Metal Packaging & Marketing (English version)Presentation Transcript
Metal packaging & Marketing
Trend of new sales and
marketing for foods in tinplate
What is tinplate?
Explained in a simple way the tinplate is a thin
sheet of steel coated on both sides, even from a
thin layer of tin.
The system of tinning is a continuous cycle, a
long ribbon of steel to be filled is passed through
a series of tanks containing an anode of tin.
The tin color is dull gray, but with “smartness
finish” he was given the look brilliant. The tape is
passed through a series of rollers that carry the
coating of tin to the merger and then cooled.
A brief history
The "box" of tin is spread between the armies during both the First
and the Second World War. After the last war, Italy is literally
invaded by boxes brought by American soldiers: the large parcels of
the Marshall Plan contain canned meat, biscuits and soups ready.
Canned food, in principle associated with a system of emergency,
after the war becoming part of the life of Italians.
In the 50's is spreading the use of canned tomatoes and olive oil,
which in Italy are produced for export since the beginning of the
century. In 1960 in Italy are beginning to consume frozen products.
This new competitor in the food preservation is perhaps push to find
new ways to use the box.
In the 60s on the market as new products appear in the box: the
tuna in oil, soft drinks, beer and spray cans.
From the late 70s also food for animals began to follow the path of
the tin box.
The main merit of tinplate packaging is airtight: the tightness' ensures the
isolation of the product from external agents and thus preserve the product
Until you open the Box and 'SAFE AS ONE OF NATURE, which keeps
intact all the characteristics and nutritional properties of the canned and did
not need to be kept in the refrigerator.
It has good water resistance to gases, resistant to high temperature
sterilization and transmission capacity to breath, tin metal is a chemically
inert and not toxic.
The form, which allows stacking (the disposal of containers placed one
above the other), which facilitates storage and transport.
Secondly, the box is strong, which reduces losses during transport.
Furthermore, the product stored inside the box and PROTECTED BY THE
LIGHT, which is due to deterioration of the food.
And the box is versatile in form and thus lends itself to very different uses,
and the ability to print the label directly on the metal makes it an object of
Finally, after using, THE BOX is FULLY RECYCLABLE.
A material with "more lives"
The second life of the "box": The disposal of waste is one of the biggest problems that
our world seems to face in coming decades. The wastes are currently disposed of in
landfills or incinerated, but the limited number of stations involved incineration,
coupled with the impossibility (for lack of space now) from the landfill to receive daily
tons and tons of garbage, often a mass of waste, this accumulation is a serious and
alarming threat of pollution permanent. A large proportion of waste generated in our
cities is packaging (about 11 million tonnes annually, of which 600 thousand tons of
The recycling of tinplate packaging is facilitated by the fact that the steel has
magnetic properties and thus can be separated from other waste by using a magnet.
The separation of different wastes can be done locally, with a collection (as it already
does for the glass, for paper and plastic) or in the stations for the collection and
selection of waste, using a magnet.
The majority of steel packaging in more than 95%, is recovered through the
collection. After collecting the packages, prior to or in steel foundry to be used as
feedstock for the production of new steel must be cleaned and compressed.
These operations are carried out by specialized firms in the processing of scrap
through two possible processes. The first: the packaging tinplate through a chemical
process are separated from the pond resulting in two elements, tin and steel scrap.
The second: the packaging is used as such and in this case are just cracked and
cleaned. Only 5% is currently recovered after incineration.
An expanding market
As announced Anfima (the group that brings
together manufacturers of metal packaging in
Italy), 2007 was characterized by satisfactory
results for the consumption of tin in Italy.
Entering more specifically, against a domestic
production of steel for packaging was about
300,000 tons, the consumption of tin was
900,000 t. the field of light metal packaging
closed the year with 1.5 billion euros of
Further note on the percentage of recycled steel
packaging, amounted to 66%, or 594,000 t
The European production of canned
foods in tinplate
The production of canned foods (2007) in Europe (million / tons):
dried apricot paste 503
Miscellaneous food preparations 4 337
Other fruits jam from 3 117
Cucumbers prepared with vinegar 2 907
Miscellaneous products tomato 3 720
Olive (not prepared or preserved with vinegar) 1 523
Vegetables (not prepared or preserved with vinegar) 1 413
Homogenized vegetables (not prepared or preserved with vinegar) 1 120
Other fruits vegetables 1 095
Olives prepared or preserved with vinegar 793
Onions prepared or preserved by vinegar 786
Ketchup and other tomato sauces 263
Protein concentrates 154
Apricots preserved 1120
Miscellaneous Sauces 89
Pets food in cans 1050
The above statistics indicate, and on production
are those of the overall tonnage of food
prepared in a box that is very underestimated.
Exports of processed foods, from canned in
2007, for example, was 72,000 tonnes, since it is
twice the average annual production in recent
years, according to a report the ICE.
However, official statistics indicate that the
production tends to be stable in the years
2001/2007 taken precisely considered.
Marketing for cans tinplate?
Since the'50s the "box" becomes part of everyday life of the Italians but
mainly in Europe is developing the market for canned food, also an
accomplice of the proliferation of supermarkets and mass retailers
The box is now empty of material with which children build toys poor
Italians. In the world of comics became famous the boxes stuffed with
spinach, Braccio di Ferro, the irascible sailor invented by American
cartoonist Elzie Crisler Segar.
In the 60s the cans of Campbell soup brand ready portrayed in the paintings
of pop artist Andy Warhol leaving the perplexed American critics, but then
become famous and quotated by collectors of modern art.
Inevitably give rise to the need to better advertise this or that product and
increasingly began to use marketing techniques to launch or propagate
The canned products, which also have the advantage of being easily
stackable and can be very well exposed to the public, come to bullying in
the advertising business.
Improve sales with the tools of
The dream of all marketing is to create a product so powerful that it required no
advertising, such as Coca Cola, the Nutella, products Del Monte.
Today's consumers are more careful and prepared, as a result of unfavorable
economic conditions, and the process of selection is taking place a weight loss of the
value of the brand and a great eye to price.
The field of marketing has to understand what is the "threshold of respect" to which
the consumer is willing to pay for the brand.
The new focal point is the shift towards the consumer, the goal is to have a profit but
through customer satisfaction.
The promotion in retail outlets has increased because of the enormous costs of
publishing and television channels; outlets in an attempt to optimize the time to
communicate as much as possible the company and its products.
In England for example, if you sell a new type of sauce, it is customary to explain how
to cook pasta.
A new frontier of marketing is to become the direct promotion to the point of sale and
the involvement of consumers to develop the packaging.
There is hardly a difference between marketing and communication, or rather, the two
business areas have to go to closer contact and communication on a product has the
essential purpose of selling it better.
A success story on the store: canned
goods LA DORIA
The group La Doria has experienced a different marketing campaign, which involved numerous
outlets of large and medium-sized to increase the purchase of the products to their brand.
The instrument that La Doria has decided to use preferred lies in exposure within the retail
outlets, in the "moving the product from the shelf", with the aim of making more visible the brand
La Doria lanes between the supermarket and do it better known to consumers.
The exhibition took place preferential placement within stores pall box containing many different
products. Islands Brandizzo promotional pallet bands and help consumers to identify the point of
sale products and find La Doria the characteristics that distinguish it from others in the world.
To explain the quality of products, La Doria has also opted for dialogue with the consumer
through a tour inside some of the galleries shopping centers. Dedicated in particular has talked to
the children of the product, but also respect for the environment and recycling of containers.
NOTE: The group La Doria is a leader in the production and marketing of derivatives of tomato,
vegetables and canned pasta, juice and fruit drinks and other complementary products, with
factories in Campania and Faenza RA (ex Confruit). Present in major chains and mass retailers
of Discount, La Doria is characterized for being a company that has been able to fully exploit the
growing prospects of development offered by the segment of "Private Labels" (trademarks of the
distribution chain) and the "Discount”.
The Group is the first Italian producer of canned vegetables and second largest producer of
tomato products and fruit juices. In this area, the group operates, as well as in the production of
private label, with its own brands: VIVI G - VIVI G BIO - LA DORIA - CAPRISONNE (licensed) -
MELINDA JUICE (under license).
In 2007 La Doria has achieved a consolidated turnover of approximately EUR 400 million. The
sales are made to 27% from red, to 33% from fruit and 19% from legumes, vegetables and
canned pasta, and the "other sales" generate 22% of turnover.
A global brand: the canned product
The mark appears DEL MONTE, California (USA) in 1886, on a pack of coffee
created for DEL MONTE Hotels in Monterey and in 1909 created the first box to mark
In 1920 the California Packing Corporation (Calpak) sets stringent quality
specifications for its hit product brand, Del Monte.
The first slogan to reassure customers: "It is not a label, but a guarantee."
In the early 70s became a global industry and is the first mark to indicate on the
labels of the boxes of food, nutritional information.
Fresh Del Monte Produce is one of the world's leading vertically integrated producers,
sellers and distributors of high quality, as well as a leading producer and distributor of
prepared fruit and vegetables, juices, drinks, snacks and desserts in Europe , Africa
and Middle East.
Markets and distributes products to retail, food companies, wholesalers, distributors
and foodservice operators in over 90 countries worldwide. Employs approximately
more than 40,000 people.
Del Monte has more than 100 years the brand most recognized by consumers
throughout the world for the quality, freshness and reliability.
It has a global turnover of more than 3.5 billions of U.S. Dollars.
Is listed on the New York Stock Exchange ( "NYSE") under the symbol FDP.
It 'an example of how the consumer "recognizes"
the mark by giving "value" which, however, the
Company has since its birth ensured high
standards of product quality.
Is therefore interesting to note that the mark has
"loyal" consumers always presenting itself as a
leader of the fresh products that are harvested
and canned overcoming numerous checks and
controls to meet all the authorities involved in the