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Value Added Packaging
Differentiation & Positioning at POS
October, 24th 2013 – Rainer Kuhn, PrintCity Alliance
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A unique integrated cross-industry strategic
alliance that promotes knowledge sharing
Working together to deliver shared process
knowledge worldwide
Through seminars, workshops, trade fairs,
project studies, publications, electronic media
Alliance has 15 years experience…
PrintCity Alliance – Who Are We?
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A World Class Alliance - Members
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A World Class Alliance - Network
Direktor Tipografii (UA)
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Late decisions at POS: 68%
Source: FFI Studie Shopper 2011
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Differentiation and positioning at point of sale:
Multi-sensory marketing with creative packaging
(look, touch & feel, smell)
Innovative solutions and technologies from the
printing industry – materials & techniques
Efficient production
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Be inspired!
5 innovative
designs
5 variations of
techniques &
materials each
Total 25
creative VAP
samples…
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Structured hybrid coating
effects over solid black -
produced inline with UV
Extreme coating effect
with haptic and optical
contrast
Also available for digital
packaging
VAPack – Sample 5.2
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Efficiency & Productivity
Cost control through:
• Inline finishing &
• Intelligent job planning
All made with the same
machine configuration
and only 3 colours
No flexo plates needed
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Detailed technical background
information
Made for designers, brand
owners and
printers/converters
Available in printed and digital
form - also for smartphones and
tablets
VAPack – Tutorials
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Differentiation and positioning at the point of sale and
Increased Added Value along the process chain.
Real Life Samples
Interaction of design, shape, decoration and filling techniques
Highly flexible production systems with many printing and
inline finishing options
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Production partners:
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Real Life Sample: 1st Stage
Food safe chocolate boxes
2 designs
2 variations each
Next steps:
• Cosmetics & luxury drinks
• More value added techniques
• Digital print packaging
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Highlights
High decoration • Optical & haptic effects
• Combine many print & VAP techniques
Appealing 3D design
High stability >>
low grammage baord
Inline production • Gravure & flexo printing,
UV & conventional
• Different varnishes & effects
• Hot & Cold foiling
• Cutting, creasing, embossing
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Gallus ICS 670
Flexible Inline Production:
A true teamwork with 15 partners
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Digital Print enters Packaging
Digital is a new dimension of „Added Value“
• Short & medium runs
• Micro-zoning
• Individualized and personalized packages:
New marketing concepts & opportunities
Impact on whole supply chain
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Digital Installation at Leupold
Bernd Assmann, Managing Director of Leupold:
“During discussions with brand owners, it became
evident that trends such as declining run lengths
and increasing use of versioned products will
become major challenges in the packaging value
chain.
Brand owners are requesting shorter turn - around
times and faster campaign execution, as well as
waste and cost reduction.”
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„Offset like“ process
Océ InfiniStream technology
Speed and quality compares to Offset (14.400 B2/h)
Nearly all substrates (up to 400 g/sqm)
All „Value Added“ techniques available
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Digital Print enters Packaging
Classical VAP technologies become digital
• Selection of substrates
• Coatings / Varnishes / Pigments / Foils
• Converting and refining processes
Standards & existing knowledge preserved
Eased entry into digital printing
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Digitalisation of whole process
Data Print Value
Added Cut &
crease
Digital
Example: Foil
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Example: Foil
Combination of digital print and a high value surface decoration
Printing of the desired design (toner) directly onto the substrate
Application of DIGITAL METAL®
Overprinting of the material by digital printing
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Real Metal Effects by Digital Printing
High gloss
Good adhesion properties on many substrates
Good edge definition in the fine to medium range
Excellent overprintability, thereby allowing a
virtually unlimited variety of metallic halftone
effects to be produced
Individualization capability (e.g. by means of
serial numbering or personalization)
Highest possible flexibility when producing
samples
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Foil shades
DIGITAL DIFFRACTION® DIGITAL HOLO®
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Anti Counterfeiting: Categories
3
Reading Devices
Laser-projectors
Special reading devices
Microscope
UV-lamps
Decoder-Lenses
Code-Reader
Cooling spray
Magnifier
Human
senses
IR-
Laser
Optical variable
diffractive elements
Hidden
Information
Security grids
Dual-UV
Fluoreszenz
Combination of
Print & embossing
Micro-/Nano-
embossing Optical variable
pigments
3 Brandowner
2 Retail, Government,
Customs
1 Consumer
Print Foiltransfer Ink-jet Embossing Die cutting
Board Metallic foils Hologram folis Pigments Varnish Inks
Forms Design
Thermochromatic
inks & varnishes
Microtext
Holograms +
Diffraktive patterns
Security board
Security grids
Thermochromatic
inks & varnishes
Target Group
Example: Consumer
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OVD: Optically Variable Device
Requirements for Security Features
Recognition Easy to recognize in order to allow the consumer to differ between original and imitation
Memorization Easy to memorize in order to recall the brand
Description Easy to describe in order to transfer it into the market
Consumer – human senses
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1. Scan
2. Verification
Please confirm code
Example: Verification with mobile
TRUSTSEAL ® combined with QR-code
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Trend: From Anticounterfeiting
to Brand Enhancement
Combine brand protection with marketing
• decoration and
• communication
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Example: Consumer Communication
TRUSTSEAL ® combined with QR code
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protect decorate communicate
KURZ Brand Enhancement
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Masterthesis September 2013
Technologies to fight product- and brandpiracy in
the cosmetics industry
Download from http://www.printcity.de/index.php?site_id=193
German only
Maik Eberhardt,
Beuth Hochschule
für Technik in Berlin
Thesis includes:
Situation cosmetics market
Customer survey
Concepts
Available technologies and products
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The VALUE of Value Added Printing
End User:
Higher emotional experience, more fun
Better product
Brand Owner:
Product positioning & differentiation
Higher impact - More sales
Designer:
More creative options
More ideas / concepts
Printer & Converter:
Higher productivity
Higher revenue
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Reports & Publications ot the Alliance
Order at: www.printcity.de/shop More information: www.printcity.de
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2nd Packaging Inspiration Forum
Designer, brandowner, printer &
converter, supplier
Inspiring mix of
• Key note presentations
• Interactive break-out sessions
• Networking opportunities
19. & 20 February 2014
Grand Elyseé, Hamburg
Jürgen Kleinhans, Bacardi
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Thank you very much!
October, 24th 2013 – Rainer Kuhn, PrintCity Alliance