Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Enhancing packaging innovation with customer satisfaction in mind
Answering the needs of the consumer
CONFIDENTIAL
Arun Pr...
• Linking consumer and customer needs to packaging design
• Using consumer immersions to get to deep level insight
• Deliv...
Arla Foods: A global dairy leader
These are my views, not necessarily Arla’s
Developing new
products,
formulations, line
extensions
Transformational
ChannelPackagingProduct
Developing new
packaging
f...
Manufacturer Customer
Will it grow our business? Will it expand the category/
bring new shoppers in?
What is the challenge...
The consumer’s first ’moment of truth’
Source: Adapted from A G Lafley and others
The consumer’s second ’moment of truth’
Source: Adapted from A G Lafley and others
But… I don’t trust consumers
Lies!
I don’t believe these consumers
Source: http://www.ipsos-na.com/download/pr.aspx?id=12481
Consumer tends to respond to new concepts
with rear view mirrors
19851979
They don’t know what they want
If I’d asked my
customers
what they
wanted, they
would have
said a faster
would have
said a...
When we were
creating Bailey’s Irish
Cream, the concept
bombed in consumer
research. So we lied to
the board to push the
S...
Communicate with Prosumers
Prosumer – the 20-30% of consumers who determine
the future success of brands
Prosumer - a new ...
Prosumers are 2.5 times more
likely to be asked for – and to
offer - their opinions on brands
Prosumers are the most
likel...
A Prosumer by any other name…
Thinking
Doing Saying
Prosumer Insight template
VISIBLE: What they did or said
Believing
FeelingINVISIBLE: Why they did or...
The Arla Foods challenge:
We’re creating a new category and we don’t have a big budget,
so how do we win at the first mome...
The in-store challenge:
How do we show we’re different to all the other dairy alternatives
The consumer challenge:
How do we attract her attention when she walks past the fixture
The Lactofree GRAPHIC DESIGN packaging solution
The design stands out on a
crowded fixture
The name describes the product
...
The Lactofree GRAPHIC DESIGN packaging solution
Today, the cow icon helps
shoppers easily navigate the
entire range
Launch...
The category challenge:
Milk packaging all looks the same. How do we differentiate?
Northern Europe (Fresh)UK
USA Southern...
The consumer challenge:
I love drinking milk straight from the fridge,
but it’s inconvenient
The shopper challenge:
In the UK, milk sold in 1l TetraPak (gable top) is not ”real” milk.
They are dairy alternatives.
What dairy manufacturers THINK is the consumer challenge:
People want eco-friendly milk packaging and are willing to pay
m...
The Cravendale STRUCTURAL DESIGN packaging solution
Opens up new customer and
channel opportunities
Unique and ownable sha...
The Starbucks challenge:
How do we give our customers Starbucks moments when they’re
not in our cafes
The consumer challenge:
I want to join in the Starbucks culture,
but I’m not a big fan of coffee
The Starbucks Discoveries STYLISTIC DESIGN packaging solution
Looks and feels like the
iconic Starbucks coffee cup
Launche...
The consumer challenge:
How do I balance the challenges of taking my baby out and about
with me: diapers, feeds, stroller,...
The Baby&Me Organic CONVENIENCE packaging solution
No need for Mum to carry
sterilised bottles + cartons of
milk + scissor...
But…
the competition beat us to the market
You may have the best
ideas in the world.
But they’re of limited
value if they stay
inside your
Closing Thought
inside you...
AFRIS. AsianFoodRegulationInformationService.
We have the largest database of Asian food regulations in the world and it’s...
Upcoming SlideShare
Loading in …5
×

Enhancing Packaging Innovation with Customer Satisfaction in Mind

245 views

Published on

A very interesting presentation on packaging and consumer research

Published in: Food
  • Be the first to comment

  • Be the first to like this

Enhancing Packaging Innovation with Customer Satisfaction in Mind

  1. 1. Enhancing packaging innovation with customer satisfaction in mind Answering the needs of the consumer CONFIDENTIAL Arun Prabhu Commercial Innovation Director, Arla Foods Denmark 23rd May 2013, Pack Innotech – Bangkok, Thailand
  2. 2. • Linking consumer and customer needs to packaging design • Using consumer immersions to get to deep level insight • Delivering novel solutions through packaging • Case studies: • Function: Cravendale • Design: Lactofree • Style: Starbucks Iced Coffees Outline • Style: Starbucks Iced Coffees
  3. 3. Arla Foods: A global dairy leader These are my views, not necessarily Arla’s
  4. 4. Developing new products, formulations, line extensions Transformational ChannelPackagingProduct Developing new packaging for existing and new products Introducing existing and new products into new to the company channels; new routes to market Growth prospects that have significant impact on profit MarketingRoll-OutCategory Business Model Creating combinations of product and service offerings in ways that are completely new to the business Creating newness at a category level; Introducing existing and new products into new to the company categories Introducing products/brands from elsewhere in the group/ outside into new markets Going beyond brilliant advertising and communications to find new consumer need states, occasions, usesand relevance COMMERCIAL 30 April 2013 4 Transitional Transactional Creating future growth Protecting and maintaining existing business
  5. 5. Manufacturer Customer Will it grow our business? Will it expand the category/ bring new shoppers in? What is the challenge? What is the optimal packaging solution? ShopperConsumer Is it superior to what I’m using now? Will it improve my shopping experience?
  6. 6. The consumer’s first ’moment of truth’ Source: Adapted from A G Lafley and others
  7. 7. The consumer’s second ’moment of truth’ Source: Adapted from A G Lafley and others
  8. 8. But… I don’t trust consumers
  9. 9. Lies! I don’t believe these consumers Source: http://www.ipsos-na.com/download/pr.aspx?id=12481
  10. 10. Consumer tends to respond to new concepts with rear view mirrors 19851979
  11. 11. They don’t know what they want If I’d asked my customers what they wanted, they would have said a faster would have said a faster horse Henry Ford
  12. 12. When we were creating Bailey’s Irish Cream, the concept bombed in consumer research. So we lied to the board to push the So it’s best to ignore them! the board to push the concept through. Project Leader
  13. 13. Communicate with Prosumers Prosumer – the 20-30% of consumers who determine the future success of brands Prosumer - a new breed of consumer who is more marketing savvy and demanding Prosumer - proactive in seeking out information and opinions; active in sharing their views and experiences with others; and ahead-of-the-curve in their attitudes and behaviours Source: EuroRSCG
  14. 14. Prosumers are 2.5 times more likely to be asked for – and to offer - their opinions on brands Prosumers are the most likely to influence, and be influenced by others The average Prosumer has 5 times the influence of the average Consumer Why the Prosumer matters Prosumers are 2.3 times more likely to regard themselves as ‘leaders’ Prosumers are 1.5 times more likely to pass on their brand experiences and points of view be influenced by others Source: EuroRSCG
  15. 15. A Prosumer by any other name…
  16. 16. Thinking Doing Saying Prosumer Insight template VISIBLE: What they did or said Believing FeelingINVISIBLE: Why they did or said
  17. 17. The Arla Foods challenge: We’re creating a new category and we don’t have a big budget, so how do we win at the first moment of truth
  18. 18. The in-store challenge: How do we show we’re different to all the other dairy alternatives
  19. 19. The consumer challenge: How do we attract her attention when she walks past the fixture
  20. 20. The Lactofree GRAPHIC DESIGN packaging solution The design stands out on a crowded fixture The name describes the product The cow icon clearly depicts that this is made from cow’s milk
  21. 21. The Lactofree GRAPHIC DESIGN packaging solution Today, the cow icon helps shoppers easily navigate the entire range Launched in Jan 2006, today the brand is worth €40m+ in the UK and is also being rolled out in Denmark and Netherlands
  22. 22. The category challenge: Milk packaging all looks the same. How do we differentiate? Northern Europe (Fresh)UK USA Southern Europe, Asia (UHT)
  23. 23. The consumer challenge: I love drinking milk straight from the fridge, but it’s inconvenient
  24. 24. The shopper challenge: In the UK, milk sold in 1l TetraPak (gable top) is not ”real” milk. They are dairy alternatives.
  25. 25. What dairy manufacturers THINK is the consumer challenge: People want eco-friendly milk packaging and are willing to pay more for less convenience Green Bottle: Launched 2011 A paper bottle made from trees www.greenbottle.com JugIt: Launched 2008 Help create 75% less waste www.jugit.co.uk Ecolean: Launched c2005 A lighter approach to packaging www.ecolean.com
  26. 26. The Cravendale STRUCTURAL DESIGN packaging solution Opens up new customer and channel opportunities Unique and ownable shape clearly stands out on shelf Plastic material places it in familiar ”real” milk territory Ergonomic neck makes it easy to grip (for those wanting to grab a chilled 500ml variant opens new channel and occasion opportunities (for those wanting to grab a chilled one from the fridge) The UK’s No. 1 dairy leads the way with consumer needs based innovation
  27. 27. The Starbucks challenge: How do we give our customers Starbucks moments when they’re not in our cafes
  28. 28. The consumer challenge: I want to join in the Starbucks culture, but I’m not a big fan of coffee
  29. 29. The Starbucks Discoveries STYLISTIC DESIGN packaging solution Looks and feels like the iconic Starbucks coffee cup Launched in Apr 2010 in UK and Germany, today the brand is worth €25m+ and has been rolled out to more than 15 countries across Europe Product and packaging designed to introduce new Starbucks moments to new and existing Starbucks customers
  30. 30. The consumer challenge: How do I balance the challenges of taking my baby out and about with me: diapers, feeds, stroller, etc?
  31. 31. The Baby&Me Organic CONVENIENCE packaging solution No need for Mum to carry sterilised bottles + cartons of milk + scissors to open carton ”All-in-one” solution combines milk and sterilised nipple
  32. 32. But… the competition beat us to the market
  33. 33. You may have the best ideas in the world. But they’re of limited value if they stay inside your Closing Thought inside your organisation. Get them in front of your customer before your competitor does
  34. 34. AFRIS. AsianFoodRegulationInformationService. We have the largest database of Asian food regulations in the world and it’s FREE to use. We publish a range of communication services, list a very large number of food events and online educational webinars and continue to grow our Digital Library. We look forward to hearing from you soon! www.asianfoodreg.com adrienna@asianfoodreg.com

×