Post on 21-Jun-2015
description
PRO – Packaging Retail ObservatoryPRO – Packaging Retail Observatory
Flexographic printing solutions andtechnologies for
fresh food products packaging
Con PRO – PRO observatory annual Congress(Packaging Retail Observatory)
11th June 2010Rimini Fair – Packology
Andrea Sentimenti │ Chief Marketing OfficerGruppo Fabbri S.p.A
PRO – Packaging Retail Observatory
Purchase decisions are taken in-store
• Over 80% of fresh food products are sold by large-scale 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
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
36,6%
81,7%
4,3%
53,8%
1,1%6,5%
17,2%23,7%
8,6%
1,1%
36,6%
29,0%
la confezione serve
esclusivamente per proteggere,
gestire, trasportare il prodotto
la confezione serve a distinguersi
dai prodotti concorrenti
la confezione è un vero e proprio
veicolo di comunicazione
Molto Abbastanza Così così Poco Per niente
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 a thorough communication media
how much do you agree with those who say…..
Source: Q?Mark
PRO – Packaging Retail Observatory
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
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
“Graphics” and visual aspect constitutethe parameter with the higher impact
• The graphical aspects of a pack are the ones changed with the highest frequency.
PRO – Packaging Retail Observatory
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
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
“Flexo” printing offers new solutionsalso 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
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
Enhancement of the “brand”
• The use of flexo printed films in many coloursbecome element of promotion for both brand and food
PRO – Packaging Retail Observatory
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
Products differentiation
• Each product can have its own identity and "image"
PRO – Packaging Retail Observatory
Higher attractiveness
• The use of a functional packaging makes the packed product more attractive and secure than a loose one.
PRO – Packaging Retail Observatory
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
Andrea Sentimenti │ Chief Marketing Officer
Gruppo Fabbri S.p.A.
Packaging Retail Observatory
tel: +39 0332 286253 +39 0332 286253fax: +39 0332 830457email: pro@pro-observatory.comsito web: www.pro-observatory.com