Marketing: How can biofilms be used in the marketing?
1. Production and sales decided to change the packaging to bioplastics. What does the marketing have to know?
2. Is it true that bioplastics have a positive effect on the shelf life of the products wrapped therein?
3. Compostable films - but what about printing?
4. What do end consumers think about the new bioplastics?
5. Can the consumers compost the bioplastics at home?
6. Which additional benefit can the packer give to his customers and the consumers?
Bioplastics are an optimal marketing instrument since the consumers have increasingly regarded the biological compability for the last years. So bioplastics as a packaging can become an image representative for the company and its products.
Besides the compostable bioplastics have got great advantages for the consumers. It can be used for kitchen scraps which afterwards can be disposed cleanly and without smell via the bio bin. Even expired goods can get disposed more comfortably as the bioplastics have not to be separated from the goods as it has to be done with conventional films. That avoids smell in the kitchen. Last but not least the compostable bioplastics as packagings are a challenge for the marketing communication. The innovative possibility of the dispose via the bio bin has to be discussed as the compostable bioplastics cannot be processed in the common disposal system.
This strongly depends on the products which are wrapped in the bioplastics. Due to the inferior steam density condensation liquids can escape more easily. Furthermore the barrier properties of bioplastics in terms of oxygen are better than with conventional films. This in reverse inhibits the oxidation of the food wrapped in. These two factors allow positive conclusions in terms of the shelf life which also was proved by tests. A scientifically based analysis has not been made yet.
Bioplastics can be printed as easily as conventional films. The colours do not influence the compostability of the bioplastics as long as the quantity of the used colours does not exceed 1% of the total weight of the film product. So, an average fruit or vegetable bag can either be entirely printed with four colours on both sides or eight colours on one side.
A scientific inquiry during the project Kassel showed the positive public awareness regarding the bioplastics. They often are preferred to packaging solutions made of glass. The consumers are prepared to pay more for a modern packaging solution made of bioplastics than for the conventional packaging of a product.
Due to the similarity to conventional packaging films it is recommended to put an advice on the film to communicate clearly the difference. This is another advantage. The film becomes an active image represenative for the product.
Basically the decay in a private composter is not different to a commercial composting system. It only takes longer because the temperature in a private compost heap is not as high as in an industrial composting system. Recommendable is the active communication with the consumers in terms of a disposal via the bio bin.
Besides the environmental protection bioplastics are also convenient in the household: They can be used for compostable kitchen scaps.