PRO – Packaging Retail ObservatoryPRO – Packaging Retail Observatory

Flexographic printing solutions andtechnologies for

fresh food products packaging

Con PRO – PRO observatory annual Congress(Packaging Retail Observatory)

11th June 2010Rimini Fair – Packology

Andrea Sentimenti │ Chief Marketing OfficerGruppo Fabbri S.p.A

PRO – Packaging Retail Observatory

Purchase decisions are taken in-store

• Over 80% of fresh food products are sold by large-scale retail trade with self service solutions

• 70% of buying decisions are taken directly inside the store

• Increase in impulse purchases ‐ 3 seconds is the average time for a decision

PRO – Packaging Retail Observatory

The impact on the shelf is crucial

We have few seconds to:

• attract consumer’s attention

• “suggest” a product that, among many, better identify the customer functional, emotional and identity needs

• make our product immediately identifiable and recognizable

PRO – Packaging Retail Observatory

36,6%

81,7%

4,3%

53,8%

1,1%6,5%

17,2%23,7%

8,6%

1,1%

36,6%

29,0%

la confezione serve

esclusivamente per proteggere,

gestire, trasportare il prodotto

la confezione serve a distinguersi

dai prodotti concorrenti

la confezione è un vero e proprio

veicolo di comunicazione

Molto Abbastanza Così così Poco Per niente

Packaging is a marketing tool

• The container of the product is seen as an indispensable artefact to complete the bid value characterized by two values: an object used to protect a thorough communication media

how much do you agree with those who say…..

Source: Q?Mark

PRO – Packaging Retail Observatory

Packaging is crucial for the success

• Apart from the price that synthesizes almost all the mix components, the packaging represents an aspect of primary importance.

According to your experience, how much each of the following variables is important to the success of a product (giving for granted its importance)?

Source: Q?Mark

PRO – Packaging Retail Observatory

An appealing packaging creates Value

• The managers interviewed agree that a well designed packaging enables to display a product in a better way.

PRO – Packaging Retail Observatory

“Graphics” and visual aspect constitutethe parameter with the higher impact

• The graphical aspects of a pack are the ones changed with the highest frequency.

PRO – Packaging Retail Observatory

Fresh food is very little differentiated

• The fresh food packaging serves the unique function of “protection”

• It does not help to create a differentiated image and does not generate added value

PRO – Packaging Retail Observatory

The product must communicate• Draw the consumer’s attention• Convey a consistent message

aimed at their target• Inform and promote itself• Enhance and support the brand

PRO – Packaging Retail Observatory

“Flexo” printing offers new solutionsalso for fresh food

• Uses a soft material to print directly on the substrate

• High versatility of substrates

• Needs shorts set‐up times

• Allows innovative qualitative and technological results

PRO – Packaging Retail Observatory

The last frontier: four‐color process

• Not just color line and "planes“ color, but photo quality prints with shades and perfection of detail never seen before on flexible materials

• CMYK ‐ Cyan Magenta Yellow Black, cleverly superimposed

• An innovative mix of techniques, precision of detail and technological performance

PRO – Packaging Retail Observatory

Enhancement of the “brand”

• The use of flexo printed films in many coloursbecome element of promotion for both brand and food

PRO – Packaging Retail Observatory

Enhancement of the product

• The use of colour graphics and particular images allows a more specific identification of the product and of the producer/distributor, facilitating the consumer’s choice

PRO – Packaging Retail Observatory

Products differentiation

• Each product can have its own identity and "image"

PRO – Packaging Retail Observatory

Higher attractiveness

• The use of a functional packaging makes the packed product more attractive and secure than a loose one.

PRO – Packaging Retail Observatory

Category management

• Customized unit sales, well‐displayed on the shelves, allow the Large Scale Retail Trade to differentiate its offering operating a modern "category management"

PRO – Packaging Retail Observatory

Andrea Sentimenti │ Chief Marketing Officer

Gruppo Fabbri S.p.A.

Packaging Retail Observatory

tel: +39 0332 286253 +39 0332 286253fax: +39 0332 830457email: pro@pro-observatory.comsito web: www.pro-observatory.com