1. AptarGroup will like to capture more market in North America {Canada, USA, Mexico} in terms of new technology trends or
market platforms to grow {help understand what are the dispensing innovations at disposal}
2. AptarGroup would like to know more about these 3 North American markets in order to help understand where the wipe market is going, to
make strategic decisions as to whether to invest or not invest in development of wipes dispensing technology.
3. To attain a wipes and wipe dispenser sale market growth of atleast 3% annually {help see if there is enough opportunity for growth}.
4. To know what are the consumer needs and consumer behaviors based on competitive landscape.
The Aptar 6 sigma based Research Write-up:
1) a. Hypothesize 2-3 impacts of technology and trends on how consumer will use wipes in future {2016 to 2020}
b. Determine what innovation might be required to support changing usage patterns {support with survey data}.
c. Identify technology and market trends{changes} anticipated in Canada, USA, Mexico {especially in current packaging deficiency and areas
of innovation evident in last 18 months}
2) Identify wipe usage patterns and application fields. i.e. Home care wipes, Personal wipes & Baby wipes {backed up with data’s provided}
a. Prioritize 2 to 4 applications fields for investment decision in wipes dispensing innovation.
b. Develop “go-to-market” strategies including targeted innovation partners and lead customers in; 1. Mexico,
2. USA and
3. Canada {backed with quantitative datas}
NOTE: If applicable create a segmentation, targeting, competitive positioning & product pricing graphic analysis framework for existing
markets platforms to make max profits for Aptar {support findings with tabulated data i.e. pie charts, bar charts and graphs}
3) 5 Porter forces for Aptar inc. {make detailed and specific data’s}
SWOT analysis {make detailed & specific data’s}
a) Develop Recommendations for Aptar’s Home care wipes, Personal wipes & Baby {in bullet points} backed by the data provided
in reference to Aptar partners i.e. Proctor & Gamble, Berlin Packaging, Private label
Recommendation strategies in 1. Mexico
2. USA
3. Canada
Hint: Can use 6 Sigma to find Aftermarket evaluation/ usage pattern, advice the firm on a go/no-go decision on pursuing wipes dispensing
technology investment. Provide specific investment recommendations based on the wipes usage application
4) a} Develop risk and rewards for Aptar {from 6 sigma}
b} Develop implementation strategies based on data’s & graphs for 1) Mexico
2) USA
3) Canada
5) 5. Create on a Powerpoint slide from these above findings i.e. data and graphs
a) Recommendation strategies in bullet points for 1) Mexico, 2) USA, 3) Canada
b) Implementation strategies in bullet points for 1) Mexico, 2) USA, 3) Canada
1) Does Aptar want to tap into existing market segments for wipes? Or would they want to create a new segment?
Since they don’t participate in larger markets, they would think that penetrating existing markets and gaining market share would be
successful. Aptar aims NOT to compete with major product companies BUT to penetrate current market through already partners who already
owne the market.
Example: They focus on baby care across all dispensing solutions as well as homecare wipes, so any way to get market share in those
categories would be attractive. However, they also think that new markets/applications are a possibility. Bottom line: Ok to participate in
flat growth markets if large enough.
2) How important is market growth if the technology provided by Aptar would be unique and successful to gain significant market share, even
in a mature (and stagnating) market? Or in other words, do they want to pursue a new dispenser technology solely in order to develop new
markets?
Having a piece of the pie is great. Solutions that can grow the pie are even better. If solely development within a no-growth market, it
could be of interest but would have to be a compelling case (focus on large segments). Example, laundry care is a flat but multi-billion
dollar industry so even a nominal percentage would be an attractive option. If the pie in the category is large enough interest would be
there.
3) How does Aptar’s technology currently add value to existing products in the market?
Although B2B, products are for consumers. Aptar looks to develop strategies to engage consumer product firms in a mutually beneficial way.
Convenience is the top priority (i.e. spray sunscreens – worked with Merck/Coppertone to develop a twist to open/lock to support
convenience and avoid the need for a cap). Formulations are driving packaging decisions from brand managers. Lots of products require
protection from air/light (air for wipes), so what technologies can we develop to ensure the wipes do not dry out. P&G wants product that
goes in is the exact same
Optimization/Sustainability: Smart packaging, smaller, lighter, easier to ship, smaller environmental footprint to drive sustainability.
4) What role does IP play in this process for Aptar? How can Aptar make sure that their product is protected against their customer and its
product?
Intellectual Property {IP} is absolutely a concern. Aptar applies for patents regularly. Functional patents for design that add value to
commoditized products. Not usually focusing on design patents as they’re not as enforceable internationally. Usually apply for patents in
the nation it was designed in addition to the United States. When developing products, it is on the list of requirements. Ability to patent
is required. Also looking for existing patent technology to acquire and leverage. 90% of tech is from own internal development. They do
compete with customers sometimes so if a customer comes up with a patent on a product they could be a partner, but mostly they develop OEM
and bring it to market and ensure they don’t conflict with customers.
5) Picking a preferred partner / customer:
What are Aptar’s top 3 clients by sales and by ease to work with?
Biggest Customers Sales (North America):
1) Unilever (hair care, body spray, food items [Helmans Mayo],
2) Mast Global (Limited Brands – Bath & Body Works/Victoria’s Secret) highly decorative product set & #1 in hand sanitizer quantities
3) Johnson & Johnson (skin care, aveeno, Lubriderm)
4) P&G (Mr. Clean, Old Spice)
5) Private Label
Biggest Distributors
1) Berlin Packaging: distributor makes bottles and packaging for more downstream (strong partnership)
Easy to work with: Berlin Packaging
Would they want to work with a company that is already one of their customers? Depends. Can work with certain firms faster (i.e. Reckitt)
than others (i.e. a P&G).
Could it be one of Aptar customers’ competitors? Not a concern.
Do they want to work with the market leader in a specific segment?
6) Other questions: Market data (Euromonitor vs. Freedonia research references), …
• Euromonitor is more historic as oppose to forecasting.
• From concept to production a fully new design it could be 2 years to bring the solution to market. 2020 is right on the money.
CAPABILITIES NEEDED FOR ABOVE WRITE UP
Market research – Analysis Consumer needs & B2B research {knowledge of consumer survey is desirable.
Strategic management – Analysis of key supply chain participants and their market positioning. Include Porter’s Five Forces, SWOT analysis
and other appropriate analysis.
Technology – Ability to understand the basic wipes technology, dispensing technology & industrial design thinking.
Futurist – Ability to project future scenerios gathered data {2016 – 2020}.
Business planning – Experience with creation of business plan to drive growth in new and underdeveloped market spaces i.e. Canada and
Mexico
1. This write-up has to be more qualitative than quantitative {backed with tabulated numerical data i.e. pie charts, bar charts and graphs.
This article write up has to be more data driven data tabulations, graphs, pie charts and bar charts.
2. There has to be adequate collation of data from USA, Canada & Mexico
3. IMPORTANTLY, the Decision tree has to be specifically detailed to Aptar business venture into 1) Technology, 2) Geography {Canada, USA,
Mexico) & 3) Partnerships/ Joint ventures {Proctor & Gamble, Private label, Berlin Packaging etc.
Decision tree should be diagrammatically exhibited at all, thus, for the final 6 sigma based recommendations to delve into the business.
This provides sharp teeth for this research conclusions.
4. Finally, this research has to be more quantitatively data for a MULTI-DIMENSIONAL ANALYSIS —-> driven with tabulations, graph, pie
charts and bar charts.
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