Interview with: Dr Martin Zethoff, Director Global Packaging Technology Laundry & Home Care, Henkel, chairman and speaker at the marcus evans EuroPack Summit 2013, on creating packaging that is aligned to consumer needs.

1. Interview with: Dr Martin Zethoff,
D i r e c t o r G l o b a l P a c k a g i n g
Technology Laundry & Home Care,
Henkel
“We need to understand the business
need, brand and product benefit to
choose the right packaging design,
technology and material for a product,”
advised Dr Martin Zethoff, Director
Global Packaging Technology Laundry &
Home Care, Henkel. There must be a
connection with consumers on a
functional and emotional level to win
“head and heart”, he went on to say.
Chairman and speaker at the marcus
evans EuroPack Summit 2013 in
Noordwijk aan Zee, The Netherlands,
16 - 17 September, Dr Zethoff discusses
packaging design and what
consumers are looking for today.
How can companies better identify
consumer needs? What role does
packaging play?
To better understand consumer needs,
companies must get in close contact
with consumers and truly understand
their requirements. Many important
packaging drivers are on a subconscious
level, so you cannot ask consumers
what they think.
You must use the right research tools to
understand the key drivers and where
packaging can help.
What are some key packaging
drivers?
The perception of quality, enhancement
of brand equity, enhancement of better
communication of benefit claims, and so
on, especially at the first moment of
truth when consumers are in front of
the shelf trying to decide which product
to buy.
How could companies ensure these
insights are successfully interpreted
or incorporated into the packaging
of their products?
Insights must be transparent to the
entire team, including the R&D function,
purchasing and supply chain, so that the
right decisions are made to meet those
needs. In today’s extremely competitive
world, small details can make a big
difference to consumers.
It is always a balancing act between
cost and extra features, so it is crucial
to first consider the business benefit of
investing into a better appearance,
quality or consumer perception of the
package, and make sure it makes sense
to invest.
These functions must be brought
together very early on. With design,
material development or R&D, leaving
them late will result in a very long and
suboptimal alignment. Bringing these
diverse teams together early would lead
to a truly disruptive and better solution.
What are the latest packaging
solutions that the FMCG industry
should look into?
It is all about convenience and
emotionally bonding with the package,
depending on category and brands of
course. Sustainability is also another
aspect as packaging waste is always
very visible to consumers. It is key to
reduce waste whilst keeping the same
quality and convenience to consumers.
How can packaging help build brand
loyalty?
The distinction between first and second
moment of truth is crucial. If you have a
new product and want to attract people
who are browsing the shelves, the in-
use experience must also be positive for
consumers to repurchase the product.
You need to connect with consumers on
a functional level, as well as an
emotional level. You must win “head
and heart” to make it more likely for
consumers to repurchase your product
and become a loyal brand user. If you
understand consumer needs, you will
achieve loyalty.
There
must be a
connection
with
consumers on
a functional
and emotional
level
Winning Consumers
through Better Packaging

2. The marcus evans Summits
group delivers peer-to-peer
information on strategic matters,
p r o f e s s i o n a l t r e n d s a n d
breakthrough innovations.
Please note that the Summit is a
closed business event and the
number of participants strictly
limited.
About the EuroPack Summit 2013
This unique forum will take place at the Grand Hotel Huis ter Duin, Noordwijk aan
Zee, The Netherlands, 16 - 17 September 2013. Offering much more than any
conference, seminar or trade show, this exclusive meeting will bring together
esteemed industry packaging leaders and solution providers to a highly focused and
interactive networking event. The Summit includes presentations on packaging
design, brand innovation, shelf standout and packaging engagement.
www.europacksummit.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings.
For more information, please visit: www.marcusevans.com
To view the web version of this interview, please click here: www.europacksummit.com/MartinZethoff
Contact
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