melhorando a competitividade na indústria da carne

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Lauren Sammel Associate Principal Scientist Kraft Foods-Oscar Mayer MercoAgro September 20, 2012

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Page 1: Melhorando a competitividade na indústria da carne

Lauren Sammel Associate Principal Scientist Kraft Foods-Oscar Mayer

MercoAgro September 20, 2012

Page 2: Melhorando a competitividade na indústria da carne

• Competitiveness -of, involving, or determined by competition

• Competition – the act or process of competing

• Compete - to strive consciously or unconsciously for an objective (as position, profit, or a prize) : be in a state of rivalry

Ability and performance of a firm, sub-sector or

country to sell and supply goods and services in a

given market

Ability and performance of other firms, sub-sectors or countries in the same

market.

in relation to

Page 3: Melhorando a competitividade na indústria da carne

• Oscar Mayer – The company

• Oscar Mayer Finding a Better Way Vision

• Open Innovation Introduction

• Examples of How Oscar Mayer uses Open Innovation as a Tool for Competitiveness

Page 4: Melhorando a competitividade na indústria da carne
Page 5: Melhorando a competitividade na indústria da carne

• The company was founded in 1883 by Oscar F. Mayer in Chicago, Illinois

• 1919 – Headquarters move from Chicago to Madison WI

• 1981 - General Foods acquires Oscar Mayer

• 1985 - Altria, which Kraft is a part of, acquires General Foods

• 2007 - Kraft splits from Altria

• 2012- Kraft splits into Kraft Foods Group and Mondelēz International

• American meat company owned by Kraft Foods known for its cold cuts, hot dogs, bologna, bacon, and Lunchables products

Page 6: Melhorando a competitividade na indústria da carne

• 12 brands with more than $1 billion in revenue • 70+ brands with more than $100 million in revenue • 40 brands over 100 years old • 80% revenue from #1 share positions

Page 7: Melhorando a competitividade na indústria da carne

Major North American grocery company • Approximately 80% of its revenues from categories in which it has #1

market position • Highly-competitive retail presence • Strong innovation pipeline • Significant scale across categories

Page 8: Melhorando a competitividade na indústria da carne

Worldwide leader in global snacks • #1 Biscuits, #1 Chocolate, #1 Candy, #2 Gum • Leading market shares in each major region of the world • Strong presence in fast-growing developing markets and instant

consumption channels • Strong stable of global and local brands

Page 9: Melhorando a competitividade na indústria da carne
Page 10: Melhorando a competitividade na indústria da carne

1. Columbia, MO – hot dogs 2. Coshocton, OH - bacon 3. Fullerton, CA - Lunchables 4. Newberry, SC – sliced deli meats 5. Kirksville, MO – bacon, sliced deli meat 6. Davenport, IA – sliced deli meat, Lunchables 7. Madison, WI – hot dogs, sliced deli meat 8. Woodstock, IL - pickles

Page 11: Melhorando a competitividade na indústria da carne
Page 12: Melhorando a competitividade na indústria da carne
Page 13: Melhorando a competitividade na indústria da carne

• We found a better way to use simple ingredients to improve our food and became the first brand to offer a complete line of meats that have:

• No artificial preservatives • No artificial flavors • No artificial color

• By using simple ingredients such as celery juice, half of our new products will have no artificial preservatives in 2012

• Sodium reduced by 20% across our portfolio, by end of 2012 • Our goal is to have 20% of our portfolio made with no artificial

preservatives by 2015

Page 14: Melhorando a competitividade na indústria da carne

Oscar Mayer Selects = Competitiveness

Competitiveness requires Technology

Technology requires Open Innovation

Page 15: Melhorando a competitividade na indústria da carne
Page 16: Melhorando a competitividade na indústria da carne

• Leveraging the capabilities and expertise of others to deliver noteworthy and distinctive innovation

• Model that assumes for businesses to advance their technology they can and should use

• External ideas as well as internal ideas

• Internal and external paths to market

Page 17: Melhorando a competitividade na indústria da carne

Competition is fierce in today’s world - requires companies to

develop innovative products with short development times

Goals unattainable by single companies are attainable when

companies join forces

The world is a vast pool of resources.

Easy access with internet

Page 18: Melhorando a competitividade na indústria da carne

• Define strategy and priorities

• Decide which projects or parts of projects to execute outside

• Decide how and where to execute outside

Page 19: Melhorando a competitividade na indústria da carne

Want • What external skills, technologies, or resources

Find • How will these critical external resources be found

Get • How will the resources be accessed

Manage • How will the new partnership be managed

*Source-Reinventing Corporate Growth (Gene Slowinski, 2005)

Page 20: Melhorando a competitividade na indústria da carne

• The skill, technology, resource required for innovation that will result in competitiveness • Make-Develop a technology internally with internal resources (Closed)

• Buy-Purchasing or in-licensing a technology that already exists in the market (Open)

• Partner-Create a technology by joining forces with external resources through a strategic alliance (Open)

• A Want needs to be

Clearly defined and understood Prioritized Communicated

Page 21: Melhorando a competitividade na indústria da carne

Want Brief

• Many different forms exist

• Should contain at least:

• Business opportunity

• Technical needs

• What is already known

• What is in scope

• Ideal solution

• Solution must have

• Budget and timeline

When done well it is the essential element of problem solving

Page 22: Melhorando a competitividade na indústria da carne

• Going about finding a solution

• Great ideas are everywhere and can be

hidden in other industries and countries

• The challenge is uncovering the ideas

Small Firms

Internet Search Engines

Universities

Start-ups

Government Large Firms

Customers Vendors

Page 23: Melhorando a competitividade na indústria da carne

• Partners of choice • Have internal structure that allows for creating and maintaining high quality

relationships

• Can make decisions fast and efficiently

• Supports team members and provides them with the tools they need to perform well within the framework of the partnership

• Can identify disputes early and handle in an effective manner to resolve quickly

• Have a history and reputation as an excellent partner to work with

Resource Fit

Shared Value Creation

Strategic Fit

Page 24: Melhorando a competitividade na indústria da carne

• Employee Networks • Internal and external to the company in Industry, Academia, and

Government

• Beyond area of expertise

• The Internet • Wealth of information and leads for investigation

• Current Suppliers • Supplier challenges

• Open Innovation Partners • Your Encore

• NineSigma

• Innovia Technology

• And many more

Page 25: Melhorando a competitividade na indústria da carne
Page 26: Melhorando a competitividade na indústria da carne

• Process for negotiating a mutually acceptable agreement

• Involves cross-functional teams

• R&D, marketing, procurement, legal, manufacturing

• Requires planning and collaboration

• Must identify and share value between partners

What not to do

Page 27: Melhorando a competitividade na indústria da carne

• Negotiation guide • Project description with deliverables

• Roles and responsibilities of each team

• Length of partnership and termination guidelines

• Confidentiality

• Intellectual property and right to use

• Field of use and exclusivity

• Often most challenging part of Open Innovation Framework for researchers • Training and practice essential

• Discussions and negotiations should occur before legal documents are drafted

Page 28: Melhorando a competitividade na indústria da carne

Intellectual Property

• IP can be used in multiple ways to create value for all

• It is not necessary to own IP for competitive advantage

• Rights to IP patents can be licensed and defined by: • Field of use

• Time

• Territory

• Royalty or royalty free

Page 29: Melhorando a competitividade na indústria da carne

• Establishing and maintaining working principle so both parties work and act as one team • Managements’ roles

• Researchers’ roles

• Sharing of information formally and informally

• Problem resolution

Page 30: Melhorando a competitividade na indústria da carne

• Defining and managing technical needs and challenges

• Monitoring and evaluating external activity

• Negotiation of agreements

• Leading and managing projects or portions of projects with external development

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Page 32: Melhorando a competitividade na indústria da carne

• Inventing Delicious Framework • We innovate by integrating the competencies and best

practices of Knowledge Management, Open Innovation and Intellectual Property into the technology development process

Page 33: Melhorando a competitividade na indústria da carne

• Derived from the business strategy

• Review make, buy, ally and differentiate needs

• Develop Open Innovation Needs list

• To do well must have

• Devoted resources

• Cross functional buy in

• Continuous process

Page 34: Melhorando a competitividade na indústria da carne

Technology Needs

No Artificial Preservatives

Sodium Reduction

Simple Ingredients Consumers Recognize

Page 35: Melhorando a competitividade na indústria da carne

www.kfcollaborationkitchen.com

Page 36: Melhorando a competitividade na indústria da carne

www.kfcollaborationkitchen.com

Page 37: Melhorando a competitividade na indústria da carne

• Expanding our Supplier network to drive innovation and competitiveness

• Supplier Innovation Summit 2011 • Identified new partnerships to drive

growth

• 45 participating companies

• 110 Kraft participants

• 35 Open Innovation needs

Page 38: Melhorando a competitividade na indústria da carne

• Defining the Problem

• Identification of the aims and goals of the QuickScan

• Key Findings and Trends

• Highlights important findings and current picture of the developing landscape

• NineSigma Mind Map

• High level view of the search areas and technology groups

• Identify trends

• Highlight specific capabilities

• Find commonality/areas of overlap

• Specific Technology Examples

• Options for pursuit and further consideration

Page 39: Melhorando a competitividade na indústria da carne

• Long term food safety partner

• Partner of choice

• Strategic Fit

• Resource Fit

• Create shared value

Page 40: Melhorando a competitividade na indústria da carne

Oscar Mayer’s Strengths: • Consumer based insights • Experts in the chemistry of our food systems • Applications of ingredients in our food

systems • High standards for product quality and food

safety • Leadership and scale – lead the way in

implementing new ingredients like Lactate in the 1990’s

• Regulatory insight on final products especially USDA expertise

• High volume/long term customer

Purac’s Strengths: • Fermentation • Downstream processing • Food safety modeling • Ingredient solubility modeling • GRAS and USDA approval of ingredients • Specification development and scale up

of ingredients • Scientific/research depth • Proven long term partner

Page 41: Melhorando a competitividade na indústria da carne

• University of Wisconsin-Madison •Close proximity • Strategically aligned • Meat Color • Food Safety • Lipid Oxidation

•Bi-Annual research reviews and information sharing •Member of the Food Research Institute

Page 42: Melhorando a competitividade na indústria da carne

• First brand to offer a complete line of meats that have: • No artificial preservatives • No artificial flavors • No artificial color

• Half of new products in 2012 will have no artificial preservatives • 20% sodium reduction across our portfolio by end of 2012 • 20% of portfolio made with no artificial preservatives by 2015 • Continued evolution using simple everyday ingredients people

trust

Page 43: Melhorando a competitividade na indústria da carne
Page 44: Melhorando a competitividade na indústria da carne

Step into your consumer’s worlds, listen and observe with open minds

• You will find competitive insight

Inspire those that you work with to dream

• Allow for thinking and playing outside the normal workplace constraints

• Rules and attitudes of organization can inhibit innovation

Create an innovation strategy

• Have a vision to work for and people will surprise you

Page 45: Melhorando a competitividade na indústria da carne

Embrace the global research community

Encourage and incent employees to build both their internal and external networks within and

outside our industry

Build skills in:

• Program management

• Partner orchestration

• Problem definition

• Relationship management

Page 46: Melhorando a competitividade na indústria da carne

Optimize internal and external resources to

• Have the right talent at the right time

• Develop technical strategies to deliver strategic plans

• Share risk outside your organization

• Accelerate innovation

View and treat external companies/universities as partners not adversaries

Think about your profit assets differently

• Manage IP portfolios to create numerous streams of value

Page 47: Melhorando a competitividade na indústria da carne

• “Many corporations are modern dinosaurs. They can choose to adapt to new challenges in front of them” –The Open Innovation Marketplace

*Source-The Open Innovation Marketplace (Alpheus Bingham and Dwayne Spradlin, 2011)

Page 48: Melhorando a competitividade na indústria da carne