The Whole Package
In the highly challenging world of marketing, there is a need to try to make your product stand out from your competitors. Many organisations will focus on the quality and consistency of their product to ensure that they are going to be providing consumers with a desirable item. This is, of course, a very important part of any process for getting a quality product out into the market. But what is happening is that some of these companies are so focused on this aspect that they forget to invest time, effort, and money into their packaging.
You can have an excellent product, but if it is not packaged well it can get lost amongst all the other items that are available. You can spend a massive amount of time and money in the meticulous preparation of your product, but unless it is going to attract attention on the shelves it will be difficult to move. Without spending enough time and effort in developing quality packaging, all of that effort could have gone to waste.
The Importance Of Packaging
Successful brands fully understand how important packaging is to the success of their products. Packaging plays a very important role in ensuring that the product is kept clean, secure, fresh, and uncontaminated. It also plays a vital role as part of the branding and marketing activity. Packaging is the brand signature that you leave everywhere. It has the power to influence and to attract modern consumers in ways that are much more effective than traditional sales and advertising methods.
Previously people were focused mainly on the price and standard promotion methods for products. But the packaging plays a very important role in building brand recognition. With supermarkets often offering multiple products, creating quick and easy recognition is valuable. Part of this is in deciding on the design of your packaging as well as the materials you want to use.
Most retail focused packaging is made of plastics, paper, and aluminium. The paper can be laminated, printed, or have a plastic film added to it for labelling. It can be given a special coating that then provides a durable base for adding designs and graphics. There are many types of paper packaging that are able to be recycled although there are some limitations to the use of plastic films on paper making these items very difficult to recycle.
Plastics have become a very common part of packaging. They are versatile and lightweight. Plastic film is very easy for printing designs. There are also many different plastic containers that are able to be recycled. If you go to your supermarket, you will see plastic being used in every aisle. It has become one of the most commonly used materials for packaging and many companies have been very innovative in how they present themselves through the use of their packaging.
Glass is recyclable, but it is quite heavy. It is still used for a range of food products, such as spices, spreads, and sauces, and also for some drinks, particularly wine and beer. It is very good for keeping products fresh and clear bottles allow the consumer to clearly see the contents.
Aluminium is also recyclable, and it is used as it provides an effective barrier to light, moisture, bacteria, and oxygen. It is very thin and when it is combined with flexible plastic films it can create very lightweight packages.
Considerations For Marketing Your Products
It is important to remember that packaging is not just about holding and transporting your product, it is one of the best marketing and branding tools that you have.
As part of the process in deciding on the most appropriate packaging for your product, you need to focus not only on the right materials but also on selecting the best size, shape, and design of the packaging.
When you are considering your marketing approach, you need to look at a range of factors that will help you in making the right decisions to boost the success of sales of your product. It is important that the product is able to satisfy a customer’s needs and desires.
You can create the product that you think is the best, but unless your customers agree it is not going to sell. Your marketing strategy needs to understand what those needs and desires are and support the promotion of your product based on this.
The cost of producing, packaging, and transporting a product will influence the price. It is best to understand what your client will accept and ensure that you are not spending too little on the materials you use, but at the same time you should also be careful you are not spending money unnecessarily.
Any adjustments to your packaging will affect the price and potentially the demand for your product, so marketing needs to ensure customers understand the benefits to them of the product and the packaging needs to be able to reinforce that. The packaging style, materials, and presentation will influence the consumers’ perception of your product and must be part of your strategy.
Determining the price of a product requires research, which provides insight and understanding of consumer dynamics. There can then be some limited adjustments made after monitoring results. Selling goods effectively is a fundamental marketing requirement. The type of packaging influences decisions made by the company as well as the selection by the purchaser. The choice of packaging materials, the type of packaging, and the design work that goes with it should help in providing clear reasons for your targeted customers to buy your product.
The Presentation Of Your Products
Packaging plays a vital role in getting your product out there on the shelves while at the same time it is a highly effective and creative way to attract customers. Ultimately you are trying to generate a positive emotional response. It is important to use your product packaging to play a major role in the promotion of both the company and its goods. Many consumers are now educating themselves about products. This then impacts on their purchase decisions.
Product packaging needs to be not only eye-catching, intuitive, and functional, but it needs to use clear language and provide relevant information to quickly inform potential customers of the quality and suitability of your product.
Making sure that your products are being sold in the right environment and presented or displayed in the best way possible is important as well. The type of packaging you use and how it looks on the shelves will often influence how well it sells. So, at all times, packaging is going to be an important element in your marketing strategy.
How Your Products Are Packaged
Even if your product is the best in the market, without good packaging your customers may not even realise this. When your product is on the shelf, the packaging is often the first thing they see and you have a very small window of opportunity to attract their attention. This is why you should make sure that packaging is not just something you do at the end of creating a product. It needs to be an important part of your product development work. You should be paying close attention to your packaging and working with a trusted packaging producer and supplier to present your product in the best possible light.
The Rise Of Sustainable Packaging
The choice of materials will be a part of your packaging design activity. It is important to be realistic about what is going to be the best. It will be a balance between choosing materials based on cost and also on what will appeal to your targeted consumers. There has been a shift in how many people perceive packaging with more information becoming available about the impact of plastics on the environment. The shift away from plastics has started and there are some consumers who would be happy to pay a higher price if they thought the packaging was more environmentally sound.
Sustainable packaging may include using paper and aluminium as well as recycled plastic products. Currently, it is cheaper to manufacture new plastic and a lot of plastic is being used once and then goes into a landfill. But as technology develops and better systems for recycling are developed, there will be a greater opportunity to use recycled plastics as part of normal manufacturing. There are already a number of companies using recycled plastics in their packaging including the use of beach plastics, which is rigid plastic collected during beach cleanups by NGOs and charities.
Alternatives To Plastic
Other approaches to sustainable packaging include the use of plastic alternatives. In the Netherlands, a company has introduced a plastic-free grocery aisle. It does include the use of bio-plastics, but has substantially reduced the amount of plastic used.
The main alternatives that are being used are glass, paper, and aluminium. Both glass and aluminium are able to be recycled an infinite number of times. There are also other types of bio-materials made from natural fibres, wood pulps, cellulose, and milk by-products. Some of the materials still look and feel like plastic but they are not.
There will continue to be development in the types of materials available for use in packaging and the cost of these materials will decrease as they develop and become more commonly used. Working closely with a quality packaging company will ensure that you stay up to date with developments in the industry and have quality packaging that will meet the expectations of your customers.
Get With The Times!
Packaging is an area that has been through a period of transition. We have moved away from standard packaging and looked to create new approaches that are practical and attractive and that recognise the needs of our consumers. This has led to a range of innovative packaging systems being developed as well as new approaches to the use of packaging materials.
One of the areas where there has been a lot of activity has been in relation to the consideration of the environmental impact of packaging materials and how they are being used. Over recent years, there has been a consistent shift to developing and using sustainable packaging. There are still many who have not moved across to this approach. However, there has been a change in how organisations within a variety of industries view the way that their products should be presented to consumers.
In many ways, this has been a response to changes in how clients would like to see products packaged. Governments have started to introduce rules around the use of plastics and many people in the community are already making decisions on product choice with environmental factors being a part of this. It is likely as people become more aware of environmental issues that they will respond positively to companies that are being innovative in their approach to reducing their environmental impact.
The Costs Of Sustainable Packaging
One of the major limiting factors for many businesses moving to sustainable packaging has been the cost factor. If a product is in a competitive market, then the additional costs associated with packaging may make a product less attractive to your average consumer. This means organisations that are looking to move across to sustainable packaging need to be innovative in their approach not only to the creation of the packaging, but also how they promote their products as part of this transition process.
It is also interesting to note that there have been a number of studies that have indicated that many clients would be happy to pay more if products were in sustainable packaging.
The Benefits Of Sustainable Packaging
There are a range of benefits that can come to an organisation by being innovative in the use of sustainable packaging. Primarily, by introducing sustainable processes and packaging materials there will be a reduction in the negative impact on the environment. The reduction in the amount of carbon dioxide and other carbon compounds produced through the use of fossil fuels is going to be beneficial. Switching to lighter packaging materials can reduce the cost of transportation.
Plastics have been a major contributor to weight reduction in packaging, but obviously there are a range of problems with the use of plastics. They are often produced using petrochemicals and they are often thrown away after use with a long-term impact on waste disposal and the environment. There have been many assessments of the impact of plastics on the environment and they tend to tell us a story that is not good. One of the major problems has been the flow of plastics into the ocean. Single-use plastic products and plastic packaging are major contributors to this problem.
There has also been a discussion about the over packaging of items. This is where products are wrapped and presented to the consumer in extra packaging as a way to make a sale. The packaging only serves the purpose of selling the item. This has been particularly relevant with the sale of fresh produce.
Improves The Reputation Of Your Brand
Many consumers are concerned about the impact they have on the environment and this can influence the products they choose and the brands they are loyal to. Sustainable packaging can be another factor that is used in marketing a product. Showing corporate responsibility and promoting that you are environmentally-focused will help influence many consumers in choosing your product.
Reduces Materials Used And Costs
Another element in making packaging more sustainable is being creative in designing packaging so that there is an efficient use of materials. This is a simple and fundamental element of business activity. If you are reducing the quantity of resources you consume, then you are going to reduce the cost.
Increases Space Available
By reducing the amount of packaging, you may also reduce the amount of space your product takes up. This could mean reductions in transportation costs as well.
You will also require less space at your own facility for storing the goods. This could open up other options to utilise the space or you may be able to reduce costs associated with your storage.
Smaller packaging also allows for more room when the item is presented on the shelf and you may consider other display options to help with promotion.
Reduction Of Allergens And Toxins
One of the other positive elements that will come from choosing sustainable packaging is that it can be low in allergens or even allergen free. It should also not contain potentially toxic chemicals. This can have an impact not only on your consumers but also on your production environment. Offering a healthier environment for your workers is always a positive thing to do. But the reduction in allergens and toxins will be attractive to many consumers.
Biodegradable packaging is becoming more available and there has been a wide range of approaches taken to develop suitable alternatives to plastics. There are even plastics and bio-plastics that are designed to have a reduced environmental impact. The cost of these items is decreasing, and their use will increase affordability and the ease of implementation. For now, however, plastics still have a role to play in packaging as it is easy to use and is very effective for reducing product weight.
Great For The Long Term
Introducing sustainable packaging may not be something you achieve overnight but it is worth putting in place a plan to include this as part of your ongoing business development strategy. It may require an initial outlay of funds and there could be some increase in the cost of packaging. However, if it is undertaken as part of an effective marketing strategy, you should see additional returns.
Companies Are Adopting Sustainable Packaging
There are many organisations that have already started to make an impact with innovative ideas for sustainable packaging. In the US, there is a large market for canned beers, which are often sold in six packs with plastic rings to hold them together. These plastic ring products are a serious problem for ocean creatures and take many years to break down. A beer company has created a six-pack holder that is made from barley and wheat as by-products from the brewing process. The six-pack holder is compostable and edible, so it will not affect wildlife or sea life.
A shampoo company has put out a new shampoo bottle that has as part of its makeup at least 25% of the material coming from plastics that have been collected from beaches and recycled. The shampoo bottle is also fully recyclable.
A major spice company has introduced fully recyclable spice containers and has also reduced the amount of production required for glass containers achieving both a weight reduction, as well as the reduced energy required for production. These have substantially reduced the carbon footprint of the company and not had any negative impact on the effectiveness of the marketing of its products.
Soft Drink Bottles
A major soft drink manufacturer has taken advantage of new plant-based bioplastics to produce a durable drink bottle that is able to be recycled. This is not a product that is able to be easily composted and has many qualities similar to plastics. However, the raw materials that are used in its production are sustainably sourced.
Another alternative that is attracting attention is biodegradable bioplastics that are usually made from polylactic acid or PLA. The advantage of these plastics is that they are made from sustainably sourced materials, although they are not able to be recycled. These do have another limitation in that they need to be composted in special facilities and this would require an additional infrastructure arrangement which is not available at present.
There are new sustainable barrier coatings that can be used on fibre-based products to prevent the penetration of moisture. These are able to be used as an alternative to laminated products that cannot be recycled.
Better quality printing on moulded fibre packaging (such as egg cartons) is now available. This means that clear graphics can be printed directly on the packaging, removing the need for additional outer wrappings that are often currently used.
Packaging is an area where there are going to be more innovative approaches as technology and materials develop. There is an ongoing transition in thinking associated with packaging and this will impact not only on the design of packaging but also on the materials being used. The basic materials of glass, paper, and aluminium will still remain popular, but there will be changes, particularly in the use of plastics.
The types and size of packaging and the use of packaging materials will be assessed more closely to meet the changing expectations of consumers and also to adjust to requirements around reducing the amount of single-use plastics going to landfill. It is an exciting period in the development of packaging and there will be many more developments in the near future.
There are a number of factors that need to be assessed when you are considering packaging for food-related items. One of the key elements is ensuring that the item will be attractive to the consumer when they are placed on the shelf. The other is that the product also needs to be in good condition so that there is no potential for loss or wastage of the items. Consumers will not be likely to keep purchasing a product if they find that the quality of the packaging is not reliable and there are times when they find that a product has been damaged during transit.
This means that we need to focus on providing packaging that is both able to effectively differentiate product brands, present well on shelves in retail stores, and ensure that the clients receive their product in the best possible condition for consumption. There has been ongoing development of packaging for beverages and the number and types of packaging have changed.
Australians Love Their Coffee
The consumption of coffee has become a regular part of our lives in Australia. And we like to have good coffee. It is an important aspect of who we are, and you are even able to find coffee machines now in out of the way places. The enjoyment of a really good cup of coffee is a great way to start the day and, of course, it can be an excellent lift during a busy day as well.
Being able to make good tasting coffee at home, or even at their place off work, has become an expectation for many people. Part of what provides them with the opportunity to enjoy their coffee is the quality of the packaging for the coffee. By ensuring that quality packaging is being used, the freshly roasted coffee will not lose the quality of flavour.
There is now specially designed modified atmosphere packaging that is ideal for roasted coffee beans and will allow the flow of carbon dioxide out of the packages without letting in any oxygen that could cause a reaction with the roasted beans. This reaction can alter the flavour of the bans and even cause a rancidity of the oils that play an important part in giving coffee its incredible aroma and flavour. There are even producers that have gone so far to fill the packages with nitrogen to ensure that the beans will not be affected by any oxygen.
The Three Popular Types Of Coffee Packaging
There are three major kinds of coffee packaging that are being used at the moment for larger quantities of the product. Each of these can stand on the shelf to help create a greater impression and provide a good basis for shelf appeal.
Flat Bottom Bag
The flat bottom bag is usually in the shape of a small brick. It has a flat base that makes it easy to stand. It has flat sides and the top is folded down, which makes it easy to pack in secondary packaging for transport. Because of the open rectangular shaped opening at the top, it is reasonably easy to fill whether a machine is being used or they are being filled by hand. This has made them a very popular product. You are even able to have the coffee product wrapped in generic plain packaging and then use an outer cover for branding.
Quad Seal Bag
The quad seal bag has become very popular. It can stand unassisted, has seals on the sides, and has an attractive style. It holds shape well whether beans or ground coffee is being sold.
Stand Up Plastic Pouch
The stand up plastic pouch usually has a round bottom and a flat top that can be sealed with a plastic type zip arrangement. This ensures that the product is kept fresh for longer. These tend to stand out and give the appearance of a premium product. Because of the complexity of this packaging, it tends to be more expensive than other packaging types available.
Clear labelling is very important to ensure that coffee consumers are very clear about the product they are selecting. The customer is looking for the information to be written in suitable language and to be easy to see. Giving information about the origin of the coffee and the type of roast can be valuable. Customers may also want to know what it is best used for, including the type of flavour, such as for espresso coffee.
Keeping the packaging design reasonably simple is sensible as well. Consumers have been bombarded visually with such a mix of packaging it becomes confusing. Offering simple styles that work well gives them confidence in the product.
There has been a shift in the market in recent times. There has been much less brand loyalty as the range of products available has increased and people have realised that there is the opportunity to identify products that offer the quality and flavour they want.
There is also the factor that if they purchase large amounts of coffee and they drink it relatively slowly, they may be saving money through a bulk purchase, but the flavour of the coffee may deteriorate over time. This means that smaller packaging has become much more popular. It offers the customer the flexibility to try new products to identify their preferences. Once they have chosen that product, they may still want to buy larger quantities so there is still room in the market for the larger packages still.
Coffee roasters and suppliers also use the larger packets for supplying their coffee beans to cafes. However, the smaller sized packets are very popular and provide the flexibility many coffee drinkers are looking for.
There has been an ongoing battle between coffee and tea manufacturers recognising the importance of bringing a variety of products to their customers. An important part of attracting the attention of clients is the packaging, with both the graphic design work that goes with the marketing and the style of the packaging itself.
There has been a range of innovations in the type of tea bags that are now available with special sachets that look very attractive now providing products at the more elite end of the market. There is, of course, still the standard tea bag available as well. But if you are trying to make an impact, then it is a good idea to look at the style of packaging that you want to use to create a bit more shelf appeal and greater impact.
Tea products are available in a wide range of packaging formats. They come in boxes, packets, and bags of various styles, shapes, sizes, and designs. The traditional use of metal tea cans has dropped and paper bags are not used. There are loose teas as well as a variety of tea bags. There are a range of tea package sizes available, from large packets to small containers of tea bags. There has been a substantial amount of effort invested in new designs to attract tea drinkers to herbal tea products as well.
Stand Up Plastic Pouch
Stand up plastic pouches have been used for premium tea products as they are able to display the product clearly. These are often pyramid style tea bags or loose teas and herb tea mixes where you can see the ingredients. This packaging is very effective in showing the consumer exactly what they are getting.
The more standard packaging includes shaped aluminium packages where the tea bags are placed into packaging that is then placed inside a box. The sealed aluminium protects the ingredients of the tea bags from light, moisture, and air ensuring they remain fresh with excellent flavours.
Individual serve foil pouches have also become popular as they ensure the tea is kept fresh and they offer flexibility in how they are stored, transported, and used by the consumer. They are also very popular with commercial buyers.
For loose teas, there are packages with windows so that it is possible to see the tea leaves. There has also been substantial use made of a range of plastic packaging for covering boxes or to hold the tea product, whether it be a loose tea or tea bags. The use of aluminium packaging with plastic film offers an effective lightweight medium.
High-Grade Tea Packages
High-grade tea packages are an effective marketing tool in any kitchen. They look attractive and act as a constant reminder of the brand and type of tea being used. This ensures there will be repeat purchases of the product.
It has been recognised that the quality of the packaging will influence the buying decision of the consumer. With tea, they will be looking for packaging that will look good on a kitchen shelf and will not need any additional handling.
Both tea and coffee require effective packaging that will attract your targeted buyers. It is important to take advantage of your packaging to not only ensure that your consumers receive a fresh and delicious product, but also that they are clear on the branding of your company. Spending time selecting the most appropriate packaging for your beverage product will make a substantial difference to the effectiveness of your marketing and have a positive impact on your sales.