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A Fresh Approach to

Packaging InnovationKelvin Pitman

Director of Open Innovation

• 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

• 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

• 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

• 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

• 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

• 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