This document discusses a case study of collaborative innovation between various stakeholders to develop an eco-friendly juice packaging called the Eco-Clip. Through open communication and sharing of expertise, the packaging captured value for consumers by appearing homemade, and for retailers by promoting high-margin fresh juices. Testing of production processes was important. The outcome was 30% growth in fresh juices and awards for the innovative packaging design that strengthened all parties' businesses. The document advocates that finding value and efficient innovation requires collaboration across organizations.
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2 Case Study Ahold Hoogesteger Van Genechten[1]
1. 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
3. Value Discovery and Collaborative Innovation
Value is everywhere
consumer
retailer
design agency
packaging industry
producer
4. 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”
5. 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)
6. 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)
7. 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
8. 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)
9. 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
10. 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
11. Value Discovery and Collaborative Innovation
Communication role
Basic communication role of packaging
Telling the consumer that it is fresh
First thoughts
12. 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
13. 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
14. 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)
15. 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
16. 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
17. 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.
18. 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
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23. 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
24. 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