{"id":242335,"date":"2018-06-15T00:00:00","date_gmt":"2018-06-14T23:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/get-your-rs-into-gear\/"},"modified":"2021-11-05T18:10:17","modified_gmt":"2021-11-05T18:10:17","slug":"get-your-rs-into-gear","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/it\/get-your-rs-into-gear\/","title":{"rendered":"Metti in moto le tue R"},"content":{"rendered":"<p><strong>Quando ero un giovane marketer ricordo di aver imparato a conoscere le 4 P - prodotto, promozione, prezzo e luogo - che costituiscono i fondamenti del marketing mix.  Mi chiedevo per\u00f2 se non dovesse esserci una quinta categoria: il packaging?\u00a0 <\/strong><\/p>\n<p>All'epoca il \"packaging\" veniva raggruppato sotto la voce \"prodotto\", ma oggi si \u00e8 capito che l'imballaggio svolge un ruolo molto pi\u00f9 ampio rispetto alla semplice protezione del prodotto, essendo spesso un veicolo essenziale per la comunicazione dei valori del marchio.  \u00c8 chiaro quindi che l'imballaggio \u00e8 anche uno strumento promozionale chiave che pu\u00f2 creare ed essere indissolubilmente legato a un marchio.  E non mi riferisco solo a confezioni davvero iconiche come il cartone del Toblerone o la bottiglia della Coca Cola.  Qualsiasi Brand Manager di successo comprende l'importanza di differenziare il proprio prodotto attraverso il design grafico e strutturale della confezione; anzi, a volte questo \u00e8 persino pi\u00f9 importante della differenziazione del prodotto stesso!<\/p>\n<p>Rimanendo in tema di alfabeto, passiamo ora alla lettera R. E ancora una volta \u00e8 collegata al packaging.  Ma questa volta sono tre.  Ridurre, Riutilizzare, Riciclare.  Le 3 R del riciclo, come vengono talvolta chiamate - il che \u00e8 di per s\u00e9 un po' strano, visto che una delle tre \u00e8 proprio \"Riciclare\".  Forse perch\u00e9 \u00e8 la pi\u00f9 importante o perch\u00e9 le 3 R del riciclo suonano meglio delle altre opzioni?<\/p>\n<p>Tuttavia, sono dell'idea che le persone che pensano a queste cose siano state ancora una volta inadempienti.  Perch\u00e9 secondo me le R dovrebbero essere 5, non tre.  Dato che le 3 R sono un motto che riassume come la societ\u00e0 pu\u00f2 agire in modo pi\u00f9 rispettoso dell'ambiente, credo che dovremmo aggiungere due nuove R: Rinnovare e Sostituire.<\/p>\n<p>\"Rinnovare\" perch\u00e9, se i materiali che utilizziamo non sono rinnovabili, stiamo semplicemente depauperando la Terra delle sue risorse.  La vera circolarit\u00e0 pu\u00f2 essere raggiunta solo se siamo in grado di rinnovare i materiali che utilizziamo.  Infatti, secondo il dizionario, i materiali non sono sostenibili se non sono rinnovabili.  I cartoni ovviamente lo sono, ma non si pu\u00f2 dire lo stesso di tutti i materiali da imballaggio.<\/p>\n<p>La quinta R \u00e8 \"Sostituire\".  Con questo intendo dire che dovremmo cercare di sostituire i materiali che danneggiano l'ambiente con altri che causano meno danni.  Nel settore dell'imballaggio questo \u00e8 pi\u00f9 facile da realizzare di quanto si possa pensare, perch\u00e9 ci sono molti esempi di prodotti che potrebbero essere confezionati con soluzioni pi\u00f9 ecologiche senza intaccare i valori del marchio di cui ho parlato prima.<\/p>\n<p>Ecco le mie 5 R.  Ma mi serviva un titolo accattivante e poi tutto \u00e8 diventato chiaro.  \u00c8 responsabilit\u00e0 di tutti - consumatori, proprietari di marchi, rivenditori, produttori, governi - fare la cosa giusta per correggere i problemi ambientali che tutti noi abbiamo creato negli ultimi 50 anni.  Dobbiamo agire in modo responsabile.  Ecco quindi le 5 R della responsabilit\u00e0.  O forse sono 6?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Quando ero un giovane marketer ricordo di aver imparato a conoscere le 4 P - prodotto, promozione, prezzo e luogo - che costituiscono i fondamenti del marketing mix.  Mi chiedevo per\u00f2 se non dovesse esserci una quinta categoria: il packaging?\u00a0<\/p>","protected":false},"author":1,"featured_media":242303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79,242,52],"tags":[],"class_list":["post-242335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","category-procarton","category-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Get your R\u2019s into gear - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/it\/get-your-rs-into-gear\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Get your R\u2019s into gear - 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