Packaging Case Studies

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    An Overview

    MARKETING: When it comes to creating a buzz in F&B products, a change of design helps.

    The next time you visit your neighbourhood supermart, make sure you pay a visit to the beverage aisle. Increasingly, that section

    of the store has started resembling more of a fashion ramp than a drinks retail segment. And the same might be said for the icecream and packaged foods aisles.

    Brand dressing and packaging innovation is fast becoming the food and beverage industrys favourite indulgence. But sitting prettyatop the retail showcase is not the sole function of the new, improved products.

    Within the last two months, Amul has re-designed the packaging of three of its products ice creams, cheese and shrikhand.While making the product more attractive and eye-catching is the primary reason, for Amul the innovation in packaging also carriesanother message widening its target audience and being a crowd puller at the retail outlets.

    We wanted to broaden our target audience to include the youth. So, we decided to change the look of our brands to attract thissegment. Plus, in the competitive market and with organised retail coming in, our products need to look attractive in order to standout from the rest on the shelf, says R S Sodhi, chief general manager, GCMMF (Amul).

    When Dabur Foods introduced the tetra pack for its juice range Real, the company made an investment of Rs 3-5 crore.Thereafter, every time the company innovates on its packaging design, it spends a minimum of Rs 15 lakh. Take this time, forinstance.

    The Real range has been re-designed once again, with more colour, more activity and more appeal at a cost of almost Rs 18 lakh.Its an investment that others like Coca-Cola, Frito Lay, Britannia and Nestle enjoy making.

    This April, Coca-Cola launched the new look Limca, curvy and seductive. Called the Limca Splash bottle, the company affirms that

    the decision behind the new bottle was to give it a better grip, for the consumers... and over the market.

    The curvy bottles in Limca and Fanta have been re-designed so that anyone drinking from them can hold the bottle better, says aCoca-Cola spokesperson and adds, but it also builds excitement around the brand and any kind of excitement is bound to

    increase sales of the product.

    Good looks always sell, as do unique ones. Probably the mantra for Britannia when the company completely changed the look,design and packaging of its mass market biscuits Milk Bikies. Frito Lay too drove its packaging towards a more internationallook when Lays chips were filled into cardboard containers...armed to fight it out with its close competitor, Pringles.

    Any product in the market, from mobiles to computers is constantly evolving as a design. So, our products also have to evolvefrom having a functional to an emotional connect with the consumer and this is possible only by design innovation, asserts SanjaySharma, general manager, sales and marketing, Dabur Foods.

    One of the highlights though is the Nestle yoghurt, which has not only undergone a design makeover but even been re-christenedfrom Nestle Fruit n Dahi to Milkmaid Fruit Yoghurt. Packed into a charming new cup, the yog-hurt has also witnessed a priceincrease, much like the Real fruit juice from Dabur.

    Explains Sharma, The global commodity prices have witnessed an increase, which is why we had to increase prices too. But weonly timed the price increase to coincide with the change in product package design.

    He, however, admits that companies may at times use design innovation to disguise price increases. The strategy seems to behelping companies and the consumers in making decisions on what brand suits their design sense best.

    Ask Sodhi, who reveals that the demand for Amuls shrikhand has seen a definitive improvement after its package design waschanged and you know what you eat or drink is a function of aesthetics.

    Coca-Colas Kinley: Revamped packaging

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    Apart from new packaging, a new piece of integrated communication, sporting the new

    packaging and tagline, 'Boond Boond Mein Vishwas', has also been rolled out. This is the

    first concerted effort for the brand in the past three years.

    The bottle now comes in a new 'easy to hold' shape; and the label has changed from the

    previous blue to a transparent one.

    Kinley was launched by Coca-Cola India in the end of 2000. In the eight years of

    existence, this is the first time that the brand has reconsidered its packaging. SaysAvinash Pant, director, marketing, still beverages, Coca-Cola India, It's not only about a

    new look, its more about the functionality. The transparent label conveys what the brand

    stands for.

    Talking about Kinleys communication over time, Pant reveals that apart from talking

    about purity, the communication has also managed to connect with the audience in an

    Indian manner. The importance of water in life has been talked about too.

    The 'Boond Boond Mein Vishwas' concept has been with Kinley for five years now. In

    the first three years of the brand, the communication was more about safety and how apackaged-drinking-water brand needs to be trustworthy enough for the consumer to

    accept it. The communication evolved with time and with the changes in the category,

    Pant says.

    Talking about the TVC, Titus Upputuru, senior creative director, O&M, Delhi, the

    agency which handles the creative duties for the brand, says, The creative depicts that

    those whom we really know and trust have nothing to hide. This feature of trust andpurity is equated to the quality of Kinley packaged drinking water.

    Upputuru revelas that the brand had a successful campaign some years back (Koi RangNahi, Koi Aakaar Nahi) and Coca Cola was looking at refreshing the premise of the

    communication.

    Coca-Cola India today announced the launch of the

    new integrated marketing communication initiative

    Vishwas Karo (Start trusting) for its packageddrinking water Brand- Kinley. The latest

    communication takes the core idea of Trust to a next

    level by urging people to start trusting in theirinherent goodness and let go of their suspicion and

    disbelief. The communication emphasizes on the factthat decision to choose trust over doubt has the power

    to transform our lives and makes our world a betterplace to live. The all new communication is an

    extension of Kinleys earlier campaign Boond-

    Boond Mein Vishwas (Trust in every drop) and isdesigned to Kinley is all set to have a broader conversation that touches life at large.

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    Cadburys Bournvita

    Bournvita has a unique taste which combines the goodness of malt and chocolate. It givesthe child physical and mental alertness resulting in a healthy body and an active mind. In

    turn this gives the child the confidence to succeed in life.

    In 2001 Bournvita, complete with new packaging and design was re-launched. It had

    many firsts. Bournvita introduced a pet jar (shifting from the old glass bottle). Itintroduced shrink-sleeved packaging (from the old jar labels). There was a complete re-

    design of the logo. A loyalty programme, in the form of a Bournvita Nutrition Centre,

    dedicated to counselling mothers on her child's daily nutritional needs was opened. It wasBournvita's way of showing it cared.

    Pepsico 7up

    7UP now in `Curvy' bottle

    New Delhi , April 17 : business line

    Soft drink 7UP from the PepsiCo India stable has launched a new marketing campaignCurvy.

    The soft drink, which is available in new packaging, has actress Mallika Sherawatendorsing the product.

    Also promoting the new packaging is 7UP's mascot -FIDO DIDO.

    Ms Punita Lal, Executive Director, Marketing, Pepsi Foods

    Pvt Ltd, India, said: "We are pleased to present the new7UP Curvy bottle which spells style, aesthetics and

    differentiation.

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    A unique, packaging solution with stylish contours, 7UP Curvy is unlike anything we

    have seen so far in India. We are positive that the cool new 7UP Curvy bottle will help

    consumer connect with the youth in a better way".

    The new 600 ml PET packs are available at Rs 20 and will be rolled out in all key metros

    and select markets. The launch is being supplemented by outdoor marketing efforts suchas live hoardings, radio, television and the Internet.

    The company has also launched a `Mallika' MMS campaign. The campaign is supportedby a contest that promises 50 lucky winners to meet the actress.

    PepsiCo India has brought in a change in the New Year - an icy lemony look for its

    brand, 7Up.

    A switch in design template - a change in the packaging, including the label and the can -

    has been undertaken for the brand. The brand's packaging was last refurbished towards

    the end of 2006. "A conscious decision has been taken to take the look to newer heightsof lemon refreshment. The lemon cues and lemon colour codes have been heightened in

    the visual codes."

    HULs Lifebouy:

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    The hard-sellers of Hindustan Lever Limited (HLL) are at it again. This time its the toilet

    soap Lifebuoy that has come under the scalpel. Last week, when the Rs 10,604-crore fast

    moving consumer goods behemoth announced the relaunch of its Rs 500-crore soapbrand, it decided to do away with Lifebuoys carbolic soap form.

    Its a radical move, given that the soaps carbolic nature has been Lifebuoys claim tofame for more than a century. Says Sanjay Dube, category head, mass market, detergents

    profit centre, HLL, The brand was re-engineered to achieve dramatic growth. As

    consumers evolved there was an increasing need to make Lifebuoy more relevant. What

    prompted a shift away from a winning formula? Well, simply that its stopped winningmarket share for Lifebuoy.

    For years, the Indian soap industry was familiar with only three categories premium,

    popular and carbolic. Premium brands constituted products like the glycerine soap Pears,sandal soap brands like Mysore Sandalwood, others like Lux International, Cinthol

    International and the rest, which were priced at Rs 11 and above.

    Popular brands like Margo, Hamam, Lux Beauty Bar, Cinthol and others fell in the pricerange of Rs 7 to Rs 11. Carbolic soaps like Lifebuoy and Nirma Bath came at the lower

    end with a price point below Rs 6.

    In the mid-1990s, this structure altered a bit when vegetable oil prices slid 40 to 50 percent, giving manufacturers a huge cost advantage. The result of this was the creation of

    the discount segment, which offered soaps 10 to 15 per cent cheaper than the popular

    segment.

    Positioned in between the popular and carbolic categories with brands like HLLs Breeze,Godrejs No 1 and others, the discount segment provided some froth to a stagnating

    market.

    By then, consumer preference had shifted way beyond Lifebuoy. According to HLL, in

    the past consumers were less aware of soaps, had limited needs like a basic cleaning soap

    and had fewer choices to make in the marketplace.

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    This was even more true in rural areas which contributed to more than 70 per cent of

    Lifebuoys sales. Importantly, it was the man in the household who took the decisionswith respect to the purchase of toilet soap.

    With television advertising highlighting the array of choices that was available from the

    mid-nineties onwards, the demand for soaps became more sophisticated. No one justwanted a value-for-money cleansing agent any longer, they wanted fragrance too.

    Naturally, the cresylic-perfumed Lifebuoy found itself out of favour. To add to this,

    women had begun to assert their choice in toilet soaps, so the masculine imagery whichLifebuoy had projected thus far was destined to stay out of favour.

    From the affordable option that it was always seen as, Lifebuoy soon found itself side-

    stepped as a one-of-the-many and not-for-me brand. But for the company, Lifebuoy wasone of its most coveted brands, not least because of the huge equity it enjoyed in rural

    India.

    To leverage this large equity of the brand, HLL went down the research route 18 monthsago. It tested new product formulations, perfumes and packaging options among 6,000

    consumers, evenly divided between rural and urban consumers.

    For instance, six options of fragrances were tried out. Finally the combination that stoodout among both the core consumers and the source of growth customers (who would

    come from the discount soap category) was launched in the form of a new product.

    Today Lifebuoy has shed its crude looks of a red brick to a gentler look and feel that issimilar to the contemporary soaps. Even the manufacturing process has moved from the

    hard soap where the oil was reacted through alkalis and then cast to a milled soap

    (the oil is now broken into fatty acids which is converted into soap).

    And the total fatty matter (TFM) content of the new version of Lifebuoy has been

    increased from 41 per cent to 72 per cent (soaps with 80 per cent TFM are known as full

    TFM soaps).

    Says Dube, We have made a deliberate shift from the male and his victorious concept of

    health, to a more versatile benefit for the entire family. This will strengthen Lifebuoys

    benefits of health among larger sections of consumers.

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    The relaunch is backed by four television commercials. One deals with a sleepy town

    where change is a rarity till the changed Lifebuoy comes along. With a line

    Lifebuoy badal gaya hai, the commercial ends with the familiar Lifebuoy hai jahan,tandurusti hai wahan. Three more commercials, all set in small towns, focus on

    Lifebuoys health benefits in order to appeal to mothers and feature a doctor as the

    protagonist.

    Will the new milled soap with a health fragrance and in two versions, Lifebuoy ActiveRed and Lifebuoy Active Orange, clash with the companys existing Lifebuoy extensions,

    Lifebuoy Plus and Lifebuoy Gold? HLL executives are quick to point out that the

    extensions, which were relaunched in September 2001 under the International platform (astrategy similar to the companys other soap brand, Lux), cater to an urban audience and

    offer specific benefits.

    Dabur- Chyawanprash Dabur India has roped in cricketer MS Dhoni as the brand

    ambassador for its flagship healthcare brand, Dabur

    Chyawanprash. The brand has also gone through a packagingchange.

    (Dabur plans to leverage Dhoni in its product advertising in

    print and mass media, the first campaign for which is expected

    to be launched on November 10, 2008, nationwide.Announcing Dhoni as the new youth ambassador, VS Sitaram,

    CEO, (consumer care), Dabur India said, "We, and our consumers, believe that there is agreat fit between what MS Dhoni stands for and what consumers expect from Dabur. We

    look forward to a match winning partnership between Dabur and Dhoni.")

    The new campaign featuring Dhoni makes an aggressive attempt to establish the

    relevance of Dabur Chyawanprash in an increasingly tough and demanding lifestyle, for

    youngsters. The new attractive packaging -- in the form of a leaf and the use of bold redcolour -- suggest growth, energy and rejuvenation of Dabur Chyawanprash.

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    Products with same packaging over the years:

    Nilons Pickle Range:

    The 400 gms/500 gms Premium Pickle Bottles are offered in a wide range of tastes

    Mixed

    Mango

    Green Chilli

    Lime

    Garlic

    Panchranga

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    Lime Thokku

    Pravin Pickle:

    Pravin Pickles are available in all major shops in variety of packs from 200 g to 5 kg

    Mango

    Lime

    Chilli

    Tomato

    Mixed

    Lime Hot Thokku

    Avvakai

    Mixed Pickle Punjab

    Priya:

    Priya offers 36 variants of pickles. These come in two variants with and without garlic.

    Amla

    Bittergaurd

    Ginger

    Coriander

    Brinjal

    Citron

    Cut mango

    Drumstick

    Garlic

    Gongura Gongura onion

    Gongura red chilli

    Sliced green chilli

    Green tamarind

    Green tamarind red chilli

    Lime in lime juice

    Lime ginger

    Mango

    Mango thokku

    Mixed vegetables

    Mango ginger

    Onion Red chilli

    Sweet garlic

    Sweet ginger

    Sweet mango chutney

    Tomato

    Tender mango

    Gujrat godkari

    Jaggery mango

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    Lime in oil

    Mango avakaya extra hot

    Green chilli in mustard oil

    Lime in mustard oil

    Mango in mustard oil

    Mixed vegetables in mustard oil

    Delight pickles in Rs. 2 and Rs 5/- packs

    Delight Pickle Range available With and without Garlic

    Amla Gongura Mango Delight

    Coriander Gongura red Chilli Mango Thokku

    Cut Mango Green tamarind Red Chilli Mango in M.Oil

    Drumstick Karela Mixed Vegetables

    Ginger Lime Mixed Vegetables in M.Oil

    Red Chilli Tomato

    Sweet pickles

    Sweet Pickle Range

    Jaggery Mango Sweet Mango Chutney

    Ramya pickles: Priya is committed to glory and diversity of Indian taste. Ramya thus caters to the tastesand preferences of the north Indian population. Available in 1kg bottles and 5kg cans, in following

    flavours:

    Ramya Pickles Range

    Green Chilli Mango

    Lime Mixed Vegetables

    Red Chilli Tomato

    Sanjeev Kapoors: Khazana range of pickles:

    Sanjeev Kapoor's Range of PicklesSanjeev Kapoor's Khazana range of Pickles have been created

    after extensive research and trialsWe bring to you tasty and authentic Indian regional fare at the familytable

    day after daynight after night.1 Green Chilly Pickle 250 gm 49,00

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    2 Chilly lime PChilly limePickle 300 gm

    49,00

    3 Hot lime Pic Hot lime Pickle 300 gm 49,00

    4 Mixed Pickl Mixed Pickle 300 gm 49,00

    5Punjabi Man Punjabi Mango

    Pickle 300 gm49,00

    6

    Chatak Chill Chatak Chilly

    Pickle 300 gm

    55,00

    7 Lime and FrLime and FreshTurmeric Pickle 300 gm

    55,00

    8 Turnip Cauli

    FTurnipCauliFlowerPickle (GobiShalg 300 gm

    55,00

    9 Gorkeri (SGorkeri (SweetMango Pickle) 330 gm

    55,00

    10

    Chhundo (S Chhundo(ShreddedMango Pickle) 350 gm

    55,00

    11Sweet lime Sweet lime

    Pickle 350 gm55,00

    12 Stuffed red

    Stuffed red

    chilly Pickle 250 gm

    65,00

    13 Garlic In Bri Garlic In Brine 300 gm 65,00

    14 Hot Garlic PHot GarlicPickle 300 gm

    65,00

    15 Cut MangoCut MangoPickle 300 gm

    55,00

    16 South IndiaSouth IndianMixed Pickle 300 gm

    55,00

    17 Tangy TomatTangy TomatoPickle 300 gm

    55,00

    18 Thokku LimThokku LimePickle 300 gm

    55,00

    19 Andhra AvaAndhra AvakayaPickle 300 gm

    55,00

    20 Baby MangoBaby Mango(Vadu) Pickle 300 gm

    55,00

    21 Thokku MnagThokku MnagoPickle 300 gm

    55,00

    22 Hot MangoHot MangoPickle 200 gm

    27,00

    23 Mixed Pickl Mixed Pickle 200 gm 27,00

    24Punjabi Man Punjabi Mango

    Pickle 200 gm27,00

    25 Hot lime Pic Hot lime Pickle 200 gm 27,00

    26Sweet lime Sweet lime

    Pickle 200 gm27,00

    27 Hot MangoHot MangoPickle 1 kg

    99,00

    28Mixed Pickl Mixed Pickle

    1 kg99,00

    29Punjabi Man Punjabi Mango

    Pickle 1 kg99,00

    30 Gorkeri (SGorkeri (SweetMango Pickle) 1 kg

    155,00

    31

    Chhundo (S Chhundo(ShreddedMango Pcikle) 1 kg

    155,00

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    Kubal:

    PICKLES Packing(A) PICKLES IN BOTTLES gms X Bottles

    1. Mango/Mix/Lime/Chilli

    2. Mango/Mix/Lime/Chilli3. Mango/Mix/Lime/Chilli

    500 g. x 11

    200 g. x 181000 g. x 12

    4. Garlic Pickle 200 g. x 12

    5. Mango/Mix/Lime (P.P.) Standy Pouch6. Mango/Mix/Lime/Chilli (P.P.) Standy Pouch

    7. Chunda Pickle (PP) Standy Pouch

    200 gms.100 gms.

    100 gms.

    (B) PICKLES IN PLASTIC 5 KG. JAR

    8. Mango/Mix/Lime/Chilli (Pet Jar)

    9. Mango/Mix/Lime/Chilli (Ruchipurna White Jar)

    5 kg. x 1

    5 kg. x 1

    Soul:

    ADF Soul: Pickles made in Virgin Olive Oil: Pack size: 300gms

    Garlic

    Carrot

    Lemon

    Green chilli

    Red chilli

    Mango

    Mixed

    Traditional pickles:

    Chhundo 360 gms

    Gorkari 360 gms

    Garlic 300gms

    Chilli - 300gms

    Lime 300gms

    Mixed 300gms

    Mango- 300gms