commodities supply chain

New product adoption barriers from value chain players

PROBLEM

PackagingCo. has developed an innovative sustainable packaging solution for the meat industry. The new packaging solution emits 40% lower CO2 and takes 30% less space compared to the current packaging solution used in the industry. Thus PackagingCo. sought to increase the adoption of this new packaging product in the meat industry.

The meat industry has a long and complex value chain with multiple stakeholders who influence adoption. Thus PackagingCo. sought to identify the concerns of each stakeholder w.r.t. a new packaging solution.

Outcomes

6 Product development areas identified based on value chain players feedback
+8months Acceleration in R&D spearhead topics

QUICK SUMMARY

The goal of the project was to map the concerns of key stakeholders in the meat value chain for the new sustainable packaging. The stakeholders included in the study were meat producers in the Nordics, logistics providers incl. road and air and the distributors and retailers in Asia. Additionally, PackagingCo. also sought to understand the cost implication of manufacturing the new packaging solution and its impact on the unit price.

The key questions in the project were:

Q1. What are the key factors that will impact meat producers’ adoption of new packaging?

Q2. What are the concerns of other stakeholders in the value chain i.e. logistics partner, retailers, regarding the new packaging?

Q3. What are the financial implications for meat producers should they adopt the new packaging?

CURRENT SITUATION

Most meat producers currently use X-type boxes to transport meat, primarily due to unit cost, packaging insulation and weight reasons. The large meat producers typically have their own on-site X- boxes production facilities while small producers opt to buy ready-made boxes at higher unit price. Because of established packaging processes and sunk cost in infrastructure these meat producers are averse to changing of packaging material. Additionally they were also concerned with how the value chain players will adopt a new package.

Our Approach

SCG conducted a three-phase project:

Phase 1 – Map key stakeholder

The project team interviewed PackagingCo. stakeholders to map the value chain of the meat industry. Next the team interviewed keys players of the value chain to understand the factors that they thought were critical with respect to the packaging material. Further the team also listed their concern with the current X-type packaging and its material.

Value Chain Map

Phase 2 – Feature comparison and analysis

Based on the factors listed by each stakeholder the project team conducted a feature and performance analysis. These brought insights regarding specific feature improvements for the current product. Additionally the feature analysis also identified the upper threshold limit for those features per key player. This was critical information for PackagingCo. R&D team.

Phase 3 – Cost comparison and business modelling

During the final phase, the project team collected and analysed the total investment and operational cost to set up and operationalise a X-type package manufacturing site. The team conducted this analysis for multiple scenarios namely for large and SME meat producers. Based on this the team was able to understand the unit economics for each market segment.

Results

With the support of the on-demand workforce PackagingCo. was able to accelerate its product R&D focus and go-to-market by 4x. Additionally, PackagingCo. were able to identify the critical decision-making factors for each value chain player.

Main Concerns of a key stakeholder

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