Revista da ESPM - MAI-JUN_2007

Orivaldo O. Gallasso M A I O / J U N H O D E 2 0 0 6 – REVISTA DA ESPM ES PM universe and enhance their experience with the brand. And to lead them to the desired hot sites, a new and effective tool is now available: packaging. NEW CHALLENGES FOR THE PACKAGING INDUSTRY LUCIANA PELLEGRINO pAgE 48 Today, the Brazilian packaging industry is structured and equipped to compete in the global market for packages and consumer goods.This is a tough market, which demands top quality and efficiency in production. And it does not end there: players must master the knowledge of consumers’ needs, retailing specifications, as well as local legislation, culture, and logistics. To help in this task, and insure that each product may successfully reach its international customers, the Brazilian Packaging Association (ABRE) has made investments in obtaining information, through research tools, internal discussions and other means to shed light on consumers’ demands, the rules of international competition and other international conditions. SMALL BUSINESS DISCOVERS THE IMPORTANCE OF GOOD PACKAGING ALAN BAUMGARTEN PAGE 54 It does not take much sophistication, nowadays, to be aware that a recipe for success is made of knowing who and where the customer is, what are his needs and what may please him and attract his attention at the point of purchase. In this battleground, however, what makes a difference is the access to weapons and ammunition, so to speak. It is a fact of life that smaller firms are less “armed” than the big ones, and that’s when packaging strategies step in. Not all first class brands and products are marketed by giant corporations. Customers do not know how big the company is when they meet their brands at the shopping area.They will base their opinion on their actual experience, and like whatever seems to fit their expectations, and make a clear proposition of it. Generally, packaging is easier to control than other product features and investments in marketing communications and logistics. It is also a quicker and easier place to convey original and innovative ideas INDUSTRIAL SOCIETY’S SCAPEGOAT? MARCOS PALHARES pAgE 80 A large segment of society readily associates packaging with environmental problems. This is not surprising, considering that a very significant amount of urban waste is composed of various types of empty packages that are discarded after consumption. If they are so perceived is because they are actually seen, by citizens, in many unwanted places. However, the scare provoked by the impact of industrial society upon the environment is very real, and any efforts directed to reverting this scenario are to be welcome. But the question stands: limiting or reducing the use of packages will be good for the environment? Not all “unneeded” or “superfluous” packages are necessarily so. On the contrary, when they are adequately planned, they tend to reduce waste not augment it. Another logical consideration is: would economy-conscious firms actually waste their money with packaging? PACKAGING: A PASSION FOR CONSUMERS, MORE PROFITS FOR COMPANIES LILIAM BENZI pAgE 86 Packages have a symbiotic relationship with their products. They capture its soul and translate it – through ever more elaborated materials, shapes and graphics – and utilize high tech resources that allow for recycling and sustainability. As a business, it has been considerably affected by globalization: it is now imperative to follow each change of habits on the part of consumers, and to cater to their slightest whims, as well as to the wishes and demands of retailers and manufacturers the world over. Although the packaging industry in Brazil is relatively well-developed, much remains to be done. Today, Brazil occupies the 11th place in the world market, with an average annual growth of 2.7%. 113 MAIO / JUNHO DE 2 07 – R V I S T A D A E S P M