Surprisingly winning: the survival of printing companies
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As we all know, the development of each industry will change with the changes of the economic environment, and the packaging industry is no exception. In addition to resources and products, what enterprises are most concerned about is how to improve production efficiency.
Therefore, in the face of brand safety and the problem of traditional traditions, breaking the barriers has become the only way for enterprises to move forward.
Innovation and strategy are key to the development of the industry, and P&G's “Lianfa” program opens the door to ideas that improve product packaging while protecting brand safety and improving the market position of the company.
Jeff Weedman, vice president of P&G's external business development team, said that they have implemented the "Lianfa" program since 2002 and have achieved great success.
He said: "I can introduce the benefits of the 'Lianfa' strategy to others for several hours. Procter & Gamble has long realized that we can't and don't have to perfect everything, so we can find a company outside. To help us. We don't care where good ideas come from, we only care if we can make good use of these ideas."
The impact of the crisis
Although the current economic downturn may lead to a reduction in innovation, Weidmann said that it was because of the economic crisis that P&G would continue to develop the brand.
He said: "We don't know because the reduction in workload has made people have more time to think, or the attitude of companies looking for business has become more positive. In short, the ideas we have recently adopted have achieved unprecedented success."
The change of concept mainly depends on the improvement of the relationship between packaging enterprises and fast-moving consumer goods enterprises. As the degree of openness of enterprises increases, they can learn more from each other. In a sense, protecting the integrity of a brand is protecting its security.
Weidman said: "I talked to our packaging division vice president about our packaging development work. She was very satisfied with what we achieved last year. Later we decided to work more closely with a company called ConAgra. Cooperation. We intend to provide our packaging technology and production facilities for the latter, but they must ensure that we do not copy the products we have developed, so that ConAgra can put all its energy into new products and technologies. The development of both - for themselves and for us. In short, working with other companies can not only enhance our strength, but also enhance brand protection and development." Open the door
Procter & Gamble has realized that opening the door to the public can bring them all the benefits. Through the Lianfa process, creative companies and individuals have also built a certain trust with the P&G or FMCG industry.
Weidman explained: "Any company with advanced technology or superior strength will encounter the same problem when facing individuals. When someone says their own ideas, we don't want them to reveal other people's secrets. We only hope that they can contribute something that they own intellectual property."
On Procter & Gamble's Lianfa website (www.pgconnectdevelop.com), you must pass a completed review process to determine if your idea involves corporate secrets or violates relevant copyright laws. In addition, all people who submit ideas must understand that their ideas are fully justified within the company. If they are not willing to share the content with others, they do not have to submit ideas.
Fundamentally, this is a question of how to maintain balance. Procter & Gamble certainly hopes that people can come up with ideas and technologies that will protect them. Because if they can do this, they will have a greater competitive advantage.
Weidman said: "Someone often tells me that they get along with a wonderful idea, but they don't want to tell me more details. Their approach makes me feel meaningless. But on the other hand, We are not willing to bear the nickname of stealing other people's ideas, because the reputation of the company is the most important, and we see it as more important than anything else."
Brand Value
The owner of any brand believes that the brand is the product, and its personality and image are the key factors that determine whether a brand can be successful. In other words, protecting the brand of the company is protecting the product itself.
This product or brand can only become more valuable when a company owns a product or brand that no one else has.
Weidman said: "Procter & Gamble does not pursue goals that others can easily achieve. Our brand is as important as the products in the package. If P&G launches new products or adds new elements to the brand, other competition If the opponent can quickly follow suit, then our innovation will be worthless, and the money spent on research and development will be in vain. I hope that people can come up with some new and reliable ideas. If not, then they are worthless to us. The more protection we can provide for brands and innovations, the higher their value."
Changing times
In the summer of 2000, A.G. Lafley began serving as CEO of Procter & Gamble, and before that, the company's stock had fallen from $118 to $52. So Revali realized that he had to launch a revolution in corporate culture.
Refley stipulates that 50% of all products launched by Procter & Gamble must come from outside the company. Procter & Gamble recognizes that with the continuous development of Internet technology, the whole world has undergone earth-shaking changes, so they must comprehensively summarize and evaluate their own resources and capabilities.
Therefore, Revli decided to use the "Lianfa" process to speed up the innovation of the company. Recently, they have been researching the leather packaging of the Olay series to meet the aesthetic needs of female consumers.