Pack and Product Pulse

S1E09 - Tessa and Jack Schrupp @ Drink Wholsome

Summary: In this episode of Pack and Product Pulse, Victor Lebon speaks with Jack and Tessa Schrupp, the founders of Drink Wholesome, a company specializing in protein powders for sensitive stomachs. They discuss their journey from product development to marketing strategies, emphasizing the importance of simplicity in ingredients and branding. The conversation covers the challenges of entrepreneurship, the significance of consumer feedback, and future trends in the protein supplement market. Takeaways: * Drink Wholesome focuses on protein powders for sensitive stomachs. * The product is made with simple, whole-food ingredients. * Market research was conducted informally through feedback from students. * The brand emphasizes transparency with ingredient labelling. * Design changes were made to enhance online visibility. * Practitioner relationships have been key to their marketing success. * The affiliate program has helped build a loyal customer base. * Entrepreneurship involves overcoming numerous challenges and mistakes. * The protein supplement market is competitive and dominated by large brands. * Future product expansions include vegan options and meal replacements. * Creating a Stomach-Friendly Protein Powder * The Power of Simplicity in Product Development Click here to follow Jack on LinkedIn [https://www.linkedin.com/in/jack-schrupp-4a14a7a1?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BVObcviPvQtqUDbwwdCNeWA%3D%3D] Click here to follow Tessa on LinkedIn [https://www.linkedin.com/in/tessa-schrupp?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BuIDQD6pfTU2QM66nXknJjQ%3D%3D] Click here to follow Victor on LinkedIn [https://www.linkedin.com/in/victor-lebon-73594022?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BeSwxB53qSrSApsNHERyHzQ%3D%3D]

S1E08 - Jing Wang, Executive Consultant

Summary: In this episode of Pack in Product Pulse, Victor Lebon and Jing Wang discuss the differences in the pack and product lifecycle between Western and Asian markets. They explore the rapid innovation and shorter product life cycles in Asia, driven by consumer preferences and local competition. They also touch on the importance of regulatory compliance, sustainability practices, and branding for domestic brands looking to go global. Additionally, they highlight the differences in packaging aesthetics and consumer purchasing behaviours between Asia and Western markets. The conversation concludes with a glimpse into exciting innovations such as AI and 3D scanning in the packaging industry. Takeaways: * Asian markets are known for rapid innovation and shorter product life cycles driven by consumer preferences and local competition. * Domestic brands looking to go global should focus on regulatory compliance, sustainability practices, and effective branding and storytelling. * Packaging aesthetics play a significant role in consumer purchasing decisions, particularly in Asia. * Differences in portion sizes and consumer purchasing behaviours exist between Asia and Western markets. * Exciting innovations in the packaging industry include AI and 3D scanning for product packaging and e-commerce applications. Click here to follow Jing on LinkedIn [https://www.linkedin.com/in/jing-w-069a4462?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=android_app] Click here to follow Victor on LinkedIn [https://www.linkedin.com/in/victor-lebon-73594022?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAATEFBkBQcrbaPaRdGd5gcHZ4hjPO_dWdIk&lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BylzhXCzaTiuUmfN5d6f4BA%3D%3D]

S1E07 - Amy Short, Senior Global Performance Manager

Summary: The conversation covers topics such as product marketing, internal organization, data-driven decision making, and the future of consumer engagement. Amy discusses the challenges of marketing and communicating the luxury and sensory experience of products online, as well as the importance of giving enough time for creativity and understanding the customer's perspective. She also talks about the need for internal stakeholder management and reducing silos within the organization. The conversation touches on the balance between data and empathy in marketing, the role of AI in personalized customer experiences, and the evolving expectations of consumers. Takeaways: * Marketing luxury and sensory products online requires creative language and emphasis on the overall feeling and experience. * Giving enough time for creativity and understanding the customer's perspective is crucial for effective marketing. * Reducing silos and promoting internal stakeholder management is important for organizational success. * Balancing data-driven decision making with empathy is key in marketing and creative roles. * AI can play a significant role in personalized customer experiences and performance marketing. * Consumer expectations are constantly evolving, and companies need to adapt to meet those expectations. Click here to follow Amy on LinkedIn [https://www.linkedin.com/in/amy-claire-short-60bb5057?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BSDSeo80HTrmsmTX%2Fqtn%2B1w%3D%3D] Click here to follow Victor on LinkedIn [https://www.linkedin.com/in/victor-lebon-73594022?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BR2u1tlWMTHuh9rqBMgi7Bg%3D%3D]

S1E06 - Roger Nefkens, Founder @ Smyle

Summary: In this episode, Victor Lebon interviews Roger Nefkens, the founder of Smyle, a sustainable oral care brand. They discuss Roger's journey as a founder, the challenges he faced, the role of packaging in the consumer journey, and the trade-offs between sustainability and affordability. Roger also shares his inspirations and upcoming innovations for Smyle. Takeaways: * Being a founder requires finding your purpose and being dedicated to making an impact. * Challenges as a founder include diving deep into different fields and finding solutions with partners. * Packaging plays a crucial role in the consumer journey, and it should be convenient, sustainable, and attractive. * Sustainable products can be priced competitively compared to regular brands, but the market is still price-sensitive. * Innovation comes from focusing on specific product segments and looking for improvements in packaging, ingredients, and materials. * Bringing innovations to life involves making quick decisions, testing products, and being willing to let go of ideas that don't work. * Smyle is expanding into new markets and channels, such as partnerships with airlines, to reach more people and make a greater impact. * Entrepreneurs should start taking action and be prepared to fail multiple times on the path to success. Click here to follow Roger on LinkedIn [https://www.linkedin.com/in/rogernefkens?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BK6RnWvtgQOeySS%2BsMAKS5A%3D%3D] Click here to follow Victor on LinkedIn [https://www.linkedin.com/in/victor-lebon-73594022?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BcmejphkCSK2eV0pTOhdXMg%3D%3D]

SE1E05 - Jorgen Bartsch, Former VP Global Marketing @ Unilever. Principal Consultant @ Bartsch & Co.

Summary: In this episode, Jorgan Bartsch, former VP of Global Marketing Services at Unilever, discusses the end-to-end pack and product life cycle. He emphasizes the importance of taking an end-to-end view of the process and avoiding silos. Jorgen also explores different organizational structures and the need for centralized models in FMCG companies. He shares insights on the role of marketing in packaging and product development, as well as the challenges of marrying the digital and physical worlds. Jorgen also discusses the balance between consumer privacy and personalized experiences, and the importance of gathering insights and measurements to optimize the process. Takeaways: * Take an end-to-end view of the pack and product life cycle to ensure smooth processes and avoid silos. * Consider centralized models in FMCG companies to improve coordination and efficiency. * Marketing should play a key role in packaging and product development, with a focus on delivering tailored experiences to consumers. * Balancing consumer privacy and personalized experiences is a challenge that requires brand trust and clear communication. * Gathering insights and measurements is crucial for optimizing the process and improving future product iterations. Click here to follow Jorgen on LinkedIn [https://www.linkedin.com/in/jorgen-bartsch-3666124?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BE1mVPjoVQ5mcjcGjp6u1Aw%3D%3D] Click here to follow Victor on LinkedIn [https://www.linkedin.com/in/victor-lebon-73594022?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BBAoN8uADR8qs1UhEpA8gHQ%3D%3D]