PACKAGING AND MARKETING

Packaging and advertising go hand in hand. In fact, as already described in several articles, the communicative function of packaging has now assumed a strategic role both for the sale of the product and for the advertising of the brand.

For this reason packaging is commonly called silent salesman (silent seller) because, if properly designed, it represents the first factor of choice, often decisive, for buyers as well as the iconic symbol of the company, like for example the bottle of Coca-Cola and that of Campari Soda. The box has therefore become a real communicating form that does not just contain and protect the product but tells it by advertising, at the same time, the brand. This communicative function has made the link between packaging and advertising indissoluble, so much so that the boxes themselves have often been the protagonists of numerous advertising campaigns.

Source: Botta Packaging

Over time, the promotional function of the packaging has extended well beyond the corporate advertising strategies to become one of the most used tools in personal branding programs of freelancers. Marketing strategies used to advertise their work and skills in an original and impact way, while maintaining customer loyalty.

However, personal branding is not the only form of professional promotion that favours the combined use of packaging and advertising. Very often, in fact, creative and professionals rely on packaging design even for private self-promotion actions that do not aim at branding. A creative solution, far from the classic business cards, that can make the difference within a highly competitive job market.

Reference

https://blog.pack.ly/it/packaging-e-pubblicita-scatola-promozionale/  

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 INNOVATIVE PACKAGING AS A MARKETING TOOL

Innovation in packaging plays a key role in the success of consumer products. The main explanation for this phenomenon is that packaging plays a fundamental role in buying choices. It is a main vehicle of choice in terms of both innovation and product differentiation. 

For the consumer, it is difficult to evaluate the innovation achieved at the level of the intrinsic dimensions of the product. Therefore, purchase choices are, to a greater extent, driven by packaging.

Product differentiation strategies in mature markets are supported by packaging. An original and innovative packaging is able to constitute a competitive advantage for the company and to give more value to the brand. Many products, of widely established brands, have achieved success in terms of quality and uniqueness of the product, also thanks to innovative packaging.

First of all, packaging has the task of protecting and preserving products for longer. The importance of this factor is fundamental, especially in the field of fresh products. It is well known by now, the growing attention of consumers to issues such as quality, sustainability, and traceability within the supply chain process.

Source: Innovative packaging

Secondly, the packaging is a strategic player in terms of marketing. Innovative and attractive packaging is fundamental to guide consumers in their purchasing choices.

In fact, the packaging is the first point of contact between product and consumer. The company through a packaging created ad hoc for its products can 'convince' customers to buy the good offered. 

The packaging is able to communicate the company's values and to give identity and uniqueness to the product offered.

The factors that must be leveraged to make an innovative packaging are related first of all to the graphics, i.e. size, colors, and type of graphics. Secondly, it is necessary to leverage on the textual part, that is the components that concern the information about the product.

Reference

http://archives.marketing-trends-congress.com/2007/Materiali/Paper/It/Cristini_Sabbadin.pdf

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MOBILITY SUSTAINABILITY

The concept of sustainability is also connected to urban mobility.

Nowadays, awareness of thinking about a new transport organization, as well as the relation between human and transport connection has increased. 

The problems that are arising are:

• the increase in goods to be transported, due to the current and future growth of population;

• the world pandemic, which is hampering the reaching of sustainable aims;

• the insistence on reaching decarbonisation aim by concrete actions;

• circularity and supply of resources. 

Therefore, mobility has suggested and is implementing such ideas in order to solve the problem. 

According to the study of Mobility Future, 49% of transfers will be green by 2030 thanks to sharing mobility. Indeed, 40% of people are inclined to use more innovative transport solutions.

Europan Community has proposed electric car in order to reduce polluting emissions by 40% by 2030. Indeed, a calculating tool of Transport&Environment has shown that the CO2 emissions of the electric car in Europe are three times less than petrol or diesel-powered car. 

In the meanwhile, Mercedes and BMW are proposing alternative forms of propulsion based on hydrogen and cobalt. Such materials can be recycled once they have become unserviceable.

Besides, less polluting and recycled materials are favoured for vehicle interiors or components. For example, the car manufacturer BMW offers seat covers made from chrome-free olive leaves, while Mercedes uses fabric made from recycled PET bottles. Also, tyres are made from sustainable natural rubber and car mats from econyl or recycled plastic. 

Source:  Life cycle assessment from Botta Packaging

Thanks to technological advances, projects for autonomous driving, connectivity and smart cities are gaining ground. 5G connectivity will enable cars to 'talk' to each other and urban infrastructures (street lighting, vertical signs, asphalt with chips), thanks to sensors capable of sending data, which will be useful for their coordination. 

Health & safety areas will also be enhanced and play an increasingly important role in ensuring the safety of passengers in vehicles. 

In conclusion, the importance of mobility sustainability is fundamental in order to protect humans. 

Reference

https://summit.movinonconnect.com/combats/transport-efficiency/

https://specialistudio.corriere.it/vodafone-business-lab/trend-mobilita/

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Packaging for flowers and plants

In the spring of 2021, characterized by new restrictions, unlike last spring, it is allowed retail sale of flowers and plants so you can shop directly at shops and nurseries. This allows you to personally choose the floral gift to give or give yourself, and once at home we can independently organize the shipment.

Many companies have developed and implemented, during the lockdown months, the online sale of flowers and plants and have chosen paper and cardboard packages for deliveries throughout Italy and Europe, to guarantee the protection of cut flowers and potted plants.

To ensure that the fresh flowers and plants arrive at their destination in perfect condition, whether it is a shipment, but also in case of transport for a trip or move, you should know that the cardboard can be of great help.

Practical advice:

• Come with cardboard box, you can also use your own packaging if these are solid with intact edges;

• lock the flowers inside the box: use corrugated cardboard clamps and dividers to lock the product;

• better to add directional arrows externally on the packaging indicating the direction to be respected;

• to prevent ground loss from the pot, cover it with cardboard discs;

• do not water the soil, the water may leak and cause damage to the product and packaging;

• verify that the weight and size of the package meet the size limits of the shipping service used;

• always carry the label on the package.

Although the horticulture industry has lived and is experiencing very difficult months, the market has not stopped and has found new channels compared to traditional sales in shops and nurseries, innovative method so much appreciated by the consumer who recorded a surge in online sales started during the quarantine and continued in the following months.

Source: Botta Packaging

Reference

https://www.comieco.org/fiori-e-piante-boom-degli-acquisti-online/

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PACKAGING FOR STARTUP

Packaging is one of the most important communication tools to reach the target audience effectively, increase sales and present themselves to the best of customers, distributors or potential investors.

It is important to design the packaging from the early stages of a project because it is an integral part of the product. It represents an investment within the reach of small and large companies and is not an additional cost.

However, it is not always easy and it is not always cheap to order small quantities or a realistic and high quality prototype of paper packaging. Relying on Botta means having the possibility to customize your packaging, according to your requests.

A printing service without minimum order offers several advantages:

- Validating the product. Launching a new product is a bet for any company, big or small. Before investing time and resources in a project it is good to validate the idea by collecting the first impressions of potential customers

- Testing different designs or shapes.

- Presenting yourself in a professional manner. The first impression is the one that counts: presented with a box of professional quality, because your customer will evaluate the product starting from the package in which he receives it.

- Adapt to communication needs. Good packaging must be able to adapt to market developments and marketing and communication needs, which sometimes necessitate a temporary change in the characteristics of the text and the graphics of the box.

Source: Botta Packaging

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SUSTAINABLE FOOD DELIVERY

Food delivery in Italy is constantly increasing: thanks to the pandemic, more and more citizens have resorted to take-away food. This makes the need to use packaging that is easy to recycle more pressing. A need that involves the entire chain: merchants that through the adoption of recyclable packs can be carriers of values such as sustainability and recyclability.

On the occasion of World Environment Day, Glovo, multi-category home delivery platform, in partnership with Corepla (National Consortium for the Collection, Recycling and Recovery of Plastic Packaging), Comieco (National Consortium for the Recovery and Recycling of Cellulosic Packaging), Coreve (National Consortium for the collection, recycling and recovery of glass packaging waste) and CIAL (National Consortium for Aluminium Packaging) announces the launch of the Environmental Protocol for Recycling, with the aim of raising awareness of all the actors involved in the supply chain of delivery - from commercial operators to the final customer - on the proper disposal of the materials that make up an order.

Source: Botta Packaging

With the separate collection made by millions of Italian citizens and the daily work that the National Consortia carry out with the municipalities and companies delegated to the management of urban waste, in the last year in Italy was started to recycle 71% of the packaging used. A result that places our country among the best in Europe.

The Protocol provides for the creation of a dedicated web page within the Glovo Store, a virtual store made available to the commercial partners of the platform, where it can be purchased the packaging necessary for delivery and take-away services. Within the web page, will be provided useful advice and good practices for the proper disposal of packaging processed by the Consortia in reference to the different materials.At a later stage will apply a QR code on the bags Glovo, that will allow customers to easily and quickly access the web page and related information.

Reference

https://www.comieco.org/food-delivery-sostenibile-i-consorzi-di-filiera-e-glovo-danno-vita-ad-un-protocollo-ambientale-per-il-riciclo-degli-imballaggi/

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