Packaging for fresh produce, Why packaging is your most important sales tool

1. PRODUCE MARKETING ASSOCIATION
Jacques Coetzee
NNZ, the Netherlands
March 26, 2015
Fresh Connections:
Shanghai
INSTANT ATTRACTION:
WHY PACKAGING IS YOUR MOST IMPORTANT SALES TOOL
装是你:
包装是你最重要的销售工具

2. www.nnz.nl
Global expertise /全球专业知识
Local benefits /地方利益
Production 生产 Sales 销售

5. 2
Seconds
秒

6. 30,000Products in store / 店内产品展示
50Products in basket
在篮子里的产品

7. How do you get your product into the basket?
如何让你的产品被放进篮筐？

8. Packaging is your salesperson
包装：推销员
Hi! We are Honey Tangerines
嗨！在这个袋子是蜂蜜橘子
we are a noble grade
他们是一个高尚的品位
from Florida
来自佛罗里达州
We are Florida’s
Sweetest Tangerines
这是佛罗里达州的
最甜蜜的橘子
Quality approved
质量认证
Stock control
库存管控
Identify the grower
确定种植者
We smell delicious!
他们闻好吃！
and we look great!
，很好看！
available for limited time only
仅适用于有限的时间
How to use us
如何使用它们
How to keep us
如何让他们
Nutritional information
营养信息
we are juicy!
他们是多汁！

9. How do you get your product into the basket?
如何让你的产品被放进篮筐？

10. How to select the right packaging?
如何选择合适的包装？

11. Objectives of packaging
包装的目的
1. Sell more product / 销售更多的产品
Right product for shopper / 给购物者合适的产品

12. Objectives of packaging
包装的目的
1. Sell more product / 销售更多产品
Right product for shopper / 给购物者合适的产品
2. Receive higher prices / 接受更高的价格
Differentiation / 区别

13. Objectives of packaging
包装的目的
1. Sell more product / 销售更多产品
Right product for shopper / 给购物者合适的产品
3. Reduce packing cost / 降低成本
Weight control / 部分控制
Waste reduction / 减少浪费
Labour cost reduction/ 降低劳动成本
2. Sell at higher prices / 接受更高的价格
Differentiation / 区别

14. Objectives of packaging
包装的目的
1. Sell more product / 销售更多产品
Right product for shopper / 给购物者合适的产品
4. Automate /自动化
Packing speed /包装速度
Flexibility /灵活性
Measure efficiency / 衡量效率
2. Receive higher prices / 接受更高的价格
Differentiation / 区别
3. Reduce cost / 降低成本
Weight control / 部分控制
Waste reduction / 减少浪费
Labour cost reduction/ 降低劳动成本

15. Objectives of packaging
包装的目的
1. Sell more product / 销售更多产品
Right product for shopper / 给购物者合适的产品
2. Higher selling price / 接受更高的价格
Differentiation / 区别
3. Reduce cost / 降低成本
Portion control / 部分控制
Waste reduction / 减少浪费
Labour cost reduction/ 降低劳动成本
4. Automate /自动化
Packing speed /包装速度
Flexibility /灵活性
Measure and control / 衡量效率
5. Increase shelve life / 增加货架寿命
Correct packaging /正确的包装
Reduce transport damage /减少运输造成的损坏

16. Start with your target shopper
先从你的目标顾客
What appeals to her?
Taste, health benefits, use in recipe
对她意味着什么？
健康的配方及口味
Trends & Fashions?
Low GI, low fat, celebrity
趋势？
低糖，低脂肪，新鲜
Concerns?
Food safety, origin, environmental, budget
关注？
食品安全，产地，环境，预算
Convenient product size?
Handling, cooking portions, storage
合适的产品尺寸？
处理，烹饪，存储
Key decision drivers?
Cost, value, luxury
关键的决定？
成本，价值，豪华

17. 3 kinds of shopper: Cost criteria
3种购物者：成本标准

18. 3 kinds of shopper: Value criteria
3种购物者：价格标准

19. 3 kinds of shopper: Luxury criteria
3种购物者：豪华标准

20. For the “super premium" shopper
适用“超级”购物狂

21. For the “health conscious” shopper
适用“健康意识”的购物者

22. For the “fit for purpose” shopper
适用“符合目标”购物

23. For the “classic” shopper
适用“经典”的购物者

24. For the “microwave” shopper
适用“微波炉”的购物者

25. For the “convenience” shopper
适用“图方便”顾客

26. For the “concerned about safety” shopper
适用“关注安全”的购物者
Source: Startribune

27. The Power of Packaging
这就是包装的力量

28. Photo: Wordpress

29. www.nnz.nl
Choose one…..
选择一个......

30. Are you
serious?!
你是认真
的?!

31. 2
2008
6
21
42
70
2009 2010 2011 2012
70 million cups
sold to 30 million Benelux
consumers in year 5
70,000,000杯
过去5年在荷比卢已销售三千万
杯

32. www.nnz.nl
Why?
原因？

33. www.nnz.nl
包装是最重要的原因。用此杯子装的小番茄能够保鲜
并保证了小番茄不被压坏。杯盖可以随意打开，关闭。
使得如此普通的小番茄成为理想的零食”
- Greenco
“…..the packaging makes the final difference…
The cup keeps the tomatoes fresh and firm,
is easy to re-close and ideal for snacking”
- Greenco

34. www.nnz.nl
Competing with
sweets….
可与甜食相争...。

35. www.nnz.nl
Visibility, branding, desire….
可见，品牌，渴望......。

36. Photo: Tombons
The future of fresh food snacking
新鲜零食的未来

37. PRODUCE MARKETING ASSOCIATION
PACKAGING IS
YOUR MOST IMPORTANT
SALES TOOL
包装是你最重要的销售工具
謝謝！