Building Efficiencies and Effectiveness into Packaging’s Strategic Role

HAVI helped R&D leaders at a major Consumer Packaged Goods (CPG) company to recognize the power of packaging as a brand growth enabler. HAVI measured their current practices against global best-in-class examples on their proprietary database and prepared a comprehensive report detailing packaging strategy, roadmap and metrics to measure future success.


Building Efficiencies and Effectiveness into Packaging’s Strategic Role

Benchmarking against global industry best practice helps a major CPG company understand where and how packaging can make a difference within its organization, and fosters greater collaboration and efficiencies around packaging innovation.



Senior R&D leaders at a major CPG company recognized the strategic power of packaging as an enabler to grow the brand and wanted to advance the importance of packaging innovation across their organization. How could they integrate packaging’s involvement at the start of projects rather than being considered too late in the process to be effective?

The senior R&D leaders needed to define how packaging supports and enhances their organization’s vision and mission, as well as develop a packaging strategy and roadmap. They knew if they could illustrate the top and bottom line business impact of packaging to drive sales and growth opportunities, especially as the organization looked to grow globally, the company as a whole would be much more strategic in its pursuits and more effective in reaching its goals.



The company sought help from the consulting team at HAVI. HAVI regularly benchmarks leading organizations across a set of 26 competencies that are bucketed into three categories: Organization and Culture, People and Skill Sets, and Process Effectiveness.

Published as “World Class Packaging Competencies,” HAVI has built a proprietary database that identifies and illustrates the best- in-class packaging competencies across industry segments. One of the first steps was to analyze and quantify the CPG company’s current practices against global best-in-class examples of how companies integrate packaging, R&D and innovation into their business strategies, processes and culture.

The consultants met with the senior R&D leaders championing packaging within the company and outlined the objectives of the audit and benchmarking project. Next, they identified 30 internal and external stakeholders across several global departments, including R&D, purchasing, supply chain and marketing, as well as suppliers, and interviewed them to gain insight on the perceptions of packaging’s importance, expectations and value within the company. The consultants assigned numerical ratings and baseline metrics to the data they analyzed and shared it with their primary client contacts to help drive an increased understanding and awareness of where packaging was doing relatively well, where there were challenges, and how their company compared to other global CPG companies previously benchmarked.

The consulting team identified 10 traits the CPG company needed to address in order to elevate the standing of the packaging organization and help deliver innovative packaging solutions and they worked with their client contacts to prioritize the top three or four areas from this list to align with corporate objectives. HAVI performed a gap analysis to identify where and how significant gaps were between the client’s current state and its future state model. The consultants prepared a comprehensive final report that included a packaging strategy, a three-year packaging roadmap and metrics to measure the company’s success moving forward.



  • Elevated packaging innovation – HAVI helped the client advance the function of packaging within the organization and encouraged greater packaging innovation by demonstrating the significant role packaging plays in driving new growth opportunities across brands.
  • Developed a roadmap for success – Based on the global benchmarking gap analysis, HAVI helped the client develop and implement a three-year strategic roadmap to achieve its objectives.
  • Increased efficiencies and effectiveness – HAVI helped  the client think proactively and implement new tools and processes to improve the efficiency and effectiveness of bringing packaging innovation to light. The client also adopted a more collaborative, future-focused approach to package development, starting the design process with the end in mind.