Harmonising Function, Aesthetics and Cost to Establish Packaging as a True Value Creator - Carolina Giacomuzzi Moore
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This document discusses illycaffe's packaging redesign for their 3kg coffee beans. It summarizes that illycaffe conducted research on customer needs which found opportunities to improve their 3kg packaging. The new design optimizes logistics by allowing more beans per truck while maintaining quality. Key features of the new packaging include increased resistance, unique sealed design, and technical details to better preserve the coffee aroma and taste for up to 36 months. Additionally, a smaller packaging option was introduced for lower volume customers.
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Harmonising Function, Aesthetics and Cost to Establish Packaging as a True Value Creator - Carolina Giacomuzzi Moore
- 1. 1 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing PACKAGING AS A TRUE VALUE CREATOR CAROLINA GIACOMUZZI MOORE – GLOBAL MARKETING EuroPack , Montreux, September 18th 2017
- 2. 2 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing THE COMPANY 7,000,000+ Coffees per day, away from home, at home, in the office, and on the go 100,000+ Clients among the best bars, hotels, restaurants and shops Distributed in more than 140 Countries Trieste 1933, Italy Gruppo illy S.p.A. Ownership 1.000+ Employees worldwide
- 3. 3 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing ESPRESSO AND ITS HERITAGE TO DELIGHT CONSUMERS IN THE WORLD “No other drink manages to convey such a pleasant, unforgettable taste and flavour at the moment of drinking, and for 30 minutes thereafter, as a good espresso does” Ernesto Illy
- 4. 4 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing FROM BEAN TO CUP Selection Six selection phases of the beans: before and after the source, the purchasing and roasting of the coffee beans Blending A blend of 9 ingredients of Arabica coffee, of exclusive higher-than-market standards Roasting Traditional roasting in rotating drums after blending, followed by air-cooling. Beans, ground or single portioned, produced in different versions: medium, dark and extra dark roast and decaffeinated Aging The blend is aged in exclusive pressurized inert gas packaging, produced in formats for all the different consumption occasions Cupping In the cupping all the senses are involved, but the sum of the taster’s own experiences and expectations is also engaged
- 5. 5 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing THE CHAIN OF QUALITY FROM BEANS TO CUP
- 6. 6 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing PASSION AND OBSESSION PACKAGING HAS A KEY ROLE Delight people around the world by offering the finest coffee nature can provide ..
- 7. 7 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing PRESSURIZATION & AGING PACKAGING AFFECT DIRECTLY AROMA IN CUP AFTER ROASTING AFTER TWO WEEKS
- 8. 8 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing FUNCTION AND AESTHETICS AN ICON FOR HOME CONSUMPTION 1934 1965 1985 20051996
- 9. 9 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing LOGO EVOLUTION EMBEDDING ART AND BEAUTY INTO FUNCTION
- 10. 10 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing FUNCTION AND AESTHETICS OUT OF HOME PROFESSIONAL PACKAGING FOR BEANS 1934 1965 1985 2005
- 11. 11 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing DIFFERENCES AT FIRST GLANCE PREVIOUS 3KG cm 22 (Ø) x 32 (h) NEW 3KG cm 19 (Ø) x 37,5 (h) 37,5 cm 32 cm +5,5 cm
- 12. 12 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing LOGISTIC OPTIMIZATION ITS A COST SAVING PROJECT, THEN? 28 x 33 x 12 tons10 tons PALLET KG TRUCK +5 +1800 CONTAINER +2 +720 in a full truck CURRENT 3KG NEW 3KG
- 13. 13 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing CUSTOMER NEEDS LISTENING TO AND LOOKING CAREFULLY AT OUR CUSTOMERS OPERATIONS An extensive research: leveraging on relatively new methodology based on crowdsourcing performed store auditing fast and on a large area
- 14. 14 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing ISSUES ASSESSMENT Auditing several hundreds of customers in Italy and in other focus Countries, reaching to: A cluster segmentation of the current customers An assessment of both risks and opportunities for the product innovation Fact based inputs for internal discussion with Sales OVERCOMING INTERNAL AND EXTERNAL CHALLENGES
- 15. 15 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PROMISE DELIVERY BRAND EQUITY CUSTOMER NEEDS CONSISTENT QUALITY ICONIC HERITAGE DIFFERENT FORMAT FOR SMALLER LOCATIONS VALUE CREATION RELEVANT FACTORS TO FOSTER A LONG TERM RELATIONSHIP
- 16. 16 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing QUALITY Significant reduction of leakages and scrap Maximized packaging resistance Improved pressurization to perfectly preserve taste and enhance aromas up to 36 months UNIQUENESS The model has been deposited as legal protection of this shape and it is unique in the market This tin is the only large-sized seamed tin on the coffee market to date that is resistant to an internal overpressure higher than 5 bar, guaranteeing a high level of safety INNOVATION IS IN THE DETAILS
- 17. 17 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing Concentric circles on the base help maintain perfect pressure The body expansion into segments ensures a higher performance The shape helps a more homogeneous deformation and improves the resistance of the tin INNOVATION IS IN THE DETAILS TECHNICAL DETAILS
- 18. 18 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing ADDITIONAL FORMAT INTRODUCTION BETTER FITTING LOW VOLUMES CUSTOMERS Consistent design & branding but smaller. Better quality coffee beans for the cupping phase (ratio number of coffee served per day/total coffee for 1 tin) . Possibility to add multiple beans offer side by side for additional roasting/grinding degrees or decaf version.
- 19. 19 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing OOH AND HOME PACKAGING HARMONIZED BRAND EQUITY CONSISTENTLY DELIVERED TO CONSUMERS
- 20. 20 ©illycaffè s.p.a 2017 –This document is confidential and proprietary to illycaffè s.p.a. Any full or partial distribution, reproduction and/or duplication is strictly prohibited PACKAGING AS A TRUE VALUE CREATOR Carolina Giacomuzzi Moore – Global Marketing THANK YOU ALL TIME FOR ADDITIONAL QUESTIONS .