Ahead of the marcus evans EuroPack Summit 2016, read here an interview with Stuart Ball on packaging success today

1. Interview with: Stuart Ball,
Director, Marketing, Packaging and
Specialities EMEA and Asia,
Klöckner Pentaplast
“How people consume products today is
changing. They are consuming
differently at home, consuming in their
car or when walking, directly from the
packet. Changes in demographics is also
leading to different needs, such as
resealable products and multiple
packaging formats. Products now have
to travel longer distances, sometimes to
rural areas on a bicycle. Packaging must
be convenient, portable, flexible and
robust in order to be a success,” says
Stuart Ball, Director, Marketing,
Packaging and Specialities EMEA and
Asia, Klöckner Pentaplast.
Klöckner Pentaplast is a sponsor
company at the marcus evans
EuroPack Summit 2016.
How can brand owners transform
their business?
Companies need to focus on how
consumers are changing, whether it is
their values, needs or the age of the
population. Then it is about local and
global. Twenty years ago nobody
shipped products from Asia to Europe
but that is not the case today. Next, it is
about changing markets and how
modern retail is different. How does e-
commerce fit in? What about infrastruc-
ture? For a brand to be successful, all of
these need to be connected, and
delivered with differentiation and
innovation. They must focus on
sustainability and make sure they are
cost leaders.
From a supply chain standpoint,
geographic expansion and local
distribution brings considerable risk to
the product. In some parts of the world,
there is still a very significant amount of
manual and rough handling, which
requires a more robust package with a
longer shelf life. For example, in a pallet
of 4,000 yoghurt pots, if one pot gets
damaged in shipment the whole pallet
will get rejected. An unsuitable package
will have very costly consequences.
Some brands are trying to drive these
changes and get closer to consumers.
Ten years ago, Starbucks had just
coffee shops but today the brand is
getting into the home with instant
coffee and pods for coffee machines.
That is driving very quick and profitable
growth for the brand.
From a packaging perspective, what
is missing in Asia?
Many European and US companies
trying to get into Asia think they can do
it from home, but Asian brands are
looking for local people who understand
local consumer requirements. They do
not want a partner who is an eight hour
flight away. Transportation and logistics
are changing, there must be a local
team supporting the brand.
How can they deliver differentia-
tion? What makes a product
appealing?
To drive market share, differentiation is
critical for a retailer or brand. This can
mean a unique package shape, format
or a focus on a sense other than sight or
touch. Could we create a package with a
specific taste or smell for example? That
is the type of innovation we are thinking
about.
Innovative packaging is about taking
the brand philosophy and getting it to
the consumer. People make quick
decisions based on a few things, so it is
about appeal, how the package sits on
the shelf, what shape it is and how the
product looks inside. In Europe, more
suppliers are giving consumers the
chance to see the product through clear
packaging. The attraction and satisfac-
tion a consumer has with a brand is
essential for a brand to win.
Differentiation
is critical for
a retailer
or brand
How Changing Consumer Needs
are Impacting Product Packaging

2. The marcus evans Summits
group delivers peer-to-peer
information on strategic matters,
p r o f e s s i o n a l t r e n d s a n d
breakthrough innovations.
Please note that the Summit is a
closed business event and the
number of participants strictly
limited.
About the EuroPack Summit 2016
The EuroPack Summit is a premium forum bringing together the leading packaging
professionals with the most renowned leaders in the provision of services,
technology and information to executives. Taking place at Fairmont Le Montreux
Palace, Montreux, Switzerland, 19 - 20 September 2016, the Summit includes
presentations on grasping the opportunities within the IoT, investing in intelligent
technology enhanced packaging to trigger brand messaging, human-centred
packaging and creating an engaging story to actively enchant your customer and
increase the added value of packaging.
www.europacksummit.com
About Klöckner Pentaplast
The Klöckner Pentaplast Group is a global leader in providing packaging, printing and specialty solutions serving the
pharmaceutical, medical device, food, beverage and card markets among others. With a broad portfolio of rigid plastic films and
services powered by innovation, Klöckner Pentaplast plays an integral role in the customer value chain by marketing and protecting
product integrity, safety, consumer health and, ultimately, brand reputation.
www.kpfilms.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings.
For more information, please visit: www.marcusevans.com
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To view the web version of this interview, please click here:
http://events.marcusevans-events.com/europack2016-stuart-ball
Contact
Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
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