As packaging professionals, we constantly strive to develop the perfect packaging for our products, trying to make sure that our packaging covers all of the different dimensions. But how often do we think about the secret dimension of packaging: our own personal packaging. What is the key to getting and maintaining clients? What are the basic principles of etiquette that help us in business negotiations? How can we build win-win relationships with our clients that lead to long-term cooperation? Why do we lose clients that we have worked so hard to acquire? More than we think, our own personal packaging – how we present ourselves to others – has a major impact on our success in business. And who better to advise us on how to improve our personal packaging – our business etiquette – than the master of etiquette himself, Ladislav Špaček?
A sustainability wave is rolling through the packaging industry. Consumers, retailers and branded companies, not to mention legislators and investors, are driving the topic at breathtaking speed. While we certainly have to close loops and reduce the CO2 footprint, it is necessary to not lose sight of basic packaging tasks. Regardless of sustainability activities, product protection and supporting the consumer in his or her purchasing decisions remain non-negotiable. The one who only follows market dynamics will fail. We need independent strategies, and we must work to recreate structures, processes and products. Tips on how to find the right packaging balance in these turbulent times will be offered by the former chairman of the board of the German Packaging Institute, a leading packaging consultant and one of the world’s biggest packaging experts, Thomas Reiner.
What is the right packaging? Simply 3D. Yes, it has width, depth and height. But the three basic dimensions of packaging are also protection, marketing and circularity. Thus, consumer packaging must protect the product, sell it well and at the same time be perfectly recyclable. The three dimensions of packaging are the main topic not only of the 9th edition of the packaging congress OBALKO as a whole, but also of the traditional panel discussion, the highlight of the morning conference block.
Hear the views of market leaders on how their companies internally balance the various demands on packaging. Learn how the different departments of production companies work together to find the right balance among sustainability, marketing and construction. And let’s look more closely at the relationships between the different players on the market – packaging suppliers, producers and distributors of packaged goods and retailers – and how common approaches are found to developing and implementing the ideal 3D package.
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.
Packaging aids in food protection, it plays its important commercial-marketing role as a “signboard” information shield, and at the same time it serves as an attraction of its content. However, an increasingly important aspect is the effort to maximize the sustainability of food packaging so that it has the least possible negative impact on the environment. The complete transformation of its packaging range is currently a major challenge for Danone, which is working hard to achieve 100% recyclability and reusability of its packaging by 2025. How is this global food company tackling the packaging revolution in its plants and how does it approach communication with consumers in the field of circular packaging? And will augmented reality help address the information needs of packaging? Don’t miss this exclusive presentation by Gabriela Kobesová, who holds the position of R&I director of CEN at Danone.
Today’s world is a world of sustainable behavior. The vast majority of companies apply this trend to their business and then inform their shareholders and the general public about it. Sometimes, however, it turns out that the chosen form and content of communication is not entirely appropriate and relevant. So let’s take a look at what greenwashing is and how companies (often unknowingly) commit it. In addition to a theoretical explanation of the term and its origin, we will look at its application in practice and recommend how to avoid it.