Leverage Digitally Printed Packaging for Marketing Campaigns and Brand Security

Transcription

1 PACE 2015 Leverage Digitally Printed Packaging for Marketing Campaigns and Brand Security Singapore November 2015 Ceyhun Cokal Category Manager Asia-Pacific and Japan Graphic Solutions Business Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2 Everything that can become DIGITAL will become DIGITAL. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

3 Digital transformation 3 Copyright Copyright Hewlett-Packard Development Company, Company, L.P. L.P. The information The information contained contained herein herein is subject is subject to change to change without without notice. notice.

4 Addressable Global Packaging Market Global Packaging market $214B 3.7% CAGR Flexible packaging $74B 5.1% CAGR Labels $34B 4.8% CAGR Folding cartons $38B 4.7% CAGR Corrugated $68B 2.1% CAGR Wet Glue glue $14B Pre-gummed $1.7 Self adhesive $14.6B Stretch sleeve $0.5M Shrink sleeve $3.2B Prime label $10B Non-prime label $4.6B $5B Source: Pira, The future of global label markets 4

5 Consumer Package Goods: market trends Variety & SKU Proliferation = Customization, Personalization & Versioning Counterfeiting Analog Era Digital Era Today

6 HP packaging target markets, applications and presses Labels HP Indigo Flexible packaging HP Indigo Folding cartons HP Indigo Displays & bespoke boxes HP Scitex High volume packaging HP High-speed Inkjet Pressure sensitive, glue applied and inmold labels, shrink sleeves Pouches, pillow packs, sachets, lids Folding carton boxes & sleeves, blister cards, micro-flute High quality displays, large format, short run boxes High volume, production run boxes, from brown box to high quality coated media 6 HP Indigo WS6800 HP Indigo HP Indigo HP Indigo HP Scitex HP T400 Simplex

7 Worldwide coverage & #1 120 Inkjet Web Press 5000 Scitex Industrial Presses 6000 Indigo presses Large Format Production 7

8 We work closely with brand owners Brand Owners Creatives Producers I can see other brands pushing boundaries. I want to hear about new ideas to engage in more effective ways and bring my brand closer to my customers I want to be adventurous, surprising and challenging clients. I want to stay ahead of the curve, get results and create awardwinning work across the different media I work with I want production. partners with the know-how to help me realise our creative ambition and execute the idea - keeping quality, timelines and cost on schedule Help them entice, engage and grow their customer base: Share Explore Connect Test Scale 8 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

9 How can digitally printed packaging help brands today? Personal packaging Premiumise existing products Re-skinning current offerings Minimal production interruption Quick personalisation of current campaigns Event-triggered customisation Marketing Agility Fast response to competition Trend adoption Cost optimisation Less inventory Geographical proximity 9 Just-in-time Delivery Short-runs at less cost Print only what you need Performance test new SKUs Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Curb environmental impact Sustainable mediums Greener inks

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11 11 11 Copyright 2015 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

12 The eventuality of the world, is a one-on-one relationship with every consumer. So the first company in the world, that s able to create that one-on-one relationship with the consumer by definition, will win. Bob McDonald, CEO Procter & Gamble Ad Age Special Report Digital A List 12

13 Very important need for differentiation Brand owners need the flexibility to address new go-to-market options Consumer B2B Seasonal National Regional Local Cause Event 13Copyright Copyright Hewlett-Packard Development Company, Company, L.P. L.P. The information The information contained contained herein herein is subject is subject to change to change without without notice. notice.

14 Value for BRAND of DIGITAL PRINT in packaging SHORT-RUN capable FAST time-to-market Every pack DIFFERENT Value of digital print = a mix of 3 assets 14

15 Coke personalised labels Challeng e Idea Connect to a younger audience in a more social-friendly way Putting the consumer at the heart of the brand experience Exchanged the iconic logo with most popular names of teens 150 names per country. 32 countries. 15 languages. 5 alphabets. Drive and encourage peer-to-peer social sharing via named labels Results 7% consumption increase Winner 18.3 Million #1 on media impressions Facebook 15 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

16 Love & Emotion Share a Coke - Customised WW HP Indigo 16

17 Loreal SKU packaging Challeng e Idea Push and compare the creative power of differently packaged SKUs Create Limited Editions of 4 different bottles featuring Toy Story characters Leverage vibrancy and variety to create must have appeal for kids Test multiple SKUs against multiple packaging artwork Results ROI Approved 12 µ thickness 17 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

18 Sapporo: personalised bottles Challeng e Idea Jumpstart the declining market demand for beer Make the Sapporo bottle label a creative canvas for its customers Empower everyone to create one-of-a-kind beer bottles per their taste Drive sales via web-to-print innovation, uniquely catering to each individual Results 2X sales Seamless integration Speed Consumer control 18 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

19 Love & Emotion Yooji Baby Food Recipes - Versioned (20 SKU launch) France HP Indigo 19

20 Love & Emotion Nutella - Customised Belgium - HP Indigo 20

21 Love & Emotion Purina Dog Food - Personalised - USA A 6 lb bag of their Pro Plan food is $11.99, this bag was $24.99 OVER TWICE THE PRICE 21

22 Love & Emotion Durex - Personalised China HP Indigo Horoscope & Message 22

23 KT&G Mosaic Solution Final products 23

24 Increasing need for Brand protection What is the global problem? Global annual losses due to counterfeiting estimated at $654B Over 200,000 jobs lost each year due to counterfeiting 100 s of people die or are injured each year using counterfeited drugs, medical products or electrical goods Legitimate brands need to protect their promise Sources: The Anti-Counterfeiting Group, Havocscope, World Health Organization and Vandagraf (Value is calculated by adding estimated losses of each counterfeit product monitored and tracked by Havocscope) 24

25 An example of an HP Indigo Track/Trace solution HPs GPAS track/trace enables the tracking and management of finished products throughout the supply chain. The 2D barcode at product/carton or pallet level is scanned at each node either into GPAS track/trace aas via the internet browser or captured in GPAS via a dedicated web service feed between node & GPAS. Manufacturer Exporter Distributor Distributor Wholesaler Retail Sector STORE Nodes Access GPAS via dedicated Web Service Feed 25 Client ERP Client Web Service GPA SaaS Nodes Access GPAS via Internet Browser RESTAURANT HOTEL Restaurant/Hotel Sector

26 Anti Counterfeit Features by HP Indigo digital printing color/graphics QR code finely positioned graphical elements structured background texture small, complex arrangements of dots grid code ultra-finely positioned graphical elements border marks quasi-regularly spaced intricate geometric shapes structured halftones variable-sized/- positioned microtext 5-7 pixel font guilloche difficult-to-replicate fine structures, app-free user verification 26 structured variable text glyphs with measurable structures image texture overlay finely positioned graphical elements void pantograph visual copy detect

27 Packaging is the Last Interruptive Media Use it wisely Silas Amos, Creative Director, Studio Minerva 27

28 Thank you Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.