Identifying market opportunities for AkzoNobel in the metal coatings market

The challenge
AkzoNobel came to us to address knowledge gaps in the food and beverage packaging market. They needed to better understand their B2B customer needs and those of other key decision makers across the value chain. Actionable insights were needed to identify ways to win in these markets and be the supplier of choice.

Our solution
We interviewed key members of their supply chain (senior decision-makers across major retail, wholesale and product manufacturers, and legislative experts) in North America, Europe and Asia. This generated a deep understanding of the trends and drivers in each region, as well as identifying customer pain points.

The outcome
Our comprehensive and detailed report on current and future trends in both the food and beer and beverage packaging sector enabled the client to identify and prioritize short and long term opportunities to maximize share in each region and improve their differentiation.
We then held a series of ideation and opportunity sessions with stakeholders and action teams, to develop a roadmap for the next 3-5 years and help them capitalize on potential growth. The success of the project means that discussions are underway to repeat the programme across other divisions

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