Manufacturers told to adopt modern packaging

Kampala. Manufacturers have been advised to adopt new trends in packaging if they are to appeal to the 21st century customer whose consumption behaviour has been influenced by technology advancement.
According to Mr Walter Wafula, the business unit head-PR Brainchild Burson-Marsteller, a package just like a brand name, is the face of any product or service and how well it resonates with customers is key in influencing them to either buy one’s product or of competition.

“Therefore, changing demographics and purchasing power behaviours make it crucial for today’s businesses to understand and customise on key customer insights that identify emerging trends,” Mr Wafula said at the inaugural edition of the Innovation Series in Kampala on Wednesday.

Innovation Series, a new thought leadership event, aims at promoting innovation in business and public service.
It is also designed to address critical issues that affect the growth of business and organisations due to lack of innovations.
Mr Wafula said this edition was aimed at empowering businesspeople with better ways of presenting their products to today’s dynamic and demanding consumers.
The new series edition was held under the theme: Packaging products for the 21st Century.

In his keynote address, Dr Elly Twineyo Kamugisha, the chief executive officer Uganda Export Promotions Board (UEPB), said innovation can take one in or out of business.
He called for good and appealing packaging if local producers are to make it to international markets and satisfy the 21st century customer.
He said good packaging provides protection to the goods, increases their shelf life and helps the customers to identify with the products.

“Proper packaging appeals to customer’s mind which influences their decision to buy. It is thus important that you package your product in a way that will appeal to your customers,” Dr Kamugisha added.
He said for the policy of Buy Uganda Build Uganda to be effective the 21st century consumer should be enticed to buy locally produced goods through appealing packaging.
He, however, advises local producers to form associations and work together to enable them come up with good packaging that can compete in the 21st century.

“If they form associations they can easily negotiate for cheaper packaging services because our companies are small and cannot afford to work independently,” he added.
He said UEPB is working with producers to help them form groups that will enable them work together for better bargaining power that will enable them earn more and contribute to national development.

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