Packaging Design and Innovation

Transcription

1 Packaging Design and Innovation Pira International conference proceedings 1 Tuesday 17th - Wednesday 18th February 2004 Radisson SAS Hotel, Edinburgh, UK TIB/UB Hannover Pira International Registered office: Randalls Road, Leatherhead. Surrey. KT22 7RU, United Kingdom Telephone. Leatherhead (code UK +44) e.-mail training-services@pira.co.uk Fax. (code UK +44) Registered number: England (Limited Liability)

2 Packaging Design and Innovation 17 th _ 18 th February 2004 Programme DAY ONE - TUESDAY 17TH FEBRUARY Registration and coffee Opening remarks from the chair Graham Cox, Head of International Consultancy, PIRA* INTERNATIONAL Market overview - identifying trends of packaging design and innovation Addressing developments in design New directions in innovation The changing consumer Future trends in packaging use David Jago, GNPD Editorial Director, MINTEL INTERNATIONAL GROUP The role of the consumer in packaging innovation Defining consumer oriented design Designing with personas Value of a prototype Realising how to gain consumer insight - listening to consumers Paul Baker, Packaging Innovation, MASTERFOODS Innovation - the difference between success and failure? Identifying how we address design How can design drive innovation? How do you get an original idea that is simple and easy to use? Darren Foley, Realisation Director, PEARLFISHER Morning refreshments Key note: Maximising sales and market share through innovative package design Assessing how the package can create a competitive advantage and enhance brand image Considering packaging as a competitive quality - making your brand stand out against competition Maximising your internal knowledge and cross fertilisation Innovation and (cost) reality Wil Schoenmakers, Section Head, PROCTER & GAMBLE Organising for innovation - from idea to product launch Exploring the new product development (NPD) process Defining how to structure innovation Regarding design process within the context of overall business strategy Comparative roles of packer/filler, packaging supplier and consultant/designer Graham Cox, Head of International Consultancy, PIRA INTERNATIONAL Lunch will be served for delegates and speakers Design reality check - exploring the reality of turning creative designs into functional products Ensuring an holistic view of the brand and company Managing collaboration and conflicting interests Analysing the relationship between marketing, design and manufacturer Determining when and how to start the process of working together Kevin Hyde, Manager Packaging Innovation Europe & Eurasia, COCA-COLA

3 Packaging Design and Innovation February 2004 Programme Exploring the impact of re-designing a package for an existing product Realising drivers for re-design - understanding why, how and when to do it Evaluating what options and tools are available Understanding the importance of taking the loyal customers with you Richard Inns, European Packaging Manager Spreads Category, UNILEVER Improving your pack design - producing innovative packs at low cost Analysing the cost structure of innovation How do you deliver on budget? Exploring how to make money out of design ideas Reaching your target market whilst delivering cost effective products on time Richard Welburn, Packaging Specialist, MCCAIN FOODS Afternoon refreshments Getting innovative packaging from idea to product reality - examining the brand owner / supplier interface Examining the changing role of the packaging supplier Optimising supply chain communication Recognising the need for partnerships How could designers and brand owners work more efficiently with packaging suppliers? Barry Pamplin, Packaging Technology Manager, UNITED BISCUITS Panel discussion: Who is funding innovation? Who in the packaging development process initiates innovation? Who makes money on packaging innovation? Exploring the role and responsibility of: brand owner, packer/filler, converter, retailer and supplier Panel experts: Wil Schoenmakers, Section Head, PROCTER AND GAMBLE Ian Haynes, Technology Specialist, ASTRA ZENECA Diego Boeri, Global Marketing Director, Food and Beverage, DUPONT Closing remarks from the chair and close of day one followed by drinks reception sponsored by DuPont

4 Packaging Design and Innovation 17 th -18 th February 2004 Programme DAY TWO -WEDNESDAY 18TH FEBRUARY :30 Registration and coffee Opening remarks from the chair Graham Cox, Head of International Consultancy, PIRA INTERNATIONAL Innovation in packaging to drive the brand Learn how double digit sales growth came from real consumer insight and packaging innovation for Heinz Tomato Ketchup Exploring how Heinz took real soup into, the workplace and out of the home Capitalising on consumer insight and packaging innovation to generate sustainable competitive advantage Robin Walker, Business Director, H.J. HEINZ Capitalising on societal trends in packaging innovation Pin-pointing trends and evaluating the implications for packaging Identifying new ways of applying trends during the packaging development process Using trend analysis in brand management and new product development Dorothy MacKenzie, Director, DRAGON BRANDS Capturing the imagination and fulfilling a customer need Examining the importance of the NPD process - who is driving NPD? How can we improve our success rate? - evaluating the impact of the organisation on success Identifying where the opportunities are - responding to change Defining consumer motivations - looking for the big ideas Steve Wilson, Director Global Brand Innovation Group, DIAGEO Morning refreshments Consumer spending - exploring the customer's willingness to pay for innovative packs Analysing the critical price point for innovative packaging Understanding the consumer purchasing decision Andrew Doyle, Managing Director, HOLMES AND MARCHANT INTERNATIONAL Assessing the significance of psychological engineering in design -just as important as functionality? Evaluating emotional affects of surface texture within product packaging Understanding the concept of manufactured feelings Capturing emotional requirements Reviewing cost and time implications Dr. Walter Lewis, Managing Director, FARADAY PACKAGING PARTNERSHIP Lunch will be served for delegates and speakers Kansei Engineering - revolution or threat to real innovation? Realising the potential of providing a scientific tool for measuring package appeal Understanding the benefits of Kansei - the ergonomics for the mind Speeding up the innovation process - how can Kansei help getting the product and package right before launch? James Colwill, Head of Packaging Design, PIRA INTERNATIONAL Improving shelf impact through packaging technology Exploring new materials and processes Improving graphics quality and shelf appeal Designing for consumer convenience Jonathan Fowle, Group Director Innovation, Design and Marketing, AMCOR FLEXIBLES

5 Packaging Design and Innovation February 2004 Programme Afternoon refreshments Integrating new technology to improve shelf impact and product sales New directions in innovation through technology developments Understanding innovative applications and usage for packaging Considering the design of the pack Catering for the changing consumer Theo Janschuk, Head of Packaging Development, HENKEL and Christopher Tapley, Marketing Director, DATASOUND Adding value through use of stand up technology and its global impact Increasing shelf impact and enhancing your brand exposure Exploring cost effective innovative uses for shaped stand up pouches Examining the role of the converter to drive innovation Latest innovations in spouts and filling machinery Khalid Sheikh, Chairman, CLIFTON PACKAGING and Jean-Paul Roosendaal, Sales Director, IPN EUROPE Closing remarks from the chair and end of conference