2009: Bottle Family, Shape and Sizing
BOTTLE FAMILY, SHAPE and SIZING
Executive on Demand Position:
Vice President Sales & Marketing, Product Manager, Marketing Manager, Sales Manager
Project Outline:
The ability to develop and create a family image through packaging is a major benefit when establishing a brand. Private branding is widely accepted and used in North America however when packaging the products in containers (bottles and cans) they tend to accept a common generic package family. The problem with this approach is that other than the label looking different, the products all look the same and any quality difference in product is largely ignored by the user as they cannot visualize the difference. The user perspective is that if the packaging all look the same then it must mean that the products within the container are all the same. To a purchaser, this most likely means that they will migrate to the best looking and lowest cost option for the product.
Most small and medium bottle and aerosol filling companies do not have the expertise or knowledge required to work with designers and mould manufacturers for packaging. Whenever they have had to be involved with a locally managed packaging design project with a customer, this activity generally was seen as very expensive and time consuming. This is a valid situation however, with a little bit of knowledge and willingness to explore the global market for packaging design options, a company can have a product packaging family done and available in three to four months instead of the twelve or more months it requires locally. In addition, the individual package costs (i.e. bottles) can be purchased at a significant lower cost than locally and with minimum order quantities (MOQ’s) as low as 5,000 per unit (North America MOQ’s are for 50,000 to 100,000 units to get the best price).
Locate blow mould designers and manufacturers that can provide affordable low cost customized customer packaging.
Project Outcome:
Several manufacturers were located, approved and awarded contract for developing family sets of bottles offering several sizes within the design as well as colours and brand embossing on the bottle.