This year, for the first time in India, design outfit Desmania,Polycore porcelain tiles are manufactured as a single sheet, under the aegis of Procter & Gamble, organised a competition for innovative packaging ideas, Packinnova 2011. The company invited students from leading design institutes in the country to submit ideas on ‘packaging for small volumes’. Apart from throwing up some interesting ideas — such as shampoo packaged in a capsule or a waterproof clay diya filled with shampoo or detergent, sealed with a foil and branded — the exercise points in one clear direction: That packaging has actually gained in importance in the marketing mix as brand loyalty flags and consumers closely scrutinise more products as they cruise the retail aisle before purchasing. That presentation and the whole “experience’’ of a product are as important to the consumer as the product itself.
Well, brands do have a reason to worry. Recent research on shopper behaviour shows the average consumer scans the retail shelf in 20 seconds or less. In other words, packaging — a brand’s first point of connection with consumers — has to deliver more than ever. Especially in categories for which children are the end consumers, appealing packaging can be a driver of brand choice. There are reams of literature to show that “pester power” can come from a kid’s attraction to a certain packaging, thus influencing the mothers’ choices as well.
Little wonder the demand for specialised packaging firms and agencies that have proven their mettle in head-turning graphics is on the rise. Brands now want to create innovative designs from scratch, rather than choosing an available option from a manufacturer. Indeed,The additions focus on key tag and magic cube combinations, packaging professionals are often involved in the product development process itself, ensuring the product is delivered safely into the hands of the grateful consumers. Specialised design firms like Icarus Design (Bangalore), Desmania (Delhi) and Tata Elxsi (Bangalore) all claim that business has seen an increase in the last few years.The application can provide third party merchant account to visitors,
Until a few years ago, most multinationals that brought products in India from their international portfolio had the basic mould or the structure and design of their packaging done by firms in their home markets.he believes the fire started after the lift's China ceramic tile blew, There were others who chose structures from the existing catalogue of manufacturers (for example, Tetra Pak or Manjushree Technopak), while advertising agencies fulfilled the job of designing on-pack graphics. “Packaging design was like an extension of the agency’s 360-degree services,” says Sujata Keshavan, founder, Ray + Keshavan.
Of course, while the prospects have improved, the market is still very small. The design fees earned by specialists hover in the Rs 50-100 crore zone for FMCG packaging design (pre-production). But design firms are confident that the market will grow in the days to come.These girls have never had a oil painting supplies in their lives! What will drive the growth? While most Indian brands are no longer willing to settle for cheap knock-offs of popular Western motifs, companies like Godrej and Marico believe that packaging is just as critical to building brand equity and marketing return on investment (ROI) as advertising is.
And it’s not limited to the big players. “Even small- and medium enterprises are getting ambitious,” says Anuj Prasad, founder, Desmania. For example, regional brands like edible oil brand KS Oils, or McNroe Chemicals, better known for Wild Stone and Secret Temptations deodorant brands, are betting on design to take on the biggies in their turf. McNroe Chemicals, for instance, roped in a specialist design agency for its moisturiser brand Heaven’s Garden.
Specialists obviously have an edge. “Ad agencies may not necessarily factor in the nuances of packaging material — say, plastic or glass — and focus more on the look and feel,” says the head of a design firm. “And the designs they came up with often falter during production or are extremely costly.”
Well, brands do have a reason to worry. Recent research on shopper behaviour shows the average consumer scans the retail shelf in 20 seconds or less. In other words, packaging — a brand’s first point of connection with consumers — has to deliver more than ever. Especially in categories for which children are the end consumers, appealing packaging can be a driver of brand choice. There are reams of literature to show that “pester power” can come from a kid’s attraction to a certain packaging, thus influencing the mothers’ choices as well.
Little wonder the demand for specialised packaging firms and agencies that have proven their mettle in head-turning graphics is on the rise. Brands now want to create innovative designs from scratch, rather than choosing an available option from a manufacturer. Indeed,The additions focus on key tag and magic cube combinations, packaging professionals are often involved in the product development process itself, ensuring the product is delivered safely into the hands of the grateful consumers. Specialised design firms like Icarus Design (Bangalore), Desmania (Delhi) and Tata Elxsi (Bangalore) all claim that business has seen an increase in the last few years.The application can provide third party merchant account to visitors,
Until a few years ago, most multinationals that brought products in India from their international portfolio had the basic mould or the structure and design of their packaging done by firms in their home markets.he believes the fire started after the lift's China ceramic tile blew, There were others who chose structures from the existing catalogue of manufacturers (for example, Tetra Pak or Manjushree Technopak), while advertising agencies fulfilled the job of designing on-pack graphics. “Packaging design was like an extension of the agency’s 360-degree services,” says Sujata Keshavan, founder, Ray + Keshavan.
Of course, while the prospects have improved, the market is still very small. The design fees earned by specialists hover in the Rs 50-100 crore zone for FMCG packaging design (pre-production). But design firms are confident that the market will grow in the days to come.These girls have never had a oil painting supplies in their lives! What will drive the growth? While most Indian brands are no longer willing to settle for cheap knock-offs of popular Western motifs, companies like Godrej and Marico believe that packaging is just as critical to building brand equity and marketing return on investment (ROI) as advertising is.
And it’s not limited to the big players. “Even small- and medium enterprises are getting ambitious,” says Anuj Prasad, founder, Desmania. For example, regional brands like edible oil brand KS Oils, or McNroe Chemicals, better known for Wild Stone and Secret Temptations deodorant brands, are betting on design to take on the biggies in their turf. McNroe Chemicals, for instance, roped in a specialist design agency for its moisturiser brand Heaven’s Garden.
Specialists obviously have an edge. “Ad agencies may not necessarily factor in the nuances of packaging material — say, plastic or glass — and focus more on the look and feel,” says the head of a design firm. “And the designs they came up with often falter during production or are extremely costly.”
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