Experts urge use of packaging for brand differentiation

Saturday, Aug 04, 2018 16:31

Tran Kiet Toan, Viet Nam graphics general manager at Rieckermann Vietnam, speaks at DIGI WOW, an event on the latest print technologies held in HCM City last week. — VNS Photo

The packaging market is rapidly evolving and brands who want to be at the forefront of new trends need to be aware of print technologies that can create brand differentiation, according to experts.

Speaking at “DIGI WOW”, an event on the latest print technologies held in HCM City last week, Tran Kiet Toan, graphics general manager for Viet Nam at Rieckermann Vietnam, said while traditional printing and production methods are commonly used in Viet Nam, brands who want to be truly innovative and responsive need digital printing technology.

Huynh Bich Tran, associate director of retail measurement services, Nielsen Vietnam, said increasing urbanisation has changed market conditions.

In urban areas, there is a need for smaller pack sizes due to smaller household scale and greater demand for convenience, delivery and on-the-go solutions, she said

E-commerce and delivery options need to be used to bridge gaps in consumer needs, she said.

She also highlighted industry trends of local brands driving sales through improvements in labelling and packaging.

Packaging goes beyond simply the package and “really plays a critical role for manufacturers in advertising products.”

Other speakers said digitally printed labels and packaging have become a global phenomenon.

From Coca-Cola’s ‘Share a Coke’ campaign to personalised food products, brand leaders are exploring innovative ways to engage with customers to create greater brand loyalty and increase sales, they said.

Conrad Mendoza Jr, brand innovation marketing lead at HP Inc., said brands must rethink their printing to deliver transformational customer experiences. The “Me” generation poses a number of challenges to companies who must engage with their customers in an ever-shrinking packaging life cycle, he said.

Lindsay Nutley, marketing manager at QLM Label Makers, gave practical examples of how brands are using packaging to design customer experiences, and challenged the Vietnamese market to move from a “same-same” mentality to customising and personalising their packaging to create unique solutions.

He saw a huge opportunity for companies who experiment and adapt to the changing environment by being true to their brand identity and highlighting the differences with their competitors.

At the event, Simon Pugh, CEO of QLM Group, introduced a new security labelling product called ‘Trust Codes’ that helps companies protect their brands from counterfeiting.

A block-chain encoded technology generates unique serial numbers that are printed as QR codes and linked to cloud-based software, he said.

The event was organised by Rieckermann and QLM. — VNS

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