Meeting future demands

Consumer brands and products are launched on an almost daily basis, providing constant oppurtunities for the label and narrow web industry. Companies that will win this business are the ones that can meet the expectations of today’s discriminating customers. As new items pop up on shelves at an astounding pace, catching a consumer’s attention becomes increasingly difficult. Compelling graphics printed on attractive substrates, new package shapes, and eye catching devices like hang tags and pull-off coupons are some of the tools that brand owners use to stand out.

Business growth for label converters requires understanding what their customers will need tomorrow, as well as the challenges they will face one, two or 10 years down the road. The better we know our customers and the trends in their markets, the more effective we will be in providing the service and support they need in the highly competitive retail space.

Faster time to market

Speed and agility are two defining characteristics of successful products in the 21st century. Business moves at a faster pace than ever, while consumer preferences change on an almost daily basis. Brand owners recognise that being first to market a product and having the flexibility to quickly change that product based on the needs of the market are essential in today’s 24/7 world.

Introducing a new brand or a line extension means the customer will develop new product packaging. Package design and testing need to move quickly to meet the aggressive timelines set by the product development team. Continually shortening the time required to prototype and market test packaging helps customers beat their competitors to market with a new idea.

Fortunately, a range of workflow solutions and other digital tools are available that allow printers to provide faster services. Investing in the latest prepress and printing technologies enables label converters to offer new capabilities, automate processes and improve turnaround times.

Counterfeit protection

Counterfeiting represents a growing challenge for many product types, especially high end brands. The wine market, for example, has been hit hard by this criminal activity.

One Canadian vintner reported to Forbes recently that his sales of ice wine have dropped by 95 per cent in China because so many counterfeit bottles bearing his winery’s label are in circulation there.

The narrow web printing industry can help customers reduce the risk of counterfeiting by providing a way to prove and protect the authenticity of products. Speciality inks and papers created to outwit counterfeiters, including security products developed by companies such as Kodak, can help reduce the effects of fake products.

Safety has become as prevalent an issue as security, and many countries now require tamper-evident packaging on food and medical products. At the same time, new regulations address multi-layered packaging and its effect on global sustainability. Package developers need to find ways to respect and adhere to these regulations while maintaining the appearance of customers’ products on store shelves.

Emphasis on sustainability

Becoming a ‘green’ supplier is more than a demonstration of social responsibility. We increasingly see customers requesting (or, in some cases, mandating) their printing suppliers move toward a sustainable way of doing business. Recycling paper waste, using water based inks, reducing solvents, and offering recycled or responsibly harvested paper products are a few ways to implement sustainability practices.

Global marketplace

National, regional, and even local brands are expanding and doing business on a global scale. Brands that were once known only in the USA have become icons around the world, and their corporate colours and logos break through international language barriers.

In the global marketplace, it’s critical to match and maintain a brand’s unique appearance on packaging across products and continents. Additionally, the customisation of the message and imagery for many different local markets is required. Printers offering consistent colour, fast turnaround times, and the flexibility to handle many different versions of the same job will have a competitive edge with global brand owners.

Dynamic future

This is an exciting era for label converters. As brand owners turn to labelling and packaging as an important way to differentiate their products, the opportunities to produce great work and increase revenues are better than ever.

Vic Stalam is VP, Marketing Segments and Packaging, for Kodak’s Graphic Communications Group.