EPS Midterm Report

EPS Final Report Analysis of Linoprint distribution channels, development of marketing concepts and tools Students: Xavier Dominguez R. Konradas A. Kindsfater Nicolas Pueppke Mahdi Shargh Dorota Wasiak University: University of Applied Sciences Kiel University examiner: Prof. Dr. rer. Sönke Schmidt Company examiner: Mr. Wolfgang Boppel Date of delivery: 4 June 2010 Abstract The objective of this report is to analyze the effectiveness of current Linoprint distributors and potential new distributors, to analyze Linoprint’s company strengths compared to its competitors in the digital printing market, to develop Microsoft Excel based marketing tools, and to propose marketing concepts to Linoprint by analyzing Linoprint’s current marketing material and the package printing industry, which is the market that Linoprint is active in. The results of the project are used to develop tools and recommendations to improve Linoprint’s marketing and current company positioning, and to recommend strategies for Linoprint to consider as it enters the market. “The company without a strategy is willing to try anything.” Michael E. Porter Professor at the Institute for Strategy and Competitiveness At Harvard University Table of Contents Intended Audience ........................................................................................................................................... vi Declaration of Authorship............................................................................................................................ vii Methodology ..................................................................................................................................................... viii Preface .................................................................................................................................................................. ix Workload ............................................................................................................................................................. xi Acknowledgements ........................................................................................................................................ xiv 1. Overview of Heidelberger Druckmaschinen, Linoprint, and Printing Methods .................. 1 1.1. Introduction .......................................................................................................................................... 1 1.2. Non Digital Printing Methods ......................................................................................................... 1 1.2.1. Offset Printing ........................................................................................................................... 1 1.2.2. Letterpress Printing ............................................................................................................... 4 1.2.3. Flexography ............................................................................................................................... 4 1.2.5. Gravure ........................................................................................................................................ 5 1.2.6 Screen Printing .......................................................................................................................... 7 1.3. Digital Printing Methods .................................................................................................................. 8 1.3.1. Electrophotography ............................................................................................................... 8 1.3.2. Dry Toner ................................................................................................................................... 9 1.3.3. Liquid Toner .............................................................................................................................. 9 1.3.4. Continuous Inkjet .................................................................................................................... 9 1.3.5. Drop on Demand .................................................................................................................... 10 1.3.6. Thermal DoD ........................................................................................................................... 10 1.3.7. Piezoelectric DoD .................................................................................................................. 10 1.3.8 Speed Comparison ................................................................................................................. 10 1.4. Overview of HDM .............................................................................................................................. 11 1.4.1. Introduction ............................................................................................................................ 11 1.4.2. History ....................................................................................................................................... 12 1.4.3. Products .................................................................................................................................... 17 1.4.4. Markets ...................................................................................................................................... 20 1.4.5. Market Trends ........................................................................................................................ 21 1.4.6. Research and Development ............................................................................................... 21 1.4.7. Company Strengths and Weaknesses ............................................................................ 22 1.5. Overview of Linoprint ..................................................................................................................... 22 1.5.1. Introduction ............................................................................................................................ 22 1.5.2. Why Linoprint was Created .............................................................................................. 23 1.5.3 Products ..................................................................................................................................... 24 1.5.4. Differences Between the Business Models of Heidelberg and Linoprint ........ 28 1.5.5. Manufacturing ........................................................................................................................ 29 1.5.6. Marketing ................................................................................................................................. 29 1.5.7. Linoprint Strategy: The Nightmare of Consultants .................................................. 29 2. The Packaging Industry and Customer Needs ................................................................................ 32 2.1. Introduction ........................................................................................................................................ 32 i 2.2. Linoprint: Where Digital Printing Meets Packaging ............................................................ 32 2.3. The Packaging Industry .................................................................................................................. 33 2.3.1. Description of Packaging and Package Labeling ....................................................... 33 2.3.2. Economical Overview of the Packaging Industry ..................................................... 33 2.3.3. Drivers of the Packaging Industry .................................................................................. 36 2.4. The Printing Industry ...................................................................................................................... 37 2.4.1. The Packaging Industry Inside the Print Industry ................................................... 39 2.4.2. Classification of the Package Printing Industry ......................................................... 39 2.4.3. Digital Printing Industry ..................................................................................................... 40 2.4.4. Evolution of the Digital Printing Industry: Growth and Revenue ...................... 41 2.5. Changes Affecting Linoprint’s Customers ................................................................................ 42 2.6. Linoprint’s Customer Needs ......................................................................................................... 46 2.7. The Big Question: Digital or Conventional .............................................................................. 52 2.7.1. Advantages of Digital ........................................................................................................... 52 2.7.2. Disadvantages of Digital ..................................................................................................... 57 2.8. Summary of Findings ....................................................................................................................... 59 3. Competitor Analysis .................................................................................................................................. 61 3.1. Introduction ........................................................................................................................................ 61 3.2. Criteria Description .........................................................................................................................

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