How important is market growth if the technology provided by Aptar would be unique and successful to gain significant market share, even in a mature (and stagnating) market? Or in other words, do they want to pursue a new dispenser technology solely in order to develop new markets?

APTARGROUP INC. RESEARCH SUMMATION
APTAR GOAL : 1. AptarGroup will like to capture more market in North America {Canada, USA, Mexico} in terms of new technology trends or market platforms to grow {help understand what are the dispensing innovations at disposal}
2. AptarGroup would like to know more about these 3 North American markets in order to help understand where the wipe market is going, to make strategic decisions as to whether to invest or not invest in development of wipes dispensing technology.
3. To attain a wipes and wipe dispenser sale market growth of atleast 3% annually {help see if there is enough opportunity for growth}.
4. To know what are the consumer needs and consumer behaviors based on competitive landscape.
The Aptar 6 sigma based Research Write-up:
1) a. Hypothesize 2-3 impacts of technology and trends on how consumer will use wipes in future {2016 to 2020}
b. Determine what innovation might be required to support changing usage patterns {support with survey data}.
c. Identify technology and market trends{changes} anticipated in Canada, USA, Mexico {especially in current packaging deficiency and areas of innovation evident in last 18 months}
2) Identify wipe usage patterns and application fields. i.e. Home care wipes, Personal wipes & Baby wipes {backed up with data’s provided}
a. Prioritize 2 to 4 applications fields for investment decision in wipes dispensing innovation.
b. Develop “go-to-market” strategies including targeted innovation partners and lead customers in; 1. Mexico,
2. USA and
3. Canada {backed with quantitative datas}
NOTE: If applicable create a segmentation, targeting, competitive positioning & product pricing graphic analysis framework for existing markets platforms to make max profits for Aptar {support findings with tabulated data i.e. pie charts, bar charts and graphs}
3) 5 Porter forces for Aptar inc. {make detailed and specific data’s}
SWOT analysis {make detailed & specific data’s}

a) Develop Recommendations for Aptar’s Home care wipes, Personal wipes & Baby {in bullet points} backed by the data provided
in reference to Aptar partners i.e. Proctor & Gamble, Berlin Packaging, Private label
Recommendation strategies in 1. Mexico
2. USA
3. Canada

Hint: Can use 6 Sigma to find Aftermarket evaluation/ usage pattern, advice the firm on a go/no-go decision on pursuing wipes dispensing technology investment. Provide specific investment recommendations based on the wipes usage application
4) a} Develop risk and rewards for Aptar {from 6 sigma}
b} Develop implementation strategies based on data’s & graphs for 1) Mexico
2) USA
3) Canada

5) 5. Create on a Powerpoint slide from these above findings i.e. data and graphs
a) Recommendation strategies in bullet points for 1) Mexico, 2) USA, 3) Canada
b) Implementation strategies in bullet points for 1) Mexico, 2) USA, 3) Canada

DEADLINE  Sunday October 18th
HELPFUL HINTS AND SIDE NOTES FOR THIS RESEARCH WRITE UP

1) Does Aptar want to tap into existing market segments for wipes? Or would they want to create a new segment?

Since they don’t participate in larger markets, they would think that penetrating existing markets and gaining market share would be successful. Aptar aims NOT to compete with major product companies BUT to penetrate current market through already partners who already owne the market.
Example: They focus on baby care across all dispensing solutions as well as homecare wipes, so any way to get market share in those categories would be attractive. However, they also think that new markets/applications are a possibility. Bottom line: Ok to participate in flat growth markets if large enough.

2) How important is market growth if the technology provided by Aptar would be unique and successful to gain significant market share, even in a mature (and stagnating) market? Or in other words, do they want to pursue a new dispenser technology solely in order to develop new markets?

Having a piece of the pie is great. Solutions that can grow the pie are even better. If solely development within a no-growth market, it could be of interest but would have to be a compelling case (focus on large segments). Example, laundry care is a flat but multi-billion dollar industry so even a nominal percentage would be an attractive option. If the pie in the category is large enough interest would be there.

3) How does Aptar’s technology currently add value to existing products in the market?

Although B2B, products are for consumers. Aptar looks to develop strategies to engage consumer product firms in a mutually beneficial way.
Convenience is the top priority (i.e. spray sunscreens – worked with Merck/Coppertone to develop a twist to open/lock to support convenience and avoid the need for a cap). Formulations are driving packaging decisions from brand managers. Lots of products require protection from air/light (air for wipes), so what technologies can we develop to ensure the wipes do not dry out. P&G wants product that goes in is the exact same
Optimization/Sustainability: Smart packaging, smaller, lighter, easier to ship, smaller environmental footprint to drive sustainability.