why packaging is your most important sales tool jacques coetzee nnz 23 mar 2015
TRANSCRIPT
PRODUCE MARKETING ASSOCIATION
Jacques Coetzee
NNZ, the Netherlands
March 26, 2015
Fresh Connections:
Shanghai
INSTANT ATTRACTION:
WHY PACKAGING IS YOUR MOST IMPORTANT SALES TOOL
装是你:
包装是你最重要的销售工具
www.nnz.nl
Global expertise /全球专业知识Local benefits /地方利益
Production 生产 Sales 销售
2Seconds
秒
30,000Products in store / 店内产品展示
50Products in basket 在篮子里的产品
How do you get your product into the basket?如何让你的产品被放进篮筐？
Packaging is your salesperson包装：推销员
Hi! We are Honey Tangerines嗨！在这个袋子是蜂蜜橘子
we are a noble grade他们是一个高尚的品位
from Florida来自佛罗里达州
We are Florida’s Sweetest Tangerines
这是佛罗里达州的最甜蜜的橘子
Quality approved质量认证
Stock control库存管控
Identify the grower确定种植者
We smell delicious!他们闻好吃！
and we look great!，很好看！
available for limited time only仅适用于有限的时间
How to use us如何使用它们
How to keep us如何让他们
Nutritional information营养信息
we are juicy!他们是多汁！
How do you get your product into the basket?如何让你的产品被放进篮筐？
How to select the right packaging?如何选择合适的包装？
Objectives of packaging包装的目的1. Sell more product / 销售更多的产品Right product for shopper / 给购物者合适的产品
Objectives of packaging包装的目的1. Sell more product / 销售更多产品Right product for shopper / 给购物者合适的产品
2. Receive higher prices / 接受更高的价格Differentiation / 区别
Objectives of packaging包装的目的1. Sell more product / 销售更多产品Right product for shopper / 给购物者合适的产品
3. Reduce packing cost / 降低成本Weight control / 部分控制Waste reduction / 减少浪费Labour cost reduction/ 降低劳动成本
2. Sell at higher prices / 接受更高的价格Differentiation / 区别
Objectives of packaging包装的目的1. Sell more product / 销售更多产品Right product for shopper / 给购物者合适的产品
4. Automate /自动化Packing speed /包装速度Flexibility /灵活性Measure efficiency / 衡量效率
2. Receive higher prices / 接受更高的价格Differentiation / 区别
3. Reduce cost / 降低成本Weight control / 部分控制Waste reduction / 减少浪费Labour cost reduction/ 降低劳动成本
Objectives of packaging包装的目的1. Sell more product / 销售更多产品Right product for shopper / 给购物者合适的产品
2. Higher selling price / 接受更高的价格Differentiation / 区别
3. Reduce cost / 降低成本Portion control / 部分控制Waste reduction / 减少浪费Labour cost reduction/ 降低劳动成本
4. Automate /自动化Packing speed /包装速度Flexibility /灵活性Measure and control / 衡量效率
5. Increase shelve life / 增加货架寿命Correct packaging /正确的包装Reduce transport damage /减少运输造成的损坏
Start with your target shopper先从你的目标顾客
What appeals to her?Taste, health benefits, use in recipe
对她意味着什么？健康的配方及口味
Trends & Fashions?Low GI, low fat, celebrity
趋势？低糖，低脂肪，新鲜
Concerns?Food safety, origin, environmental, budget
关注？食品安全，产地，环境，预算
Convenient product size?Handling, cooking portions, storage
合适的产品尺寸？处理，烹饪，存储
Key decision drivers?Cost, value, luxury关键的决定？
成本，价值，豪华
3 kinds of shopper: Cost criteria3种购物者：成本标准
3 kinds of shopper: Value criteria3种购物者：价格标准
3 kinds of shopper: Luxury criteria3种购物者：豪华标准
For the “super premium" shopper适用“超级”购物狂
For the “health conscious” shopper适用“健康意识”的购物者
For the “fit for purpose” shopper适用“符合目标”购物
For the “classic” shopper适用“经典”的购物者
For the “microwave” shopper适用“微波炉”的购物者
For the “convenience” shopper适用“图方便”顾客
For the “concerned about safety” shopper适用“关注安全”的购物者
Source: Startribune
The Power of Packaging这就是包装的力量
Photo: Wordpress
www.nnz.nl
Choose one…..选择一个......
Are you serious?!
你是认真的?!
2
2008
6
21
42
70
2009 2010 2011 2012
70 million cups
sold to 30 million Benelux consumers in year 5
70,000,000杯
过去5年在荷比卢已销售三千万杯
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Why?原因？
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包装是最重要的原因。用此杯子装的小番茄能够保鲜并保证了小番茄不被压坏。杯盖可以随意打开，关闭。
使得如此普通的小番茄成为理想的零食”- Greenco
“…..the packaging makes the final difference… The cup keeps the tomatoes fresh and firm,
is easy to re-close and ideal for snacking”- Greenco
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Competing with sweets….可与甜食相争...。
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Visibility, branding, desire….可见，品牌，渴望......。
Photo: Tombons
The future of fresh food snacking新鲜零食的未来
PRODUCE MARKETING ASSOCIATION
PACKAGING IS
YOUR MOST IMPORTANT
SALES TOOL
包装是你最重要的销售工具
謝謝！