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Personalized Packaging

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Personalized Packaging with Alex Zelikovsky & Bob Scherer Personalize Packaging Marketing to a quantity of one Every package is unique, printed in days Marketing to a ... – PowerPoint PPT presentation

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Title: Personalized Packaging


1
Personalized Packaging
  • with
  • Alex Zelikovsky Bob Scherer

2
Personalize Packaging
  • Marketing to a quantity of one
  • Every package is unique, printed in days
  • Marketing to a quantity of a thousand
  • Same technology used to target one is used to
    do 100s to 1000s of sales samples or
  • niche market packages.

3
(No Transcript)
4
Indigo Omnius - WebStream
5
Custom Packaging for the
Custom World By Alex Zelikovsky azelikov_at_gsb.
uchicago.edu 415-302 1844
6
the only products we are NOT likely to sell
are cement and gasoline - Jeff Bezos 1998
7
Next Step Customization
  • The products do not exist
  • until the Consumer creates them
  •  
  • In Amazon terms, they would have to write the
  • book for you right when you place your order!
  • Imagine you are entrusted to develop a supply
  • chain that can support such a business model
  • Imagine the role of packaging in such world
  •  

8
(No Transcript)
9
The Brand
  • Personal
  • Knowledgeable
  • Pampering
  • Sophisticated
  • Innovative

10
Product Offering
  • Custom
  • skincare,
  • cosmetics,
  • haircare fine fragrances
  • that dont exist
  • until the customer helps create them.

11
Custom Fragrance
You name it The Brand is You
12
One Customization
meet Lisa unique customization 1,536,432 .
has dry skin in winter months . wants a light
lotion . has very sensitive skin . drinks 2
glasses of water a day . has a few laugh lines
Lisas divine moisturizer
Ive tried everything and nothing has worked
better than my customized moisturizer. Even my
husband noticed the difference. Im hooked on
Lisas divine moisturizer. - Lisa California
LISA
HYDRATE moisturizes with naturally derived
humectants from sunflowers
CALM soothes sensitive skin with aloe
SMOOTH infused with papaya enzymes to reduce
fine lines
13
Operations Business Need
  • Bring customization and the power of 11
    relationship to the consumer in every way across
    package, product, fulfillment and customer
    contact
  • Greater personalization in packages and product
    information (ex Digital Labels, Name/Logo
    Jewels)
  • Higher level of package quality and look
  • Higher degree of package personalization (ex
    co-packed pump, different form - tube vs. bottle)
  • More information with the order and a better
    branded experience when product arrives (ex
    claim sheets, shipping tubes, invoicing)

14
Packaging Choices and Accents
15
Custom Packaging Supply Chain
  • Trade Margin for Risk
  • - Focus package supply to firms with small lot
    production prestige capability
  • Add Complexity at Latest Possible Point of
    Differentiation
  • Package accents customization at D.C.
  • Digital Label (with her name on it, created by
    her on a specific date)
  • - Allow consumers different package choice
  • Leverage capabilities (RD, Eng., QA) of
    suppliers

16
Whats Next
  • More Package Personalization Demanded by
    Consumers
  • More Innovative Supply Chain Approach
  • Reduction in Lead Time and Supplier Minimums
  • Digital Printing Technology On Demand
  • Brand Managers Thinking of Packaging as a
    Strategic Enabler in the Broader Brand Positioning

17
Questions
  • Alex Zelikovsky
  • azelikov_at_gsb.uchicago.edu
  • 415-302-1844
  • Bob Scherer
  • Bscherer_at_clddigital.com
  • 262-569-6732
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