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Packaging: da involucro a elemento sociale - Carlo Alberto Carnevale Maffé


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Presentazione tenuta da Carlo Alberto Carnevale Maffé (SDA Bocconi) durante Print4pack (20-21 settembre 2016, Palermo).

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Packaging: da involucro a elemento sociale - Carlo Alberto Carnevale Maffé

  1. 1. Message “on” the Bottle Packagings become Conversations Prof. Carlo Alberto Carnevale-Maffè Strategic Managament Dept. Bocconi University School of Management – Milan (italy) Addressing the future challenges for the packaging industry in a World of Connected Goods 1
  2. 2. Homo Typographicus vs. Homo Communicans 2 The evolution of packaging: • from sheets to spreadsheets • from folios to portfolios • from “Pantone” to “i- Tunes”
  3. 3. Meet Steve Guten-Jobs... 3
  4. 4. How a Class of Calligraphy changed the world... 4
  5. 5. Don’t “Press”. Just “Touch”… The entire set of industry competences is shifting: • Mechanics &/vs. Electronics • Physical &/vs. Logical • Atoms &/vs. Bits 5
  6. 6. The Rosetta Stone of cross-language relevance. The necessity of understanding each other will never become obsolete. Communication will always require the job of codification and translation among languages, across space & time. In a digital world, this means remapping everything to meta- languages.
  7. 7. “The borders of our language are the borders of our world” (L. Wittgenstein) 7
  8. 8. The future of communication is NOT alphabetic 8
  9. 9. We (still) print (just) to read (many) words… 9
  10. 10. A “photo” used to be a “printed and packaged” product. (Ask Kodak for the story…) 10
  11. 11. I migliori di voi stanno al packaging tradizionale come il Nokia 9110 stava alle cabine telefoniche. Pratico, diretto, personale. Numeri di telefono a memoria, al massimo sulla rubrica. Messaggi uno per volta, senza sapere se sono stati letti. Niente conversazioni collettive, niente multifunzionalità, modello di business basato sulle transazioni (minuti, messaggi=volumi, pesi, metri quadri) e non su tariffe flat (“servizio”)... Peccato che tra poco qualcuno starà lanciando l’iPhone...
  12. 12. “Leader in innovation and design” (of typewriters...) (Olivetti, 1984)
  13. 13. Do you offer packaging or “imballaggio”?
  14. 14. Packaging is an interactive architecture
  15. 15. Silence, please. The food is speaking (and listening). And the package shall provide the language and the platform... From maximizing product shelf-life to optimizing communication life-cycle
  16. 16. Analytics is the New Value Packaging isn’t just a Protection. It’s a Connection! Data is the New Money
  17. 17. Fresh Air vs. Sealed Air? 17
  18. 18. Off the shelf… 18
  19. 19. Look, no packaging… 19
  20. 20. 20 Anonymous and unaddressed vs. Identified and pre-assigned.
  21. 21. The end of anonymity. How many packages would you like? • Primary and Secondary Package? • Tertiary Package (digital shells vs physical “sleeves”, VR and AR) • Zero Package (E-Commerce, Vertical Farms & Experiental/Educational Retail)
  22. 22. Zero package. (The shop is the package)
  23. 23. The strange case of Mr. George Clooney and his Nespresso
  24. 24. The evolution of printing & packaging A technique that, over time, became an art. As any modern art, it must rediscover new techniques. • From Hardware to Software • From 2D to 3D • From Replication to Customization • From “1-to-many” to “1-to-1” 24
  25. 25. A Smiley Face? Farm to Fork…(Source: Business Week International) Higher Added-value and Lower Replacement Marketing Brand Innovation Design R&D R&D/Innovation Centre Value Creation Standardisation Added Value Value-added process Servitization Logistics AssemblyManufacture
  26. 26. A tale of two bridges. What about the evolution of “packaging industry”? 26 Close the gap between 1) your customers and their customers and 2) their customers with final consumers. Extend your perimeter to include your customers’ ones. Packaging is a product, Communication is a service. Overcome the distance, close the gap.
  27. 27. Regole, metriche, ingredienti, scadenze. Sono orologi molli.
  28. 28. Thanks! Prof. CarloAlberto Carnevale-Maffè Bocconi University - School of Management Email: Twitter: @carloalberto
  29. 29. From maximizing product shelf-life to optimizing communication life-cycle
  30. 30. It’s not a Package. It’s a Love Letter