Product details

The case discusses the various innovative packaging solutions offered by Tetra Pak, the Swedish packaging and processing solutions provider, to food manufacturers across the world. It explains how Tetra Pak''s tetrahedron packaging systems revolutionised the beverage manufacturing industry. The various technological innovations and innovative packaging concepts introduced by the company - aseptic technology, Tetra Recart packaging system, telescopic and sensory straws have been examined in depth. The case also discusses the impact of these innovations on manufacturers and the end customers. Tetra Pak''s decision to enter new market areas has also been discussed. The case is designed to help students analyse and understand the significant contributions made by Tetra Pak in terms of innovative packaging solutions. Through the case, students should develop a general understanding of: (1) the importance of ''packaging'' in the marketing and distribution of products, particularly beverages and liquid foods; (2) the way in which innovations in packaging technology and packaging design reduce the costs of manufacturers of beverages and liquid food and help reduce environmental damage; (3) the role of packaging as a tool for differentiation and how it changes manufacturing and consumption patterns; and (4) the way in which a generic brand attains a dominant position and retains that position in an industry through constant innovations and inventions. The case is intended for MBA/PGDBM level students as part of the marketing curriculum.