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The need for speed

Packages that answer today's speed-to-market demands are possible when marketing and operations work together. A new study offers advice on building a successful team. How to order“Quick-Changeover Packaging: Dynamics and Surging Growth Opportunities” can be ordered at www.packworld.com/qc. The report is available as a printed document.

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Packaging is changing in size and appearance more often than ever, because its appeal is broadening as a powerful point-of-sale tactic. Bacardi is one product manufacturer that typifies this trend. “We look to change our packaging every two years. A few years ago, we changed it every seven years,” says Roger Van Dusen, Bacardi senior packaging engineer.

To produce a package that works for the brand manager, operations, warehousing, retailers, and consumers, the marketing and operations departments must work together. But integrating these two departments, which are populated by people with vastly different educational backgrounds and an “at odds” perception of their goals, is difficult and often fails.

The solution, according to the authors of a new study, is a holistic package development strategy in which all members understand both the external drivers of speed-to-market packaging formats and the internal “back-end” production considerations.

The study is called “Quick-Changeover Packaging: Dynamics and Surging Growth Opportunities.” The authors, Brian Wagner and John Henry, introduce the term “quick-changeover packaging” to identify this holistic package development strategy. They explain how product manufacturers, suppliers, and contract packagers can create, integrate, and manage such a strategy in their packaging efforts.

A strategic imperative

The 135-page report, from the publishers of Packaging World, emphasizes that the ability to get packaged products on store shelves quickly is both a driver of marketing strategies for consumer products and a cornerstone of value-added production services at packaging plants. The ability to change packaging formats quickly and efficiently is becoming essential for packagers in meeting the fast-paced demands of today's consumers and retailers.

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