ROYAL CROWN PACKAGING

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Unparalleled potential

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Thinking Out

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tside the Box For Royal Crown Packaging, business excellence is defined by an innovative culture, sound investment and captivated employees Writer: Jonathan Dyble Project Manager: Lewis Bush

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commerce is becoming ever-present in the modern day. With shopping baskets literally in the palm of each and every consumer’s hand with mobile applications, the industry has exploded in recent years, now valued at more than $2.3 trillion globally.

With massive market potential at stake, innovation has become synonymous with all aspects and segments of commerce, reflected in things as ubiquitous as packaging.

According to recent forecasts, the global corrugated box market is expected to reach just short of $100 billion by 2025, growing at roughly 4.6 percent a year for the next seven years, with 95 percent of all products in the US shipped using such containers.

And whilst the primary purpose of the corrugated box has remained the same during the 128 years since its invention, the innovative capabilities that are incorporated into their design have advanced dramatically – capabilities reflected by the work of Ghana’s Royal Crown Packaging Limited (RCPL).

“Say you want a box that is shaped like… I don’t know… a bottle, or a person. Our equipment means we can create these things and a whole lot more,” says Sally Osei-Boateng, the Company’s Group HR & Corporate Communications Head.

“We’ve invested in the latest machinery with the future in mind, demonstrated by our latest sample machine that allows us to cut out any unique design that our customers may require.”

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Competitive edge

Investment is a core part of RCPL’s business strategy, allowing it to not only meet rising industry demands, but also retain an edge over its competitors, with highly innovative, quality products.

“Our corrugator machine has the capacity to produce for all of West Africa and beyond, allowing us to capture both the whole of West Africa and new markets,” Osei-Boateng explains. “We’ve also recently added two converting lines, expanding on what we previously had thereby enabling us to meet our clients’ requests at a much faster rate.”

Combining this expansive productive capacity with a sound recognition of geographic differentiation, the firm has grown to serve a range of different markets, primarily in Ghana, but also with footprints in Togo, Mali, Burkina Faso, Benin and other Sub-Saharan countries.

“Our strategies are intertwined with a combination of geographic and behavioural factors that affect things like brand loyalty and price sensitivity,” says Osei-Boateng. “We may have customers with a similar demographic makeup but distinctly different selective tendencies, so we need to ensure we are flexible.”

While RCPL’s presence is advancing by the day through this adaptable approach, the Company equally continues to abide by the same overriding philosophies that have been fundamental in allowing it to expand so rapidly to date.

Known as PRIDE, this ethos outlines a cultural commitment to passion for its customers; results orientated operations; integrity; diversity; and excellence.

“Our key philosophy is to never repeat yesterday’s mistakes. We ensure that we learn new and improved ways of working each and every day,” states Osei-Boateng.

“Currently we work in just some

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ABOUT ROYAL CROWN PACKAGING LIMITED Royal Crown Packaging Limited is a manufacturer of corrugated boxes, folding carton solutions and plastic bottle caps.

Established on May 8, 2015, the Company began production seven months later.

A sister Company to Kasapreko Company Ltd and a subsidiary of Pinnacle Holding Company, RCPL is a wholly owned Ghanaian firm and one of the leading industry players in both domestic and international markets.

Supplying the highest quality products with the key goal of establishing itself as Africa’s leading packaging supplier, Osei-Boateng is proud of the work that RCPL involves itself in: “Since inception, we have delivered on our promise to partner with our clients to discover powerful ideas and to provide them with the highest level of craftmanship, dependable service and consistent quality, with a commitment to continuous improvement.

“Our quest for excellence has seen us grow our customer base to more than 200, both in the local and international markets, and we have received several local and international awards within the three years of operations.”

Such awards include the Afristar Award 2016 by African Packaging Organisation, Business Quality in Packaging Industry Award 2017, Emerging Business of the Year Award 2016, Best Growing Manufacturing Company of the Year 2018 and the World Star 2018 Award for Packaging Excellence by World Packaging Organisation. industry segments, but the long-term goal is to reach a point where we are providing 360-degree packaging solutions.”

Innovative ethos

One key element of this continual improvement strategy is evident in the major emphasis that RCPL places on its research and development (R&D) practices.

Currently developing a six-storey facility in front of its customer warehouse and factory in Ghana that is set for completion later this year, the firm is planning to dedicate an entire floor to R&D, ensuring that it always remains ahead of the industry curve.

“In addition to our quality boxes which perform in line with international standards and to our

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Bostex Trading GmbH was founded in 1988 as a well established Business Partner for Africa.

Our strengths are in the following sectors:

Burchardstrasse 17, 20095 Hamburg T +49 40 23 43 45 | +49 40 23 68 76 77 F +49 40 411 6199-40 | info@bostex.de www.bostex.de

• Food Processing • Flexible Packaging • Ferro Alloys / Cast Iron • Corrugating • Furniture • Machinery with spare parts

YOUR

CORRUGATED PAPER

RAW MATERIAL SUPPLIER

IN WEST AFRICA

PAPER TRADING MADE SMARTER.

Focus of our business

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clients’ satisfaction, we have improved our R&D capacity and capabilities to offer and deliver world class design and printing services,” explains OseiBoateng.

Forever placing its customers at the forefront of all its operations, OseiBoateng understands that the firm’s visionary reputation, largely facilitated by this improvement-centric ethos, has been key in not only maintaining its existing customer base but also attracting new business.

“We understand that our sustainability depends on not only improving on our product quality, but equally on the service excellence we demonstrate towards our clients that reinforces our relationship and ultimately their loyalty,” she adds.

“The industry is gearing towards more sophisticated packaging that offers good performance and outstanding appeal. We have plans

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far in advance to stay ahead of the competition and offer innovative solutions to our clients that best promotes and adds value to their products.”

Inclusive culture

In the same way that RCPL’s investment and R&D practices have been fundamental to its success, Osei-Boateng is quick to praise the Company’s staff – an element she considers to be the firm’s greatest asset.

Driven by its ambitious people management objectives, RCPL has implemented a wealth of employee engagement and training plans throughout its structure, from its mentoring activities to its welfare programmes.

Osei-Boateng explains: “We make sure that our staff are happy because we believe that only when the staff

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are happy will they put in their best.

From our cleaners to our drivers, we make sure that we listen to everybody’s concerns, suggestions and queries, as we know that everybody has something to offer and everyone can have a positive impact.

“Currently 91 percent of our staff are Ghanaian nationals,” she adds.

“The aim is to create jobs in our country and train local people to be able to deliver services to world class standards.”

Similarly, RCPL readily establishes partnerships with local companies, helping to bolster the economy whilst simultaneously reducing raw materials costs, enhancing its inventory management and transit time.

RCPL has an extensive corporate social responsibility programme, collaborating with orphanages, schools and government initiatives.

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RCPL’S CSR INITIATIVES RCPL has adopted 10 students from the Kotobabi No.2 Cluster of Schools, with a promise of financing the pupils’ education to the highest level desired. The firm holds mentoring sessions for these students on a quarterly basis to help guide their career paths and social livelihood.

RCPL also enrolled 300 orphans from five orphanages onto the National Health Insurance Scheme at the maiden charity event dubbed “The Orphanage League”, organised by Express Multimedia.

It has implemented a road safety project by commissioning two stop signages at the Kotobabi No.2 Cluster of Schools crossroads.

Further, in cooperation with the National Road Safety Commission, RCPL organised a road safety demonstrative exercise for the pupils of the Kotobabi No.2 Cluster of Schools as a measure of mitigating unforeseen incidents.

To mark International Handwashing Day, the health and safety team embarked on a handwashing sensitisation exercise for over 800 pupils of the Kotobabi No. 2 Cluster of schools.

“Our strong belief is in giving back to the society within which we operate to enhance the lives of the people in the areas of education, health, sports and more,” says Osei-Boateng.

Diversified growth

With some of the most advanced industry equipment and staff, not only across Ghana but the African continent as a whole, RCPL is set to continue to move forward with its PRIDE ethos in mind, differentiating from the competition with its inclusive and creative culture.

Asked what to expect for RCPL in the coming years, Osei-Boateng reveals that the firm “will be pursuing expanded market penetration, expanded market share and expanded product development”.

Further, with an eye to achieving this, RCPL is looking to place substantial emphasis on expanding its horizontal growth programme by bolstering its regional outreach and product development chain.

“Our initial focus is aiming at securing a 50 percent market share in Ghana and West Africa within our first

five years of operation,” says OseiBoateng.

“We’ve come a long way in just three years, but this is still just the beginning.”

Royal Crown Packaging Tel: +233 (0) 56-026-6702 info@royalcrownpkg.com www.royalcrownpkg.com

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SKDTD 4117 Service Plot 23/24 Baatsonaa Accra Ghana Tel: +233(0)262373995 / +233(0)302819196 info@royalcrownpkg.com www.royalcrownpkg.com

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