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A Brief Case Study

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KNORR AROMAT : A BRIEF CASE STUDY IN PACKAGE DEVELOPMENT

(This package development and launch in the RSA is a result of careful integration of consumer, production and marketing requirements. See AROMAT container and process pictures at right, or go to main menu item PICTURE GALLERY to view. 


1.    Background to re-launch of  Aromat.

Product sales have declined since 1999 in this R130 million p.a. food seasoning market. This is due to increased competition, with some competitors copying some of the Aromat packaging features. Packaging for the 75g and 200g sizes was required to propel the product into a new growth phase. Included in these requirements were:
·          Trade mark and design registration to prevent copying shape and label design
·          Tamper evidence
·          Refillable
·          Flip top cap
·          Stackable
·          In-mould label
·          Anti nesting ribs to prevent canisters from nesting on the filling line

The successful project, outlined below, shows that careful integration is required between the many manufacturing and packaging line pieces of equipment.


2.      Manufacture

The canister is injection moulded in polypropylene (PP). A 200 ton injection mould machine is used with 8 cavity moulds and cycle time of 14 s. A robot places a PP label on the container whilst it is inside the mould. This in-mould labelling technique uses 57µm PP film that has been rotary offset printed in 6 colours together with a UV varnish and release coating. The robots used to place the label cost R1,5 million. 
For the 75g canister, 2 moulds were made so as to ensure continuous production. For the 200g canisters, one mould was made.

3.  Filling
The packaging line had to be able to handle an unstable container, filling from the base. An unscrambler is used to unscramble and place each container upside down into a plastic puck on a continuous belt system. The pucks are designed to handle a 75 and 200g sizes with minimal changeover procedure involved.
The pucks move the containers to an auger rotary powder filler with 24 heads. A checkweigher down stream provides continuous feedback to the filler. After filling the canisters are fed to an 8 head rotary capper and then into a de-pucking belt where they are twisted 180�� onto their bases. The canisters then move to a shrink tunnel and carton packer.


4.   Cost
Capital costs for Knorr Aromat re-launch by Unilever in 2006: A total of R25,4 million made up of R20 million manufacturing plus a R5,4 million packaging line.
Capital costs for Knorr Aromat re-launch by Unilever in 2006: A total of R25,4 million made up of R20 million manufacturing plus a R5,4 million packaging line.

 

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