Packaging for Life – Coordination of Rani Plastin’s strategy process, strategy clarification, visualization and rollout

Goals: Rani’s strategy needed to be renewed, clarified and communicated to stakeholders.

Smartbutlers’ role: Our role was to facilitate and coordinate the entire strategy process from analysis through concepting to rollout. Our task was also to visualize the outcome into a single understandable image. We were part of the company’s strategic leadership team and were therefore able to take part in developing the strategy, clarifying values, planning strategic initiatives and metrics, as well as leadership strategy coaching.

Results: The outcome of the project is a new strategy visualized in a single image, which has been communicated both internally and externally. The strategy builds on existing core competencies but introduces new distinctive dimensions across the industry. The strategy also includes strategic projects that were initiated to improve competitiveness. Packaging for Life prioritizes people and the environment.

Rani is an expert in packaging. The company understands plastics and approaches the future responsibly. This was the starting point when Rani launched its new strategy for the next four years.

In recent years the company has made significant investments in its plant and its machinery is among the most modern on the market.

Now it was also necessary to ensure that the company has the right expertise in the right places and a shared purpose.

The new Packaging for Life strategy is based on the company’s position as a leading packaging manufacturer.

Packaging for Life – lifetime packaging solutions – means protecting the products that surround us in all their forms.

When we look around, for example in the kitchen, bathroom or garage, we see products and goods everywhere that need to be protected safely and sustainably. This is Rani’s specialty.

The slogan describes the company’s aim to become increasingly responsible and reliable and to provide further improvements that make everyday life easier for the millions of people who use Rani products.

The strategy also includes an important promise: We Care. It means that caring for employees, one another, customers and partners is central.

The new strategy focuses on the company’s vision to become the most respected partner in the industry across all areas of business.

The company is already taking significant practical steps to improve product quality, minimize ecological footprint, create a safe and caring work community and establish new long-term global partnerships.

Achieving the goals together builds trust, which is also reflected in the company’s vision: In Rani we Trust.

“Smartbutlers did exactly what was wanted. The strategy work proceeded efficiently, understanding the company’s realities and respecting traditions. Our strategy has been well received everywhere. We are extremely satisfied with Smartbutlers’ work and our cooperation continues,” says Stefan Kaptens, CEO of Rani Plastin.