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Digital : Set, Go!Transforming your business with digital Packaging
Kunal Avari Graphics Solutions Business
HP Inc.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP Graphics Solutions Business Creating technology that makes life better for everyone, everywhere
Our mission is to engineer experiences that amaze
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Established in 1939 and reinvented in 2015
DesignPhotography
Sign & Display Direct Mail & Marketing Publishing Packaging
Info Prints Collateral
Digital TransformationMost transformed Least transformed
We have been going through the digital transformation across industries for years
Digital transformation
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The marketing landscape and brand challenge
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A messy marketing landscape
Consumers
• are increasingly spoilt for choice and novelty• have fragmented attention spans• are smarter and better educated• have more direct ownership of a brand• Consumers are more in control than ever before!
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Millennials – the changing face of consumers
create an exciting experience to appeal ... millennials love experiences
Experience seekers
they love having something that is unavailable to the rest of the world
Transience Sells
individuality & differentiation are important… personalisation
Self-Orientated
lower instinctive brand loyalty so pack design influences decisions
Brand
Disloyal
environmentally conscious: they value brands / products that are
sustainable and natural
Green &
Responsible
enjoy sharing positive experiences with their social
media networks
Social media
savvy
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© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
In the “ME” generation, PERSONALISATION and EXPERIENCE are most sought after social
currency
Stories and brands need to reflect the consumer’s unique taste.
While previous status symbols were built upon “I have it too,” these days it’s about
“I have the only one!”
Digital printing is changing the strategic and creative approach brands are taking to print and packaging design.
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New toys, new game, new rules.
from 5000+messages per day…
the role of brand design has evolved
to emotional engagement
to just one interruptive medium
the digital packaging revolution is already happening
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Why is digital print relevant?
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Core values of Digital printing
Targeting consumersReduce/Remove cost Time to Market Environment
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What are the opportunities…
It’s not just a name on a pack!
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Personalisation & Versioning
delivering a brand experiencecreating brand advocatesconnecting socially
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Pack as media
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Web to print
deliver a stand out brand experience.reflecting individuality.influencing brand loyalty.
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Nutella goes limited edition with Mosaic
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Event Specific
Leveraging broader marketing activitiesCapitalising on social consciousnessCreating consumer moments
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Social media
Reach out to a wider network of influencers
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Kleenex gets personal with Grandma poem
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SEJOONG T400s – Before and now…
• Existing Flexo & Gravure Production
HP T400SInk Farm
HP T400S Installation
SEJOONG T400S - Samples
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Lhasa Digital Packaging Pilot – HP on HP
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MILLENIALS ROOM MULTIPLE PRODUCTS
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Do it differently
Do it faster
Do it smarter
Do NOT compromise
It is not the strongest of the species that survive, nor the most intelligent,but the ones most responsive to change.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Shape your futurewith digital printing
keep reinventing
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