development of consumer packaging – nivea firming shower... · corporate packaging management /...

Development of Consumer Packaging –Nivea Firming Shower

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



1

Beiersdorf - a leading international consumer goods company



NIVEA’s sub-brand universe

Personal care

Beautycare

Styling

NIVEA

Skin care



... a never ending story of

Continuity

Innovation

+

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



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



Develop creative ideas…



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



Create a “core team”…

1. Involve all relevant partners

Marketing

Market Research

R&D

Packaging Development

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



Rework:R&D input



Rework: Header construction



Development



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



Development activities:Make compatibility tests

Build tools

Build format parts

Make compatibility tests

Make trial runs

Select materials

…..



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



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



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“



Thanks for your attention!

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