Design Conversion. S.N.Venkataraman Vice President Marketing ITC Limited

Transcription

1 Design Conversion S.N.Venkataraman Vice President Marketing ITC Limited Paperboards & Specialty Paper rs Division ii

2 genda Package Design & Implications Functions of packaging Case Studies Evolution of Paperboards

3 listic Package Design Source: Havi Global Solution

4 plication of Design choices Source: Havi Global Solution

5 hat does a good pack evoke? ing series V2006 Paperboards as a packaging and marketing tool Copyright ; ITC PSPD India

6 ons of Paper/Paperboard Packaging Protect Promote Inform Convenience Mechanical Barrier Pilferage Branding Messages / Tag Lines Features & Benefits Nutritional Preparation / Usage Price & Statutory Product Storage Portioning & Serving Unitisation Brand Image Transport, Retail and Consumer Packs Point of sale display Shelf Appeal Communicates all the brand attributes Builds confidence and trust

7 er Functions of Paper/Paperboard packaging Regulatory Environmental nline Shopping Ingredients, Health info SKU Standardisation Statutory symbols Type of testing Product Pack Ratio : Right Weighting Substrate Source, Processing impact measure Disposal Carbon Footprint, Third party validation Re-create the physical shopping touch & feel Packaging that is simple and aids returns too Tough enough to withstand multiple handling Cannot loo ok like industrial packaging ( viz. shipper cartons lf Ready Packaging One step s Easy to identify at the warehouse, truck & store shelf replenishment Shopper friendly

8 tion of beverage packaging Key paperboard parame 1985: Uncoated board, Optimum stiffness 2000: Graphics -coated b & Higher line speed-highe stiffness 2005: Change in Geomet improved MD:CD ratio 2011: Board re-engineere emerging demands Source: Parle & Beroe

9 Key paperboard para Convenience e Higher tensile stretc Oil & Grease resista Microwave friendly Print reproduction Caliper consistency Folding endurance Source: Beroe

10 1 er for Bottles eed: Brand distinction ging: Cartons etter graphic reproduction etter shelf appeal itably designed paperboard for strength, sealing d forming properties ight-weighting Key paperboard paramet Flexural rigidity Sealability Light-weighting

11 1 Cream- Cartons to Paper Tubs eed: To eliminate soggy and stained Ice Cream cartons which was leading to poor brand image a ultiple dispensing ging: Recycled board + BOPP/PET Lamination irgin Board with food grade PE coating reated for deep freeze capability aled using hot melt glue/heat sealing oard can withstand temperature upto -40 gree centigrade Key paperboard param Engineered for deep fre application Tensile stretch Food grade

12 1 ackaging g with Window eed: Paperboard packaging for highly hl perishable e foods like sandwiches and pastries ging: Wrapper perboard specially designed for low temperature orage esigned for trouble free run-ability on window tching machines rease/oil resistant perior printability etter strength property oard can withstand frequent changes in mperature while the food quality is maintained Key paperboard parameters Treated for window patch application Grease/oil resistant Food grade

13 1 gs/partitions eed: Recycled boards/partitions were being used for packing tea. Odor from the board transferre od grade paperboards for partitions and outer cking irgin board for superior consistency in run-ability d printing ronger board for better stacking capability etter presentation at point of consumption arlier used to be grey inside but with virgin board, printed on both sides, has better aesthetic appeal Key ypaperboard p parame Organoleptic properties Food grade Higher bending resistanc

14 tte packs-shell-slide to Hinge lid to different m (Pillow/Bevelled edges, round corners) er need: Packaging became the only branding & advertising tool. linked to productivity leading to increasing line speed demanding r paperboard perboard parameters per consistency oved MD:CD ratio ural rigidity Hinge Lid Pack CTQ s -Caliper, GSM & Moisture 2 Sigma -Plybond (Crease Stiffness) -Engineered Curl -Low PPS (Gravure Printing) -RDC Crush Cut (Fluff) Shell & Slide CTQ s Caliper, GSM & Moisture 2 Sigma Higher Plybond Contour Pack CTQ s (In addition to that maintaine -Lower Bulk -Z-Tensile -TSI CD

15 eering paperboards for better performance 5 Smoothness (PPS) 2 Pre Strain Tensile Behaviour 4 Elastic wn with lk & s Uncoated Calendered d Off line 2-3 stage board board coated board online blade coated board Over Years Light weighting CYI 200 Over Years Plastic CYB 225-GFFK Board--Short Fibre Board--Long Fibre/SW Board--Long Fibre+Unbleached fibre Board--Long Fibre+Mechanical Fibre The elastic modulus did not exhibit significant difference on pre-s The elastic modulus did not exhibit significant difference on pre s among the two set of samples. However the plastic / hardening in CD-CD combination exhibited significant difference betwe different boards.

16 aperboard packaging pro operties rint reproduction bstrate cost te protection th suitable for l filling Traditional Improved smoothness for multicolor printi ng & finishing Substrate amenable to post print finishes Strength th suitab le for semi/automatic filling New Single line Multiple l formats printing Total cost based on environ impact Source of fibre Levels of chemicals, metals Strength suitable for high s lines with online application Track & Trace and Anti-cou features Emergi

17 believe packaging should deliver 3 things.

18 Thank You Contact in VP Mark keting Product Development Manager Chief Manager Marketing in Re egional Manager, North