crown europe - a fresh approach to packaging innovation kelvin pitman director of open innovation
TRANSCRIPT
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A Fresh Approach to
Packaging InnovationKelvin Pitman
Director of Open Innovation
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• Brand-Building Packaging
• How does B2B OI enhance our NPD Process
• Changing the Culture by empowering our experts
• Providing the tools for Open Innovation
• Success in the making
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Crown Value Proposition
World Leader in metal packaging
Market leadership in fastest growing regions
Diverse geographic, product & customer mix
Recognized technological leadership
Ability to commercialize new products & processes
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Largest Global Packaging Players
Source: 2008 annual reports / Internal estimates
0 2 4 6 8 10 12
Tetra Pak
Crown
Owens Illinois
Ball
Toyo Seikan
Rexam
St Gobain
Amcor
$bn
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Crown Organization
Americas
Food Spec PackClosuresAerosolsBevcan
Asia-PacificEurope
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Asia 8%
Geographic Product Line
Europe 54%
Asia 8%
Americas 38%
Beverage Cans 47%
Food Cans 34%
Aerosol Cans 6%
Closures / Crowns 5%
Spec. Pack. 6%
Crown Figures
2008 Key Figures
$8.3 billion
#1 producer of food cans and aerosol cans in the world.
#2 producer of metal vacuum closures in the world.
#3 producer of beverage cans in the world.
Net sales
21,300Employees
41Countries
139Plants
Others 2%
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Global Customers
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Crown Technology
European Technical Centre
Wantage, UK. 75 min from London Heathrow200 CT Staff, 200 others
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Crown Technology
North American Technical Centre
Alsip, IL, USA. 30 min from Chicago O’Hare75 CT Staff, 50 others
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Crown Technology – Skills and facilities
Creativity
Market research
Consumer research
New Product development
Product design and visualisation
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Crown Technology – Skills and facilities
Mechanical engineering
Engineering design
Chemical engineering
Analytical modelling
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Crown Technology – Skills and facilities
Advanced metal forming
Injection moulding
Advanced materials
Process monitoring
Flexible manufacture
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Crown Technology – Skills and facilities
Food science
Food, beverage & aerosol filling and processing
Packaging performance
Pack testing
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Crown Technology – Skills and facilities
Microbiology
Microscopy
Analytical chemistry
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World starAward 2008
Developing new products
Star Pack Awards 2008
Convenience
Brand Protection
Speed to Market
Innovation
Sustainability
Visual Appeal
MPMAAwards 2007
AppealAwards 2008
Can of the yearAwards 2008
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• Brand-Building Packaging
•How does B2B OI enhance our NPD process
• Changing the Culture by empowering our experts
• Providing the tools for Open Innovation
• Success in the making
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Roadmapping principals
Market
Product
Technology
R&D
Programmes
Resources
Past Now Plans Future VisionTime
Technology /Competences /
Knowledge
Products / Services / Applications /Services / Capabilities / Performance /
Features / Components / Families /Processes / Systems / Platforms /
Opportunities / Requirements / Risks
Customers / Competitors /Environment / Industry /
Business / Trends / Drivers / Threats /Objectives / Milestones / Strategy
Skills / Partnerships / Suppliers /Facilities / Infrastructure / Organisation
Standards / Science / Finance / R&D Projects
Tech
nolo
gy p
ush
Mar
ket P
ull
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Innovation process
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Packaging Supply Chain Networking
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Packaging Supply Chain Networking
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Packaging Supply Chain Networking
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Why Open Innovation?
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Primary OI Objectives
Instill an understanding within CT that we are here to find solutions to problems
not necessarily invent them (but we can)
Provide tools to look for solutions both internally and externally
Look for radical new technologies that may be disruptive
Find methods for and support assessing the best solutions
Change the culture of R&D
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EasyLiftTM
Crown vacuum button
Maeil Dairies prior art
Crown developed bistable button formed in down position
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• Brand Building Packaging
•How does B2B OI enhance our NPD Process
• Changing the culture by empowering our experts
• Providing the tools for Open Innovation
• Success in the making
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Changing Culture Challenges
Ref.Cambridge University IfMHow to Implement Open Innovation
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Changing Culture Considerations
Top Down
Top management need to initiate OI
Dedicated OI team
Incentives
Annual objectives linked to bonus
Seen as good career move
Fun activities
Training
Time and money to spend on OI
Need not be that large
Examples of OI working
Difficult in the early stages
It takes time to change a culture
Bottom-up
Tinderbox team
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Changing Culture Challenges (2)
Tinderbox group Senior management
Retirees group
Schools and universities
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alex
hella
tanya
nico
cristina
katie
ben
Mat
eria
l sci
enc
e
Mar
ketin
g
New
pro
duct
dev
elo
pmen
t
Pac
kagi
ng p
erfo
rma
nce
Mat
eria
ls d
evel
opm
ent
Inno
vatio
ns
Info
rma
tion
Tec
hnol
ogy
Original Tinderbox group (Jan 2005)
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What does innovation mean to you?New
Different
Intelligent (makes life easier)
Profitable
Makes the consumer think WOW
Idea and implementation
More than a product design
Competitiveness
Fashion
Leading edge
Uses ideas from anywhere
Successful
Unique
Patentable
Distinction
Built in redundancy
Fits the complete supply chain
Inventive
Obvious in retrospect
Changes the game / rules
Outside the box
Combines known technologies
Initially not appreciated
Surprise
A vehicle to demonstrate excellence
Sustainable
Scaleable
Multiple use
Targeted
‘Creativity is generating novel and fresh approaches and ideas………
…..Innovation is the useful implementation of creativity.’
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Current Tinderbox initiatives
Knowledge sharing
Idea generation and capturing
Recognition
Communication
Environment
Benchmarking creativity
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Development of ‘In-house’ creativity training program
Mission statement:
"To introduce training to share methods and practice techniques, to aid the creation of a more open and creative culture within CT"
Research
UK R&D
US R&D
Environment
Rollout
Pilots
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Site briefs
Colleagues
Example topics
1. New concept on familiar packaging.
2. New markets for existing concept product.
3. Next generation pack design.
4. Wantage site creative improvements.
5. Improvements to Crown display in local museum.
6. How an external technology can be utilised by Crown.
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Example of Tinderbox Seminars
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Some current Tinderbox members
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• Brand-Building Packaging
• How does B2B OI enhance our NPD Process
• Changing the Culture by empowering our experts
• Providing the tools for Open Innovation
• Success in the making
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Open Innovation Process, Tools and Challenges
Want Existing project needs;
Road mapping - BIs & other Crown Technology members;
Project redefinition teams – Pilot/Project Review;
CT Needs – General (Website);
Build an OI stage into Project plans.
Find Networks; Relationship managers; Project redefinition teams;
Intermediaries; Databases; Assess technology (O.A.); SharePoint;
Inventor Solicitation site.
Get Buy; License; Joint Development (incl. multiple partners); Alliances, etc.; New business models; Negotiation (training); Risk sharing.
Manage Short term – Project managers;
Longer term – Relationship managers
SharePoint – general
Manage risks
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Sources of Information & KnowledgeTrawl
Industry organisations PIRA
Faraday
Specialists and organisations
University specific departments
Suppliers
Customers
IP alerts
Scan
Scouting
General networking
Faraday
Universities (general)
Innovator solicitation website
Mine
Databases Internal (build up)
External (subscribe) Markets – (Euromonitor)
Science and technology?
Search Engines
Colleagues (internal networks) Relationship managers
Target
IXC
Yet2.com
NERAC
NineSigma, etc.
Local/Government Development Agencies (AIS)
Kn
ow
wh
at t
o lo
ok
for
Ye
sN
o
Yes No
Know where to look
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Inventor Solicitation site
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Crown needsTechnologies for aerosol atomisation and deliveryTechnologies for low energy curing of coatings Surface treatment technologies for enhanced coating adhesion Nanomaterials providing enhanced coating properties Technologies for metal decoration Animated graphics Technologies creating tactile finishes Technologies for metal forming Technologies for metal joining Technologies for metal protection Corrosion inhibitors Sealants (materials and application methods) Materials and processes for heat sealing Technologies for improved (canned) food quality Oxygen scavenging technology Freshness indicators RFID Technologies for "self-heating" and "self-cooling" cans Understanding emotions affecting consumer purchasing behaviour Sensors for process monitoring Tooling and technologies allowing Flexible (Agile) Manufacturing
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Opportunity Analysis
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Make the Business Case
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• Brand-Building Packaging
• How does B2B OI enhance our NPD Process
• Changing the Culture by empowering our experts
• Providing the tools for Open Innovation
• Success in the making
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Display matrix – Level indicator
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Digital Printing
unique digital printing process
Latest inkjet technology
4-Colours (CMYK)
Bespoke coatings & inks developed to withstand
necking / metal forming
water bath testing
Available soon in 65mm diameter Aerosol Cans
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Shaka Process
Fresher, better tasting long shelf life ambient foods
Steriflow commercial retort
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• Brand-Building Packaging
• How does B2B OI enhance our NPD Process
• Changing the Culture by empowering our experts
• Providing the tools for Open Innovation
• Success in the making