Exploiting packaging to deliver brand value World Juice 2006 Conference, Barcelona Finn M. Torjesen, Elopak Marketing EMEA.

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Presentation transcript:

Exploiting packaging to deliver brand value World Juice 2006 Conference, Barcelona Finn M. Torjesen, Elopak Marketing EMEA

Your goal & challenge is… Communicating the qualities of juice to differentiate it from other soft drinks!

What are the qualities of juice in the mind of consumers today? - Natural - Nutritious - Premium - Health - Tasty - Fresh

How do we transmit this through our marketing mix?

The hidden value codes in packaging… Types of shapes Types of materialsSize Shapes, material and general appearance deliver in the mind of consumers different values and messages... Your challenge is to match the choice of packaging to your desired market position, quality, brand equity and its targeted price position.

Why would you bother to make an expensive natural juice, if the market eventually perceives your quality juice as a soft drink, and soft drinks sold to prices below your cost?

Lets do what we marketers should do, listen and learn to our consumers on what they think and expect concerning the appearance of pure natural juice …

Play DVD with street interviews in Madrid: Packaging preference for pure fruit juice in Elopak slim carton vs. PET bottle

EmotionalFunctional Natural Healthy Fresh Home Expensive Real Fruit Trustful Easy to carry Environmental Sugar, Soda water Transparent Not Natural I don’t know!! Natural Healthy Fresh Nutritious Tasty Premium Less space

Packaging is a key category and brand communicator Consumer studies clearly showing that packaging is an integral part of the total value proposition of the brand Packaging must meet key consumer needs on: Functionality Emotional values

Juice Home Away From Home KidsTeensAdultsAdults 50+ BreakfastMorning Lunch / Dinner Afternoon / Evening Social Feel Good Re- Vitalize Naturally Tasty Healthy Treat Pure Hydration What? Where? Who? When? Why? New growth with More People, More Places, More Moments!

CSD’s RTD Tea Water For the Body Juices Juice Drinks Natural Benefits Enhanced Benefits Sports For the senses More Enhanced / Functional Benefits More Refreshing More Natural / Health Benefits TASTE KICK GOOD FOR ME HYDRATION NEEDSCOPE used by brands…

Segmenting the pack market Package image, Full Sample, n=1000 NeedScope® Urban Healthy individualistic ConservativeHealthy family Ordinary family Sporty The market for packages has 6 segments with different needs.

Possibilities for a brand/product with an objective of a family oriented, balanced healthy lifestyle, and competent personality Example of products: Juice, milk, flavoured milk, soup, and yoghurt. 0,61 Competent 0,51 0,77

Innovation is critical… To reach More people in new places and new moments.

Associations to pack shapes Modern, exiting, special design Modern, premium, light but based on Exiting values Modern, premium, light but based on Exiting values Traditional, quality, fresh design Traditional, quality, fresh design Pure-Pak Slim iCone

Recommendations : In the category of pure juices, its brands and packaging must deliver a correlated communication, it must reinforce each other. Only this, we believe, will give you sustainable elements of differentiations!

Conclusions Juice products have a great future if… Conserve and reinforce the value proposition of Natural, Quality, Health, Premium and what is good for you -Juices are natural products -Packaging plays an integral part in your brands positioning Create possibilities for growth by reaching More People, In More Places, in More moments -Be creative yes, but understand the values of your brand and category. Innovation -And we in Elopak will promise to continue deliver great and intelligent innovations to the category of juices

To offer more people, in more places, in more moments the most convenient and attractive packaging solutions for the healthy and tasty consumption of premium food products Elopak’s living Vision