With the world’s largest fleet of steel reusable Intermediate Bulk Containers (IBCs), Goodpack provides services to global core industries at over 5,000 locations worldwide. For years, Goodpack has enjoyed a leadership position underpinned by its first-mover advantage. But as the business grew quickly, there became a critical need for a unifying culture rooted in a strong brand.
The solution is quite literally out of the box. DIA found that beyond the IBCs, Goodpack is truly offering the promise of ‘Growing Partnerships’ – by bringing together manufacturers, distributors, buyers and suppliers from different parts of the world through an efficient model of hiring locally and de-hiring globally. This also means giving Goodpack staff a different way of approaching their work – from providing a practical packing solution to proactively being a world-class partner by understanding and even predicting customer needs. This has fuelled the development of a more robust CRM system.
The emphasis on partnerships has also inspired concerted efforts to develop HR and internal communication practices that foster a collaborative work culture.
All this has been reflected in a new identity system that communicates Goodpack’s partnership offer, as well as the unique two-way ‘hire locally, de-hire globally’ proposition.
Following the re-branding programme, KKR the global investment firm took a majority stake in Goodpack and the injection of funds is expected to further fuel Goodpack’s global expansion and support the push to grow rewarding partnerships.