Transcript Adventures in PackagingDigital Ideas and Applications

Adventures in Packaging
Digital Ideas and Applications
AFTA 2014 – Kuala Lumpur
Nick Price
General manager
HP Indigo, Labels & Packaging
Asia Pacific
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Agenda
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Packaging Overview
Market Needs
Application ideas with HP Indigo
Workflow efficiency and costs
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Know Your Customer
Brand Owners
Creatives
“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 award-winning work
across the different media I
work with”
Producers
“I want production
partners
.
with the know-how to help
me realise our production
ambition and execute the
idea - keeping quality,
timelines and costs on
schedule”
Help brands entice, engage and grow their customer base:
Share
Explore
Connect
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Test
Scale
2005
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2014
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Digital Technologies Change Consumer Engagement With
Brand
Packaging
Signage POS/POP
Direct mail
Mobile
Brand owners integrate
consumer experience
across
all possible touch points:
Physical and VIRTUAL
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Social Media
Blogs
Web
Packaging Opportunities In Asia
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Packaging Opportunities In Asia
GLOBAL Packaging Market $634b
Corrugated
$100 b (34%)
Folding Carton Labels
$45 b (15%) $31 b (11%)
By
APPLICATION
GLOBAL Packaging PRINT value $293b
Metal
Rigid
Flexible
$55b (19%) $38 b (13%) $24b (8%)
Offset - $108b (37%)
REGIONAL Packaging PRINT values
APJ
$78b (26%)
EMEA
AMERICAS
$115 b (39%) $101b (35%)
Others - $22b (8%)
By
Print Process
Flexo - $111b (38%)
Gravure - $52b (17%)
Asia Pacific Packaging Print Market $78 b – Less than 5% Digital
Tags & Labels (10%)
Flexible Packaging (18%)
Self Adhesive Paper Pouches/bags Shrink-Sleeve
Board and Paper (14%)
Corrugated (26%)
Folding Cartons Paper Bags Sign/Display Pre-Print
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Rigid & Metal (32%)
Post-Print
Cans/Bottles/Metal/Glass
Consumer Packaging Trends
Variety & SKU Proliferation
Customization
Personalization
Versioning
Digital Era
Today
Analog Era
1990
2000
2010
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
2020
Brands Need To Differentiate
Brand owners need the flexibility to address new go-to-market options
Consumer
B2B
Seasonal
National
Regional
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Local
Cause
Event
KitKat in Japan
There have been over 200 flavours of KitKat in Japan
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Adventures In Labels & Packaging With Digital
Labels
Paper labels, pressure
sensitive, glue applied
and in-mold labels,
shrink sleeves, security
and brand protection
labels, industrial labels
Flexible
Packaging
Film, pouches,
pillow packs,
sachets, lids,
tubes
Folding Cartons
Folding carton boxes
& sleeves, blister
cards, micro-flute
Corrugated
Displays &
Packaging
High quality
merchandising displays,
large format, short run
boxes, signage, postprint, direct 2 corrugate,
litho laminate
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
High Volume
Packaging
Preprint corrugate,
high volume,
production run boxes,
from brown box to
high quality coated
media, paper bags
Adventures In Labels & Packaging With Digital
We’ve given these leading brands the opportunity to refresh their identity,
enhance shelf-presence and compete for sales by staying ahead of the curve.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Coke Personalised Labels
Challeng
e
Idea
Results
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
7%
consumption
increase
18.3 Million #1 on
Winner
media impressions Facebook
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Diet Coke - Extraordinary Campaign
How HP Indigo turned an idea into a reality video
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Conventional Printing vs Digital
Cost/SQM
Total Production Cost
Later
Cylinders
Plates
Future Digital Costs
Other
Consumables
Media
Ink
Gravure
Run Length/Coverage
Digital
Market testing
End of life
High Value Short Run Orders
Special editions, seasonal
packaging
Offset
Gravure
High Volume SKU jobs with shared finishing
process
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Media
Media
Ink
Ink
Flexo
Digital
Digital Solutions For Speed …
With a conventional
workflow there are
MANY process
steps that can effect
speed in
manufacturing…
1
7
Design
Make plates
Mount
plates
Production
Art
Generate
proof for
approval
Install
correct inks
Pre-Press
Separate
into correct
inks
Ink to ink
registration
Correct
minimum
dot
Correct thin
lines
Bring up to
color
Ship
Correct
maximum
dot
Correct
small text
Print &
finish job
Quality
control
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Digital Solutions For Speed …
With a digital
workflow; MANY
process steps are
eliminated that
accelerate speed in
manufacturing…
1
8
Design
Make plates
Mount
plates
Production
Art
Generate
proof for
approval
Install
correct inks
Pre-Press
Separate
into correct
inks
Ink to ink
registration
Correct
minimum
dot
Correct thin
lines
Bring up to
color
Ship
Correct
maximum
dot
Correct
small text
Print &
finish job
Quality
control
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Digital Gives Real Value To Converters
• Economical
• No need for cylinders or
plates, zero set-up waste
and almost zero makeready costs.
• Improved margins for short
runs.
• Improved Overall Production • Lower Complexity
Efficiency
• Reduced inventory, just-intime production and no
• Moving short runs to digital
minimum order
frees up existing analog
• Reduced “ink kitchen” and the
presses for what they are
need to handle many ink
meant to do: long-run
types
production.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Digital Technology Is Revolutionizing Today’s Print
Landscape
Extract Taken from Iceland Frozen Foods Brand Owner
More Agile, Unique and Adventurous
Presentation!
• Smaller Print Runs
• Last Minute Changes
• New Lines – Fast Introduction
• Promotions
• Legislation / Regulatory
• Minimize Stock and Inventory
• Later Ordering, Just-In-Time Print Production
• Rapid Marketing Support Through Packaging
More Economical
Better Overall Production Efficiency
Less Complex
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank You
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
© Copyright 2013 Hewlett-Packard Development Company, L.P. | The information contained herein is subject to change without notice.