Cross Marketing and Packaging Relationship Offers a Privileged and Profitable Purchasing Experience | HORECA TREND
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Cross Marketing and Packaging Relationship Offers a Privileged and Profitable Purchasing Experience

Modern businesses need many new strategies to strengthen customer relationships. At this point, institutions resort to the cross-marketing method that encourages the purchase of complementary products or services on the packaging. When cross-marketing is implemented in conjunction with the main product, it significantly increases sales volume and customer satisfaction.

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This approach deepens customer loyalty as it is an indication that a company understands consumer needs. Tasarist Creative Director Musa Çelikemphasizes that cross marketing is a privileged solution that offers simultaneous advantages to businesses and consumers.

Nowadays, businesses focus on maintaining customer loyalty rather than just increasing their revenues. Providing a more comprehensive solution to customers' demands increases their trust in the brand. The new generation of consumers wants to see products or services that add value to their primary purchases in their packaging designs. The way to meet this need is through a cross-marketing strategy. Cross marketing enriches the purchasing experience by offering products or services integrated with the customer's needs. This method increases the total sales value and deepens consumer satisfaction. Packaging design makes cross-selling opportunities more visible, as it is the first element that draws attention to the product and significantly affects the purchasing decision. When the consumer sees another complementary product that is compatible with the main product on the packaging, he feels understood and cared about by the brand. This method, which also offers the consumer the opportunity to save time, enables permanent customer loyalty and increased sales revenue.

"“Businesses Need to Establish a Thematic Connection Between Consumer and Product through Packaging”

Tasarist Creative Director Musa Çelik said, “Packaging is more than just the protective container of a product, it is the first point of contact between the customer and the brand. When the customer comes across the product, all the details you want to convey to him are entrusted to the communication skills of your packaging, because the packaging design speaks on behalf of the brands on the shelves. Therefore, businesses need to establish a thematic connection between the consumer and the product through packaging. At this point, cross-selling strategies stand out as a privileged solution that provides simultaneous benefits to both the business and the consumer. Cross-selling provides bilateral advantages at many points ranging from cost efficiency to customer loyalty. For example, combining a pasta package with a wooden spoon or directing the packaging design to sauces encourages the consumer to purchase another complementary product that is compatible with the main product. "The reference of a single product to multiple complements enriches the customer experience and creates the opportunity for long-term and periodically increased sales volume." He makes statements.

Source: HORECA Trend and Designer

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Packaging Materials

2024 Awards to Tasarist from the Crescent and Stars of Packaging 4 Competition!

The awards of the 'Packaging Crescents and Stars 11 Competition' organized by the Packaging Manufacturers Association (ASD) for the 2024th time this year have found their owners. Tasarist, which stands out with its creative and original designs supported by artificial intelligence, has won four awards from the Packaging Crescents and Stars 2024 Competition, including two gold, one silver and a competency award. Tasarist, which attaches importance to sustainability and artificial intelligence in its designs, has revealed the positive contribution they have made to packaging design with the awards they have won. 

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Tasarist won four awards from the Packaging Crescents and Stars 11 Competition, organized by the Packaging Manufacturers Association (ASD) for the 2024th time this year. It won the gold award from the Arko Suncare Product Family - Health and Beauty Category, the gold award from the Juss Pulpy - Graphic Design Category, the silver award from the Juss Basil Seed Beverage Family - Graphic Design Category and finally the competence award from the Kertilçam Wellness Room Fragrance Series - Other Non-Food Product Packaging Category. Tasarist Creative Director Musa Çelik stated that innovation in packaging designs, adapting to today's technology and integrating user expectations and desires into designs ensure long-term success. At the same time, he emphasized the importance of working with brand teams that have the necessary equipment and perspectives to turn creative ideas into reality. Çelik said, ''The problem with design has never been lack of impact, the real deficiency was lack of measurement. In order to achieve the right output, the brand needs to measure both the performance of its current design and how it compares to its competitors. "Due to this lack of measurement, we developed the 5-Shelf Impact methodology, which tests the design of packaging in seconds with the support of artificial intelligence."

''The 5-Shelf Effect Allows You to Create Brands That Create an Impact on the Shelf and Stand Out from Your Competitors.''

Stating that the awards they received from the Packaging Manufacturers Association (ASD) were a source of motivation and strength in reaching their goals, Tasarist Creative Director Musa Çelik, “We will continue to lead the packaging world with our creative designs by prioritizing the continuation of our work in line with the mission and vision we have determined without slowing down. We also show the importance of packaging design with our 5-Shelf System method, which we designed with meticulous studies and artificial intelligence applications suitable for today's technology. Because brands that thought that design had no effect on sales received negative results from 3/2 of the packaging they redesigned, the reason for this was not lack of effect but lack of measurement. In order for brands to obtain accurate data, they need to measure the performance of their current design and how it compares to its competitors. We offer the 5-Shelf Effect, which we designed with artificial intelligence support, as a method that allows you to reach a result with Neuronist, a neuroscience and AI tool that predicts customer responses, attention and behaviors in seconds. The designed system determines the area where the person focuses, regardless of elements such as age, gender and target audience, and thus measures the attractiveness of the design with consumer attention points. Because, in order for a packaging design to attract the attention of the consumer on the shelf, it must have a strong brand identity, be continuous and consistent, reflect the product correctly, be attractive and have a consumer-oriented design language. When all these principles come together, the 5-Shelf Effect enables the creation of brands that create an impact on the shelf and stand out from competitors, while achieving remarkable results by showing high performance in neuroscience and AI tools.''

Source: HORECA TREND and Designer 

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Smart and Sustainable Solution for Cardboard Beverage Packaging

Committed to making food safe and accessible everywhere, Tetra Pak is introducing its new “Tetra Brik Aseptic Ultra Edge” product to the Turkish market in line with its approach to protecting people and the planet. Convenient in terms of logistics, easy to hold and pour, stylish on the shelf and strong with its sustainability identity, Tetra Brik® Aseptic Ultra Edge offers an ideal option for the distribution of milk, fruit juice and plant-based beverage packages at ambient temperature.

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Tetra Brik Aseptic Ultra Edge, which has a user-friendly and smart design, offers many practical features that make consumers' daily lives easier. Receiving positive feedback in terms of user and consumer preferences in the evaluations, Tetra Brik Aseptic Ultra Edge attracts attention with the safety and ease of use it offers.

Evaluations about the new product Tetra Pak Türkiye, Iran, Caucasus and Central Asia Marketing Director Gaye Atakan, said: “We continue our mission to protect what is good with our determination to make food safe and accessible everywhere. Tetra Brik Aseptic Ultra Edge, which we developed based on this understanding, includes all the superior features of the Tetra Pak family; while also offering high performance in terms of functionality, consumer experience, logistics and sustainability. Our innovative product makes a difference in many areas from its ease of grip and pouring to its aesthetic appearance on the shelves. We are also offering the proven success of the product in many areas around the world to our customers in Turkey. In this context, Pınar Süt, which introduced long-life milk to Turkey for the first time, has become the first brand to introduce our product to consumers in Turkey by renewing its packaging with Tetra Brik Aseptic Ultra Edge. Pınar Süt’s new packaging offers consumers an easy opening and turning experience with its special lid, while providing uninterrupted and controlled pouring performance with its wide mouth diameter. As Tetra Pak, we are happy to be a part of this innovation offered by Pınar Süt, which we have been cooperating with for many years, on its 50th anniversary.”

Smart Design to Prevent Drip and Splash

Tetra Brik Aseptic Ultra Edge, produced for 1000 ml beverage packaging, allows even small hands to hold the package with its square shape and easy-to-grip narrow diameter. Thanks to its sloping top that offers an ideal pouring angle and its wide mouth with a 30 mm opening, it allows the product inside to be poured with a powerful flow without dripping or splashing. In addition, the security strip and/or ring on the packages, which can be used in three different types of lids with easy opening and closing mechanisms, guarantees consumers that the product has not been opened. This feature provides a significant advantage in terms of food safety and increases consumers' confidence in the product. The new product, which provides an effective packaging solution by creating a strong barrier against external factors such as oxygen, light and moisture, ensures that consumers always have fresh and high-quality products as it can preserve the flavor and nutritional value of the packaged products for a long time.

New Standards in Environmental Sustainability

Playing an important role in environmental sustainability, the paperboard used in Tetra Brik Aseptic Ultra Edge comes from FSC-certified forests or other controlled sources, guaranteed by the FSC™ Chain of Custody certification. In addition, the options available with the product include lids that can help prevent waste.

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It Also Reduces Logistics and Storage Costs

Tetra Brik Aseptic Ultra Edge enables efficient use of logistics resources and reduces logistics and storage costs. Thanks to its shape, which allows stacking up to five layers on top of each other without exceeding standard pallet height limits on transport vehicles, more packages can be loaded onto each pallet, meaning more packages can be transported on a single truck. While the transportation time per package is significantly reduced in warehouse operations, the compact structure of the product enables more efficient use of warehouse space and optimizes shelf use.

The shape of Tetra Brik Aseptic Ultra Edge also helps to use the market shelf space more efficiently. More products can be placed in the same shelf space compared to standard packages. The long and thin shape of the product creates a high impact on the market shelves, differentiating the brand and the product. Thanks to the design difference, it also positively affects the preferences of consumers.

 Tetra Brik Aseptic Ultra Edge at a glance

  • Latest technology in production
  • Functional features for consumers
  • Efficient shelf impression
  • Improved logistics efficiency
  • High level of sustainability
  • Small footprint
  • Increased competitiveness for manufacturers
  • Positive impact on consumer preferences

Source: HORECA TREND and Tetra Pak Türkiye

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Food Industry Focuses on the Consumer with the Power of Packaging and Quality on the Shelf

"Quality and Product Experience Seminar" to be held by Karma Group, hosted by İstinye University, on 23-24 November; It is preparing to bring together experts and academicians from the food and beverage industry, addressing quality on the shelf in terms of consumer trends and sustainability. 

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This year by Karma Group “Quality on the Shelf” which will be held for the second time with the main theme Quality and Product Experience Seminar, Turkey's first edible beef gelatin and collagen producer Halavet Foodunder the main sponsorship of 23-24 November in history İstinye University Topkapı Campus Conference Hallwill be held in.

The seminar, which will bring together the leading brands of the food and beverage industry and academicians who are experts in their fields, will discuss consumer demand and the keys of consumer communication from both a sociological and commercial perspective, protecting our world's resources, preventing food loss, good practice examples in the supply chain, design in private label. is preparing to take a closer look at functional food, with details of the packaging in terms of design and shelf life. Seminar; Turkey's first and only manufacturer that uses Cold-Pressed and HPP processes together Only Fresh platinum sponsor, known for its innovative products for the food industry Sacco System supports it as a gold sponsor.

From Süleyman Demirel University on Thursday, November 23 Prof. Dr. Atif Can SeydiThe seminar will start with the opening speech of Deputy Director General of European Union and Foreign Relations of the Ministry of Agriculture and Forestry. Ahmet Volkan Güngörenwill continue with his presentation about the "Protect Your Food, Protect Your Table" project, carried out in cooperation with the United Nations Food and Agriculture Organization. Brand consultant, academician and writer from Boğaziçi University prof. Dr. Uğur BatıWhile , conveys the factors that affect consumers' preferences when purchasing a product, the participants are the World and European Champion national athlete. Ramil GuliyevHe will listen to the functional nutrition of a champion from . In the last speech of the day, BİTKİDEN Association Chairman of the Board of Directors Ebru Akdag will explain the "Balanced Transformation in Food" approach, which is necessary for the health of both people and our planet.

On the Second Day, Problems and Needs in the Supply Chain and the Power of Packaging will be Discussed

On the second day of the seminar, Head of the 1st Department of Advertisement of the General Directorate of Consumer Protection and Market Surveillance of the Ministry of Commerce of the Republic of Turkey Erdem BiçerIt will start with a speech on sustainable consumer trust in terms of advertisements. METRO Market Quality Assurance and Sustainability Group Manager Meltem Pekperdahçı'After the presentation titled "Traceability in the supply chain" by Middle East Technical University, Prof. Dr. Hami Alpas “Sustainability against risks (threats) to the supply chain” and from Ankara University Faculty of Agriculture Prof. Dr. Barbaros Ozer He will talk about "Waste recovery strategies in the supply chain". from Marmara University Prof. Dr. Ardan Ergüven will inform participants about the impact of design on consumer behavior.

On both days Aktaşlar Lezzet Group, Algida, İHE, Kızılay, Namet, Sipa ve TekafosAt the network events supported by , participants will be able to taste the products of different brands and visit the chat corner where they can consult an expert on the subject.

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Other Speakers of the Quality and Product Experience Seminar

PLAT Private Label Products Manufacturers and Suppliers Association Board of Directors President İmer Özer, Senior Market analyst at Euromonitor International Burcu Yiğiterfrom Bahçeşehir University Assoc. Dr. Zeynep Tacer Caba, from Süleyman Demirel University Prof. Dr. Zeynep Seydi, CEO of CBN Logistics Fahri Dundar, Karma Group Training, Audit and Consultancy IFS Academy Training Coordinator F. Selda Bayrakdar.

Source: HORECA Trend and Karma Group

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