Brand Forum Package Design Posi%ve Consumer Experience Using Packaging to Build a Quality Brand. Agenda •  Breakout session 1 •  Concepts •  The func%ons of packaging •  Package Innova%on -­‐ Consumer Stage Gates •  Breakout session 2 •  Quality Standards •  Package Quality Programs Breakout 1: What is your favourite Irish Food Package ? Use one to two words to describe it. Some Concepts Brand Quality Innova%on & Design Consumer Quality Manufacturing Quality Quality of Experience Food Safety Distribu%on Quality Sensory Science Sensory: A scien%fic discipline that applies principles of experimental design & sta%s%cal analysis to the use of human senses (sight, smell, taste, touch and hearing) for the purpose of evalua%ng consumer products.” Taste (Flavour, aTertaste, mouth feel, texture, bliss point). Touch (Feel, interac%on) Visual Appearance Sensory science helps you to understand: •  What consumers value, like, expect & prefer. •  What influences buying decisions. •  Cross cultural implica%ons. •  Compe%tor offerings & differen%a%on opportuni%es. •  How shelf product compares to your design. Win consumers, drive brand preference, loyalty & share. Smell Sound Product Health Test Genera%ons Generation
Generation)Z
Millenials)(Generation)Y)
Generation)X
Baby)Boomers
Birth+Years
Mid)90's)1
19801mid)90's
196511979
194611964
81% say ‘easy to open’ is an influencing factor to purchase compared with 58% of 25-­‐34 cohort Bord Bia Healthy Ageing – The seniors market. Nearly half of the over 65’s and one in 6 under 40’s find it hard to open everyday items such as plas%c milk bo`les & jars. UK BSI Study. Genera1on Z are not brand loyals. Motivational triggers
Expectations
Influences
Preferences
Desires
Needs
Values
Age
14134
35149
50168
The Mul%ple Func%ons of Packaging FuncCons of Packaging •  Brand iden%ty. •  Compa%ble, contain, preserve & protect. •  Ease of distribu%on & merchandising. •  Informa%on assists consumers to make informed choice. •  Provide instruc%ons on use, storage and disposal. •  Convenient & easy to open, pour, reseal, store & dispose. Packaging Innova%on Process Building quality brands begins and ends with the consumer. Opera%onalise & Sustain your Package Design Design Brief Research Gather consumer data Iden1fy & map material type op1ons Iden1fy & assess suitable Vendors Convert design brief to spec with vendor Refine Validate Technology at vendor & pilot at own site Assess package vs spec Assess product-­‐package sensory Approve Vendors vs final criteria. Ini1al financial assessment Verify vs regulatory requirements Establish success criteria Finalise specs & test methods Roll-­‐out Sustain Scale up & verify vs specs Consumer validate the final design Finalise design brief Finalise opera1ng standards Finalise Financials Agree forecast with supplier (s) Do for package, label & graphics Develop & Issue Technical manual. Train staff Validate Supply Chain & consumer impact. Monitor success through metrics Breakout 2: Of all the Irish food products products you have interacted with at home, which package interac%ons have had a nega%ve impact & why ? Building Quality Brands & Brand Loyalty Merchandising Visual Appearance Taste Consumer Experience Package & product Interac%on Merchandising Quality Guidelines & Standards Use graphics & logos that are easy to extend consistently ? (Primary & secondary packaging) Look at promo%ons that don’t require line change overs. Merchandising Quality Standard: Products displays that s%mulate interest & en%ce purchase. Agree merchandising standards with the retailer . Agree merchandising standards with the retailer. Ice Cream Agree merchandising standards with the retailer. Agree merchandising standards with the retailer ? Agree merchandising standards with the retailer. Factor for retail environment when designing. Standard: Design your secondary packaging for supply chain condi%ons and display purposes (if applicable). Building Quality Brands & Brand Loyalty Merchandising Visual Appearance Taste Consumer Experience Package & product Interac%on Visual Appearance Quality Standard: Trade product should be free of defects that would nega%vely influence the consumer decision to purchase or repurchase. Standard: Label print that all consumers can read with ease & assist the consumer in making an informed choice . Biscuits -­‐ Mul1-­‐lingual label Sauce -­‐ Defaced date code Damaged Label Standard: Labels that are free of defects. Jelly Standard: Product that is free from visual contaminants. Yoghurt Standard: Packages that can withstand distribu%on & the shopping bag without damage. Flour Standard: Packages that are clean and dust free. Cream Frozen ready meals Standard Packages & glues that can withstand supply chain & display condi%ons. Building Quality Brands & Brand Loyalty Merchandising Visual Appearance Taste Consumer Experience Package & product Interac%on Does your package evoke a posi%ve mental image ?. Is your package tailored to consumer needs ? WARNING: Cap is a small part and poses a CHOKING HAZARD, par%cularly for children. Standard: No safety issues opening or consuming the product. Broken pull tab Smoothies Standard: Clear opening mechanism. Milk Standard: Packages that feel good in use. Easy to carry, hold, pour & serve. Standard: All consumers, whatever their age or strength, can open with ease ? Validate that the experience matches the marke%ng. Standard: All consumers, whatever their age or strength, can open & reseal with ease ? Milk Tetrapack Milk TetraPack Soya Milk -­‐ Tetrapack Standard: All consumers, whatever their age or strength, can open & reseal with ease ? Seeds -­‐ ziplock Seeds -­‐ ziplock Validate that the experience matches the marke%ng. Standard: All consumers, whatever their age or strength, can open & reseal with ease ? Standard: All consumers, whatever their age or strength, can open & reseal with ease ? Cheese Standard: Mul%use packages that do not require repackaging at home. Standard: Mul%use seals with no food residue. Sauce Standard: Easy for the consumer to raise issues or complaints. Building Quality Brands & Brand Loyalty Merchandising Visual Appearance Taste Consumer Experience Package & product Interac%on Assess sensory for product-­‐package interac%on Standard: The package protects the product taste & smell throughout the Supply chain & for its shelf life. Taste (Flavour, aTertaste, mouth feel, texture, bliss point). Smell Package Quality Programs Opera%onalise & Sustain your Package Design Design Brief Research Refine Roll-­‐out Sustain Gather consumer data Use consumer & trade data when defining packaging specs : •  What target consumers like/ value /expect / prefer. •  What package, seal & label informa%on will have a posi%ve consumer impact & how to use this to differen%ate. Quality as a compe%%ve advantage Monitor Manufacturing Is your manufacturing opera%on producing consistent & design packages. Monitor the Trade Source of issues •  Design •  Manufacturing •  Transporta%on •  Merchandising Is design product being experienced by every consumer . Merchandising,
Visual,Appearance,
Legibility,
Interac7on,
Shelf,Life,
Taste,
Assess compliance to design spec. Assess parameters that change due to Supply Chain Impact & may nega%vely impact the consumer. Monitor Manufacturing Quality Program: •  Visual standards •  Assesment criteria. •  Quality Check points Is your manufacturing opera%on producing consistent & design packages. •  Metrics •  Troubleshoo%ng guides. •  Capability building programs. Assess compliance to design spec. Monitor the Trade Quality Program: •  Sampling Plan •  Shopper Criteria •  Defect acceptability levels Is design product being experienced by every consumer . •  Scorecard •  Supply Chain Troubleshoo%ng program •  Capability building program Merchandising,
Visual,Appearance,
Legibility,
Interac7on,
Shelf,Life,
Taste,
Assess parameters that change due to Supply Chain Impact & may nega%vely impact the consumer. Opera%onalise & Sustain your Package Design Design Brief Research Gather consumer data Iden1fy & map material type op1ons Iden1fy & assess suitable Vendors Convert design brief to spec with vendor Refine Validate Technology at vendor & pilot at own site Assess package vs spec Assess product-­‐package sensory Approve Vendors vs final criteria. Ini1al financial assessment Verify vs regulatory requirements Establish success criteria Finalise specs & test methods Roll-­‐out Sustain Scale up & verify vs specs Consumer validate the final design Finalise design brief Finalise opera1ng standards Finalise Financials Agree forecast with supplier (s) Do for package, label & graphics Develop & Issue Technical manual. Train staff Validate Supply Chain & consumer impact. Monitor success through metrics