From: Sharon Hart, Jeff Lien, Scott Santore, Logan Spittler To: Professor K.

Saha IT 330: Issues of Packaging Due: 29 May 2012 IT 330 Class Project 1. Rationale for the Packaging Concept and the Problem it Solves The fundamental reasoning behind the creation of our package was an identified need for a package that could both protect and display the product on a new level. In this way, it was an idea that originated not from the product, but from an innovative package construction idea. The specific product intended to fit this packaging concept is personal fragrance. The concept not only offers better display quality, but also greater protection during transit. Therefore, this package offers two primary benefitsa low spoilage and greater consumer attraction. Once at the point of display, the fragrance package can be easily manipulated to display the product in a convenient, efficient, and effective way for both the retailer and the consumer. Within the package, the product is suspended at a slight angle with the use of a stylized insert. The package exudes efficiency, communication, attractiveness, and novelty. The problem being solved with the use of this package is one often not of great concern to retailers. It does however manage to address an important consideration in the consumer purchasing decision as evidenced by our survey, in which 73.6% of respondents ranked visual cues as at least somewhat influential in purchasing fragrance. The lower spoilage rates mean that distributors and retailers can expect less revenue loss. More faith can be put in the security of the package itself. Whether arriving from a head distributor or the mailman, the product will arrive in saleable condition. Another problem being solved by using this packaging product is efficiency and marketability. Since the product (perfume or cologne) is displayed in an interesting manner within the package, it will be perceived as innovative, new, and fresh to marketers and consumers. The efficiency lies in the ability of the package to market itself and grab the attention of consumers. 2. Product for which the Package was Created The prototype for this package has been created visually and functionally around the cologne, Acqua di

IT 330 Class Project 2 Gi. Este Lauder perfumes and Giorgio Armani colognes are considered the primary products for which this packaging is intended. Both of these companies offer high-quality fragrance products that embody the qualities that make them a perfect fit for new, specialty packaging development. Este Lauder has a world-class reputation for creating fine fragrances. According to the article, Famous Perfume Brands in USA, womens perfumes by Este Lauder are the most sought after. The founder of the Estee Lauder brand was Josephine Esther Mentzer, who wanted her brand to be sold in high-end department stores such as Saks Fifth Avenue, Neiman-Marcus, and Bloomingdales (Building). Within ten years, Este Lauder became a highly recognized name among department store shoppers (Building). Today, the Este Lauder brand is still well recognized and prosperous, bringing in $7.8 billion dollars in 2010 (NY Times). The companys newest brandBronze Goddess Capriappeared in retail stores in February 2012. We believe our specialty packaging could provide the newest Este Lauder fragrance with a prominent, high-end image. The Giorgio Armani brand is, in many ways, similar to Este Lauder. Giorgio Armani fragrances have graced department stores worldwide. The Armani brand is known for its elegant simplicity and sophistication, an image showcased in their products. This brand identity is followed through with the company's cologne, Acqua Di Gi, which has been unmatched for many years and is considered a sales triumph (Perfume). Our unique packaging will help further give this brand an edge in the personal fragrance market. While only these two fragrance brands have been identified, in practice, this new package can be adapted to any number of brands with the use of new graphics and inserts. 3. Rationale for Selecting the Package Critically, this package meets all of the primary functions of packaging. The package will act as a secondary package to contain the product. The construction of the package is specifically designed to provide protection of the fragile contents with an insert that suspends the fragrance bottle. Because we are using white lined paperboard, the perfume or cologne product will not be exposed to the outside environment elements such as moisture, UV light, and extreme temperatures, which can cause spoilage of such a product. The top of the box folds over the sides of the bottom half to add strength and layers between the product and the outside environment. This helps to prevent the sides from being pushed in during unstable transportation. Another aspect of the package that aids in protection is the placement of two niches on the bottom and rear panel of the package that will hold the bottle in place. The packages unique design will work well with the Este Lauder and Giorgio Armani brandsin

IT 330 Class Project 3 particular with their younger, more design-oriented customers. The exclusivity of this new and unique packaging method will help to capture the curiosity of consumers. In turn, there is an increased likelihood of the consumer picking up the package. This is a significant point because consumers who pick up a product, purchase said product 80% of the time. The top of the secondary packaging can be left open while the product is on display in department stores. Each package will receive graphics that are unique to the product contained within. The packages white lined paperboard surfaces allow for easy graphical printing, customization, and branding. 4. Market Segment for which the Package is Targeted This packaging solution is aimed at consumers of high-end perfume or cologne who appreciate design details and who would therefore appreciate a unique presentation of such a product. A survey was used to collect information regarding buying habits and motivations for consumers of cologne and perfume. In a sample size of 57 responses, 84.2% (48) had purchased one of these products, but only 12.5% (6) of those respondents had purchased one of these items online. More promising was the response to the question "Would you consider purchasing online if it meant that the packaging was unique/special?," to which 35.1% (20) of respondents replied "Yes." Further, the shape of the perfume/cologne bottle is considered "somewhat influential" to the purchase decision of 63.1% (36) of respondents and "very influential" for 10.5% (6) of respondents. These two questions point to a significant number of people who consider aesthetics an important aspect of the perfume or cologne purchase decision. This is the main aim of this packaging conceptto add perceived value to the product through unique and innovative packaging. 5. Packaging Materials Used The design of this novelty cologne/perfume package uses paperboard for its construction. The use of white lined paperboard will provide a high-quality printing surface for external promotional print. This material is therefore highly practical and very much integral to the packages adaptability in other applications, even beyond personal fragrance. The package will be sufficiently strong for its intended purpose. Structural integrity is aided by the overlapping top and manufacturer's tab, the side flaps and their fitting slots, and the interior insert. The sloped surface of the insert will gently concave inward for consumer display and storage purposes. This angle along with the printed finish of the outer portion of the package and inner white insert will allow consumers to save the package for display. The simple, clean structure manages to retain full function, while the hinge and display insert provide a sense of novelty. 6. Manufacturing Processes

IT 330 Class Project 4 The package's dimensions were originally created with Adobe Illustrator. The file was then was exported from Illustrator as an Ardios CAD file. From there, the paperboard is printed with the appropriate graphics and its dimensions were cut and creased with the use of a Roland ink-jet printer with cutting and scoring capabilities. After this, the waste paperboard is scrapped and the blank is removed from the cutting surface and folded along its creases. To ensure the package retains its shape, slotting is inspected. Two of the sides receive an application of glue in order to guarantee stability and maintenance of shape. The same process is used to create the interior insert that holds the cologne or perfume bottle in place. Once finished, the insert will fit snugly into the package, with a cutout at the bottom of the insert and the top to hold the bottle in place, thus preventing damage during shipping and handling. 7. Environmental Issues Related to the Packaging Materials This packaging product is able to keep environmental issues to a minimum. The product is made of paperboard, which is an abundant resource and easily recyclable. It can be argued that paperboard is not adequately sustainable. For instance, the printing and graphic elements of this product may cause the product to be less adept or efficient at being recycled. However, the package, with its novelty purpose, is not likely to be recycled, but instead used for display purposes beyond the point of purchase. An argument can be made for hemp-based paperboard, as it is a more sustainable option, however the costs associated with utilizing this process are much higher. In practice, the package could easily be made with paperboard substitutes such as this to the expense of the supplier. Fortunately, with the rate and the consistency that tree ground pulp corrugate and paper are recycled the sustainability level of the materials for this package remains high. Unless the ink used is biodegradable (an additional cost to the supplier), the ability for this product to be recycled is low. Many printing companies and paperboard producers also use waxes or finishes without considering the ability of the product to be recycled. In the case of this packaging product, the look, feel, and finish of the final product are the top priority.

(Images of the packaging product and the complete survey are available in the appendix of this paper)

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Appendix

Image 1: Closed package; Unique, custom graphics

Image 2: Package opens to reveal product

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Image 3: The fully opened package, displaying product

Image 4: Acqua di Gi product next to package

Image 5: The machine used to create the initial blanks (the final machine included printing capabilities to accommodate the specially-designed graphics).

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Image 6: The shape of the package blank

Survey The following is the survey that was created to gain insight into the personal fragrance consumer and their purchase decision. The survey was created electronically using Survey Monkey. Fifty-seven respondents were recorded for use in this paper. Number of Responses: Q1: Have you ever bought perfume/cologne? Yes No Q2: If "Yes": Did you buy it online? Yes No (6) (47) (48) (8)

IT 330 Class Project 8 Q3: If "Yes": What was the packaging that it arrived in like? [open-ended response] (N/A)

Q4: If "No": Would you consider purchasing online if it meant that the packaging was unique/special? Yes No Q5: What perfume or cologne is your favorite for personal use? [open-ended response] (N/A) (20) (29)

Q6:What perfume/cologne brand do you consider young, edgy, and generally appealing? [open-ended response] (N/A)

Q7: How much does the shape of the perfume/cologne bottle influence your purchase decision? 1 (very influential) 2 (somewhat influential) 3 (not a consideration in my purchase decision) (6) (36) (14)

Works Cited "Acqua Di Gio by Giorgio Armani." (n.d.). Perfume.com. Web. 9 May 2012. "Building a Powerful Prestige Brand." (2012). Working Knowledge. Web. 9 May 2012. "Famous Perfume Brands in the USA." (n.d.). They Deserve It. Web. 9 May 2012. "What Would Estee Do?" (2011). The New York Times. Web. 9 May 2012.