionDistribution / logistic Primary packagingTertiary packagingSecondary packagingMaterialStructural designPrinting 18+ Structure: Shapes & SizesImportance of size and shape in the product concept 4 2 ol

5、d tub, 25 + years new tubDifferentiation 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 logoMarketing requirements Packaging functionality (better EZO o

6、f 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 Flat lid shape vs.

7、 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 complicated conveyi

8、ng 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 POS2- Convenience improvedsecond 5 seconds impact at initial usage at home3- Better product protectionover product usage 4 3 Packaging MatrixCo

9、mplex combination of criteria in a 3 dimensional matrix 4 4 MaterialStructural designPrinting & DecorationGraphic design Paper: cardboard, corrugatedRigid: Glass, rigid plastics, metalFlexibles: plastic film, aluminium foilOffset, flexo, gravure,Embossing, varnish, gold stampingMainlyDesignagency In

10、 the pack technical specification Shape, size, cold seal pattern, creases (technical drawing) Main printing ProcessesProcess is chosen depending on the complexity of the graphic, the price, the substrate (paper, corrugated, flexible). 4 5 OffsetVery good printing qualityLow tooling cost FlexographyC

11、heapest processFor simpler designsRotogravureFastest processExpensive cylinders Ink reservoir Doctor bladePlate cylinderAnilox roller Impression cylinderSubstrateEngraved cylinderInk reservoir Impression cylinderSubstrateDoctor blade Printing processTypically packaging are printed in Quadri: CYMK. H

12、owever, specific colours and varnishes will also be applied depending on the brand and graphic design. 4 6 Our brands have specific colours:cyanmagentayellowblackPantone colours CdO bistre(light brown)CdO redCdO brownChamoix Lilac darkLilac light Printing machine for flexible: from reel8 Station pri

13、nting machine 4 7 Finishes and Decoration techniquesVarious techniques are used to emphasis some graphic design elements 4 8 Embossing Hot foil StampingMatt &Glossy varnishes Embossing & Debossing Packaging MatrixComplex combination of criteria in a 3 dimensional matrix 4 9 Consumer SafetyRegulatory

14、 / Legal requirementsProduct information Shelf appealBranding / PromotionCost / EconomyEcology / EnvironmentMachinability / Line efficiencyTrade requirementsConvenienceProduct protectionDistribution / logistic Primary packagingTertiary packagingSecondary packagingMaterialStructural designPrinting &

15、DecorationGraphic design Packaging MatrixComplex combination of criteria in a 3 dimensional matrix 5 0 Consumer SafetyRegulatory / Legal requirementsProduct information Shelf appealBranding / PromotionCost / EconomyEcology / EnvironmentMachinability / Line efficiencyTrade requirementsProduct protect

16、ionDistribution / logistic Relevant packaging attributes 5 1 Consumer unit ConvenienceRight functionalityCost efficient Safe LegalDisplay Product informationAdequate product protectionFit product positioning DSALogisticEZO Reclose PIFFreshness TargetPremiumness Source ReductionEnvironmentally soundF

17、ormatSize ShapeProduct segmentsSocial sharingpers. snackinggrazing gifting Non deceptive packFit product pricingQuality Eco-balanceDer Grne PunktOn the goAt home KidsteensRelevant brand differentiationConsumption location family adultsAdded value Impact on shelves50+ 5st secondsSu tainabilityManufac

18、turableLine efficiency Iso-modularCompetitive advantageDistributionIP PatentExclusivity Demands on PackagingPackaging is a critical element across the entire Value Chain:from Product Production to Product Usage to Disposal 5 2 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Re

19、quirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability Many and varied demands on PackagingProduct protection was historically the main function of packaging 5 3 P

20、roduct Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability Packaging = Product ProtectionVariou

21、s external factors have an impact on the product 5 4 The packaging shall provide a certain level of protection depending on the product sensitivity, usage and desired minimum shelf life. The packaging must :- physically support product and avoid breakage or leakage during transit- provide Packaging

22、Integrity (PI)- provide barriers to outside odours (gas stations, magazine solvents in ICC)- resist infestation and microbial contamination- guarantee sensorial attributes till the end of product shelf life Packaging = Product ProtectionExample: Natural Cheese 5 5 H2OFatProteinUV / Vis Light Physica

23、l & Mechanical DamageMicro-organisms O2 21%0-100%Odors and Flavors Incidental AdditivesStorage Conditions? . Temperature?. Shelf Life?H2O 10 - 20% 100% 1%0-100% CO2 0.03%N2 78%Package Integrity Packaging = Product ProtectionInsect Infestation 5 6 Sealed Aluminium was progressively introduced 95-98 I

24、nfestation Complaints Trend CP Bern 1995-2000 IMM (Indian Meal Moth) is the most common insect that invades chocolate, nuts and cereals. IMM is attracted 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

25、reach best protection :- plastic based hermetic wrapper is recommended- aroma barrier is needed Many and varied demands on PackagingNew consumption ways drive increasing demand for convenient packs 5 7 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution /

26、 LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability ConvenienceEasy to open, easy to use, easy to dispose are “Must haves” 5 8 Consumer is constantly looking for more convenience. Main

27、drivers are:- Population is aging- Consumers are eating more often outside their home - on the go- Desire for pre-prepared meals - speed- Wish for portion control - individual or reclosable packs- microwave pizza packaging enables product usage and consumption Individual portions graphic design for

28、all opening features On the go Reclosable packaging ConvenienceVAFP success story is not just about convenience 5 9 Key impacts considered:Consumer PreferenceEZO, RecloseInfestation ReductionAroma ProtectionEnvironmentalEfficiencyOperations Logistics, TradeDisplay / On Shelf AppearanceCostPaper / Al

29、uminium Envelope vs. Value Added Flow Pack Same package for more than 100 years Many and varied demands on PackagingPackaging plays a vital role in the total Brand Identity 6 0 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct Informat

30、ionConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability Branding / PromotionPackaging plays a vital role in the total Brand Identity 6 1 LogoIcon ColoursVisual SignatureTypographyShapePattern NomenclatureSoundAroma

31、TasteTag lineBrand EquityRelevant Brand DifferentiationPackaging Product Brand equityPackaging carries most of the Brand Values, it makes the consumers believe 6 2 Many and varied demands on PackagingEnvironmental concerns gain increasing attention 6 3 Product Protection Convenience Cost /EconomyEco

32、logy / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability Ecology / EnvironmentSource Reduction vs. Eco-conception 6 4 Eco-conception Minimi

33、se the impact of packaging on 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 w

34、eight or volume) for the same product 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 packag

35、ing without endangering functional performance, safety and user/consumer acceptability”.before after 19% material reduction Source Reduction Reduce pack wasteLegal requirement Ecology / EnvironmentProducers are responsible 6 5 According to the “Packaging & Packaging Waste EU directive 94/62/EC”: all

36、 packaging must be recoverable by one of the following (or must be usable):- Material recycling- Energy recovery- Reuse- Composting / biodegradationRecovery organisations were founded to assume industrys packaging waste collect and recovery obligation. They are financed by concerned industries. DSD

37、Dual System Deutschland,Eco Emballage France,Fost plus Belgium,ARA Altstoff Recycling Austria PRO EUROPEUmbrella organisation of many national “producer responsibility” systems.Regroups 27 national systems:23 EU states + Turkey, Croatia, Norway & CanadaCommon symbol: Der grner Punkt-Uses mainly the

38、green dot as label and identification 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 technologi

39、es, marketing, packaging waste prevention and system developmentcreate 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 / EnvironmentHow are the license fees calculated in Germany ? 6 6 Packaging Material Type

40、 Fees in /kg valid from Jan 2009Plastics 1,296Composites 1,014Composite cartons 0,752Aluminium 0,733Tinplate 0,272Paper / Cardboard 0,175Natural materials 0,102Glass 0,074 In 2009, Kraft paid: 5,5 Mio to DSD (Germany) 1,1 Mio to ARA (Austria) the EU total is greater than 10 Mio Ecology / Environment

41、Various logos on packaging 6 7 Green dot: indicates that the company financially supports packaging collection and recovery. Mbius loop: packaging (or product) is recyclableMan with bin: only to remind the consumer to dispose of the pack in a bin. European Eco-label: indicates that the product / ser

42、vice 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 recycled material. Compostable logos: denotes that packaging is 100% compostable.G

43、erman logoBelgian logoBoth also used in other EU countries Ecology / EnvironmentSome figures about Waste 6 8 In France in 2009:- 390 kilos of domestic waste / person- 86 kilos are packaging (25%)- 50% is sorted for recyclingSources:- ADEME (Agence de lEnvironnement et de la Matrise de lEnergie)- Eco

44、-emballage Many and varied demands on PackagingThe term “sustainability“ is not used for environmental laims only 6 9 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements Packaging

45、Machinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability sustainabilityThe term “sustainability“ is not used for environmental claims only 7 0 Definition of Sustainability: most commonly applied definition (Brundtland Commission 1987)“Development that meets the needs of the

46、 present without compromising the ability of the future generations to meet their own needs. This involves addressing economic, social and environmental factors and their interdependence in an organisations decision-making and activities”. The 3 linked components of sustainability: Planet: environme

47、ntal 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 properties that may present advantages or disadvantages depending on the context within which they are used. sustainabilityA hol

48、istic view on the food supply chain demonstrates that packaging protects far more resources than it uses. 7 1 Source: incpen, Pira Biopackaging Conference, 2009 sustainabilityPackagings role in Sustainability : a “Solution” 7 2 Minimum impact,most sustainable solutionOver PackingUnder Packing High p

49、ack mat weight / volumeLow pack mat weight / volume Negative impact on environment and resources (people and $) Big negative impact due to Product Loss Negative impact due to Over Packing Packaging makes a valuable contribution to economic, environmental and social sustainability through: - Protecti

50、ng products,- Preventing waste,- Enabling efficient business conduct,- Providing consumers with the benefits of the products it contains.Optimal pack sustainabilityFood Waste Europe 7 3 Key Facts- Weight:Food produced 622 million tonesFood waste 245 million tonesHousehold food waste 71 million tones

51、- Cost:We pay but dont eat EUR 90 billionAvoidable food waste EUR 500/household (assuming 50% could have been eaten)- Environmental impact : CO2 emission = 1 in 5 cars on the roads Where are we wasting?- Supermarkets - 6.5 Million tones per year- Restaurants - 13 Million tones per year- Households -

52、 71 Million tones per year Source : Awarenet handbook 2007 sustainabilityWhat can Packaging do ? 7 4 Adequate size/portion packs (1) Reclosable packs (2) Packs easy to empty (3) Active packaging (4) Modified atmosphere and vacuum packs (5) Adequate barrier protection (6) Information about storage, p

53、reparation, waste prevention (7)vs.(1) (2) vs.(3) (4) (5) (6) (7) sustainabilitySustainability at Mondelz International 7 5 All new packaging is assessed with the Eco-calculator The Packaging tool provides a quantifiable perspective on:- Package weight- Recycle ability- Recycled Content- Energy requ

54、ired to produce package TerraCycle: Up-cycling - Recycling at the next levelTerraCycle pays for packaging waste (soda/water bottles, yogurt cups, packaging film, billboard material.) and turns those materials into fun, durable goods. Many and varied demands on PackagingBrand Value is vital to stay c

55、ompetitive 7 6 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability Cost / EconomyOvervi

56、ew 7 7 VAFP is an example which combines key functionality improvements with a reduction in cost and complexity In this case we have to watch out not to decrease the quality Consumer preferred improvements in package performance, quality, functionality, sustainability1 2Productivity: cost reductioni

57、ncreasing Value means:Examples: - Halo (new Philadelphia tub)- Invisible seal (praline boxes)- Peel n seal Examples: - Supplier change- Spec harmonization- Specification down gradingValue = FunctionsCost 12A real step change in the Value does generate significant increase sales ! Many and varied dem

58、ands on PackagingProduct not see , product not bought: The 1 st five seconds are critical 7 8 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Eff

59、iciency Branding / PromotionShelf Appeal IP Sustainability Shelf appealWinning in the 1 st 5 seconds 7 9 Kenco StudyThe first experienceour shoppers have with our productsisthe package Winning inthe 1st 5 Secondsat Shelf Re-designOnly 65% of shoppers consider the Kenco package Only 33% see the Kenco

60、 package in the first 2 sec.Worse, only 20% take a second look.Why? Package shape and graphics do not provideclear point-of-differenceVisual icons do not support brand image(taste positioning)Package does not convey functional benefits 100% of shoppers consider the Planters package90% see the packag

61、e in the first 2 seconds! Package colors blue and yellow Label simplicity angled brand name Mr. Peanut icon vibrant, cheerful, approachable100% 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

62、 can help to understand the values in action and let you win the first 5 seconds of consumer choice.8 0 88%28% 81% 35%20%Average Viewing Time (In Seconds): 3,1”2/3 of shoppersoverlook the“calcium” claim Eye-tracking Shelf appealNew Milka Tablet displays offer powerful product presentation and excell

63、ent functionality 8 1 before after Shelf appeal“Xpose” Pushing device suits retail shelves and free standing displays 8 2 Many and varied demands on Packaging 8 3 Product Protection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer Sa

64、fetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability Trade RequirementsSRP (Shelf Ready Pack) is not the only requirement from the trade partners 8 4 In addition to SRP, Trade partners also wish for convenience. Key parameter

65、s are:- Fit on Shelf / Displays- Easy Opening- Easy Handling- Easy Disposal of Secondary packaging- Weight limit (12-15kg) 10.5 sec5.4 sec9.5 sec0 sec5.4 sec5.9 sec10.4 sec 5.4 sec5.2 sec0 sec 18.7 sec Many and varied demands on PackagingEfficiency is key through the whole value chain 8 5 Product Pr

66、otection Convenience Cost /EconomyEcology / EnvironmentTrade Requirements Distribution / LogisticProduct InformationConsumer SafetyRegulatory / Legal Requirements PackagingMachinability / Line Efficiency Branding / PromotionShelf Appeal IP Sustainability 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 transportation unit. 8 6 Definition:ISO modularity defines a number of base sizes