When we discuss the topic of customers and packaging, we cannot only think of consumers as the customers; we also need to take into consideration the views of our clients on the packaging products, solutions and services that we as suppliers provide. Customers are demanding because their customers are demanding as well – that is the nature of the supply chain. But what do our customers want from us? What do they expect from the Czech and Slovak packaging market? And how do the Czech and Slovak packaging markets compare to the markets in other countries? The answers to these questions and more will be provided in the keynote presentations of representatives of three of the largest companies in three of the most important sectors of the economy (retail, FMCG and automotive).
• How the packaging affects the consumer and how he or she affects the packaging
• Consumer perspective on sustainability, sorting and recycling
• Change in consumer perception of packaging due to a pandemic – what the consumer expects from packaging
• How packaged goods manufacturers think of consumers when developing new packaging
• Comparison of Czech and Slovak consumers with consumers elsewhere in Europe and in the world
The Marketing & design section is dedicated to packaging as the fifth P in the marketing mix, in addition to the four main parameters: Product, Price, Place and Promotion. Thanks to current case studies, we will find out how packaging can help increase sales.
The Technology & transport section deals with topics such as robotics and automation of packaging, transport of packaging, identification and marking of packaging.
The Sustainability section is focused on the concept of circular economy, smart design that is optimal for recycling, incorporating recycled materials into new packaging and minimizing the negative impact of packaging on the environment.
The main topic of this year’s congress is “The Customer and Packaging”. Of course, we perceive packaging mainly that we produce or into which we pack our products. However, each of us also has his or her own personal packaging, which has a great influence on our relationships with customers and to some extent determines the success of our negotiations. In his presentation, the master of etiquette Ladislav Špaček will explain to us how to improve our personal packaging for greater success in business.
Although it may not seem so at first glance, packaging can also play an important role in online sales. We can assume that a customer who orders goods over the internet does not care in what packaging he or she receives the goods, but this is not quite true. Attractive packaging can increase sales and the selling price, and it can in many cases motivate the customer to make repeat purchases at the same retailer.
A unique package can even become the main motive for buying goods, when ordinary goods become an attractive product that has the hallmark of unusualness and can become, for example, a suitable gift. The presentation will also include a live demonstration of the portal for online sales of beverages with unique personalized packaging.
Around the world, Nielsen measures the impact of packaging on the brand’s entire performance and awards the Nielsen Design Impact Award to products whose new packaging has a significant impact on sales. During the presentation, we will show on specific examples of brands from the FMCG market from other countries and what effect the redesign of the packaging had on the total sales. At the same time, we will summarize the “golden rules” of great packaging, which we must not forget.
Thanks to GS1 Digital Link, manufacturers and retailers can elegantly connect consumers with all relevant product information. This standard does not imply any change in the currently used product identification. There is no need to change the packaging. Only the use of a data carrier is new! Its scanning will allow not only the sale of the product, but also links to digital content stored on the web. Don’t miss this practical demonstration!
Drawing attention to the relaunch of a mineral water, the production of which resumed after 4 years and which older generations remembered as Kláštorná – The Queen of Mineral Water, was a tough nut to crack. It required a complete brand reset, a wealth of inspiration and the perfect combination of not only marketing and PR communication but also product design. How did Kofola ČeskoSlovensko manage to revive this Slovak brand of mineral water and launch it on the market in its new form as Kláštorná Kalcia? This will be revealed by senior brand manager, Ivana Králiková, and Kofola’s court designer, Martin Turzík, in an exclusive case study.
Digital printing and laser cutting are state-of-the-art technologies that change the procedures used in the preparation and production of packaging. Today, all creative directors, marketers and graphic artists should know what digital printing and laser cutting offer. If you do not know the possibilities of digital technologies during the initial thinking about packaging, you will not take advantage of their full potential. Speed, flexibility, time and cost savings – representatives of THIMM pack‘n‘display and the graphic agency Fiala & Šebek will show you how digital technologies have changed the process of packaging preparation and implementation.
Together with the customers DZ Dražice and Franke, we managed to develop two packaging concepts that completely eliminate polystyrene fillings and increase the protection of packaged products with a monomaterial solution made of corrugated cardboard. These are examples of packaging where sustainability and protection of nature are combined with functionality and practicality. This harmonious unit benefits not only our customers in the logistics chain but also end consumers.
Synergies with clients to implement and expand autonomous/automatic and fully robotic production platforms in logistics to process all sizes and designs of packaging materials. Possible? Are there any fast enough, cheap and flexible logistics solutions ready for what is to come? Michal Vosyka answer these questions and explain the development of technological innovations in logistics centers, focusing on the needs of logistics center clients in a broader perspective of a successful marketing and packaging strategy.
The demands of e-shops for packaging are very diverse, and in many ways they are mutually exclusive. Packaging must be compact (there is never enough space in the warehouse and this is double the case for packaging), practical (folded and usable in a few seconds), flexible (so that as many types of goods as possible can be packed into as few packaging sizes as possible), sustainable (consumers less and less tolerate the waste of packaging and the use of packaging that cannot be sorted and recycled), very well protective (couriers are careful people, but sometimes there are exceptions), “technologically proficient” (packaging must increasingly manage the path of conveyors or corners of automatic stackers ), attractive (the package sells and strengthens customer loyalty) and is ideally reusable (flap box with a cut-out for children or relaxation coloring pages for adults…). However, the number one requirement remains that the packaging must be as cheap as possible. The ideal packaging for e-shops will be discussed by the participants of this panel discussion.
When dealing with plastic waste, landfilling needs to be reduced and recycling strengthened. Mechanical recycling is a priority, but it has its limits. The ideal solution in the fight against waste plastics is incineration for energy, either. And what about chemical recycling? Which chemical recycling technologies are most promising? Is chemical recycling economically viable? What are the main obstacles that stand in the way of chemical recycling? Listen to the presentation by Robert Suchopa, PYREKOL project leader, UniCRE research center, where they are testing a way to use chemical recycling (pyrolysis) to turn waste plastics into raw materials for the production of new plastics.
Why does Rohlík believe in this idea, how does it move them forward and how does the topic of sustainability fit into it? You will find out this and more at the OBALKO congress, where Olin Novák will present, among other things, why Rohlik.cz launched its own brand “Bez kompromisu“ and the project “Otoč obal“ and how passionate he is about sustainability. He will communicate all of this in a style that will motivate all customers to join the cause.
What really happens to your packaging after the consumer throws it in a colored container? Ask representatives of recycling companies and sorting lines in an interactive panel discussion under the auspices of AOS Eko-kom, exclusively at the OBALKO congress.
Moderator: Petr Šikýř, AOS Eko-kom
Packaging in action offers a unique opportunity to visit the manufacturing plants of selected congress partners with expert commentary. Not only do you get a chance to see the entire production process and better understand the benefits of these products, but also get a second chance to discuss packaging-related issues with industry professionals and colleagues.