9 strategies to assure successful package development: a panel of pros shares ideas that make this critical function work better

Food & Drug Packaging, Jan, 2002 by James W. Peters

Package development is one of the most critical activities a packaging professional can tackle. In today's competitive environment the package often becomes the key to product differentiation. It can easily make or break a product launch.

Here are strategies from six seasoned packagers--professionals who have participated in hundreds of projects. Their experience with successes and with failures shapes these observations on ways to make package development process successful.

Interestingly, even though they cross several industry segments--food, beverage, drug and personal care products--our panel members reached a consensus on several critical points. In particular, they stressed the need to get agreement up front. And, they saw the need to have a team in place.

Here are their nine strategies:

1 Get everyone to agree on objectives--up front

Without agreement on objectives up front, a packaging development project can become a popularity contest.

Teams can ignore objectives and make decisions on personal preferences within a group that may not even represent the target market. Decisions on package features, performance and design can degenerate a "raise-your-hand-if-you-like-this-one" method of assessment.

And get objectives in writing.

* "Before getting too involved in a packaging development project, get a Basis for Interest document from your Marketing Group. Get explicit directions of what marketing's objective is and how they think packaging will accomplish that. It needs to be signed off from the top down."--Stan Kopecky

* "The amount of time and money wasted by not doing this is incredible. These are not just marketing requirements, but everything from shipping to manufacturing. If R&D insists that the product has to be hot filled at 130[degrees]F, early-on is the time to find out."--Andrea Mandel

* "In reality, the best way to ensure shorter cycle time with a minimum of late project surprises is to plan effectively early in the product development cycle."--Paul Pezzoli

Having a common set of objectives up front is important to foster package design and creative directions, too. Good creativity stems from good direction.

* "Art is subjective. What one person `sees' is different from another. Compose objectives that can be interpreted visually. Don't say, `We want something cool.' Use examples to define what you want. Successful design results from successful direction."--Mary Ellen Reis

* "By thinking about packaging early in the product development cycle, you can develop a more ownable idea that adds value and creates product equity." --Mike Richmond

2 Use a team and respect the members

The best packaging projects are conceived and implemented by teams.

Everyone plays a crucial role in developing a successful package--the brand manager, packaging manager, designer, operations manager, manufacturing managers and merchandising managers within your own company.

The team extends beyond your company to include packaging supplier and converters. Include your customers on the team--distributors, retailers and consumers.

* "Be respectful to other department's expertise and the value they bring to the new package development process. Listen to suggestions and don't assume. Capitalize on the insight of others and let them do their job. Communication is crucial. E-mail and the Internet can allow teams to remain connected. Use these tools."--Mary Ellen Reis

* "Right from the start, form a Project Team. Include members from Marketing, Finance, Engineering, Packaging Development, Sales, Graphic Arts, R&D and Purchasing to cover all aspects of a project.

"The team should meet biweekly to start and weekly as you get closer to product launch. The team should be led by an Operations Business Manager who acts as the Project Team Coordinator."--Stan Kopecky

3 Develop performance criteria and a testing program

Packages fail because they do not deliver on a promise. That's true for protective specifications such as barrier and strength.

But today, it is also true for consumer packaging features which increasingly contribute to product differentiation. If you promise easy opening, then it better open easily.

If you promise reclosure, the package should reclose easily. That even applies for implied reclosure. Consider consumer frustration with the inability to reseal fresh salad bags. It is a real negative with this product.

When you get your objectives right, then develop a testing program to validate performance. That includes not only the traditional shelf-life, it also needs to include testing package performance in the consumer's hands.

* "If you are promising pourability, then develop tests to assure that the package pours easily and accurately with little or no mess and it is easy to store.

"In some cases, you will need to develop your own simple and repeatable tests to insure that the package functions as it should. You may have to create your own tests but that's OK."--Mike Richmond

4 Recognize that specs will change

If the team agrees early and you develop specifications, recognize that they will change. That is more likely with projects that go beyond the usual and involve more creativity. With those projects, it is less likely that you can "nail" the specification when you start.