metal packaging the revolution ahead! - sata home page
TRANSCRIPT
Today’s Discussion
• Packaging Value
• Will the Consumer Pay More?Why?
• Examples of Metal Packaging Success
• Metal Packaging Future
• Division of CCL Industries
• Traded on the Toronto Stock Exchange
Symbol: CCL.NV.B
• CCL Industries - 2004 Sales of 1.5 Billion CDN
• CCL Container-North America’s Largest producer of Aluminum Packaging
Elements of Great Packaging
• Design delivers a unique experience to the consumer
• Function must be intuitive
• Performance preserves or enhances the product and product distribution
• Loyalty improves on or creates a distinct brand experience
• Drives consumption increases product use
Metal Packaging
• As a primary container has lost market share over the past 25 years to other materials
• Reasons?
• Cost
• Design Equity Limitations
Good News!-Metal Has high perceived Value.
“Good Looks”
“People are willing to spend about
25% more for something that is
beautiful – packaging included.”
Karim Rashid - Keynote Speaker
Packaging Strategies: Package Design 2004
Will consumers pay more?
Trading Up
• Consumers are turning to premium brands across a whole range of categories.
• Compensation for hectic life styles and uncertainties about the world in which we live
• Mainstream brands are becoming more premium and premium brands are becoming more accessible
High End
Lower entry points
Premiumisation
Low End
Source: Henley Center Sources: Henley Centre, Mintel, Euromonitor, Siebert Head
Relevancy• You can have something that is unique,
edgy, cool, cost effective and fantastic in everyway, but if the consumer finds it irrelevant it won’t sell !
• Relevancy is in the eye of the consumer !
• Relevancy Drives Consumption!
• Relevancy is dymanic!
Is it Authentic?
• Today’s consumers crave product authenticity
• Package design can enhance authentic properties of the brand
• We are entering an era where package design will actually drive brand authenticity
Aluminum growth North America
• The Body Spray and Colognes - Mid 1980’s
Driver: Size and convenience
• The Mousse Products Phenomena – Mid 1980’s
Driver: The Chloride Ion
• The “Saline Solution”- Early 1990’s
Driver: Thimersol Preservative
• Hair Spray – Late 1990’s
Driver: Product Formulation,Shaping
Great Story…but
• Of the original dynamic businesses only mousse is a core product today
• This forces reinvention!
• Demands a culture of innovation!
Tail Fins for your Aluminum Containers!
• Harley Earl meets the Aluminum Packaging!
• The union of fabulous form and sound function!
Shaped Aluminum Containers
The Perfect Package
• Functionality – must be
intuitive
• Design – delivers unique
experience to consumers
• Performance – preserves or enhances product and product distribution
• Builds on unique use experience
• Increases Consumption