| The customer is king/queen. We have all heard | | | | transitioned into store that provides premium |
| this mantra. It's up to you, the supplier, to prove | | | | products at a premium price. This evolved from |
| it so. With these ten tips you will be a lot closer | | | | the hurry up and go mindset demonstrated in |
| to proving that you are on top of industry trends | | | | today's shopping habits. Recent studies are |
| and technologies for the packaging industry. | | | | showing that consumers no longer make one big |
| 1) Understand the customer. The problem today | | | | trip and stock up but make several trips a week |
| is that one package may not satisfy the needs | | | | and get just what is needed at the moment. |
| and requirements of all buyers. There are | | | | EX: The grab and go cups of snack foods |
| numerous niche markets out there that require | | | | convenience stores are now offering. |
| specialized packaging. So if you are targeting one | | | | 7) Keep pace with "hot button" packaging issues. |
| of those, do your research first. What works for | | | | This includes legislation too. People do really care |
| one target market may not work for another. EX: | | | | about the environment and the amount of excess |
| Child resistant closures on medicines are almost | | | | packaging. There is a move afoot to expand the |
| impossible for those over 50 to open. | | | | number of vegetable based plastic materials used |
| 2) Find out what package attributes appeal to the | | | | in food packaging. If packaging consumers give |
| customer you are targeting. If it's a harried | | | | these products their endorsement look for other |
| housewife shopping for your product then | | | | new products to surface. Legislation can change |
| convenience of use better be at the top of the | | | | packaging mandates overnight. There have been |
| list. Those over 50 are seeking convenience too | | | | "bottle bills," surcharges and bans on certain types |
| but issues like the size of print on the package | | | | of package that prohibit the use of certain |
| and ease of use top their priority list. Make sure | | | | packages. EX: Several fast food companies are |
| your package employs the characteristics that | | | | test marketing corn-based plastic packaging |
| appeal to your target market. | | | | materials. Ex: Ban on juice boxes in Maine. |
| 3) Understand how the package will be used. | | | | 8) Security in packaging is becoming increasingly |
| Families no longer sit and eat a meal with | | | | important. This will continue to come into focus as |
| everyone at the same time. There are special | | | | more people become concerned about product |
| diet requirements or dieting in general in most | | | | integrity. One major security scare could force |
| households. It's not uncommon to serve different | | | | everyone to change their packaging methods |
| meals to different individuals. Package sizes will | | | | immediately. Look for new tamper evident and |
| vary accordingly. EX: People who travel a lot buy | | | | security devices that can be incorporated into |
| sample or trial size packages because they are | | | | your packaging. Cost efficiencies are now making |
| small and easy to deal with | | | | many of these devices more affordable and will |
| 4) Know your customers current buying trends. | | | | soon become mainstream. |
| Several years ago we went through the | | | | 9) Competition of various packaging materials is |
| supersized phase. There are still a lot of | | | | increasing. With the imports that are readily |
| supersized packages, however, buying trends are | | | | available to the merger and acquisition mania that |
| changing to smaller sizes in general. To package | | | | is taking place, keep current on your chain of |
| smaller does not mean less profit, in many cases | | | | supply globalization. Certain products such as |
| it means more. Consumers are willing to pay a | | | | plastic bags that used to be the mainstay of |
| premium for convenience, ease of use and | | | | American manufacturing have now gone offshore. |
| smaller quantity. EX: 3 premium baking potatoes in | | | | Ethic diversity both her and abroad is demanding |
| a package cost almost the price of a 5lb bag. If | | | | that all packaging be multi-lingual. |
| you live with just one other person, do you really | | | | 10) External influence of power players. The big |
| need 5 lbs of potatoes? | | | | box retailers are driving packaging procedures and |
| 5) Keep abreast of new packaging technologies. | | | | policies at retail. Mandates from these companies |
| Creative new products have the advantage in the | | | | such as RFID tracking are in their infancy. This |
| marketing world even if their technology is not | | | | type of requirement could become mandatory |
| new but the application is. Several years ago | | | | overnight. If you want to do business with |
| Metedent took the world by storm with the duel | | | | companies such as Home Depot and Wal*Mart, |
| aperture dispensing mechanism. Recently a host | | | | you will need to include the design and selection of |
| of new cleaning products have revived interest in | | | | your packaging materials. |
| this type of dispensing. Look for innovate ways to | | | | Remember, the customer depends upon you, the |
| combine two products into one package. | | | | manufacture, as a resource. They expect you to |
| 6) Watch where people shop. There is a shift | | | | keep up with packaging trends and technologies |
| from traditional retailers to new and innovative | | | | and provide the latest and greatest innovations |
| store formats. The convenience store, once | | | | the industry has to offer. |
| considered a low end marketer, has now | | | | |