Greiner Packaging International Media Service - November 2013
Plastics / Packaging / Sales
Subliminal persuasion characterizes
excellent packaging
At Greiner Packaging’s Innovation Day 2013, the main focus
revolved around Point of Sale (POS).
Held at Packworld (Oberwaltersdorf near Vienna) on November 21,
2013, the second annual Innovation Day proved once more to be an
important industry event. More than 100 guests from all areas of the
packaging
industry
attended
six
interesting
presentations
and
stimulating discussions. All of them revolved around the role of
packaging at the POS viewed from different perspectives.
Oberwaltersdorf (Austria), November 22, 2013 – Event organizer Robert
Obermayr, Head of Innovation / Division K of Greiner Packaging International, was
very satisfied with the outcome and stated: "This year's Innovation Day focused on
packaging at the POS. The event met and exceeded all our expectations. There were
many new concepts and interesting aspects for the industry as a whole, while
simultaneously providing an ideal platform to share experiences and network. Due to
its sizeable success we have already started planning the third Innovation Day to
take place at Packworld in fall 2014."
About brands, values, and differentiation
Günther Botschen, Assistant Professor at the Leopold Franzens University of
Innsbruck, kicked off a series of presentations. Following a short introduction into the
basics of brand-oriented corporate management, he presented the "Greiner
Packaging Stimulus-Response Model", which translates brand messages and values
into packaging solutions appealing to as many senses as possible. Subsequently, the
presentation of Uli Vogel, managing partner of profilingvalues, was also about values.
Vogel introduced a technique based on the Hartman Value Profile, which facilitates
the creation of brand personalities. Klaus Hockl, Managing Director of Cardbox
Packaging, presented sophisticated high-quality collapsible boxes for luxury and
brand name product ranges. Hockl demonstrated a number of ways to distinguish
and enhance a brand at the POS.
Progressive concepts
Nico Van de Walle, Product Innovation Manager with Printing Company Verstraete,
delivered insights into the future of a popular labeling method in the packaging
industry: in-mould labeling. Van de Walle is convinced that with the help of Interactive
I²ML a package is turned into an interactive packaging solution, representing the
ultimate communication channel between brand owner and consumer. Kai Thomas,
CEO and founder of RE’FLEKT GmbH talked about the great potential mobile apps
offer in the realm of brick and mortar stores, rendered even more powerful by
augmented reality. Last but not least, Kenneth Boldog, Head of Division K /
Marketing with Greiner Packaging International concluded Innovation Day 2013 with
his presentation. Boldog explained how "subliminal persuasion" takes packaging
solutions to the next level and outlined ways to achieve one of a kind packaging
benefits. "Innovation is essential to creating the unique packaging proposition but
superior materials, communication, convenience, design, and sustainability also can
be important factors."
Corporate Data
Greiner Packaging International is one of the leading companies in the European
packaging industry. In 2012, the company achieved annual sales of EUR 472.9
million (EUR 488 million including Joint Ventures) – more than one-third of the total
Greiner Group sales. Greiner Packaging International has a workforce of 3,236
employees throughout 34 locations.
For more information online, visit:
Greiner Packaging International: http://www.greiner-gpi.com
For any inquiries you may have, please contact:
Kommhaus
Altausseer Straße 220, 8990 Bad Aussee, Austria
Tel.: +43 3622 55344-22
Fax: +43 3622 55344-17
E-Mail: presse@kommhaus.com