Innovate the Pack: Drive-up sales

We all know how clarity, opacity, tall, squat, glossy or matt give specific signals to consumers, but physical packaging can do so much more. Although too often it is only about cost-management and new technologies, used in a co-ordinated and focused way, the pack can signal a significant shift in quality, mood and the relationship with the consumer.

The presentation will explore specific examples where the physical pack has changed perceptions and contributed strongly to delivering significant increases in sales and profit. In particular, the seminar will study the success of The City Kitchen, a brand exclusive to Tesco, which has delivered 50+ million in its first year and where the physical pack played a key role in changing sector perceptions.

Other issues addressed will be where pack and consumer enter into a conspiracy together, where the pack can undermine the proposition and where the pack can startle the consumer into reappraising a sector. Through the exploration of these, the presentation will highlight some of the golden rules for marketing people to ensure effective use of this powerful communication tool.

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