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Benchmarking in Packaging?

Benchmarking is a very common practice in industry but Benchmarking in Packaging - let's understand the basics and how to proceed

By definition

  • Benchmarking is an improvement process used to discover and incorporate best practise into operation.
  • It is a process of identifying, understanding and adapting outstanding practices from organization anywhere in the world to help tour organization improve its performance
  • It is a highly respected practice in the business world

 Packaging Benchmarking

Specific to packaging, Benchmarking determines –

  • Which is the best packaging in terms of appeal, material selection, space utilization, consumer convenience and so on?
  • How effectively the product is being packed?
  • How is the competitive brand doing that?
  • Where does our brand stand in competition?
  • What are the areas where our brand can be optimized?
  • If we are already optimized, is there a scope to look for some new innovations?
  • Identifying new vendors, new materials, news systems in packaging

Benchmarking aims at INNOVATING and not IMITATING


  • Select a product / package under test
  • Identify key parameters on basis of your study
  • Make a detailed matrix to analyse these parameters
  • Choose competition companies/brands/locations/products. Sometimes cross category benchmarking is also preferred
  • Coding, marking and sample preparation is to be done carefully as it is one of the critical areas while analysing data
  • Test the packages based on parameters identified
  • Collect the data in desired formats
  • Analyze the data and identify opportunities for improvement
  • Adapt and implement best practices, identify possible areas where optimization can be done, get ideas to give innovative solutions

Data analysis and reporting

Testing a package can be done in-house or by outsources laboratories. However the later doesn’t analyse the data, they only present it in a codified manner. To analyse the data either a packaging professional had to dedicate his/her time else they simply use the data and present. However this is not a very professional and appealing way. There are companies and service providers who carry out such studies from very beginning till the end. It is done through-

  • Understanding the client’s requirement
  • Preparation of a matrix and approval by the client
  • Receiving samples based on the segment prepared by client (locational, cross category, competitive brands etc)
  • Sample preparation, coding and marking
  • Testing and analysis
  • Data collation
  • Understanding the data and driving conclusions / results / areas to work on
  • Present the data in a “ready to use” format for quick implementation and presentation by any packaging professional
  • Detailed report to follow along with parameters analysed
  • Post project support for any discussions on technical inputs being provided

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