packaging as a marketing tool in the 21st [email protected] title packaging as a...
TRANSCRIPT
Luciana Pellegrino
WPO – World Packaging Organisation
Vice President of Marketing
ABRE - Brazilian Packaging Association
Executive Director
Istanbul, 21st November, 2019
Packaging as a Marketing Tool
in the 21st Century
2005
WPO Meeting
in Check Republic
2019
2005
WPO Board Members
Packaging: the Brand Expression
Consumers
Sustainability
Multichannel Retail
The Digital Era
How packaging support
brands to connect with
consumers?
1.
Product category
Consumption occasion
Retail channel
Target audience
High added value
Basic supply
Product line extension
Premium
TRADITIONAL MARKETING
Product category
Consumption
occasion
Retail channel
Target audience
Convenience
Cost benefit
Functional
Portability
TRADITIONAL MARKETING
Professional use
Product category
Consumption occasion
Retail channel
Target audience
Supermarket
Convenience store
Online shopping
Minimarket
Cash & Carry
TRADITIONAL MARKETING
Hard discount
Product category
Consumption occasion
Retail channel
Target audience
Food Service
Babies
Adults +
Man
Children
TRADITIONAL MARKETING
Woman
it is about who they are
It is no more about what people consume….
Health Values
Life Style
Right here, right now
Purpose
Customer Experience
Digital generation
Product category
Consumption occasion
Retail channel
Target audience
HUMAN-CENTRED APPROACH
Customization
Future expectations
Communication
Brand
Business
Sales
Emotional Connections
Engajement
Awareness
Relevance
Purpose
Profit
Build Value
Shared Value
EVOLUTION OF BRAND VALUE
EVOLUTION OF HUMAN VALUE
IT IS ABOUT EMPATHY
It is not about the packaging itself
ASIA
Supporting
women’s health
ÍNDIA
Supporting diversity in India
AUSTRÁLIA
Supporting Australian Farmers
USA
Supporting
fatherhood
GLOBALY
Supporting
society
diversity
Empathy in a healthier
lifestyle
X
Easy & Fun
Collaborative
Empathy in a simple lifestyle
Empathy with FUN!
Is your company
connected to the
Zeitgueist?
2. How packaging is being a
part of brands’
sustainable goals?
One single person can have a huge impact on society
Yes, brands are responding to it
Brands strive to become circular
Sustainability is driving new packaging / product systems
100% recycled material goal
Breaking "unique shape” rules
New brands will be born circular
COLLABORATION
Is your company
building its circular
future?
3. How packages can
support multichannel
Retail ?
EXPERIENCE !
EXPERIENCE
The era of online shopping
CONVENIENCE
How packages can highlight product’s benefits through small screens?
Efficiency and Functionality
Efficiency and Functionality
WHO IS THE SHOPPER?
We are heading to the voice command era….
CONVENIENCE
How is your
packaging supporting
brands in the
multichannel retail?
4. How packages can
support your brand
in the Digital Era ?
Land Machinery Data
EVOLUTION OF THE CONCEPT OF WEALTH & POWER
1800 1600 2000 Year
From information to interaction
From labelling to traceability & storytelling
…..and for companies
From delivering the product to managing home supply
From packaging suppliers to customised solutions supplier
a digital business model
Is your company ready for an
holistic Marketing strategy?
Teşekkürler
Luciana Pellegrino Executive Director
ABRE - Brazilian Packaging Association
Vice President of Marketing WPO – World Packaging Organisation
www.abre.org.br/eng [email protected]