Paul Jenkins presents How to win with great packaging strategies at the Speciality Food Fayre in London in September 2013

1. Paul Jenkins
Founder
September 2013

2. How to develop winning strategies
through innovative packaging
How to develop
winning strategies
through innovative
packaging

3. September 2013

4. Start ups

5. Multinational Brand Owners

6. Our Experience

7. Who we are
Paul Jenkins

8. Who we are
Paul Jenkins
Barry Pamplin

9. Workshops
Consumer insight
Packaging trends
Design innovation
Idea generation
Pack management

11. Coming up over the next 30 mins
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Packaging as a marketing tool
Why packaging is important
Rules for strategic success with packaging
Packaging drivers
Packaging trends
What to avoid…
Critical Success Factors summary

12. Packaging is a marketing tool

13. Packaging is a marketing tool
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It’s the closest you can get to your customers
It interactive
Packaging can add value to the proposition
It can improve functionality and convenience
It protects, contains, preserves
Packaging can make or break a brand

14. Packaging - The Fifth P!

15. It’s not this!

16. It’s about understanding consumers

17. Packaging shouldn’t be an afterthought

18. Packaging should be fit for purpose

19. Pack Functionality

20. Packaging’s role is multifaceted
To CONTAIN
To PROTECT
To provide CONVENIENCE
To INFORM
To SELL
and to achieve these purposes in an ECONOMICALLY and
ENVIRONMENTALLY acceptable manner

21. What is innovation?

22. Definition
in•no•va•tion (ˌɪn əˈveɪ ʃən)
n. 1. something new or different
introduced.
2. the act of innovating; introduction of
new things or methods.
Source: Random House Kernerman Webster's College Dictionary

23. It’s not about saving money

24. Think of it as an investment

25. Packaging That Adds Value

26. Fulfilling a functional need

27. Fulfilling a functional need

28. You don’t have to copy the competition

29. Get it right first time

30. When it goes wrong…

31. Find out what your customers want

32. What is the competition doing?

33. What are other categories doing?

34. Opportunity to be different

35. Secondary Packaging is also important

36. Secondary Packaging is also important

37. It can look bad…

38. Packaging Drivers

39. On the go

40. Easy open

41. Premiumisation

42. Visual Differentiation

43. Natural Simplicity

44. Heritage/Nostalgia
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45. Made for Me!
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46. Say it as it is!
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47. Packaging Critical Success Factors
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Meet (unmet) consumer needs
Understand competition
Make packaging a higher priority and early
Think about functionality
Incorporate trends as appropriate
Align packaging attributes with your brand
values
7. Don’t accept what they tell you…

48. In summary
• Packaging is closely aligned to your
product
• Powerful tool to help build and
compliment the brand
• Don’t let packaging be an afterthought
• Follow these steps
• Good luck!

49. How to develop winning strategies
through innovative packaging
How to develop
winning strategies
through innovative
packaging

50. If you want to chat about your
packaging needs…
paul.jenkins@thepackhub.com
07906 624494