Planning New Packaging
Planning new packaging – an attempt at a methodological approach:
Planning new packaging is a direct result of internal, factory needs or from demands made by external factors.
The internal factory factors:
- Marketing: Changes in marketing methods, demands for changes on the part of marketing networks, wholesalers or salespeople.
- Packaging Costs: The high price of the packaging, expensive mechanization operations, excess manpower and storage.
- Improving an existing or new product.
- Turning to new markets or new clients.
- Revising unsuccessful packaging.
- New equipment to enable advanced technologies for packaging production.
External factors affecting the production of new packaging:
- Customer demands – graphics, shape and size.
- Competition with other packaging manufacturers.
- Standards, instructions and orders – from the producing or importing country.
- Shipping problems – by land, by air or by sea.
- Consumer demands to refresh and make changes.
Making the decision to manufacture new packaging is based on the following steps:
- Determining the goal.
- Gathering information.
- Reviewing and selecting alternatives.
- The decision to make a plan.
- The target audience
- The target market
- The amount of time – production in a given amount of time
- The price
Making the right decision depends on a wide range of information from a number of different factors:
- Ourselves and the competition
- Existing packaging
- Symbol, logo, shape
- Future plans
The Market and Consumer Tastes:
- Age group
- Habits and behavioral patterns
- Socio-economic status
- Family status
- Religion and traditions
Constraints and Restrictions:
- Laws, regulations, standards and orders – markings, size, weight
- Shipping – by land, by air or by sea
- Storage conditions – cooling, warehouse, open area
The Product Itself:
Dictates a number of our options and cancels out others. The following factors need to be taken into consideration:
- The physical properties of the product
- The chemical properties of the products
- The shelf life of the product, packaged or without packaging
Current Packaging Materials and their Properties:
- Nylon and cardboard
- Waved cardboard
- Tin and aluminum
- Plastic materials
The Price of the Packaging
The price of the packaging is one of the most important factors in making a decision. A large variety of factors influence the final price of one, individual unit of packaging. The primary factors include:
- Design, graphics and mechanical planning
- Packaging materials
- The procedures that the materials undergo
- The work entailed
- Transport, shipping and storage
- The size of the order
- The continuation of the order
- Possibilities for combining orders
Laws, Regulations and Standards:
Are the packaging materials (together with the printing ink, adhesives, etc.) certified to come into contact with food products? Does the packaging meet the demands of the F.D.A. (The American Food and Drug Association) and the E.E.C. (The European Economic Community) or the German Health Authorities?
Have the standards been reviewed and certified in relation to the properties of the packaged product?
Are there any demands or requirements regarding the labels on the packaging, such as: medications, pharmaceutical products, alcoholic beverages, tobacco products, cleaning and beauty supplies, health and dietary products, aerosols and the like?
Are there any demands for special closures to prevent children from opening the lids?
Are there special packaging demands for products that might spoil, such as: beef, chicken, fish and milk products?
Are there special hygiene demands for the machinery used and the conveying of the packaging for medical supplies or products that have a tendency to become contaminated or to spoil?