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Feature: All good things come in great packaging
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Thursday, 01 December, 2011, 08 : 00 AM [IST]
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Appadurai A
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Today products that have attractive labelling and packaging tend to lure their target customers more than the contents inside.
No wonder print packaging technology is at an all-time high. The market is led by who's serving its target customers the best product deal; with paramount ingredients and superlative look and feel.
Packaging not only protects the food from oxidation, but also promises its quality, authenticity, safety and trust. Furthermore, traceability of the product's origin is now possible with the print packaging technology in the market.
 Appadurai A, country manager, Indigo & Inkjet Press Solutions, GSB, HP-IPG India
The packaging industry claims to comprise three types of packaging: Self-adhesive labels which mark the origin and mention relative information about the product on it; Flexible or variable packaging for the wrappers of chocolates and chips, shrink wraps etc.; and, lastly, the big Carton packaging.
● Secured packaging: Product imitations and duplicates are an inescapable part of the consumer industry today. Drug anti-counterfeit programmes are being run to protect the drugs in pharmacy business. A traceable barcode is printed on the medicine, which helps in tracing the originality of the pill. Customers can scan from their smartphones or simply SMS the 10 digit barcode number to the pharmaceutical company from anywhere and verify the legitimacy of the tablet. The HP Smart Labels and Secured Packaging solution helps pharmaceutical companies adhere to guidelines and pedigree mandates from government and state regulators, ensuring that the drug supply is safe and secure. These solutions are designed to help stem the potentially steep revenue losses that can result from counterfeiting and product diversion, while improving profitability and reducing cost.
Four years back one of the leading wine-makers in France - Château Carignan, wanted to have a secured packaging for the reason of avoiding risk of getting a premium wine morphed by fake marketers. The one-point solution was the Digital Print Packaging Technology offered by HP Indigo presses, which provided the initially packaged label a printed mark of originality, stating a logistic ID for each bottle, the micro-text and a CRM code with an invisible ink. This could be seen not through the naked eyes but under the infrared light. This marked the beginning of the era of secured packaging and customer being able to connect directly with the brand, helped in building up the brownie points on customer relationship.
●Digital packaging: Embraces the job of making your chips packet most tempting and make you grab one and munch. Later you consider it to be or not to be included in your kitty of choicest flavours. The alluring chocolate wrappers add to your pleasure of the bites melting in your mouth. HP Indigo's exclusive printing technology grants you the boon of customisation of the packaged prints as per the brand requirements.
Meanwhile, frozen foods are becoming a rage in the consumer market these days and to ensure their quality is utmost priority. A lot of brands are offering products at competitive prices, here comes into play the exclusive printing and packaging technology which distinguishes your product with the other. The best packaging wins the customer attention and content being the same, grasps the space in the buyer's shopping bag. The Digital packaging by HP allows the test-marketing a well-timed and economical affair. The brands get an opportunity to create and test versions of the products in the market which build up brand awareness and let one know the preferences of the target customers.
●Flexible packaging: The limited editions' wrappers of the promotional offers allow the brands to reach out the target market in a cost-effective way, as HP digital presses allow them to play with the designing options and get limited quantities printed as required and desired. Taking a step back in the past reminds me of the pan-Israel "Design your Own Sprite" contest, resulting in the printing of 6 winning entries on the Sprite cans for 6 months. This gave the world of food & beverage a caption of customisation and personalisation.
HP today allows you to test market, customise, personalise, reduce your time-to-market and safety packaging in the product building process, ensuring the use of inks approved under the "Food Grade Certification." The four major areas where HP provides the brands a profitable printing and packaging deal are Shorter quantities required to be printed in an experimental state of affairs; Lesser turnaround time in printing; Cost- effective promotional packaging for the soft launch of the upcoming products in the market; and Security packaging.
HP Indigo WS4500 Digital Press and HP Indigo WS6000 Digital Press are the one-point solution machines that accomplish the task of Secured packaging, Variable packaging and Digital printing in an exceptional fashion, creating a prototype for the branding process in the market. Keeping a watch over the current market scenario we can say that this sanctifies the labelling and packaging industry and makes it far more accessible to print different labels, in different ways through different colours, and market them through different marketplaces. This provides the arena of test market a new paradigm, which allows the brands to experiment with the product's adaptability and likeability among the target customers.
(The author is country manager, Indigo & Inkjet Press Solutions, GSB, HP-IPG India)
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