Packaging

The GrCI Presents Packaging Forum

Monday 26. August 2013 - The GrCI hosted an Executive Forum on July 24, 2013, entitled Innovation in Marketing through Packaging Technology. Sponsored by Exopack, a leading service provider in the flexible packaging industry, the event united some of the world's leading companies to discuss industry issues and explore innovating new ideas in competitive packaging.

The intersection between brand marketing, packaging, and emerging trends in graphic communication technology was the theme for this forum. Carl Joachim, a Cal Poly GrCI associate and digital printing expert, worked with Exopack in developing the event based on this theme. “In working with converters such as Exopack, it’s becoming increasingly clear there is a need to bring together key players in the value chain and to leverage emerging graphic communication technology in packaging’s role in the marketing mix,” Joachim said. “Our objective at Cal Poly was to bring in speakers with deep-rooted experience in packaging and academia to generate discussion and customer insights to help Exopack evolve its offerings.”
Cal Poly faculty gave presentations on the research and future of three primary areas: print processes (including flexo, digital, and 3D), electronically enabled packaging (such as augmented reality and near-field communication), and a consumer’s point of view regarding the role of packaging in marketing. They also focused on how packaging design causes marketing difficulties, materials and machinery specifications, package system evaluation, and packaging requirement preparation. Other topics of discussion included micro-market segmentation and Stock Keeping Unit proliferation, time to market, promotional packaging, brand and consumer interaction through smartphones, and marketing packaging.
The partnership between the GrCI at Cal Poly and Exopack resulted positively for both parties. Jack Knott, president and chief executive officer of Exopack, said, “Cal Poly developed the perfect approach to help us educate our customers and create a highly engaging discussion. This was truly a creative learning event for all of us, and we’ll look for ways to expand the program in the future so that all Exopack customers can become part of this educational process.”