Global Packaging Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global PackagingIndustry” is a new report by Canadean that analyzes how packaging companies’ media spend, marketing and sales strategies and practices, and business planning, are set to change in 2012–2013. This report provides the current size of the marketing and advertising budgets of global packaging suppliers and how spending by suppliers will change, providing insight into global marketing behavior. In addition, the report identifies future growth of buyers and suppliers, and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.
● ‘‘Email and newsletters’, ‘social media and networking sites’, and ‘corporate and brand websites’ are expected to register the highest investment, as identified by 44%, 37%, and 34% of respective respondents. Conversely, ‘television and video’, ‘outdoor’, ‘radio’, and ‘newspaper’ advertisement are expected to attract the least investment.
● ‘Customer retention’, ‘customer acquisition’, and ‘brand building or awareness’ are identified as the key marketing aims for global packaging industry suppliers, with 62%, 40%, and 38% of industry respondents respectively expressing that these are very important aims. The most significant strategy that suppliers plan to employ in 2012 is to ‘focus sales efforts on generating new business’ and to ‘trial new and innovative products in the market’, as identified by 59% and 52% of respondents respectively.
● According to the survey, 47% of respondents project an increase in investment toward ‘IT infrastructure development’. For example, in November 2011, Omni Systems a private label converter based in the US announced that they planned to invest in new MIS and ERP software. A senior executive from the company states, “We have selected the Radius ERP solution because of its specific focus on the labeling industry, its robustness, and the ability to cover the complete workflow, from quoting, to printing, to shipping.”
● Global packaging industry suppliers plan to increase capital expenditure on ‘new product development’ and ‘IT infrastructure development’ over the next 12 months. For example, in March 2012, Benco Pack, a supplier of aseptic form fill seal machines with headquarters in Italy, announced the introduction of an updated version of its FFS Packline machine, featuring an integrated sleeve applicator. According to the company, the new FFS Packline is able to produce thermoformed containers from a roll of multi-layer barrier plastic film, in sizes ranging from 250gm to 500gm, using a three-step packaging and filling process.
● According to 28% of respondents from packaging buyers and 36% from packaging supplier companies, headcounts in their organizations in 2012 are expected to increase steadily up to 2%. However, 47% of respondents from packaging buyers and 46% from packaging supplier companies anticipate ‘no change’ in recruitment activity in 2012.