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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A Company on an Award Winning Spree Contd...

Commenting on the benefits the new packaging system offered its customers, company officials said, "Serving as an alternative to traditional metal, glass, and plastic-based packages, Tetra Recart offers a competitive advantage to manufacturers of solid foods and liquid foods with particulates such as fruits, vegetables, ready-to-eat foods, and pet food."5

In the previous year (August 2002), Tetra Recart had received the 'DuPont Diamond Award', the highest packaging honor, for being the world's first retortable carton packaging system.

This packaging honor was awarded to Tetra Pak after an international, independent judging panel evaluated various entries on criteria such as the degree of innovation and its potential impact on the food industry and consumers (Refer Exhibit I for the benefits Tetra Recart offered to consumers, retailers and manufacturers).

Compared to other packaging options (tin cans and paperboard packs) available till its introduction in Italy in 2001, Tetra Recart was much lighter.

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

In addition its manufacturing cost was lower than that incurred for glass or tin containers because it used less costly material like paper pulp, plastic and aluminium. It had a laser perforated closure strip that could be torn away, providing an easy opening at the top. And its attractive look gave products a unique shelf presence.

Analysts felt that the packet's rectangular shape provided ample space for brand managers to display high resolution graphics, which added to the product's appeal (Refer Exhibit I for a picture). The Tetra Recart was heat and moisture resistant and also environment friendly since cartons could be recycled...

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5] 'Tetra Recart Wins EAFA Award & Makes Inroads for Retort,' http://pffc-online.com, April 02, 2003.

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