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The Package DevelopmentProcess and the Effects on

Product Packaging

The Association for Rehabilitation Marketing & Sales2009 Annual Conference, Liverpool, NY

Gus Castle - 6 / 9 / 09

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Technical Influence

Market ability, performance, functionality,efficiency, economics, the environment, safetyand regulatory implications can influence any

product / package design process.

Involvement from many different departments isneeded to successfully launch a new product /package combination (Engineering, Marketing,

Purchasing, Regulatory, Manufacturing, QualityControl, Safety etc.)

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Identifying the Product / Packaging

Requirements

An in depth review of the product / packagerequirements should be utilized to outline aproject time line to assure the combined product /package requirements will be met.

A time line cannot be accurately identified withouta thorough review of all aspects.

A major cause for time line extension is oversimplification during the project planning phase.

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Project Planning Considerations

Meetings & Conference Calls: Project Start,Regular Updates and Summary

The project start meeting takes place to introduce the

team members, discuss the technical aspects andcreate a time line draft.

Regular update meetings should occur at a frequencythat supports the complexity of the project.

A summary meeting is held to identify any keylearnings that should be applied to the next project.

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Project Planning Considerations (con't) Sample Development: Samples are a very critical

technical aspect associated with the PackageDevelopment Process. Samples of each componentas well as the overall configuration should betechnically developed, reviewed and approved.

Prototype samples are needed to test ideas, showconcepts, confirm sizing, styles and materials. A finalapproved prototype sample is needed prior toreviewing the feasibility and financials of a project.

Production sample runs are needed for qualification /validation purposes, sales samples, equipmenttesting, material testing, additional package testingand / or a combination of any of these.

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Project Planning Considerations (con't)

Distribution Hazard Testing: Is completed toconfirm that the packaging has been designed andselected appropriately to protect the product in transit

through the distribution cycle. Product / Package Compatibility Testing: Is

completed to confirm that the packaging materials donot negatively effect the product in any way and viseversa.

Packaging Clinical Studies: Are conducted to testthe effectiveness of an innovative packagingapplication from functionality and consumerpreference perspectives.

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Equipment and Change Parts Development:Timing to support this aspect should always beadded to the time line if applicable, as it often is the

longest period. Often other aspects such as artdevelopment can be completed in parallel.

Art Development: Often a common reason for timeline extensions are the number of renditions createdleading up to the final approved version. Time should

be alloted for graphic development, mock ups,approvals, revision, regulatory review and pre presswork.

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Printing: The printing aspect can vary dramaticallydepending on the requirements. Typically, printingcan take anywhere from 2-8 weeks depending on the

printer's schedule, as well as the size and complexityof the job.

Material Procurement: Certain common materialscan be obtained readily and others may come fromother countries or be manufactured during a specific

time frame. Timing of this aspect (and printing ifapplicable) are major influences on the typical leadtime scheduling and should always be considered.

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Documentation: All documentation development,review and approval should be completed prior to thefirst production run of a new item. Documentation caninclude material specifications, process specifications,finished product specifications, technical drawings,regulatory documents, testing protocols and data, artproofs, etc..

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Production Scheduling: This date can beidentified once the final production materialsdelivery information has been confirmed. A time

buffer should be considered for the first run toaccommodate new learning curves.

First Ship Date: Timing for the start shippingdate should be based upon the first lot availabilitytiming after inspection.

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Packaging Feasibility Analysis

Utilized to identify the feasibility of a particularnew item and evaluate all pertinent aspects of thenew package / product combination launch.

Is a report comprised of multiple sectionsgenerally including the project scope, requiredpackaging materials with costs, special producthandling requirements and / or regulatory

aspects, change parts & tooling / equipment orcapital requirements, testing requirements,product availability, implementation time line andunit load pack out specifications.

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Suspension Packaging, Abbey Industriesand The Maco Bag Company (case study)

Project Scope: To create a new packagesystem that can be utilized for shipping fragile

items and electronics. Concept Development: Occurred over an 8

month period. It could take 8 weeks to years todevelop and launch a new item. Pharmaceuticalcompanies may take 2-3 years to launch a newdrug when a food company may introduce newconcepts every quarter. Package developmentand product development are often completed inparallel.

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Case Study (con't)

Sample Development: 4 prototype conceptswere developed prior to the final concept approval.All were designed with CAD and made by hand.

Distribution Hazard Testing: The final conceptwas tested in a laboratory setting to confirm theproduct protection characteristics.

Feasibility Analysis: Based upon the distribution

hazard performance results, the cost analysis, theregulatory review and the production testing, itwas determined that the concept launch wasfeasible.

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Case Study (con't)

Tooling and Capital: Special jigs were createdto assist the Abbey Group with the assembly ofthe Suspension Pack. Sealing and cutting dies

were created for the pouch making portion of theproject. Adhesive transfer tape guns wereobtained to assist the Abbey Group with theassembly as well.

Packaging Materials Procurement: Pouchmaterial, corrugated, case sealing glue andadhesive transfer tape were obtained a fewweeks prior to the first production run.

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Case Study (con't)

Documentation: Finished packagingspecifications, assembly work instructions, a

quality control protocol, technical drawings andcontractual documents were prepared for thisproject.

First Production Run: The first run beganslowly and began to pick up after the first 3 hours.There was intense supervision during the startup.

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Case Study (con't)

100% Quality Control Inspection: The firstproduction trial lot was inspected entirely suchthat the best possible product was sent to thecustomer.

To notallow marginally produced productcreated during the learning curve to beshipped to the customer.

To identify any key learning experiences thatcan be applied to the next production run orconcept design.

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The Effects Package Development can

have on Product Quality and Perception The package / product system can be designed

utilizing the most appropriate cost effective &functional materials for the application.

All pertinent parties can be assured that theirneeds and level of involvement areaccommodated during the planning and designphase, therefore improving the end result andlevel of success.

Through the utilization of a packaging feasibilityreport, price point determination can be mostaccurately identified to prevent margindegradation.

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have on Product Quality and Perception(con't)

A project time line provides validity to theestimated development and implementation

timing. All critical aspects identified during theplanning phase should be included on the timeline.

An accurately maintained time line serves as the

single most important communication tool forlaunching a new or modified item smoothly andsuccessfully.

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Strengths, weaknesses and opportunities formargin improvement are identified during thedistribution hazard / product compatibility testing

and clinical studies, as well as the first productiontrial.

The various documentation generated during thedevelopment process maintains the historical,

technical and legal information that is utilized forongoing production runs and continuousimprovement. Accurate documentation can helpfacilitate consistency and repeatability as well asshow validity and build customer confidence.


have on Product Quality and Perception(con't)

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Conclusion

As many believe their ambition and ideas can movemountains (and in most cases they can), the oldsaying still goes, Rome wasn't built in a day

With proper planning, time and resource allocation,it has been proven time and time again that greatthings are worth great effort.

A copy of this presentation is available by

contacting: Gus Castle (315) 226-1000,[email protected] Many Thanks.........

nestle - zaka (2)

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