Packaging for Life – Coordination of Rani Plast's strategy process, strategy refinement, visualization, and implementation

Objectives: To renew, clarify, and effectively communicate Rani´s strategy to all stakeholders.

Role of Smartbutlers: Our role was to facilitate and coordinate the entire strategy process, from analysis to conceptualization and implementation. We also visualized the final strategy in a single, comprehensible image. As part of the company’s strategic leadership team, we took part in developing the strategy, clarifying values, planning strategic actions and metrics, and providing strategy training for supervisors.

Results: The project resulted in a new, visualized strategy captured in one image, communicated both internally and externally. The strategy builds on Rani’s core expertise but introduces new, differentiating dimensions for the entire industry. It includes strategic initiatives aimed at enhancing competitiveness. Packaging for Life prioritizes people and the environment.

Rani is an expert in packaging, with profound knowledge of plastic and a responsible outlook for the future. This formed the foundation as Rani launched its new strategy for the next four years.

In recent years, the company has made significant investments in its factory, with machinery that is among the most modern in the market. The aim was to ensure that the company has the right expertise in the right places, as well as a unified goal.

The new Packaging for Life strategy is based on Rani’s position as a leading packaging manufacturer. Packaging for Life – lifelong packaging solutions – signifies the protection of all kinds of products around us.

When we look around, whether in the kitchen, bathroom, or garage, we see products that need to be safely and sustainably protected – Rani’s specialty. The tagline reflects the company’s goal to become even more responsible, reliable, and to offer improvements that make the everyday lives of millions of Rani product users easier.

The strategy also includes an important promise: We Care. This means that caring for employees, each other, customers, and partners is central.

The new strategy focuses on the company’s vision to become the most respected partner in every aspect of its business. The company is already taking significant practical steps to improve product quality, minimize its ecological footprint, create a safe and caring work community, and establish new, long-term global partnerships.

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

“Smartbutlers did exactly what was needed. The strategy work progressed effectively, with an understanding of the company's rules and respect for its traditions. Our strategy has been well received everywhere. We are very pleased with Smartbutlers' work, and our cooperation continues,” says Stefan Kaptens, CEO of Rani Plast.