University Packaging Design Brief: Juice Product Marketing Strategy

This report details a packaging design brief for a high-end, non-alcoholic juice product. It explores the objectives of primary and secondary packaging, aiming to sell the product, provide information, manage the supply chain, and withstand tampering. The primary package focuses on promoting sales, facilitating distribution, and protecting the product, with recommendations for materials like recyclable plastics and screen printing for labels. The secondary package, designed for handling and distribution, suggests a laminated cardboard box and rotogravure printing for large-scale production. The report considers environmental concerns, advocating for recyclable and eco-friendly materials, and includes assumptions about distribution and printing methods. References to academic research on consumer acceptance, packaging perception, and shelf-life are also provided, offering a comprehensive overview of packaging engineering and marketing strategies.

PACKAGING DESIGN
BRIEF
Product: Juice
Student Name:
Student ID:
Name of the University:

INTRODUCTION
Aim
 To explain the aspects of package engineering and introduce the
objectives of primary and secondary package functions and other
constraints.
Objectives
 To sell
 To provide information about the product
 To manage the supply chain
 To withstand tampering

ABOUT PRODUCT
 Product is non – alcoholic, high – end beverage juice product
 Product will be distributed among 20 different centers
 Displayed on the store shelf
 High price
 Essential information will be provided

PACKAGE INFORMATION
• Extrusion
• Thermoforming
• Molding
• Other processing technologies

PRIMARY PACKAGE
Functions
 Promoting the sales and positioning the product
 Facilitating the distributions and functions
 Protecting the Product
 Containing the Product
Recommendation for materials
 Application of heating thermoforming conversion method

PRIMARY PACKAGE (Material Selection Justification)
Advantages:
Low cost
Superior
No brakeage
Protection against weather
Easy to mold
Recyclable
Environmentally safe
Can be produce in house
Not heavy, so lower shipping cost
Disadvantages:
 Damage to the atmosphere due to plastics
 Environmental Impact
 All types of plastics are not acceptable to the
community recycling programs.

PRIMARY PACKAGE (CONT.)
Printing Method recommendation
 Screen Printing because it is
adequate to the companies
Advantages
 Brilliant solid colors
 Range of effects using opaque
colors, fluorescents shades,
metallic inks, in the package
 Inexpensive
 Excellent print quality
Disadvantages
 Very slow
 Time-consuming
 heavy ink dying took much
longer time

PRIMARY PACKAGE (CONT.)
Assumptions
 Distribution will be done by trucks
 Brakeage will not occur to the bottles
 Information will be printed
 Only label per bottle will be used
Environmental Concern
Recyclable bottles
Environment friendly products will be utilized
Use recyclable and non-harming products

SECONDARY PACKAGE
Functions
 To facilitate the product handling and distribution
Recommendation of materials
 A laminated cardboard box
Advantages
• Economically cheaper
Easier to print
Decorated in different ways
Improve their barrier and physical properties
Paper bags and cardboard can provide many values including
presentation, easy assembly, strength, closing and opening
Recyclable
Disadvantages
 Cardboard or Paper can be easily damaged
 Moisture can affect its properties
 Environmental conditions can affect
 Heat products cannot be transferred

SECONDARY PACKAGE (CONT.)
Printing Method
Recommendation: Rotogravure
Advantages
 High speed
 Halftone fine quality
 Good color consistency
 It can be engraved to different depths
 shiny bright colors can be produced
 Gravure cylinders can be reused and stored
 set is relatively quickly within low operating costs
Disadvantages
 Delivery time is much longer
 Gravure cylinders are often more expensive
 Do not prints effectively on difficult substrates
 Cannot provide a satisfactory resolution
 Substantial additional operating cost
Assumptions
 product is produced in large quantities
 method of printing short term
 high-quality print for product will be needed

REFERENCES
 Lee, P. Y., Lusk, K., Mirosa, M., & Oey, I. (2016). Effect of information on Chinese consumers’
acceptance of thermal and non-thermal treated apple juices: A study of young Chinese immigrants
in New Zealand. Food quality and preference, 48, 118-129.
 Romano, K. R., Rosenthal, A., & Deliza, R. (2015). How do Brazilian consumers perceive a non-
traditional and innovative fruit juice? An approach looking at the packaging. Food Research
International, 74, 123-130.
 Christoforou, A. (2017). The Determinants of Discretionary Front-of-Package Food
Labelling (Doctoral dissertation).
 Wibowo, S., Buvé, C., Hendrickx, M., Van Loey, A., & Grauwet, T. (2018). Integrated science-
based approach to study quality changes of shelf-stable food products during storage: A proof of
concept on orange and mango juices. Trends in Food Science & Technology.
 Corradini, M. G. (2018). Shelf Life of Food Products: From Open Labeling to Real-Time
Measurements. Annual review of food science and technology, (0).
 Scrinis, G. (2016). Reformulation, fortification and functionalization: Big Food corporations’
nutritional engineering and marketing strategies. The Journal of Peasant Studies, 43(1), 17-37.

Thank You