Design & Structure of Packaging for Modern Retail & E-Commerce

Design & Structure
of Packaging for
Modern Retail
&
E-Commerce
Presented by:
P . Rajan MATHEWS
1

Design & Structure of Packaging for Modern Retail & E-Commerce
© P Rajan MATHEWS 2
Food & Beverage,
Grocery Category

1. Growth in Food consumption.
2. Creator of foods and NEW Category
of Foods.
Modern retail is a catalyst

Modern Retail: Influencing growth and emergence of categories
Ready to eat/cook: This segment comprises of noodles/pasta, snack/dessert
mixes/ pre-mixes, meals and curry pastes, and primarily caters to the
convenience needs of the consumer.
Ready to eat/cook meals is a more recent entrant to the category, and has
emerged driven by modern retail.

Breakfast cereals: This category saw its emergence and
initial growth driven by modern retail.
Modern retail had a strong influence to the initial success and
acceptance of the category by catering to consumer needs like
novelty, convenience, product trials, and awareness, amongst
other factors

Organic foods: This category is mostly available
through the modern retail channel only.
The category’s emergence is driven by increased
awareness and premium presentation.

Frozen foods: This is still an emerging segment and caters
to the convenience needs of the consumers.

Fruit Juices: The packed juice category has emerged and grown
with the modern retail industry in India.
Primarily driven by creating
• Awareness,
• Impulse purchase and
• Creating Opportunities of purchases.
Dabur’s Real and Pepsi’s Tropicana introduced and grew the
category since 1995. Fruit juices has been one of the most
successful new product segments to be added to the consumers
shopping basket in recent times.

Potato Flakes :

The Design & Structure of Packaging for Modern
Retail should:
•Create Product Trials and Introductions.
•Deals on Products.
•Create product / brand awareness / knowledge.
•Provide Convenience.
•Create Product Premiumness.
•Drive Impulse Purchase.

It’s getting emotional: Packaging must be more than informative and attractive
Social media and the internet have made it easier for people to
present themselves as individuals, and brands are using these
mediums to make products personalized as well.
1. Belgium beer brand Vedett, which invites consumers to submit a photo of
themselves via the website. Each person has the chance that their face will be
printed on a batch of beer bottles. The website also gives consumers the chance to
order a ‘fully personalized’ case of beer, with their picture on every bottle.
2. Chocolate spread Nutella launched a Facebook campaign in the Netherlands,
Belgium and France last year. Consumers could request to have a personalized label
posted to them. Having stuck the label on the jar, consumers were then encouraged
to share images of their personalized product on social media. The project won the
brand nearly 160,000 Facebook fans in Belgium.
3. ‘Share a Coke’ campaign, where Coca-Cola prints people’s names on its products.
4. In India examples of
• Kurkure – Develop your Kurkure recipe and have your photo on the pack...
• Maggi...

Smartphones to revolutionise supermarket shopping
Deloitte shows that supermarkets need to consider the crucial
role mobile phones are playing in purchasing decisions.
Deloitte found that consumers who use their mobile phones as
part of their shopping – to research products or to find a store;
to compare prices, to socially engage with their friends and
their family – are not only significantly more likely to purchase
in store, but they spend 40–60% more on the category.

Smartphones to revolutionise supermarket shopping
Nestlé launches smart phone nutritional label scanning
Food giant Nestlé has chosen the UK for the global launch of its new digital
scanning system, designed to provide customers with smartphone access to
information about the nutritional profile and environmental and social impacts of
its products.
Before buying a two-finger KitKat chocolate bar in the UK and Ireland,
shoppers with smart phones will be able to scan its packaging to discover its
ingredients, how it was produced and dietary advice.
The information will be delivered using a Quick Response (QR) code that will
take consumers to digital sites which supply a wide range of information that
cannot be found on the packaging.
In addition to information about ingredients and manufacture, consumers will
also be able to discover “how the product fits into a healthy lifestyle”,
including portion guidance and recipe ideas.

“The BREAKER’S BREAK”

TOP E-Grocers In INDIA

Prime Customers

Increasing Rate of Internet user.

E-commerce accounts for just 3.7% of sales
for fast-moving items like food, drinks and
personal care products: forecasting a rise to
5% by 2016 as supermarkets develop their
websites and online only retailers like
Amazon
Manufacturers are put off innovation by the
so-far small volumes of goods sold over the
internet.
Goods often arrived leaking or in
unattractive bubble wrap. “The first
moment of truth for the customer is not
what's on the site, it's what arrives at their
home.”
FACTS on E-Commerce

Challenges of FMCG Packaging for E-Commerce :
• The online space requires ad hoc packaging.
• Traditional Pkg material will not be suitable.
• Leakage Proof is critical.
• Promotional Packs for cost effectiveness and deliveries.
• Encourage Bulk purchases.
• As digital shelf is virtually infinite – will require more
complexity.
Greater e-commerce could save money with more targeted marketing,
including via social media, and lower product development costs

Design & Structure of Packaging for Modern Retail & E-Commerce

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Design & Structure of Packaging for Modern Retail & E-Commerce