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| Wim Demeestere, Chief Executive Officer, DS-N, a sponsor company at the marcus evans EuroPack Summit 2012, on creating feasible packaging that sells in today's economy |
London, July 7, 2012 - (ACN Newswire) - Packaging directors have found that the more attractive the package design and shape, the more consumers will be happy to pay for it, says Wim Demeestere, Chief Executive Officer, DS-N. However, regardless of the product shape or look, the packaging development process must be managed well in order to reduce costs and time to market, he adds.
From a sponsor company at the marcus evans EuroPack Summit 2012, in Cannes, France, 17 - 18 September, Demeestere discusses budget maximisation, evolving market needs, and reducing time to market.
- When manufacturing products worldwide, how can consistency in colour and quality be achieved?
In order to build brand equity and value, marketing is being challenged to ensure that branded packaging looks identical, no matter where it is being sold. Linked to complexity in packaging development and the graphical and visual looks, it has become multifaceted to manage this efficiently.
Therefore, it is essential to work via a centralised solution. Artwork focuses on placing the right elements on the right place and creating the different line extensions, however we must assess the print feasibility related to the different suppliers involved. Via a detailed technical alignment, in which a process called fingerprinting is performed, packaging directors can provide fully print-ready-data to the printer and packaging supplier wherever in the world, according to his specifications. By doing this, the entire development process remains consistent while costs are minimised and time to market is reduced.
- How can packaging directors anticipate evolving market needs?
The market is a never ending evolution of change, driven by different aspects such as brands competing private labels, re-designs, new products, changes in legislation such as the upcoming FIC (Food Information to Consumers) and changes in new pack types. The challenge and expectation of market needs for packaging directors today is often related to managing change within their own organisations.
In such a shifting climate, the real need of anticipation is related to how quick companies can react to new trends, hence minimising developing time and time to market.
- What budget maximisation strategies would you recommend?
The actual packaging development process is not that complex; it is the amount of people involved and their interaction in the process that make it complex, as they all have different disciplines and focuses within the company that need to be fulfilled. For example, marketing wants to have the product on the shelf tomorrow, while legal argues that they need three months to get approval on names and claims and packaging development wants to be sure that the pack will work on the packing lines.
There is an essential need for workflow systems to manage and link all disciplines together. The interaction of those working in the packaging development process must be improved to keep a strong focus on getting it right the first time, and with as little effort as possible. Some of the biggest fast-moving consumer goods have understood this and have seen ROIs up to 600 per cent year on year.
To keep costs down and anticipate consumer needs, all operations must be practicable and reasonable. Packaging executives need to place more focus on centralisation. They are still not working with systems to manage their workflow, which means that there is a lack of communication and people are missing out on opportunities.
About the EuroPack Summit 2012
This unique forum will take place at the Majestic Barriere Hotel, Cannes, France, 17 - 18 September 2012. Offering much more than any conference, seminar or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on innovative packaging, injecting value into projects, reducing time to market and maximising sustainability. For more information please send an email to info@marcusevanscy.com or visit the event website at www.europacksummit.com.
marcus evans group - food/beverage - http://bit.ly/IxOQYz
Please note that the Summit is a closed business event and the number of participants strictly limited.
About DS-N
DS-N (De Schutter'Neroc) is a leading Graphics Service Provider or Print Management Agency enabling companies to enhance brands worldwide via printed and electronic media in an efficient and effective manner. Dealing with the marketing communication and packaging process and all its digital spin-off activities, has been our core business and expertise since 1944. DSN offers solutions for complex global marketing and packaging requirements, based on the concept of centralised production handling. www.ds-n.com.
Contact:
Stacey Melvin
Journalist, marcus evans, Summits Division
Tel: + 357 22 849 400
Email: press@marcusevanscy.com
Topic: Research / Industry Report
Source: marcus evans Summits
Sectors: Daily Finance, Daily News
https://www.acnnewswire.com
From the Asia Corporate News Network
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