If had to write a marketing strategy, I would highlight “Packaging” as the 5th P of marketing. For me, packaging is a crucial part not just of the product or marketing, but also of the organisation’s identity—something we can’t take for granted. Unfortunately, this is not the case for everyone. I have seen situations where people push packaging to the edge. For me, packaging is a priority. For every startup, I would recommend strategizing packaging beforehand to ensure the product stands out.
I have learned this through 19 years of extensive experience, and my four books deal with different packaging aspects and best practices. Through them, I aim to promote the correct ways of packaging. I highly recommend reading my latest book, “20 Things I Learnt from the World’s Top Packaging Professionals,” for deeper insights.
A long-term strategy—like a marketing vision for packaging—cannot be decided in the first go. You need to explore the best option for your product, and for this, you must try suitable packaging technologies. This isn’t as tough as it sounds. Operation Tolerance in shrink sleeve packaging is largely termed for Minimum Order Quantity (MOQ) & Timelines. Let’s take types of printing technologies one by one to understand it. We’ll take baby steps to know these.
First one is Rotogravure Printing technologies that uses engraved cylinders to hold ink, transferring it onto flexible materials for high-quality, long-run printing. It is known for excellent colors and detail at high speeds. It is usually best suited for brands who wanted to go for high quantity shrink sleeve printing with good quality and budget. Big FMCG or CPG brands always opt gravure printing. It helps them to save their resources with best results.
Second one CI Flexo Printing machine offers stable, high-speed, consistent quality for long runs on flexible packaging, typically using solvent/water-based inks. Offers excellent color registration, and fast speeds for flexible packaging and labels. Best use for high MOQ packaging requirement. Established brands that do not want to wait for cylinders opt for this solutions. Price is comparable to Rotogravure.
Third is UV Flexo printing machine. High-speed, high-quality printing on diverse substrates like films, foils, and papers for labels, flexible packaging, shrink sleeves etc, offering durability, fast drying, vibrant colors, and excellent adhesion, especially for long runs and specialized finishes. Brands that prioritize short runs, for spot colors, and high-quality embellishments opt it. It is first preference of new brands or startups who wanted to create impression in market with their products.
The last and the final one is Digital Printing technology. Newest and fastest among all. Best suited for short-to-medium runs, quick turnarounds, and highly personalized jobs like customised shrink sleeve application. It helps customer to quickly work and make it market ready. Usually opted by brands who want to test their product with low MOQ, or launch it. Those who have deadlines to make their product available to markets or for Prototype, Mock-ups, Government approvals etc. Because of its quick turn-around-time they are heavy on budget.
The product team must decide on the best printing and packaging technology only after consulting packaging partners; otherwise, a range of defects may follow. The best move is to proceed with caution. This approach secures resources and delivers better results.
To discuss similar issues, you may connect with us at info@tauruspackaging.com or call +91 9667400924.