Tetra Pak's Packaging Innovations

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Case Details:

Case Code : MKTG065
Case Length : 16 Pages
Period : 1956-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Tetra Pak Inc
Industry : Packaging
Countries : Sweden

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Innovations Galore

During the 1990s, Tetra Pak brought out many more innovative products that catered to the changing needs of customers, retailers and manufacturers. The company launched several new products and also spruced up its existing product lines.

In 1997, the company introduced three packaging ranges: Tetra Prisma Aseptic, Tetra Wedge Aseptic and Tetra Fino Aseptic. Though aseptic technology was used in each of these products, they differed mainly in shape and design...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Innovating into the Future - Exploring New Areas

Having established its supremacy in packaging for milk, milk products and juices, Tetra Pak decided to venture into other food sectors like canned food (dry food like dehydrated potatoes and wet food like vegetables). In December 2002, the company began offering packaging solutions for dry fruits, cereal, sugar, confectionary and pet food.

During the same year, the Siro Group, a Spanish biscuit and confectionary maker, launched chocolate flavored biscuits packaged in Tetra Rex packages. Dori, a dry fruits company from Brazil, launched dry fruits (like cashew nuts and peanuts), sugar coated candy, and fruit jellies (gumdrops) in 250 ml Tetra Rex cartons...


Exhibit I: The Tetra Recart Package
Exhibit II: Tetra Pak - Fact Sheet (2002)
Exhibit III: Tetra Pak - Product Profile
Exhibit IV: Tetra Pak - Customers Around The World
Exhibit V: Tetra Pak - Marketing Initiatives
Exhibit VI: Tetra Pack - Environment Conservation Initiatives
Exhibit VII: Tetra Pak - Competition Profile
Exhibit VIII: Tetra Pak - Various Packaging Solutions Offered

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