EDEN PROJECT. Focus on one of the case studies: TUTTOVO srl (Italian company)

Transcription

1 EDEN PROJECT Focus on one of the case studies: TUTTOVO srl (Italian company) Silvia Barbero, PhD POLITECNICO DI TORINO Department of Architecture and Design

2 TUTTOVO PROJECT The company - Production of organic gluten-free sauces and gravies; - Single-serve packaging for small distributors (delis, bio shops, etc.). - Unit-dose packaging for restaurants of large distributors.

3 TUTTOVO PROJECT Goals - Analysis of potential communication according to market; - Definition of ecoguidelines for new packaging; - Suggestions for new sales scenarios for sauces.

4 CURRENT SCENARIO Requirements Definition Consumption Styles Definition TUTTOVO Communication and functions of packaging Unpackaged products Scenario Biological products Scenario Environtmental sustainability of packaging

5 CURRENT SCENARIO Requirements Definition Consumption Styles Definition TUTTOVO Communication and functions of packaging Unpackaged products Scenario Biological products Scenario Environtmental sustainability of packaging

6 EDEN Project - Case study TUTTOVO Natura è Piacere - Glass pack WEIGHT TABLE T PI op EXPLODED AXONOMETRIC VIEW FULL/EMPTY BALANCE A MATERIAL Top PI Bottle Glass Labels (2) Adhesive paper WEIGHT 4g 196 g >1 g Total weight 200 g B Gl ot as tle s 12 Section A-A COMPONENT PRO/CONS 205 Bad storage because of the cylindrical and irregular shape Easy to open and close thanks to the screw cap L Ad ab he el siv e L Ad ab he el siv e pa pe r pa pe r Good protection thanks to the resealable closure and the bottle glass Scala 1:2 90% 1 cm A Ø 54 Scale 1:5 Multi-material packaging, but components are easy to disassembly 1 cm Measurements in mm Ø 42 Primary pack only Product quantity Packaging is proportionate to content ENVIRONMENTAL SUSTAINABILITY OF PACKAGING

7 SUSTAINABILITY PRODUCT PRODUCT WEIGHT PACK WEIGHT % on tot weight 350 gr 200 g 57% 90 gr 8 g 8,9% 130 gr 108 g 83% 3000 gr 146 g 4,8% PRODUCT VOLUME 90% 80% 95% 60% NATURA è PIACERE MATERIALS glass plastic polylaminate polyethylene glass plastic paper polyethylene MATERIALS DISASSEMBLY CLOSURE GLUE NO SI NO NO ADHESIVE LABELS. YES YES YES YES RATING < ENVIRONMENTAL SUSTAINABILITY OF PACKAGING

8 Natura è Piacere - Glass pack INFO/COMMUNICATION BALANCE Communication Information Neutral space 15% 50% 35% Communication elements GREEN WHITE serif regular serif italic Standard use of green as a sustainable color Vegetables aim to show the organic nature of sauces Serif fonts communicate a traditional product Glass is a traditional material in this product category Communication functions LABELS Graphical appeal is quite standard and doesn t draw attention High quality of product is not well shown All packaging are recognizable because use same colors and labels A lot of information about product but few info about packaging COMMUNICATION AND FUNCTIONS OF PACKAGING

9 Eye tracking analysis COMMUNICATION AND FUNCTIONS OF PACKAGING

10 COMMUNICATION PRODUCT INFORMATION ON LABEL 50% 50% 60% 80% MATERIAL AND ECO LABELS PI PE IT 3/OV CE IT 3/OV CE NATURA è PIACERE COMMUNICATION EFFECTIVENESS - naturalness not well shown; - use of explicit elements, little evocative - use of a traditional material (glass) - naturalness not well shown; - material is used for this food typology - pack gives the impression of an industrial product, not natural - naturalness not well shown; - use of explicit elements, little evocative - use of a traditional material (glass) - absence of graphic; - pack does not recall the product; - pack has a strong industrial CONSUMER S INFORMATION - markings and symbols show naturalness - no info on pack disposal - markings and symbols show naturalness - no info on pack disposal - markings and symbols show naturalness - no info on pack disposal - markings and symbols show naturalness - no info on pack disposal RATING < COMMUNICATION AND FUNCTIONS OF PACKAGING

11 CURRENT SCENARIO Requirements Definition TUTTOVO Biological products Scenario Communication and functions of packaging Consumption Styles Definition Environtmental sustainability of packaging Unpackaged products Scenario

12 Criteria for purchase of bio consumers Italian product Product appeal Product brand Low cost Sales promotion Other Shopkeeper suggestion Supermarket brand % Sales channels of bio consumers Iper & supermarket Specialty Shops Directly from producer Small food shops Local markets Discount Farmer markets Internet/online Fairs and festivals % Purchase of a bio consumer Where: - supermarket - speciality shops What: - Italian products - product with a nice appeal - known brand - products on offer data: Nomisma / SANA 2012 SCENARIO OF BIOLOGICAL PRODUCTS

13 APPROACH TO SALES OF UNPACKAGED PRODUCTS 28% never bought unpackaged product or directly from producers 60% bought at least once unpackaged product or directly from producers What consumers want: Quality: - more natural products - sure of the origin - quality assurance Prezzo: - prices lower than those of the supermarket What consumers are afraid of: - times not tailored to individual needs - you can not buy everything in one place - discomfort of the shop/distributor data: ISMEA 2011 SCENARIO OF UNPACKAGED PRODUCTS

14 CURRENT SCENARIO Requirements Definition TUTTOVO Biological products Scenario Communication and functions of packaging Consumption Styles Definition Environtmental sustainability of packaging Unpackaged products Scenario

15 Gourmet SALSE DEFINITION OF CONSUMPTION STYLE FA Indifferent Routine Experimenter W O ST SL EDEN Project - Case study TUTTOVO

16 EDEN Project - Case study TUTTOVO Gorumet Experimenter They love to cook Linkage with territory is important They love sauces which enhance the taste They look for original and natural sauces They prefer gourmet sauces They love to cook Attention to the quality of ingredients They love sauces that change food taste They look for original and trend sauces They prefer ethnic sauces SLOW SAUCE = PLAIN COOKING SAUCE = COOK AND TRAVEL DEFINITION OF CONSUMPTION STYLE

17 SINGLE-SERVE PACKAGING PROS AND CONS OF CONSUMPTION > weight > transportability > flexibility > adequate portioning > safety (shock, children, etc.) > use of the whole content > high graphic personalization > low cost > ease of opening > hygiene opening > transparency (sauce is visible both for communication and for monitoring of conservation state) > utility in the use (container for the sauce) > idea of a product of medium to high quality > difficult to open (especially with slippery hands - eg. Greasy chips) > poor hygiene opening (hand contact with the sauce or the opening area) > instability (contact with the table surface) > not connected to the usage (the sauce is poured into a pot / container) > idea of a low quality product > problems of storage (rounded, hardly stackable) > relatively high weight > risk of rupture in case of strong impact (falls, children) > the form of tin does not facilitate the consumption of all the product > high cost of packaging REQUIREMENTS DEFINITION

18 SINGLE-SERVE PACKAGING NEW SCENARIOS OF CONSUMPTION OUTDOOR > Food pans for work/university > Single-serve for celiac > Picnic / trips > Travel (camping) HOME > Wine tasting with special dishes (cheese, vegetables) > Special occasions > People with celiac disease INDIVIDUAL USE REQUIREMENTS DEFINITION CATERING > Sale of individual portions > Distribution on tables > Distribution by vending machines RESTAURANT > Tasting with special dishes > Gifts RESTAURANT USE FAST FOOD > Sale of individual portions > Distribution to the supermarket tills

19 UNPACKAGED SUACES PROS AND CONS OF CONSUMPTION > Reduced packaging use-and-throw > Transport optimization > Auto-portioning by the final consumer > Possibility of new markets and customers > Possession of an exclusive patent > Adaptability to different channels (losse stores, supermarkets, chain restaurants, fast food, etc.). > Possibilities of automation > High customization of communication > Reduced cost of packaging and transport > Idea of a high quality product > Use of unpackaged products is not possible everywhere > Communication problems on the practicality of the product > Creation of new packaging for containment of unpackaged sauces > Fewer types of sauces > Storage times lower > The shop/restaurant that uses it must order larger quantities REQUIREMENTS DEFINITION

20 UNPACKAGED SUACES NEW SCENARIOS OF CONSUMPTION GDO > Inclusion in eco-point > Creating areas for celiac NEGOZIO > Inclusion in loose stores > Food shops / delis > Shops for celiac VENDING MACHINES > Vending Machines of high quality (eg, milk, yogurt, etc.). > Inclusion in special contexts (hospitals, canteens, etc.). CATERING > Use in canteens > Automation disbursement FAST FOOD > Machine available to end users > For use by employees > Automation disbursement SALE RESTAURANT USE REQUIREMENTS DEFINITION

21 S.r.l. Silvia Barbero, PhD POLITECNICO DI TORINO Department of Architecture and Design