Market Research Study to Increase Sales in Paperboard & Packaging

CHALLENGE

  • In 2014, SIS conducted a study for a leading brand (“client”) in the packaging and paperboard industry
  • Coping with a sales problem of not being able to bring in larger clients, the client hired SIS to seek a better understanding of the factors that influence packaging/paperboard material decisions for major FMCG food brands in order to increase marketing effectiveness
  • Furthermore, the client was looking to identify companies’ sustainability goals with regard to packaging 

SOLUTION

  • SIS was commissioned to conduct market intelligence to determine the clients’ decision making process
  • Interviews of  20-30 minutes were scheduled and completed with over N=100 engineers and packaging decision makers at FMCG firms (equally divided between small and large firms)
  • Previous to the interviews, SIS conducted desk research to identify companies’ sustainability goals with regard to packaging and provide an overview of existing data regarding FMCG brands’ decision making process

RESULT

  • SIS research discovered a significant difference in the decision making process for packaging materials between small FMCG firms and large firms: at 75% of the smaller firms it was the executive management who made the final decision, whereas at only 13% of bigger firms the decision was made by this group
  • Packaging quality was found to be the most important driver of packaging decision, whereas sustainability issues were of secondary importance
  • The client has currently launched a marketing program and was tracking the results in 2015

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