Product category:
Labelling and Packaging (including Cans, Cartons, Labels, Flexible Packaging, Sleeves, etc.)
News Release from: Skanem | Subject: Labels
Edited by the Printingtalk Editorial
Team on 24 November 2004
Global Alliances Key To Worldwide Label
Branding
Globalisation of products, where the same brand image is projected in all markets, will force major label printers to develop worldwide strategic alliances, according Skanem.
Globalisation of products, where the same brand image is projected in all markets, will force major label printers to develop worldwide strategic alliances to provide harmonised labels suitable for use in all geographical zones, according to the president of label printer Skanem That, said Skanem's Ole Rugland, will be achieved by mergers, acquisitions and alliances
This article was originally published on Printingtalk on 21 Jun 2004 at 8.00am (UK)
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Today's modern label printers, whose 'home' markets might be in Europe, will be seeking partnerships with corresponding markets in North America, Latin America, Asia, Australasia, so that they can turn out identical labels for their customers' as the trend towards single-image global brands develops.
Skanem, which has 10 printing plants in Europe, believes it has been at the forefront of the trend towards a unified product image, as multinational companies introduce consumer products common to all European nations.
Skanem said it has responded by organising label printing among two or more of its plants to make just-in-time deliveries easier and more efficient.
Now the trend is developing among multinational groups to promote a 'one world, one image' for their products and brands.
For example, a hair shampoo or a car motor oil will increasingly be manufactured to a common standard, packed in identical containers and carrying the same label design - the only difference will be the language.
Food, beverages, personal care products and oils and lubricants are now all following this globalisation trend.
Skanem's multinational sales director, David Harrisson, told a labels summit in Prague: "In the past, label printers served local markets within their own country but today pan-European printing is expanding fast and must now turn to globalisation to secure its future." Rugland believes a great deal of work has still to be done by leading label printers to achieve global standards and that will be best achieved by printing works around the world forging alliances and economies of scale.
"The world's largest multinationals are always insisting on ever-improving quality.
The label printing process can make cost benefits worldwide but this can only be achieved if printers form strategic alliances and agree common standards," Rugland concluded.
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