2 Case Study Ahold Hoogesteger Van Genechten[1]
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2 Case Study Ahold Hoogesteger Van Genechten[1]

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New package development collaboration between a supplier and a retailer

New package development collaboration between a supplier and a retailer

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2 Case Study Ahold Hoogesteger Van Genechten[1] 2 Case Study Ahold Hoogesteger Van Genechten[1] Presentation Transcript

  • Value Discovery and Collaborative Innovation Value chain discovery and collaborative innovation The Eco-Clip case 27nd April 2005 Jef Verplaetse CEO Van Genechten Packaging Marit van Egmond Albert Heijn Retailers (Ahold) Mark Daggelders Head production Hoogesteger Fresh Specialist
  • Consumer
  • Value Discovery and Collaborative Innovation Value is everywhere  consumer  retailer  design agency  packaging industry  producer
  • Value Discovery and Collaborative Innovation Value for the consumer Freshly prepared fruit and vegetable juices  healthy delicious taste  nice colour  convenient  affordable  safe (tamper evident)  same feel as “home made”
  • Value Discovery and Collaborative Innovation Value for the retailer Freshly prepared fruit and vegetable juices  fast rotation (combining excellent internal logistics with short shelf life as competitive edge)  efficient display  impacting point of sale buying decision  upper class margin  brand protection and identity (fresh segment)  create new segment: fresh juices (home made)
  • Value Discovery and Collaborative Innovation Value for the design agencies Flex Development and Future Brand Create ‘home made’ feeling  focus on packaging design  value driven (eco, health, future oriented)  fresh  realistic (industrial design, cost)
  • Value Discovery and Collaborative Innovation Value for the Packaging Industry Van Genechten Packaging (Folding Boxes)  demonstrate competencies  find new applications (for board)  build customer equity  be part of growing business application
  • Value Discovery and Collaborative Innovation Value for the producer (Hoogesteger) Freshly prepared fruit and vegetable juices  develop large growing customer  need for extreme flexibility (daily production)  develop unique and smooth process  delight the retail customer  low cost solution  preventing counterfeiting  show more of his product (fresh fruit)
  • Value Discovery and Collaborative Innovation Base condition for the development process: Collaborative innovation  open mind  positive collaborative atmosphere  all involved parties bring in their expertise  involving marketing psychology knowledge  putting yourself in the position of the consumer  permanent and direct communication  have the decision power around the table  efficiency  room for common sense
  • Value Discovery and Collaborative Innovation Communication role Basic communication role of packaging Telling the consumer that it is fresh  respect for the packaging preference of the consumer - glass = fresh clean honest - board = natural  communicating the desired image to consumer  establishing brand identity  achieving market share growth  differentiate from the competitor  impact In Store decision
  • Value Discovery and Collaborative Innovation Communication role Basic communication role of packaging Telling the consumer that it is fresh First thoughts
  • Value Discovery and Collaborative Innovation Communication role Basic communication role of packaging Telling the consumer that it is fresh The ‘ear’ design  eye catching  visual information “what’s in the bottle”  summary of ingredients on the back  tamper seal
  • Value Discovery and Collaborative Innovation Communication role Basic communication role of packaging Telling the consumer that it is fresh Original design compared with final design
  • Value Discovery and Collaborative Innovation Outcome for the consumer Freshly prepared fruit and vegetable juices  healthy Delicious taste achieved  appealing product - see what you get  safe (tamper evident)  convenient (easy access, simple message)
  • Value Discovery and Collaborative Innovation Outcome for Albert Heijn Freshly prepared fruit and vegetable juices  30 % growth in fresh juice segment  leading position in fresh juice segment  positive shopper experience for fresh juice  surprising and exclusive packaging design  efficient usage of chilled display space
  • Value Discovery and Collaborative Innovation Outcome for Hoogesteger Freshly prepared fruit and vegetable juices  30 % growth with Albert Heijn  positive impact on consumer buying habits for fresh juices  positive and different appeal for fresh juice  difficult to copy packaging design  faster changeover (faster than labels)  smoother and more stable production process
  • Value Discovery and Collaborative Innovation Outcome for Packaging industry (VGP) Freshly prepared fruit and vegetable juices  new application for board.  Pro Carton Ecma award 2004 (European Carton Makers Association)  creative full service concept delivering the labels and the machine to put them on the bottles.
  • Value Discovery and Collaborative Innovation Pictures of Product and equipment Freshly prepared fruit and vegetable juices  the product  the security seal  the machine  putting the label on
  • Value Discovery and Collaborative Innovation Lessons learned  innovation also means risk taking  combining more than one new technology enhances the risk • clip folding • IR gluing • therefore enough buffer needed  testing in real environment (chilled rooms) necessary in order to avoid surprises in a single day launch  language issues to be organised beforehand
  • Value Discovery and Collaborative Innovation Conclusion Efficient innovation is a matter of collaboration  finding value is not a matter of one party  speed is achieved through efficient communication  power of the team members is needed to unlock the inherent value