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Il dialogo fra forma e funzione del cibo: Packaging e consumer experience
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50 anni di futuro
Il dialogo fra forma e funzione del cibo: Packaging e consumer experience
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© 2015 The European House - Ambrosetti S.p.A.. TUTTI I DIRITTI RISERVATI. Questo documento è stato ideato e preparato da TEH-A per il cliente destinatario; nessuna parte di esso può essere in alcun modo riprodotta per terze parti o da queste utilizzata, senza l’autorizzazione scritta di TEH-A. Il suo utilizzo non può essere disgiunto dalla presentazione e/o dai commenti che l’hanno accompagnato.
Strettamente riservato
Milano, 28 ottobre 2015
A World of Connected FoodIl packaging, medium del cibo che racconta. E ascolta
Prof. Carlo Alberto Carnevale-Maffè
Strategic Managament Dept.Bocconi University School of Management – Milan (Italy)
Look, no packaging…
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Off the shelf…
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Food is not a chain. It’s a (social) network
1998-2014•Web 1.0: Impact on “Information asymmetries”•New forms of disintermediation, re-intermediationBut:•Unchanged market structure between supply and demand
2015-2020•Web 2.0: Impact on “Organisation asymmetries”•New forms of collaborative productionAnd:•Change of market structure, end of firms’ monopoly on supply and value added
Data is the New MoneyAnalytics is the New Value
Packaging isn’t just a Protection. It’s a Connection!
Food is Chronic. Frequent, Systematic, Social. Till Death Do Us Part…
We are dealing with a fundamental human need in a very inefficient way.
• Price competition relative to specific food units, i.e. drift to poorer quality and higher social risks.
• And it all sums up to single digit impact on overall cost structure!
• Unsustainable supply chain, leading to structural overproduction and underconsumption, with waste in the order of 25-30%.
Why are we still treating Food as a sequence of accidental transactions between Supply and Demand?
• On the supply side, “Operations-as-a-Service”• On the demand Side, “Food-as-a-Service” 10
A small slice of a big apple
A Smiley Face? Farm to Fork…(Source: Business Week International)
Higher Added-value and Lower
Replacement
Marketing
Brand
Innovation
DesignR&D
R&D/Innovation
Value Creation
Standardisation
InnovationR&D
Design
AddedValue
Manufacture
Assembly
Logistics
Marketing
Brand
StandardisationValue-added process
Distribution
Logistics
AssemblyManufacture
Foodle of Foodroid? Search Engine and Operating System of Connected Food, Anybody?
Food production & distribution• Metropolitan Vertical Farms• Behavioural commitments by final consumers, with secondary
market for liquidity• Food as a Derivative, a Smart Contract of production and
delivery)
Food Preparation• We still burn, boil & fry an insane share of food nutrients
because of jurassic methods of cooking: fire and water.• The destruction of proteins and vitamins at the point of
preparation is absurd.
Food Consumption (Individual & Social) • Tracking All Food eaten by all Humans (and Cattle, too)• Operating System and Search Engine• Licensing technology to competitors
The Big Data of Food• Collecting Food Data: Mensa Sana (i.e. Sane Data) in Corpore
Sano• “Packaging” from outside or “Embedding” from inside ?
Nanotech Tracers for Food Tracking 13
Food Should Be Free. Let’s Just Exchange a Few Externalities…
Like most inefficient markets, such as Media and Information, Food shows very little marginal costs of production and very high fixed cost for logistic and distribution.
Just 8% of the price paid by final consumer is related to the real cost of “food”.
Yet we still price food per kilograms & liters. Why?
Is the value of food – measured by quantity - bigger or smaller with respect to the potential externalities of its consumption?
The Packaging is the MediumBecause the Content is the Message(and the Food is the Subsidy)
“There will be such thing as a Free Lunch. And Dinner, and Breakfast, too…” 14
Food as Public Welfare. Packaging as a Social Recipe
Letting people feed themselves freely is too dangerous…
Because, ultimately, Food is a Drug.
If we subsidy public water, and public education, and public transportation, and public health, why shouldn’t we subsidy Public Food?
• Packaging as a platform for Food Compliance
• Reporting to Payors, public or private• Collaborative Lobbying
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A Brand: “The Seal”
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This food has been “Sealed”.
i.e.
• signed, • marked, • subscribed, • committed to by Us
Food as the Kant’s Dream of Universal Norm
The Disequation of Servitization for “Connected Food”
V * P < A * F * S
Volumes * Prices < Affiliates * Frequency * Subscription
Evolution Matrix of Food Servitization
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P&L B/S CF
Hardware Products & Consumables
Patents Legal Loyalty from IPR/Licensing
Software Maintenance Contracts
IndustryStandard
Economic Rent fromlock-in
OrgWare Co-producton Critical Mass of Adopters
Sustainable & Resilient Ecosystem
Thanks!Prof. CarloAlberto Carnevale-Maffè
Bocconi University - School of ManagementEmail: [email protected]
Twitter: @carloalberto