Introduction to Packaging. Prepared by: Soha Atallah UNIDO International Expert on Packaging LibanPack Director

Transcription

1 Introduction to Packaging Prepared by: Soha Atallah UNIDO International Expert on Packaging LibanPack Director

2 What is packaging? 2

3 Packaging Use by Sector 3

4 Packaging Materials 4

5 Levels of Packaging 5

6 Functional Role Sustainable Packaging Marketing Role Legal 6

7 Packaging Functions Functional Protection from external factors, Containment, Display. Prolongs shelf life Quality preservation &Food safety Convenience User Friendly Facilitate Transportation & storage & Handling Legal Packaging & labeling law Sustainable Packaging 7

8 Containment Consumer Convenience Protection of the product Functional Role of Packaging Food Safety Quality Preservation Shelf Life Handling Storage Transportation 8

9 Containment No leakage No loss of product No product/pack damage Containment failure can become a major issue 9 9

10 Protection Against Physical Damage 10

11 Climatic/Environmental hazards Humidity Temperature Pressure Pest, dirt, dust 11 11

12 Ergonomic Shape & Consumer Convenience

13 Labeling: Source of Information to Consumers 13

14 RECALL DUE TO LABELING ERROR Cadbury announced they would be recalling a range of products due to a labelling error. The products were produced in a factory handling nuts, potential allergens, but this was not made clear on the packaging. As a precaution, all items were recalled. 14

15 SUED FOR FALSE HEALTH CLAIMS Gerber was Sued by U.S. Over Health Claims in Baby Formula Ads. They advertised that its Good Start Gentle formula would reduce the risk of a baby developing allergies despite having no proof for the claim. 15

16 Most packaging waste ends up in nature! 16

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18 Packaging and Food Safety 18

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21 Food Contact Materials To be considered when packaging: - Food Ingredients (fat, proteines...) - Physical status (solid, liquid..) - Water Presence and risks? - Other characteristics (respiration, UV sensitibility, oxygene...) 21 21

22 Food Contact Legislation 22

23 Types Contamination of FCM Physical Chemical Biological Allergen 23

24 Olive oil Beverages Sensible a Milk Beer Water Oxygene & Juice Light Alteration Loss of OrganalepticValue & Freshness 24

25 RECALL DUE TO A STRANGE SMELL & TASTE! 25

26 Smart Packaging 1) Self Cooling Beer. 2) Self Heating Cans or Soup: 3) Colour Change indicator 4) Easy to Open and to close 26

27 Slef Boiling Packaging 27

28 Packaging as Marketing Tool 28

29 Catching Consumer Attention Brand Recognition Packaging as a Marketing Tool Communication Product Identity Differentiation 29

30 The primary function of food packaging is to protect your product The primary function of food packaging design is to attract Your package is Your BRAND AMBASSADOR it should sell itself 30

31 PACKAGING HAS TO SELL YOUR PRODUCT NOT JUST PROTECT IT The average consumer spends just 2.6 seconds making a decision whether to pick up a product or not. Packaging affect by 75% the decision of the Consumer

32 PACKAGING APPEALS TO THE RIGHT SIDE OF THE BRAIN 32

33 PACKAGING JUSTIFIES HIGHER PRICE! 400g= 2.5 USD 100g= 4.8 USD 33

34 WHY is PACKAGING important for Marketing? 34

35 Packaging Makes the Difference Design is the difference. In a world loaded with stuff that looks like all the other stuff and performs like all the other stuff, it is the way to stand out. 35

36 Packaging Makes the Difference 36

37 Brand Identity & Recognition 37

38 WHAT IS YOUR MARKET DESTINATION? Local Export Market Arab Countries Europe USA Latin America Nostalgia markets Novelty markets Specialty markets 38

39 Target Market? 39

40 What do you want to communicate? Technology Artisan (Hand Made) Unique (Exotic flavors) Very rare (caviar) High quality (Parmiggiano reggiano) Ethnic (Pomegranate molases) 40

41 PACKAGING JAM EXAMPLE 41

42 Message delivered: 100% Natural 42

43 WHICH MARKET SEGMENT? 43

44 Appeal to Children Segment 44

45 Appeal to Men Appeal to Women 45

46 Packaging has to be Trendy Life Style Changes : Packaging Makeover Before After 46

47 Typography 47

48 Coca Cola Packaging Limited Editions 48

49 Breast Cancer Campaign 49

50 Sustainable Packaging Labels from Kraft Paper

51 Thank you for your Attention 51