Reference no: EM132691549

The HBA Global Expo will award its "Packaging Executive of the Year" award to Scott Widro, v.p. of materials management and manufacturing, Chanel. Widro's counterpart in Paris is Michel Dupuis, senior v.p. of package development in the Paris headquarters. The secret to Chanel's package design success is having long-term relationships with a relatively small number of suppliers and converters and having close control on every aspect of product and package production.

For instance, global launches are truly global launches of a singularly consistent product and package, coordinated to appear nearly simultaneously around the world. Dupuis says the Chanel packaging department operates under a kind of motto: "We have one product for one world."

Chanel is still a privately held company that prides itself on the all-natural ingredients of its products, the purity of design and materials, and the dedication to stay true to the Chanel tradition.

The consistency is the product and packaging is the primary goal, and Chanel is the only fashion company that owns and operates its own perfume manufacturing facilities, creates its own perfume concentr&eacut;e, and even selectively purchases the crops for the perfume ingredients. One of Chanel's secrets to success is their desire to partner with their packaging suppliers and forge long-term relationships. It believes there is no reason to waste effort developing more than one set of tooling for the entire world. This philosophy started in manufacturing, but has bled upstream into packaging, marketing, and advertising.

For instance, when a customer opens up a Chanel box, they see the product right away so they can experience it immediately. "Does it really matter?" asks Widro. "Yes, it really does." Similarly, every compact comes in a velvet pouch. "The experience of opening it up and saying 'wow' is what we want," Widro says. "We talk about the experience a lot."

Not only does Chanel want consumers to have a singular experience when opening and using a Chanel package and product, they want them to have that same experience 10 years later and after many interactions with the package. In order to have that same fresh, new experience 10 years later, Chanel packages require purer materials, more durable labels, and more permanent coatings.

Under a lid, there may be a diagram to show how to use the product or makeup tips. Color makeup products have a label on the bottom with a spot of color that matches the product inside. The important difference for Chanel is making the instructions, makeup tips, or color-matched label last the life of the product. "To the consumer, it really matters," says Widro.

We are a gift-giving business," says Widro. "People still love to give No. 5." When there's a Chanel limited edition, though, it's a true limited edition with 10,000 units or fewer. Each piece of the Chanel brand has its own product presentation and package design strategy, but nothing at Chanel is ever gimmicky. Widro says the goal is to combine product and package, and come up with a singular thought.

Chanel has made a concerted effort over the last two years to make the experience at the Chanel makeup counter a thoroughly enjoyable one from beginning to end, and consistent across the globe. Dupuis says the counter display areas have been redesigned to be more approachable and to create specific atmosphere. "Merchandising is like theater," Dupuis explains. "The first contact with the brand is the package. You need to have everything together."

A) Explain VOC - What do you think is the VOC or a Chanel Customer

B) What is the VOO - Voice of the organization

C) Is there a match between VOC and VOO here ? How is this impacting the brand