How not to get lost on the shelf

07 / 02 / 2023

The Panel on How Not to Get Lost on the Shelf. Packaging Design in Today's Environment took place within the Prodexpo 2023 exhibition. The event was organised by the Russian Chamber of Commerce and Industry and EXPOCENTRE AO.

Ilya Zubkov, Director of the Regional Development Department at the Russian Chamber of Commerce and Industry, drew attention to the need for competent promotion of local brands. "Probably everyone has heard about such Russian gastronomic brands as Vologda butter, Tula gingerbread, Adygei cheese and many others - these products are represented everywhere. At the same time, we have to admit that a number of local food brands are still unknown outside their region. And we understand that in an increasingly competitive environment, there is a need for a competent display of product identity and visualisation of its uniqueness, he said, opening the discussion.

One of the topics of discussion was the selling power of SRP packaging (Shelf Ready Packaging). Such packaging has a transport and shelf-ready function. "The most important task of packaging is to show the product, to make it visible, and if you choose the wrong material, it may fail to do that," says Zhanna Kozyreva from the Gotek Group. According to her, according to the questionnaire, customers pay attention to the colour of packaging in the first place.

Maria Rogozhina, Project Manager of Licensing Market Newsletter, drew attention to such trends as gamification and customisation. Famous characters and brands always attract consumers' attention, she said, noting that it is possible to rent a trademark and copyright for a certain object to be combined with some product or service. "We rent not only the image of the character but also the emotion that that image evokes in the consumer. For years, the brand owner has invested a lot of effort and money to ensure that these images evoke certain emotions in consumers," emphasised Maria Rogozhina.

The discussion touched on topics such as strategic marketing and unique selling proposition. The importance of identifying the strategic and tactical advantage of the brand and the uniqueness of the slogan was noted, so that a competitor would not have the opportunity to copy it.

The event was also attended by Alexey Obzherin, founder of the Strategic Marketing Laboratory at Skolkovo, Yang Dan, president of the Union of Russian-Guandong Entrepreneurs, Anna Sobyanina, head of A.Studio branding agency, Azamat Isyanchurin, head of BeProduct agency and expert in product development and strategic marketing, Stanislav Solntsev, managing partner of Solntsev & Associates law firm.

Press Service, EXPOCENTRE AO