How Will Digital Printing Change the Packaging Industry · SHORT RUN capability of digital ... like...
Transcript of How Will Digital Printing Change the Packaging Industry · SHORT RUN capability of digital ... like...
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How Will Digital Printing Change the Packaging Industry
Jan Van Daele WW Brand BPO manager HP Graphics Systems Business
© Copyright 2014 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.
Printing is no exception
Benny Landa, founder of Indigo - 1993
(Packaging)
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3
What is dif ferent in digital print ing?
Analogue print ing Every cycle duplicates the image from a plate • Each color requires a specific plate and print set-up • Litho or offset dominant in folded carton • Flexography dominant in corrugated boards
Digital print ing No plates, every page can be dif ferent • Hence, no make-ready on the press • All individual colors are applied in a single set-up • Inkjet or toner-based • Inkjet is contactless (“from pressing to painting”)
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
DIGITAL PRINTING – why a game changer?
Value of digital print = a mix of 3 assets
FAST t ime to market
Every pack DIFFERENT
Drive digital t ransformat ion for “value” , not “volume”
SHORT-RUN capable
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
DIGITAL PRINTING – why a game changer?
Value of digital print = a mix of 3 assets
FAST t ime to market
Every pack DIFFERENT
Drive digital t ransformat ion for “value” , not “volume”
SHORT-RUN capable
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
Brand’s pain points
• More product launches • More private label products & versioning • More dif ferent iat ion on the shelf • From mass market ing to “my market ing” • Higher print qualit ies at lower cost • More shelf-ready packaging • Shorter turn-around-t imes and t ime-to-market • On-demand and JIT delivery • Environmental compliance and food safety
FROM
TO
All trends driving towards shorter runs
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Break-even run =
no more plates, no more press make-ready & minimum set-up waste
SHORT RUN capability of digital
assuming press amortization and substrate costs to be similar
Job set-up costs analog
“ Ink” cost / unit digital ~
Product ion costs (excl. substrate)
Quant ity within run
Break-even dig-of fset dig-f lexo
Set-
up co
st
Example: • start costs of € 1 000 traditional, against € 10 ct digital ink/copy: • cheaper digitally below quantities of 10 000
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Job basket analysis as tool to optimize productivity
Migrate short-runs to digital press
1. Shorter runs produced cheaper digitally
2. Higher product ivity of
t radit ional press while fewer change-overs
total sqm = 89.635.007
# jobs = 7.985
avg sqm/ job = 11.225
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Eliminate waste and obsolescence using smaller batch sizes
Do it smarter, opt imize supply chain
Use digital for short runs, like piloting, test marketing, product launch & ramp-up
Use digital to facil itate design changes, while avoiding overstock & scrap
Use Print -on-Demand and Just-in-Time-delivery to reduce warehousing costs
0% 20% 40% 60% 80% 100% 120% 140% 160% 180%
Unit cost, per unit produced conventionally Unit cost, per unit produced digitally
Unit cost conventional, per product unit sold … Unit cost digital, per product unit sold …
instead of comparing unit product ion cost , compare unit cost per product sold
TIP
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
DIGITAL PRINTING – why a game changer?
Value of digital print = a mix of 3 assets
FAST t ime to market
Every pack DIFFERENT
Drive digital t ransformat ion for “value” , not “volume”
SHORT-RUN capable
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
Convent ional workf low
Digital print workf low leading to faster t ime-to market
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12
Overprint inline as fastest track, digital labels as best alternative
Faster market response
Standard process
Digital labels
Overprint inline
100% Digital
Analog labels
New design, plates & proof
Print & convert
Ship to packer
Store Distribution & retail
Ship to distribution
Pack Store
16 weeks start
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High-value gifts, in attractive personalized package, home-delivered in “ hours”
GTM Disrupt ion for e-sales
• Based on local stock of pre-packed standard items • Applying personalized secondary pack (carton box or sleeve, flow pack, big label,…) • Either for promo packs or gift packs • Can be individually customized (all different based on certain pattern) or personalized
(eg. name + uploaded picture) • Shipment by mailing directly to customer
Webstore order
Auto-queue for print ing
Fill box
Mailing
At consumer
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14
DIGITAL PRINTING – why a game changer?
Value of digital print = a mix of 3 assets
FAST t ime to market
Every pack DIFFERENT
Drive digital t ransformat ion for “value” , not “volume”
SHORT-RUN capable
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15
T
Thousands of brands t rying to at t ract consumer’s at tent ion
Be unique by treating customers
as unique
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Make it personal Do it dif ferent ly
From mass market ing to my-market ing
Localize Segment
Versionize Randomize
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Improve t rack-and-t race and authent icity
• Every pack with unique code • Invisible digital watermark • Smart labels • Variable data Cryptographs
Do it smarter
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18
Share a Coke…
• 800 million high-Q personalized labels • A combination of both digital and analogue printing • Randomised distribution of named labels across multiple retail outlets
Only digital could bring the required on-shelf randomisat ion
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19
Personalised Nutella Jar
Who said that touching a logo is sacrilege? A new typeface was created, so each name got « nutella branded »
Value of personalization: Regular pot: € 3,50 Personalized: € 6,00
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Created with HP Mosaic - Dynamic Personalization software Printed on HP Indigo and HP Scitex presses
Millions of one of a kind….
2.1% increase in sales, as well as a 3% increase in brand preference.
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'Bru’s Your Clan' campaign
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DIGITAL PRINTING – why a game changer?
FAST t ime to market
Every pack DIFFERENT
SHORT-RUN capable
Value of digital print = mix of 3 assets
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New class of vendors: Fujifilm, Xerox, Canon, HP,…
Digital presses for f iber-based packaging
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HP packaging print port folio Empowering packaging converters with innovative solutions that satisfy brand owners
HP T400 Simplex HP T1100 Simplex
HP Indigo 20000 HP Indigo WS6600 HP Indigo 30000 HP Scitex FB15000 • 1350 Indigo label presses
installed • Web fed • Format: 317 x 980 mm
• Introduced at Drupa 2012 • Web fed • Format: 737 x 1092 mm
• Introduced Drupa 2012 • Now in full deployment • Sheet fed • Format: 739 x 511 mm
• > 300 Scitex flatbed
presses installed • Piezo inkjet • Sheet fed • Format: 1600 x 3200
mm
• >130 T-presses installed • Inkjet web press • Pre-print and litho-lam
corrugated • Paper bags & light cartons • Up to 2800 mm wide
High volume packaging Folding cartons Labels Flexible packaging Displays & value boxes
High volume, production run boxes, from brown box to high quality coated media
Folding carton boxes & sleeves, blister cards, micro-flute
Pressure sensitive, glue applied and in-mold labels, shrink sleeves
Pouches, pillow packs, sachets, lids
High quality displays, large format, short run bespoke boxes
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Digital press solut ions for corrugated
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Jetcomm = GA’s global user group dedicated to HP Inkjet Web Press Solutions.
Announcement at 1st Jetcomm, Mar 4, 2015
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When launching a project :
Technically, almost everything is possible You must have a match between cost of change, versus consumer’s added value / premium pricing and total cost reduction. You need a local champion The possible changes required have a business impact in many areas. Someone who sees the overall value needs to address them.
It is not a standard job order You need to re-consider from design through to the product on shelves Your internal supply chain may need to be worked on Do not stop at the unit list price! Estimate waste you can avoid throughout supply chain Consider web-to-print to simplify ordering process
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Everything that can become digital will become digital, packaging print ing is no except ion
More informat ion: [email protected]
Value of digital print = a mix of 3 assets
FAST t ime to market
Every pack DIFFERENT
Drive digital for “value” , not for “volume”
SHORT-RUN capable