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Unlocking speed to market

A summit organized by Frain Integration brings together brand owners, suppliers, and contract packagers to discuss growth challenges and opportunities in a divergent economy.

Heather Marvin, Principal, E2E Innovation, and Ben Ellis, Senior Brand Manager, Reynolds Consumer Products
Heather Marvin, Principal, E2E Innovation, and Ben Ellis, Senior Brand Manager, Reynolds Consumer Products

Volatility in the consumer products marketplace has never been greater. Consumer tastes and preferences, SKU proliferation, a hyper-competitive market environment, the rise of digital, and stakeholder expectations have combined to force companies to reimagine their business models. Trends toward shared assets and integrated supply chains are the new normal for brand owners, contract packagers, and their vendor partners.

In fall 2017, Frain Integration hosted a day-long industry summit, with a special focus on contract packaging, that featured a roster of highly informative speakers that provided insights on these trends. The event, “Unlocking Speed to Market – Growth Challenges in a Divergent Economy,” offered a glimpse into the future of the consumer packaged goods industry and integrated brand management. Partners in the event included the Contract Packaging Association, Sonoco, and Nulogy.

The digital transformation

Kicking off the summit, Brian Wagner, Senior Director for AMERIPEN, and Co-founder and Principal of PTIS, LLC, talked about how digital technology is transforming traditional business models as well as consumers’ lives.

As examples of its effect on business, Wagner cited Airbnb, the world’s largest accommodation provider, which owns no real estate; Uber, the world’s largest taxi company, which owns no cars; Alibaba.com, the world’s most valuable retailer, which owns no stock; and Facebook, the world’s most popular media owner, which creates no content.

“Everything is becoming digital,” Wagner said. “Instagram is digital, social media is digital. If we think about digital and what it is to our businesses, it’s 3D printing, it's digital printing, it’s everything that IoT [Internet of Things] is touching that is enabling us to go to market faster and do things we’ve never done before in new, creative ways.”

Other forces changing the course of business in the 21st century cited by Wagner include direct-to-consumer retailing/e-commerce, with extreme consumer personalization resulting in supply chain disruption, and the triple-tech revolution—biotech, materials technology, and information technology. In his PowerPoint presentation, Wagner showed the three technologies as three overlapping circles. “Where the circles intersect, that’s leading to new developments that are affecting all of us in packaging,” he said. “There are a lot of opportunities in triple tech.”

As for package design, we have now entered the fourth dimension, Wagner said. The 2D world of packaging relates to graphic design, while the 3D world involves structural design. The newest dimension, 4D, involves the digitization of packaging, through tools such as barcodes, image recognition, QR codes, NFC (Near Field Communication)/RFID tags, BLE (Bluetooth Low Energy), printed electronics, and sensors.

Said Wagner, “Connected packages are brand-owned digital media, they map consumer and package together, and they provide end-to-end life-cycle data in real time.”

In closing, Wagner provided advice for attendees on how to become part of the digital transformation:

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