Idea Application Map

Idea Application Map

Idea Model

Idea Model

Project Idea Draft-01

Project-Idea-01

Research Report (Thesis 1)

Research Report

Packaging In The Future

For consumer:

Networking

• Able to read the rating of the product

• Join different community group

• Meeting people

• Share recipes

 

Information

• Nutrition fact

• Personalize info by interactive with personal device

• Ingredients resources

• Press release

• Sustainability

 

Services

• Direct Customer services

• Able to detect the freshness of the food and warning consumer

• Storage instruction

 

For enterprise

Control

• Inventory control

• Quality control

• Counterfeiter control

• Transport control

 

Customer Relationship Management

• Customer instant feedback

• Target best customer

• Provide enterprise their necessary customer information

Essay Content

• Hypothesis

• What is Packaging
-Definition of Packaging
-Packaging Matrix

• Packaging Innovation History
-Flip-Top Box
-Pull-Tab Can
-Upside-Down Ketch Bottle

• Technology and Packaging (Smart Packaging)
-Mechanical Smart Packaging (Ex: Widget)
-Chemical Smart Packaging (Ex: RipeSense Packs)
-Electrical Smart Packaging (Ex: "SmartSeeker" insecticide aerosol can)

• Consumer Today
-Express a strong desire to live a healthier lifestyle, expecting more nutrition infomation
-Expecting more convenience, less time consuming and less stress
-Social networking services are evolving

• Packaging in the Future

What is CRM (Customers Relatiohship Management)

CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way.

• Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns and generate quality leads for the sales team.

• Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)

• Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.

• Providing employees with the information and processes necessary to know their customers, understand and identify customer needs and effectively build relationships between the company, its customer base, and distribution partners.

by http://searchcrm.com
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Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.

by Wikipedia.com

What do people do on social networking services

• Connecting with existing networks, making and developing friendships/contacts

• Represent themselves online and create and develop an online presence

• Viewing content and/or finding information

• Creating and customising profiles

• Authoring and uploading your own content

• Adding and sharing third-party content

• Posting messages – public and private

• Collaborating with other people

by Young People and Social Networking Services: A Childnet International Research Report 2009

Social Networking

• Two-thirds (67 percent) of the global* online population, “Member Communities,” which includes both social networks and blogs, has become the fourth most popular online category – ahead of personal email.

•One in every 11 minutes online globally is accounted for by social network and blogging sites.

•The social network and blogging audience is becoming more diverse in terms of age: the biggest
increase in visitors during 2008 to “Member Community” Web sites globally came from the 35-49
year old age group (+11.3 million).

•Mobile is playing an increasingly important role in social networking.

*Australia, Brazil,France, Germany, Italy, Spain, Switzerland, United Kingdom and the USA.

by the Nielsen Compnay's "Global Face and Networked Places" 2009
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• More than half of the adult online population is between 18 and 44

• The biggest increase in Internet use since 2005 is among ages 70-75, which almost doubled, from26% in 2005 to 45%.

by Pew Internet & American Life Project Surveys "Generations Online in 2009"

Definitions of Technology

The practical application of knowledge especially in a particular area and a capability given by the practical application of knowledge.

by Merriam-Webster Dictionary
______________________________________________________

Technology is practice, the way we do things around here.

by Ursula Franklin, in her 1989 "Real World of Technology" lecture
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Technology is the practical application of knowledge so that something entirely new can be done, or so that something can be done in a completely new way.

by ESA- European Space Agency
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Technology is a system. It entails far more than its individual material components.
Technology involves organization, procedures, symbols, new words, equation, and, most of all, a mindset.

The Real World of Technology by Ursula Franklin

Upside-down Ketchup Bottles

When Heinz ketchup was packaged in a glass bottle, consumers feel the ketchup is difficult to pour from the glass bottle. Consumers have to shake the bottle, inverting the bottle and hitting the bottom with the hand, and then will cause the ketchup to begin to slowly flow.

Recently, Heinz has introduced an "upside-down" plastic bottle. This bottle has a 2-inch wide white plastic flip-top cap, which will allow it to seat “upside-down” steadily. By turning the bottle upside down, consumers no longer need to shake and no need to wait patiently for the ketchup to pour out. The rectangular shape bottle with a narrow middle bottle design allows consumers to grip the bottle, squeezing and pour easily. This new “upside-down” package solves many of the product's previous issues.

Pull-Tab Can

The early metal beverage can was made out steel. In order to open a can, consumer needs a tool called “Church key” with a sharp point. The can was opened by punching two holes in the lid¬–a larger one for drinking, and a small one to admit air.

Iron Cit Brewing in Pittsburgh tested the first pull-tab in 1962 in Virginia. The first generation pull-tab had lots of sharp edges on the opening, and there were complaints from customers about cut fingers and lips. And some people also needed some instruction on how to use the pull-tab. . By 1965 three quarters of breweries in the U.S. were using them, and are still using the pull-tab can today for most soft drinks.

Flip-Top Box

Tradition cigarette packed were in a soft pack, which is a box packaging made of thin paper, usually containing 20 cigarettes. People complain about the soft cigarette packaging are not very convenient, they rumple easily and cannot be resealed. Also it will leave some tobacco in the shirt pocket.

In 1955, Marlboro introduced the new filter and flip-top box cigarette In New York; the modern flip-top box protects the consumer’s cigarettes yet it’s easy to open and easy to access the cigarette when they want it. The hard carton box sturdy enough to keep cigarettes from crushing, this is important for those consumers who wear jeans. And the flip-top box fits into a shirt pocket nicely and no loose tobacco in your pocket.

Electronic Smart Packaging

Electronic smart packaging will be as much about improving the human interface as about providing new functionality. And the improvement in the human interface will be dramatic. For example, when packaging will sense, speak and display, the package will warn you that the product inside contains sugar and should not be consumed since you are a diabetic, or that the product contains iron and would be good for you since you are showing signs of mild anaemia. No longer will the elderly struggle to open pharmaceutical packaging or forget to take their medication.

International Paper Power Paper

Power Paper's technology produces caseless, low-cost, environmentally friendly power cells that are ultra-thin and almost as flexible as paper, allowing them to be customized in virtually any shape and size.

The new technology will allow IP to offer customers e-packaging solutions with audiovisual effects such as lights and sound for packages. These multimedia effects can add important point-of-purchase appeal as well as product or company information that can help influence the consumer purchasing decision. They can also be used to help ensure that customers receive manufacturers' original products, reducing the risk of counterfeiting.

www.power-id.com

www.powerpaper.com

Electrical Smart Packaging

Included in this classification of electrical functionality is packaging where piezoelectric materials, stimulated by electrical charges generate a mechanical response, and where electrostatic charges are generated by processes of friction.
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Mortein "SmartSeeker™” insecticide aerosol can

This 'Smartseeker Technology' conventional sprays cans is based on the spray being electrostatically charged through a specially engineered nozzle each time the insecticide is used, improving insect kill by electrostatic attraction, and contributing to the environment by generating less waste.

Chemical Smart Packaging

Chemical functionality is widespread in consumer smart packaging, ranging from the use of active oxygen scavenging packaging materials, to self-heating and self-cooling beverage containers, to colour change chemistry labels that can be used to monitor the freshness, ripeness or quality of food.
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RipeSense™ Packs (colour-coded sensor labels)

The new RipeSense packs feature a traffic light-style system of sensors which measure the condition of the fruit inside.

When the sensor shows red, the fruit is crunchy, orange indicates it is firm and yellow means it is juicy.

Mechanical Smart Packaging

Mechanical forces in consumer smart packaging can be generated as the packaging is opened by the consumer via some internal mechanical release mechanism, by extemal mechanical forces acting on the package, or by the consumer pressing or squeezing the packaging to create the additional functionality.

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Widget Can for Foaming Beverages

Can uses widget technology to release nitrogen upon opening. The result, a rich and smooth foaming effect to make your mouth water.

What is Smart Packaging?

Forget about all those numerous definitions - active, diagnostic, intelligent, smart, communicative, functional, enhancement - to describe smart packaging. Just stick to 'smart' and figure it's all one big continuum of functionality.

There are two categories

1. A conventional package made smart by an RFID tag or label. The functionality is electronic and the major beneficiary is the supply chain.

2. A package made smart by functional attributes that add benefits to the consumers. These may be purely design elements, or else mechanical, chemical, electrical or electronically-driven functions that enhance the usability or effectiveness of the product in some way. The major beneficiary is the consumer.

By http://www.smartpackaging.co.uk/
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Smart packaging need not use new technologies or be complex to offer real customer benefits in today's crowded marketplace - considerable scope exists for using existing technologies in more imaginative ways.

By Dr Paul Butler

Consumer Today

When people cannot easily determine which option is preferable, they are more likely to leave the store empty handed.

When options are very similar or the options are difficult to compare, people are likely to leave the store without making a choice. If there isn’t enough time to acquire the necessary information for making a choice, then the individual may leave without choosing anything.

by Psychology and Marketing, 2009
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• Shoppers ignore over one third of store brands, due to shelf clutter and lack of recognition.

Research conducted by Perception Research Services International
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• They want first and foremost improved packaging that saves them time, is easier to open and use and helps reduce stress on an already busy life.

• In the future consumers will be expecting information on packaging regarding food safety, nutrition,
allergenicity, health claims, organics, genetic modification, sustainability, novel food processing, pesticide residues, additives and the ethics of food production.

• Consumers are tired of packs that make demands on their time and attention, are difficult to open or dispose of properly, and contain instructions in font sizes that cannot easily be read.

By Dr Paul Butler
___________________________________________________

• Today's consumers are more aware of diet and nutrition, and they express a strong desire to live a healthier lifestyle than they do now. Trouble is, they remain confused by the numerous claims about what exactly healthy means.

• Shoppers are increasingly influenced by the nutrition facts labels on food packages, and many are changing their purchasing decisions based on the information contained in these labels.

• 83% of shoppers regularly look at the nutrition facts chart when buying a product for the first time, and 91% will make a purchasing decision based on this information.

• More than a quarter (26%) have decided against a purchase in recent months because of product labeling information.

• Shoppers are taking more interest in information, including news stories, about health and nutrition, but many find the information confusing.

• Shoppers think major media outlets do only a fair or poor job of providing nutrition information in an understandable way.

• Nearly 60% believe there is too much conflicting information in coverage of nutrition issues, particularly what constitutes a healthy diet, and 30% feel the confusion contributes to an unhealthy diet.

Survey published by the USA's Food Marketing Institute, 2004

Consumer Buying Behavior

6 Stages of the Consumer Buying Decision Process
1) Problem Recognition (awareness of need) Ex: see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.
2) Information search
Internal search – memory
External search if you need more information. Friends and relatives (word of mouth). For high involvement products, consumers are more likely to use an external search.
3) Evaluation of Alternatives: Need to establish criteria for evaluation, features the buyer wants or does not want.
4) Purchase decision: Choose buying alternative, includes product, package, store, method of purchase etc.
5) Purchase: May differ from decision, product availability
6) Post-Purchase Evaluation: Satisfaction or Dissatisfaction.


Categories that Effect the Consumer Buying Decision Process
1) Personal: Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.

2) Psychological factors:
• Motives: A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal.
• Perception: Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Information inputs are the sensations received through sight, taste, hearing, smell and touch. (Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned.)
• Ability and Knowledge: to change consumers' behavior about a product; need to give them new information. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product.
• Personality
• Lifestyle: Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle.

3) Social Factors: Humans are inherently social animals, and individuals greatly influence each other. Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.
__________________________________________
Lars Perner, Ph.D.
Assistant Professor of Clinical Marketing
Department of Marketing
Marshall School of Business
University of Southern California

Labeling History Timeline

Packaging History Timeline

Packaging Matrix

Packaging is the science, art and technology of enclosing or protecting products for transport, informs, sale and end use.

by
Laura Bix (Assistant Professor of School of Packaging)
Nora Rifon (Associate Professor of Department of Advertising)
Hugh Lockhart (Professor of School of Packaging)

Time-temperature Indicators

Time temperature indicators are used in food packaging to indicate the freshness and safety of a product. They are designed to assist in stock rotation, consumer identification of food which is safe to eat.

Self-heating Can

Self-heating cans have double chambers, one surrounding the other. The inner chamber holds the food or drink, and the outer chamber houses chemicals that undergo an exothermic reaction when combined.

When the user wants to heat the contents of the can, they pull a ring on the can that breaks the barrier separating the chemicals in the outer chamber. After the heat from the reaction has been absorbed by the food, the user can enjoy a hot meal or drink.

Research List

Packaging

-What is packaging

-Packaging history

-Sustainable packaging

What Users / Consumers Want

-History of consumer culture

-What consumer want today (co-creation, social networking and business)

Smart technology

-History

-Current state, smart technology embedded into objects

-Future speculation, smart objects

Idea

Hypothesis

This thesis will present a hypothesis that food packaging can be used as a conduit to enable consumers to co-create future product iterations and entire new product categories and spin-offs. This approach to contrasts with current concerns for product containers, which is primarily a combination of protection and passive marketing.

The proposed “smart packaging”, containers with capabilities of communication and computing, have far reaching implications for health, anti-counterfeiting, inventory control, pre purchase feed back, sustainability, social utility, and social CRM (Customers Relationships Management)