When looking into the situation, it is clear that changing store presentation
for the product will drive consumer interest and purchase, and
consequently strengthen the brand and open up opportunities for
market share increase. The consumer value also incurs a market share
and volume increase; however, the cost in terms of investments and
handling may reduce the effects of such an increase.
• Cost influence. A change in the packaging system will incur
increased costs in terms of new investments. However, these can
be balanced through increase in sales, fewer personnel or less use
of packaging material.
• Convenience influence. The proposed test unit enhances
convenience to the end consumer, which leads to an increase in
sales. This positive effect may, however, cause less convenience
for other actors in the value chain in terms of deviation from the
standard pallet system.
• Customer value influence. The case shows a change in the
perceived customer value for some actors, such as the consumers
and to some extent the retailer. There is, however, a trade-off in
the deviation from standard pallets.
• Communication influence. The case shows an increased possibility
of more efficient communication to the end consumer, and thus
an increase in sales.
The case shows impact on and trade-offs in packaging efficiency for the
different value chain actors. The positive effects of brand advertising
have been demonstrated. However, they may not compensate for less
efficient packaging. The market need will easily be affected and turn
into a higher supply chain push when creating packaging solutions that