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Transcript of Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management /...
![Page 1: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/1.jpg)
Development of Consumer Packaging –Nivea Firming Shower
![Page 2: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/2.jpg)
Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Agenda
What is BDF?
How to create a new packaging?
How to work in the project phases?
Targets for development
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
1
Beiersdorf - a leading international consumer goods company
![Page 4: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/4.jpg)
Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
NIVEA’s sub-brand universe
Personal care
Beautycare
Styling
NIVEA
Skin care
![Page 5: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/5.jpg)
Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
... a never ending story of
Continuity
Innovation
+
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How to launch an innovative packaging product - concept trough to promotion – H. Tiekenheinrich, BDF AG
Packaging Summit Europe, 4 – 5 July 2006, Amsterdam
Analysis of the evolution of the product category
1919
19841987
2002
2003
Nivea Soap1912
Nivea Firming Shower 2004
2000
1996
1991
from a bar soap to a functional product
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Define a target frame…
1. Consumer mindset
easy understandable
beneficial
additional effects
2. Internal Requirements
fit into the filling line
provide large label space
have a good shelfimpact
![Page 8: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/8.jpg)
Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Develop creative ideas…
![Page 9: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/9.jpg)
Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Ideas…
1. Present ideas to promoter and marketing
2. Check ideas for consumer acceptance
3. Check ideas, if they fit into the Brand’s identity
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Create a “core team”…
1. Involve all relevant partners
Marketing
Market Research
R&D
Packaging Development
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How to launch an innovative packaging product - concept trough to promotion – H. Tiekenheinrich, BDF AG
Packaging Summit Europe, 4 – 5 July 2006, Amsterdam
Rework: Consumer Input
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Rework:R&D input
![Page 13: Development of Consumer Packaging – Nivea Firming Shower... · Corporate Packaging Management / M.Dreier Development of Consumer Packaging – NIVEA Firming Shower 1 Beiersdorf](https://reader031.fdocuments.net/reader031/viewer/2022022513/5aef62e97f8b9a8c308beb08/html5/thumbnails/13.jpg)
Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Rework: Header construction
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Development
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Briefing for the bottle…
guarantee efficient line processing
be made from PE
stand upright to guarantee good production, shelf presentation and usage
have a defined surface in order to guarantee the application of front and back labels
should be symmetrical for simple line handling
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Development activities:Make compatibility tests
Build tools
Build format parts
Make compatibility tests
Make trial runs
Select materials
…..
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Involve further process partners…R & D compatibility with product
production runnability on filling line
supplier processability
Purchasing cost impact
Materials supplier materials selection
work together on realization possibilities
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Requirements of the market:
fit to consumer requirements
has the right brand quality
able to produce right quantity
convince the trade that the consumer likes your product
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
At the POS the packaging „talks“ directly to the consumer
easily understandable
trust in product quality
be „stylish“
create the right „chemistry between packging and consumer“
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Corporate Packaging Management / M.Dreier
Development of Consumer Packaging – NIVEA Firming Shower
Thanks for your attention!