Visy has developed a proprietary tool called the Visy Packaging Model (VPM), which the company says reviews primary and secondary packaging’s total life cycle, considering at each step how the packaging fulfils a value-adding role.
The life cycle process includes manufacture, Logistics, quality, purchase, consumption or usage and disposal and recycling. The Role of packaging is summarised by supply chain and distribution, point of sale and promotion, consumer usage experience and environmental footprint.
Visy has identified the key variables for each of these roles of packaging, allowing objective measurement of their relative importance using the VPM Calculator. The company says the VPM can be used to:
- Review existing packaging to assess its continued category relevance;
- Develop an optimum packaging solution for a new product;
- Explore and identify improvements required in packaging for a category, and
- Identify significant packaging-led category development opportunities which will deliver genuinely innovative market changes.
Visy claims a recent VPM pilot project with an unnamed consumer goods company resulted in several new packaging opportunities being identified in the space of a 90-minute meeting, which are now being developed further by the business.
The company says it will develop a category overview of key development drivers, consumer understanding, channel opportunities and financials from an initial customer briefing. The VPM will then be applied with a view to identifying better packaging solutions.
Visy concludes the VPM, which is in the process of roll-out will also be used internally to evaluate the company’s pack range.
