Printing Packaging Solutions for the Food Industry. Latest Technologies, 4 colours quality for an optimal category management

1. Flexographic printing solutions and
technologies for
fresh food products packaging
Con PRO – PRO observatory annual Congress
(Packaging Retail Observatory)
11th June 2010
Rimini Fair – Packology
Andrea Sentimenti │ Chief Marketing Officer
Gruppo Fabbri S.p.A
PRO – Packaging Retail Observatory

2. Purchase decisions are taken in-store
• Over 80% of fresh food
products are sold by largescale retail trade with self
service solutions
• 70% of buying decisions are
taken directly inside the store
• Increase in impulse
purchases ‐ 3 seconds is the
average time for a decision
PRO – Packaging Retail Observatory

3. The impact on the shelf is crucial
We have few seconds to:
• attract consumer’s attention
• “suggest” a product that,
among many, better identify
the customer functional,
emotional and identity needs
• make our product immediately
identifiable and recognizable
PRO – Packaging Retail Observatory

4. Packaging is a marketing tool
• The container of the product is seen as an indispensable artefact to
complete the bid value characterized by two values:
 an object used to protect
81,7%
 a thorough communication media
how much do you agree with those who say….. 53,8%
36,6%
Source: Q?Mark
36,6%
29,0%
23,7%
17,2%
6,5%
8,6%
4,3%
1,1%
la confezione serve
esclusivamente per proteggere,
gestire, trasportare il prodotto
Molto
la confezione serve a distinguersi
dai prodotti concorrenti
Abbastanza
Così così
PRO – Packaging Retail Observatory
1,1%
la confezione è un vero e proprio
veicolo di comunicazione
Poco
Per niente

5. Packaging is crucial for the success
• Apart from the price that synthesizes almost all the
mix components, the packaging represents an aspect
of primary importance.
According to your experience, how
much each of the following
variables is important to the
success of a product (giving for
granted its importance)?
Source: Q?Mark
PRO – Packaging Retail Observatory

6. An appealing packaging creates Value
• The managers interviewed agree that a well designed
packaging enables to display a product in a better way.
PRO – Packaging Retail Observatory

7. “Graphics” and visual aspect constitute
the parameter with the higher impact
• The graphical aspects of a pack are the ones changed
with the highest frequency.
PRO – Packaging Retail Observatory

8. Fresh food is very little differentiated
• The fresh food packaging serves the unique function of
“protection”
• It does not help to create a differentiated image and does not
generate added value
PRO – Packaging Retail Observatory

9. The product must communicate
• Draw the consumer’s attention
• Convey a consistent message
aimed at their target
• Inform and promote itself
• Enhance and support the brand
PRO – Packaging Retail Observatory

10. “Flexo” printing offers new solutions
also for fresh food
• Uses a soft material to print
directly on the substrate
• High versatility of substrates
• Needs shorts set‐up times
• Allows innovative qualitative
and technological results
PRO – Packaging Retail Observatory

11. The last frontier: four‐color process
• Not just color line and
"planes“ color, but photo
quality prints with shades
and perfection of detail never
seen before on flexible
materials
• CMYK ‐ Cyan Magenta Yellow
Black, cleverly superimposed
• An innovative mix of
techniques, precision of
detail and technological
performance
PRO – Packaging Retail Observatory

12. Enhancement of the “brand”
• The use of flexo printed films in many colours
become element of promotion for both brand
and food
PRO – Packaging Retail Observatory

13. Enhancement of the product
• The use of colour graphics and particular images allows a
more specific identification of the product and of the
producer/distributor, facilitating the consumer’s choice
PRO – Packaging Retail Observatory

14. Products differentiation
• Each product can have its own identity and "image"
PRO – Packaging Retail Observatory

15. Higher attractiveness
• The use of a functional packaging makes the packed
product more attractive and secure than a loose one.
PRO – Packaging Retail Observatory

16. Category management
• Customized unit sales, well‐displayed on the shelves, allow
the Large Scale Retail Trade to differentiate its offering
operating a modern "category management"
PRO – Packaging Retail Observatory

17. Andrea Sentimenti │ Chief Marketing Officer
Gruppo Fabbri S.p.A.
Packaging Retail Observatory
tel: +39 0332 286253
+39 0332 286253
fax: +39 0332 830457
email: pro@pro-observatory.com
sito web: www.pro-observatory.com
PRO – Packaging Retail Observatory