PILLOLE DI STRATEGIA con Michele Bondani
e riciclabili, rispetto ai vassoi tradizionali questo nuovo
cercando invece di andare a crearsi delle opportunità. Ed
imballaggio consente una riduzione della plastica circa
è proprio nel momento di crisi che nascono i progetti più
dell’80% in quanto la lamina interna ultrasottile può es-
interessanti. In Packaging in Italy nell’ultimo anno di pan-
sere facilmente rimossa dalla confezione e smaltita se-
demia la crisi di lavoro non si è sentita. Siamo un’agenzia
paratamente garantendo il riciclaggio,
multisettoriale, e questo già di per sé ci mette al ripa-
una soluzione altamente innovativa in un mercato domi-
ro dai cali fisiologici dei vari settori; ma nell’ultimo anno
nato dalle vaschette in plastica, e comunicando quindi
sono letteralmente esplose le richieste di grandi aziende
al consumatore finale in maniera inequivocabile il pro-
interessate a sviluppare progetti innovativi nell’ottica di
prio impegno verso la sostenibilità.
un’aggressione al mercato”, dice Michele Bondani. Essere a contatto con differenti realtà è estremamente
COME FARE INNOVAZIONE?
vitale per il lavoro di un’agenzia, e consente di acquisire
“Il vero motivo per spingere sull’acceleratore dell’innova-
competenze e conoscenze in un settore, che possono
zione è di essere causa-effetto sul mercato. Questo è
poi essere trasferite e replicate anche su nuovi progetti
un concetto che
di altri comparti.
dovrebbe guidare
Se in una cate-
le aziende a non
goria viene lan-
subire il mercato,
ciato un prodotto
ENGLISH Version
Packaging innovation: where and why? WE CELEBRATE A YEAR OF COLLABORATION WITH MICHELE BONDANI, OWNER OF PACKAGING IN ITALY, AND WE DO IT FACING THE TOPIC OF INNOVATION IN PACKAGING, ANALYZING WHY IT IS NECESSARY TO FOLLOW A PATH OF THIS TYPE AND ABOVE ALL TRYING TO TELL THE KEY POINTS WHERE IT IS NECESSARY TO INTERVENE…
I
nnovation in today’s market is almost a duty for companies. Without a path of innovation, it seems trivial to say, there is the risk of ending up in a dead end with no way out. This is true for products, but also and above all for their packaging. “Companies that in the past have created innovative products, today must necessarily speed up their processes, because the times have been extremely reduced”, says Michele Bondani. In this process of accelerating processes, we cannot fail to underline the funda-
8 CONVERTER & Cartotecnica
mental role played by internet. Jack Trout, the father of the theories relating to positioning, in order to spread his knowledge had to write several books, which were then printed, distributed and sold in physical bookstores, with an extremely extended timing compared to a person interested nowadays in deepening the same topic: to get information you just need to open internet, search for keywords such as positioning, or take a virtual tour on social networks to find contributions of all kinds and in real time.
COMMUNICATE PRODUCT LEADERSHIP Today with marketing campaigns, with previews, with communication capable of creating expectations for consumers, and of attracting the attention of competitors, when a product is on the shelf, it enjoys much less of the novelty effect than in the past and if the company that launched it has failed to convey a message of uniqueness about the product to its customers, the risk is to be replicated, perhaps by multinationals with an important communication budget, capable instead of conquering the leadership for that product, which in the meantime has been copied, gaining an important competitive advantage. “There is a big difference between the first who thinks it and the first who makes it. Think for example of the first MP3 player, many are convinced that it was created by Steve Jobs, who actually copied it by improving it and calling it I-Pod. Considered to be one of Apple’s greatest hits, this item has revolutionized the music market. He was a great visionary and had the ability to catch
a glimpse of trends and select elements of public interest, anticipating the competition. It attacked the market with innovative products, but also based much of its success on the communicative aspect and on the timeliness in doing so. Of course, he did not lack the resources to become the protagonist of the scene”, says Bondani, underlining the importance of developing innovation and having the ability to be perceived as innovative, and before others.
