THE STUDY ON
MARKETING OF
FLEX X-SPAN NET WRAP
THESIS SUBMITTED BY
LOPES ARNOLD LIONEL
IN PARTIAL FULFILMENT OF
MASTERS OF MANAGEMENT STUDIES
OF MUMBAI UNIVERSITY
UNDER THE GUIDANCE OF
Mr. PRANAV S. JASANI
MMS BATCH OF 2012-2014
XAVIER INSTITUTE OF MANAGEMENT AND RESEARCH THE STUDY ON
MARKETING OF
FLEX X-SPAN NET WRAP
THESIS SUBMITTED BY
LOPES ARNOLD LIONEL
IN PARTIAL FULFILMENT OF
MASTERS OF MANAGEMENT STUDIES
OF MUMBAI UNIVERSITY
UNDER THE GUIDANCE OF
Mr. PRANAV S. JASANI
MMS BATCH OF 2012-2014
XAVIER INSTITUTE OF MANAGEMENT AND RESEARCH
DECLARATION
I, Lopes Arnold Lionel, student of Xavier Institute of Management and
Research affiliated to Mumbai University hereby declare that this project report titled
“Marketing Research for Flex X-Span Net Wrap” carried out under the guidance of
Mr. Pranav Jasani at Delta Storage Systems Pvt. Ltd, is the record of authentic work carried out by me during the period from 01.05.2013 to 30.06.2013.
Date:
Sign:
(Name of the Individual)
CERTIFICATE
The following Summer Project Report titled “Marketing of Flex X-Span Net
Wrap” is hereby approved as a certified study in management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of Masters of Management Studies for which it has been submitted.
It is understood that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer Project Report for the purpose it is submitted
Prof. Dr. K. N. Vaidyanathan
Director, XIMR
ACKNOWLEDGEMENTS
With great pleasure, I would like to present this project report on Flex X-Span
Net Wrap. It has been an enriching experience for me to undergo my summer internship at Delta Storage Systems Pvt. Ltd. which would not have been possible without the goodwill and support of the people around. As a student of XIMR I would like to express my sincere thanks to all those helped me during my practical training programme.
Words are insufficient to express my gratitude towards Mr. Pranav S. Jasani –
Director of Delta Storage Systems, Mr Amit Singh - Marketing and Sales Manager at
Delta Storage Systems.
I would also like to thank Prof. Dr. K. N. Vaidyanathan, Director, Fr. Paul
Vaz, Director General, Fr. Conrad Pesso and the staff at Xavier Institute of
Management & Research (XIMR) for their constant support and guidance.
I would also like to thank my parents and friends who have provided me with their valuable guidance and support.
However, I accept the sole responsibility for any possible errors or omissions and would be extremely grateful to the readers of this project if they bring such mistakes to my notice
Lopes Arnold Lionel
Executive Summary
Indian packaging industry is a USD $14 billion industry. It is growing at a rate of 15% per annum. Hence there is a huge scope for new investments in this field. This report deals on a new Product for packaging and its scope in Indian market. It also covers whether to launch the product or scrap the idea.
Packaging is very important, as it provides convenience of handling, protection of material/product, containment of goods and a means of communication.
There are four levels of packaging which have their own benefits.
World packaging industry is growing it can be seen in the charts provided in annexure. To know more about packaging we also need to study its history and then consider the new product.
Delta storage system is a medium scale industry with a turnover of 10 crores.
The main business of the company is to provide racking systems. It as extended in plastic pallets category to provide its customers one stop solution. Now it wants to introduce yet another new product for the purpose for wrapping good.
Flex X-Span net wrap is a patented product of an Israeli company called Tama which is a market leader in this product in western country. The company has given the opportunity to delta storage system to market and study the potential of the product in Indian market.
The product has many benefits and this kind of product does not exist in
Indian market. Based on the information from the industry based on having a conversion with some companies it seems the product is good. The price of the product is very high also came other in the process of introduction of the product.
People compare this product with the existing low cost different product available for packaging. Many people also mistake this product to be some kind of fishing net.
Other barriers that we face are the packaging rules in India are not strict hence companies refrain from using costly products.
Fresh food exporters who can get the maximum benefit from this produce; don’t want the product as they just do the primary or maximum secondary packaging.
They leave the other higher levels of packaging on improper. The importer in western countries packs these goods at his port before going to customs.
We have concluded that India is not ready for this kind of product and it will take some time till there is need for such a product in Indian market.
Table of contents
SR NO TOPIC PG NO.
1 Introduction 1
1.1 Introduction of Flex X-span net wrap 2
2 Importance of packaging 3
3 History and beginning of packaging 10
4 Packaging Industry 12
5 Different Levels of packaging 15
6 Organizational Background 16
7 Marketing of Plastic Net Wrap 23
7.1 4Ps of flex net 23
7.2 Swot analysis 28
7.3 3 Cs for flex net 32
8 Wrapping Process 41
9 Recommendations and Conclusions 44
9.1 Recommendations 44
9.2 Conclusion 45
10 References 46
11 Annexure 47
1. Introduction
In today's society, packaging is pervasive and essential. It surrounds,
enhances and protects the goods we buy, from processing and manufacturing
through handling and storage to the final consumer. Without packaging, materials
handling would be a messy, inefficient and costly exercise and modern consumer
marketing would be virtually impossible.
The historical development of packaging has been well documented elsewhere
and will only be touched upon here. Suffice it to say that the highly sophisticated
packaging industries which characterize modern society today are far removed
from the simple packaging activities of earlier times.
Packaging lies at the very heart of the modern industry, and successful
packaging technologists must bring to their professional duties a wide-ranging
background drawn from a multitude of disciplines. Efficient packaging is a
necessity for almost every type of product whether it is mined, grown, hunted,
extracted or manufactured. It is an essential link between the product makers and
their customers. Unless the packaging operation is performed correctly, the
reputation of the product will suffer and the goodwill of the customer will be lost.
All the skill, quality and reliability built into the product during development and
production will be wasted, unless care is taken to see that it reaches the user in the
correct condition. Properly designed packaging is the main way of ensuring safe
delivery to the final user in good condition at an economical cost.
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1.1 Introduction of Flex X-span Net Wrap
The company is extending to related business. It provided heavy duty
racking systems and moved to pallets as most of the customers who need the
heavy duty racking systems require pallets. Similarly now when the pallets
requirement is over customers have other requirements such as securing load
to the pallets hence the company wants to provide one stop solution to this
people.
There are two types of solutions available to the customers in India.
They are stretch wrap and straps. There is other product called as Plastic net
wrap which satisfies the same need. A patented version is offered by an Israeli
company which is named Flex Net wrap. This product is superior compared to
stretch film and meets the international safety rules. This product is also made
of HDPE i.e. high density polyethylene. This product is very useful for the
products that require breathability or refrigeration i.e. fresh food industry.
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2 Important Functions of Packaging
Although the definitions given above cover in essence the basic role and form
of packaging, it is necessary to discuss in more detail the functions of packaging
and the environments where the package must perform those functions.
2.1 Containment
This function of packaging is so obvious as to be overlooked by many, but it is
probably the basic function of packaging. With the exception of large, discrete
products, all other products must be contained before they can be moved from one
place to another. The "package", whether it be a milk bottle or a bulk cement rail
wagon, must contain the product to function successfully. Without containment,
pollution could become widespread.
The containment function of packaging makes a huge contribution to
protecting the environment from the myriad of products, which are moved from
one place to another on numerous occasions each day in any modern society.
Faulty packaging (or under packaging) could result in major pollution of the
environment.
A study of packaging systems in China (Packaging Today – Australia 1979) found
that:
17.5% of the country’s cement is lost in transit
50% of grain
20% of all glass is damaged before it can be used
40% of microscopes are broken before reaching the buyer.
While in North America, Northern Europe and Australasia only 2% - 3%
of food is lost through spoilage, in developing countries food spoilage and damage
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is estimated to be between 30 to 50% of production. This is supported by information from Russia from the 1970s and 1980s, where a lack of packaging, distribution and storage facilities resulted in annual losses of:
45% of fresh vegetables
55% of fresh fruit
70% of potatoes
50% of grain
One million tons of meat
One and a half million ton of fish
A study by Harvey Alter of US Chamber of Commerce provides strong evidence that packaging saves waste. It shows that there is a strong relationship between the amount of packaging waste and the amount of food waste in municipal solid waste (MSW) worldwide: as the amount of packaging increased, the amount of food waste is decreased. Note this could also be partly accounted for by the high use of refrigerators in the countries that have high packaging waste figures.
2.2 Protection
This is often regarded as the primary function of the package: to protect
its contents from outside environmental effects, be they water, moisture vapour,
gases, odours, microorganisms, dust, shocks, vibrations, compressive forces,
etc., and to protect the environment from the product. This is especially
important for those products such as toxic chemicals which may seriously
damage the environment.
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In the case of the majority of food products, the protection afforded by the package is an essential part of the preservation process. For example, aseptically packaged milk and fruit juices in cartons only remain aseptic for as long as the package provides protection; vacuum-packaged meat will not achieve its desired shelf life if the package permits oxygen to enter. In general, once the integrity of the package is breached, the product is no longer preserved.
Packaging also protects or conserves much of the energy expended during the production and processing of the product. For example, to produce, transport, sell and store 1 kg of bread requires 15.8 megajoules (MJ) of energy.
This energy is required in the form of transport fuel, heat, power and refrigeration in farming and milling the wheat, baking and retailing the bread, and in distributing both the raw materials and the finished product. To produce the polyethylene bag to package a 1 kg loaf of bread requires 1.4 MJ of energy.
This means that each unit of energy in the packaging protects eleven units of energy in the product. While eliminating the packaging might save 1.4 MJ of energy, it would also lead to spoilage of the bread and a consequent loss of 15.8
MJ of energy.
Since the 1980's consumer demand for tamper-evident packaging has increased. In 1982 six people died from cyanide in the US following the malicious tampering of Tylenol painkiller capsules. The UK baby food market suffered a dramatic downturn in 1990 after a series of tampering incidents involving glass deliberately added to the baby food containers. Along with requirements for child-resistant closures on pharmaceutical and house hold
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chemicals, the need for tamper-evident features is necessarily increasing the complexity of packaging and hence its protection features.
2.3 Convenience
Modern industrialized societies have brought about tremendous
changes in life styles and the packaging industry has had to respond to those
changes. One of the major changes has been in the nature of the family and the
role of women. Now an ever-increasing number of households are single-
person; many couples either delay having children or opt not to at all; there is
a greater percentage than ever before of women in the work force.
All these changes, as well as other factors such as the trend towards
"grazing" (i.e. eating snack type meals frequently but on-the-run rather than
regular meals), the demand for a wide variety of food and drink at outdoor
functions such as sports events, and increased leisure time, have created a
demand for greater convenience in household products: foods which are pre-
prepared and can be cooked or reheated in a very short time, preferably
without removing them from their primary package; condiments that can be
applied simply through aerosol or pump action packages; dispensers for sauces
or dressings which minimize mess, etc. Thus packaging plays an important
role in allowing products to be used conveniently.
Two other aspects of convenience are important in package design.
One of these can best be described as the apportionment function of
packaging. In this context, the package functions by reducing the output from
industrial production to a manageable, desirable "consumer" size. Thus a vat
of wine is "apportioned" by filling into bottles; a churn of butter is
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"apportioned" by packaging into 10 gram minipats and minitubs; a batch of ice cream is "apportioned" by filling into 2 litre plastic tubs. Put simply, the large scale production of products which characterizes a modern society could not succeed without the apportionment function of packaging. The relative cheapness of consumer products is largely because of their production on an enormous scale and the associated savings which result. But as the scale of production has increased, so too has the need for effective methods of apportioning the product into consumer-sized dimensions.
An associated aspect is the shape (relative proportions) of the primary package in relation to convenience in use by consumers (e.g. easy to hold, open and pour as appropriate) and efficiency in building into secondary and tertiary packages. In the movement of packaged goods in interstate and international trade, it is clearly inefficient to handle each primary package individually. Here packaging plays another very important role in permitting primary packages to be unitized into secondary packages (e.g. placed inside a corrugated case) and then for these secondary packages to be unitized into a tertiary package (e.g. a stretch-wrapped pallet). This unitizing activity can be carried a further stage to produce a quaternary package (e.g. a container which is loaded with several pallets). If the dimensions of the primary and secondary packages are optimal, then the maximum space available on the pallet can be used. As a consequence of this unitizing function, materials handling is optimized since only a minimal number of discrete packages or loads need to be handled.
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2.4 Communication
There is an old saying that "a package must protect what it sells and
sell what it protects". It may be old, but it is still true; a package functions as a
"silent salesman". The modern methods of consumer marketing would fail
were it not for the messages communicated by the package. The ability of
consumers to instantly recognize products through distinctive branding and
labelling enables supermarkets to function on a self-service basis. Without this
communication function (i.e. if there were only plain packs and standard
package sizes), the weekly shopping expedition to the supermarket would
become a lengthy, frustrating nightmare as consumers attempted to make
purchasing decisions without the numerous clues provided by the graphics and
the distinctive shapes of the packaging.
Other communication functions of the package are equally important.
Today the widespread use of modern scanning equipment at retail checkouts
relies on all packages displaying a Universal Product Code (UPC) that can be
read accurately and rapidly. Nutritional information on the outside of food
packages has becomes mandatory in many countries.
But it is not only in the supermarket that the communication function
of packaging is important. Warehouses and distribution centres would (and
sometimes do) become very inefficient and uncontrolled if secondary and
tertiary packages lacked labels or carried incomplete details. UPCs are also
frequently used in warehouses where hand-held barcode readers linked to a
computer make stock-taking quick and efficient. When international trade is
involved and different languages are spoken, the use of unambiguous, readily
understood symbols on the package is imperative. When items of high value
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are transported the secondary and tertiary packaging may contain deliberate misinformation with only the UPC providing the correct information. The cosmetic industry uses this regularly, where there is not even an easily recognised company name, in an attempt to reduce pilfering.
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3 History and Beginning of Packaging
Many of the most prominent innovations in the packaging industry were
developed first for military uses. Some military supplies are packaged in the same
commercial packaging used for general industry: Other military packaging must
transport materiel, supplies, foods, etc. under the most severe distribution and
storage conditions. Packaging problems encountered in World War II led
to Military Standard or "mil spec" regulations being applied to packaging,
designating it "military specification packaging". As a prominent concept in the
military, mil spec packaging officially came into being around 1941, due to
operations in Iceland experiencing critical losses due to what the military
eventually attributed to bad packaging solutions. In most cases, mil spec packaging
solutions (such as barrier materials, field rations, antistatic bags, and various
shipping crates) are similar to commercial grade packaging materials, but subject to
more stringent performance and quality requirements.
As of 2003, the packaging sector accounted for about two percent of
the gross national product in developed countries. About half of this market was
related to food packaging.
3.1 Early Packaging (Figure A)
The earliest recorded use of paper for packaging dates back to 1035,
when a Persian traveler visiting markets in Cairo noted that vegetables, spices
and hardware were wrapped in paper for the customers after they were sold.
(An excellent reference covering the History of Packaging Development is
Hine, 1995) Examples of early packaging include flex woven baskets, leaves,
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gourds, wooden barrel, pottery containers and glass. Glass packaging has a
very long history but early types of glass packaging were very expensive and
very rare form of packaging.
3.2 Nineteenth Century Packaging Development
The 19th Century from 1800 – 1900 was a period of rapid development
of packaging systems with the appearance of:
Metal cans (1818)
Paper bag (1850s)
Folding paperboard carton (1880s)
Corrugated paperboard case (1890s)
Tubes (eg toothpaste tubes)
Milk Bottles ( 1860s)
Fruit and vegetables continue for the most part to be unpackaged and if
any was shipped they would be in wooden boxes. The use of wooden boxes
for packaging and shipping horticultural products continued until the end of
the 20th century. Wooden boxes were phased out in NZ with the development
of strong and cheap corrugated cases and then finally by the use of reusable
plastic crates.
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4 Packaging industry
Packaging Industry is an important sector, adding value to the various
manufacturing sectors including agriculture and FMCG segments. The technology
and innovation in this sector is improving day-by-day. The global packaging
industry is currently valued at US $433 billion and is expected to grow to US
$820 billion by 2016. This growth is primarily driven by factors like growing
urbanization, investment in housing and construction, a burgeoning healthcare
sector and rapid development in the emerging economies like China, India, Brazil,
Russia and few other East European Economies. The consumer market dominates
the global packaging industry and accounts for an estimated 70% of the sales,
while industrial application accounting for remaining 30% of it.
4.1 World packaging industry
The global consumer packaging market is valued at approximately
US$400b and an estimated US$500b if industrial end markets are included.
The Brazil, Russia, India and China (BRIC) markets comprise
approximately 30% of global demand, increasing as their economies further
develop. Packaging sales in the emerging markets are expected to continue to
show strong growth as both increased consumption and demand for consumer
goods drives the need for more sophisticated packaging, due to a growing
middle class.
The sector includes five main types of packaging. Paper and board
(including paper bags and cartons) is the largest consumer packaging category
with a ~34% share of the total packaging market. Rigid plastics (tubs, pots and
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jars etc.) is the second largest packaging category with a ~27% share and is
one of the faster growing categories, forecast to grow above real GDP (~4%
per year) until 2015.
The macroeconomic environment has been challenging for the
packaging industry in recent years, given pressures on consumer spending and
their exposure to fast moving consumer good (FMCG) producers. The
combination of Euro-zone economic uncertainty and raw material and energy
price inflation has also had a negative impact on packaging producers. Growth
in emerging markets has been both a threat and an opportunity.
4.2 Indian packaging industry
Indian Packaging Industry is currently valued at US $14 billion and
ranks 11th in the world. The Indian packaging industry is expected to grow at
18%-20% per year from its current 15% and is expected to grow to US $16.5
billion by 2015. The packaging industry is poised to grow rapidly due to
increased use of innovative packaging equipments and increased demand for
flexible packaging.
With an increasing investment by domestic as well as the foreign
companies in Indian food processing and pharmaceutical sectors; the market
for packaging industry has expanded rapidly. The retail market, food &
beverage and pharmaceutical segments occupy the largest share in the
packaging industry, accounting for 85 per cent and 10 per cent, respectively.
Indian government is taking various measures to permit FDI in the multi-
brand retail. This emerging opportunity for the packaging industry is giving
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rise to new prospects for packaging machinery and equipment industry in
India. More than 600 to 700 types of packaging machines and equipments are manufactured by SME sector. The market for India’s food packaging equipments amount to US $80 million. Despite this, the growth in packaging industry has not been uniform and the industry remains highly fragmented.
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5 Different levels of Packaging (Figure B)
There are four levels of packaging which are discussed as follows:-
5.1 Primary packaging
A primary package is one which is in direct contact with the contained
product. It provides the initial and usually the major protective barrier.
Examples of primary packages include metal cans, glass bottles, and plastic
pouches. It is frequently only the primary package which the consumer
purchases at retail outlets.
5.2 Secondary packaging
A secondary package contains a number of primary packages, e.g. a
corrugated case. It is the physical distribution carrier and is sometimes
designed so that it can be used in retail outlets for the display of primary
packages.
5.3 Tertiary packaging
A tertiary package is made up of a number of secondary packages, the
most common example being a stretch-wrapped pallet of corrugated cases.
5.4 Quaternary Packaging
A quaternary package is frequently used to facilitate the handling of
tertiary packages in interstate and international trade. This is generally a metal
container up to 12 m in length which can hold many pallets and is intermodal
in nature. That is, it can be transferred to or from ships, trains, and flatbed
trucks by cranes. Certain designs are also able to have their temperature,
humidity and gas atmosphere controlled and this is necessary in particular
situations such as for the transportation of frozen foods or fresh fruits and
vegetables.
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6 Organizational Background
Delta Storage Systems Pvt. Ltd. is engaged in manufacturing, exporting, and supplying a range of products like Racking Systems, Mezzanine Floor, Cable Trays,
Plastic Products. In addition, we supply efficient Shock-watch Products, and Grip Fix
Palletizing Adhesives. By keeping track with the latest market developments and using highly advanced and modern techniques, we are able to deliver a qualitative and highly efficient range of products. Our continuum of products is widely appreciated for its excellent features like high durability, reliability, and longer service life, which is available at competitive prices. Moreover, we also offer customization facility of our range to the esteemed clients.
6.1 Racking Systems
Being an industry pioneer, we offer high quality Racking Systems for
the valued customers. Our range of Racking Systems is manufactured using
superior quality materials that ensure high strength, durability, and reliability.
Our wide range of Racking System comprises of Heavy Duty Racking System,
Slotted Angle Racking System, and Mobile Racking System. We are also
reckoned for offering customization facility to the esteemed clients at very
economical price.
Heavy Duty Racking System
Slotted Angle Racking System
Mezzanine Floor
Mobile Racking System
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6.2 Plastic Products
Delta Storage System Pvt. Ltd is engaged in manufacturing, exporting and supplying an array of Plastic Products. The range consists of Plastic Pallets and Plastic Crates. Our range of Plastic Products is manufactured using high quality plastic and other materials that add to its strength, durability, and long life. Moreover, our Plastic Products are eco-friendly and hygienic. Our complete array of Plastic Products provides excellent solution for storage problems. We offer our complete range at very moderate price for our esteemed clients.
Plastic Pallets
Plastic Crates
6.3 Shock-watch Products
The company has been providing storage and racking solutions to
clients since more than 2 decades. Keeping in mind the client’s needs for more
cost saving products and solutions, we are now also the distributors of Shock-
watch Products for western India. In India, our major clients include CGL,
BHEL, Phillips, GE Healthcare, Whirlpool, Nestle, Moser Baer Solar Limited,
Indo-Solar, Solar Semiconductor, amongst others.
Shock-Watch Labels
These labels monitor whether goods in transit have been subject to
mishandling & any kind of impacts above the maximum threshold. They are
available in 5 different sensitivities and turns from clear to red when there is
an impact beyond the threshold limit.
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MAG 2000
These are resettable indicators that can be used to find out the direction, date & time of the impact.
Tilt-Watch XTR & Tilt-Watch Plus
Available in two variants these are tilt Indicators that indicate the angle of tilt. It can be mounted directly on the products itself. It creates a psychological barrier in the minds of the handlers handling your products thereby reducing damages.
Cold-Mark
It is a Freeze indicator available in -3, 0 5 and 10 degree Celsius. It informs whether the temperature has gone below the specified temperature.
The run out time is 30 minutes.
Warm-Mark
For goods that require Cold Chain Monitoring (2-8 degrees) we have
Warm-Mark. It is available in 9 different degrees & 3 variants. It monitors whether the product has been exposed to temperature above the maximum threshold.
6.4 Grip Fix Palletizing Adhesives (Figure C)
We provide the efficient Grip Fix Palletizing Adhesives at the most competitive prices to the clients. Our palletizing safety systems are based on
Grip Fix Palletizing Adhesives. RIP FIX™ anti-slip agents are water-soluble, solvent-free adhesives for securing pallet loads. The pallet loads may be PE bags, paper bags, cartons, cellophane-packed items, PP woven bags or small packages.
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How does GRIP FIX™ work?
Grip Fix Palletizing Adhesive is applied in small quantities to the
pallet loads before they are palletized. After a short drying time, the pallets are
stable and remain so until they are unloaded again. High shear strength and
very low peeling strength are achieved with Grip Fix Palletizing Adhesives.
The pallet loads do not slip but the packages can be easily separated. In
general, Grip Fix Palletizing Adhesives leave no residue after de-palletizing.
Advantages
Ecological advantages
Leaves no residue Biodegradable
Can be recycled
Non-toxic
Water-soluble
Suitable for foodstuff packaging: the constituent substances comply
with the regulations of the German Federal Health Administration (BGA) and
the US Food and Drug Administration (FDA)
Economic advantages
Up to 50 % cost saving by comparison with shrink film, stretch film or
straps
De-palletization with no damage to the packaging
Little cleaning effort
Work effort minimized
Increased safety
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Effective Against
Transport damage
Pallets secured with GRIP FIX™ remain stable during the palletizing
process, on the way to the stretch wrapper, during transport, during order
picking and in the distribution centre. Slipped pallet stacks in need of
restacking which involves major effort are outdated with GRIP FIX™
Pallets secured with GRIP FIX™ do not slip even if the contents of the
packages are not stable, i.e. when transporting granulate-filled PE bags or
bottles in cartons. Transporting goods secured in this way reduces complaints
and saves the hassle to take back goods.
Mountains of packaging waste
Approximately 47 percent of these packaging materials had to be
further sorted before recycling. This costs both time and money.
The GRIP FIX™ palletizing safety systems allow for the waste-free
securing of pallets. The GRIP FIX™ adhesive leaves no residue and is
biodegradable and the goods are not damaged during depalletizing. This saves
you the mountains of waste that are produced, for instance, with shrink film,
stretch film, covering cartons, pallet sheets, and straps.
Therefore, if you want to transport goods safely, protect our
environment and also save money, GRIP FIX™ is the ideal product for you.
Carton palletizing (Unilever)
Unilever is one of the world's largest suppliers of laundry and cleaning
agents as well as name brand articles in the foodstuff, skin care, perfume, and
cosmetics industries. Our application example shows Unilever "Dove Soap"
packed into cartons and loaded onto pallets. Unilever protects these pallets
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against slippage by applying GRIP FIX™. When fully loaded, each pallet holds 117 cartons and weighs 660 kg. The uppermost layer of cartons is additionally secured by a tension strap. Based on a production of 32,000 metric tons of soap per year (exported to 86 countries), approximately 14 metric tons of stretch film can be dispensed with. That also means 14 fewer tons of waste per year.
PE Bag Palletizing (Borealis)
The Borealis Group primarily produces polyethylene and polypropylene granulate for various applications, such as those consumed in the automobile, packaging and electronic manufacturing industries. The company is headquartered in Copenhagen, Denmark.
In Belgium, Borealis produces around 240,000 metric tons per year. A shift-free transport of the PE bags is ensured by GRIP FIX™ and a supplemental stretch cover. Fifty-five bags, each weighing 25 kg, are transported per pallet. Use of the palletizing safety system enhances pallet stability and enables the reduction of the stretch cover thickness.
Paper bag palletizing (Kiesel Bauchemie)
The Kiesel Bauchemie produces adhesives for floor tiling and coverings. The products are filled into paper bags, 42 bags per pallet. The company produces 40,000 metric tons per year and exports to 5 countries.
GRIP FIX™ is applied for pallet stability. A unique warehousing feature of the Kiesel company is that 5 pallets are stacked one above the other.
Therefore, the stability of each individual pallet plays an even greater role.
Utilization of the GRIP FIX™ palletizing safety system maintains internal pallet stability and reduces costs for 10 tons of stretch film.
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6.5 Material Handling Equipment
We are engaged in the manufacturing, exporting and supplying of an efficient range of Material Handling Equipment. With our complete range of
Material Handling Equipment for your warehouse / stores, you can derive maximum savings of cost, space & time in your day to day operations. Our aim is to cater to your requirement in shortest possible delivery time. We also provide full after sales service & maintenance contract.
Range
Stackers
Hand Pallet Trucks
Fork Lifts
Dock Levellers
Scissor lift Table
Platform Trolleys
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7 Marketing of Plastic Net Wrap.
7.1 Marketing mix
The marketing mix is a business tool used in marketing. The marketing
mix is often crucial when determining a product or brand's offering, and is
often synonymous with the four Ps: price, product, promotion, and place; in
service marketing, however, the four Ps have been expanded to the Seven
Ps or eight Ps to address the different nature of services.
7.1.1 Product
A product is seen as an item that satisfies what a consumer needs or
wants. It is a tangible good or an intangible service. Intangible products are
service based like the tourism industry, the hotel industry and the financial
industry. Tangible products are those that have an independent physical
existence. Typical examples of mass-produced, tangible objects are the motor
car and the disposable razor. A less obvious but ubiquitous mass-produced
service is a computer operating system
Every product is subject to a life-cycle including a growth phase
followed by a maturity phase and finally an eventual period of decline as sales
falls. Marketers must do careful research on how long the life cycle of the
product they are marketing is likely to be and focus their attention on different
challenges that arise as the product move.
The marketer must also consider the product mix. Marketers can
expand the current product mix by increasing a certain product line's depth or
by increasing the number of product lines. Marketers should consider how to
position the product, how to exploit the brand, how to exploit the company's
resources and how to configure the product mix so that each product
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complements the other. The marketer must also consider product development
strategies.
The company had a product called as Flex X-span Net wrap. This is a
patented technology. This product comes in the tertiary packaging level. The
job of this product is to secure the load on the pallet to the pallet so the goods
don’t get damaged during the transit. This is a unique product and is not
available in India. The product is a plastic net unlike the traditional stretch
film, which is a sheet of plastic. Pallet Flex X span net wrap is a netting
material made from polyethylene yarn - a tough & rugged wrap designed for
holding pallet loads. The open mesh design of pallet Flex X span net wrap
offers unrestricted Airflow around the pallet load, this is a very useful function
for the goods that require refrigeration or breathability like fresh foods. The
company having a vast experience in such related plastic knitted product have
developed the technology called Flex Net X-Span, this helps to product to
keep its original width when stretched as much as 50%. This net wrap also has
different variants.
Different variants are as follows:-
Elastic Net Manual: - 15% stretch capacity.
Elastic Net Standard: - 20% stretch capacity.
Elastic Net Ndicator: - 33% stretch capacity and has blue line indicating
whether optimum stretch is reached or not.
Flex Net Manual: - 15% stretch capacity.
Flex Net Standard: - 33% stretch capacity.
Flex Net X-Span: - 50% stretch capacity.
Flex Net X-Span Ndicator: - 50% stretch capacity with blue indicator line.
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Flex X span Net Wrap v/s Pallet stretch wrap film
Airflow throughout pallet load
This new product has 50% more elongation, hence more wraps per roll
Grips every corner & curve.
Protects from harshest shipping conditions.
Compatible with existing warping machine & brake systems.
This product environment friendly & light weight.
Its built in memory enable almost (0-10)% of overlap this
increases more saving over other warping methods
Performs well in all Temperatures.
Labels & printing remain visible.
Retains load during transit compact for disposal or recycle
Provides 3rd Dimension of stability, when wrapped over the top.
When wrapping irregularly shaped or incomplete loads, the elasticity of the
Flex-Net® X-SPAN™ will hold the load firmly, gripping every curve and
covering every gap.
Improved stability of products or packages, forming a unit load
More efficient handling and storage of unit loads
Some degree of tamper resistance and resistance to package pilferage
7.1.2 Price
Price is the amount a customer pays for the product. The price
is very important as it determines the company's profit and hence,
survival. Adjusting the price has a profound impact on the marketing
strategy, and depending on the price elasticity of the product, often it
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will affect the demand and sales as well. The marketer should set a
price that complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of
the customer perceived value for the product. Three basic pricing
strategies are: market skimming pricing, market penetration
pricing and neutral pricing. The 'reference value' (where the consumer
refers to the prices of competing products) and the 'differential value'
(the consumer's view of this product's attributes versus the attributes of
other products) must be taken into account.
Due to sensitivity of information price cannot be disclosed. The
product is costly as compared to the substitute (stretch film). Even as
the product need to be imported as there are no manufactures in India,
the currency rates also made the product very costly. Manufacturing in
India would make the price of the product to compete with the
substitute. The product can also be imported from china at a fraction of
cost (of low quality).
7.1.3 Promotion
Promotion is nothing but all the methods of communication
that a marketer may use to provide information to different parties
about the product. Promotion comprises elements such as:
advertising, public relations, personal selling and sales promotion.
Advertising covers any communication that is paid for, from
cinema commercials, radio and Internet advertisements through print
media and billboards. Public relations is where the communication is
not directly paid for and includes press releases, sponsorship deals,
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exhibitions, conferences, seminars or trade fairs and events. Word-of-
mouth is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically
engaged to create word of mouth momentum. Sales staff often plays an
important role in word of mouth and public relations.
For promotion of the product I visited many companies to
showcase the product and also gave trials of the product using the
existing infrastructure the companies had. Other methods where cold
calling different small business manufactures and sending them E-
mails given the product description and asking for their feedback on
the product. We were going to show case the product in the cold-chain
exhibition in Bangalore (due to cost factor we had to withdraw the
product).
7.1.4 Place
Place refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.
Being a pure B2B product there was no specific place the only place are the MIDC areas where the product was promoted and also to the other business units which were prospects according to us. The other means of communication used to promote the product were telephone calls to the small and medium enterprises. Sending e-mails to all the companies and also the exporters of fresh food listed on the India.
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7.2 Swot Analysis
SWOT analysis (alternatively SWOT Matrix) is a structured planning
method used to evaluate the Strengths, Weaknesses, Opportunities, and
Threats involved in a project or in a business venture. A SWOT analysis can
be carried out for a product, place, industry or person. It involves specifying
the objective of the business venture or project and identifying the internal and
external factors that are favourable and unfavourable to achieving that
objective. The technique is credited to Albert Humphrey, who led a
convention at the Stanford Research Institute the 1960s and 1970s using data
from Fortune 500companies. The degree to which the internal environment of
the firm matches with the external environment is expressed by the concept of
strategic fit. Setting the objective should be done after the SWOT analysis has
been performed.
This would allow achievable goals or objectives to be set for the organization.
Strengths: Characteristics of the business or project that give it an advantage over
others.
Weaknesses: Characteristics that place the team at a disadvantage relative to others.
Opportunities: Elements that the project could exploit to its advantage.
Threats: Elements in the environment that could cause trouble for the business or
project.
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In many competitor analyses, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors.
Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Accordingly, management often conducts market research (alternately marketing research) to obtain this information.
Marketers employ a variety of techniques to conduct market research, but some of the more common include:
Qualitative marketing research, such as focus groups
Quantitative marketing research, such as statistical surveys
Experimental techniques such as test markets
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Observational techniques such as ethnographic (on-site) observation
Marketing managers also design and oversee various environmental scanning
and competitive intelligence processes to help identify trends and inform the
company's marketing analysis.
7.2.1 Strength
The strength of the company are: - it has a first mover advantage in
case of Flex net wrap. As the company deals in the racking systems and also
plastic pallets it can get the same customers to use the product. The product
being a new and improved product has a great advantage over the existing
products.
7.2.2 Weakness
The company imports the product hence looses on the pricing. The price
of the product is very high as compared to the substitutes. Being a medium
size company all the decisions need to be sanctioned by the director.
7.2.3 Opportunities
Cold chain packaging is in its growth stage and this product is
going to have a huge demand. Even exports to Europe and USA now in
need proper packaging, which includes HDPE plastic, recyclable
products, etc. Palletising of goods is also increasing in the fresh food
industry. This goods require Airflow through the pallet. Big retailers will
drive the sales of this product.
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7.2.4 Threats
Industries lack of knowledge about the product. People are resistance to shift to a better costly product. Competition from China.
Cheap availability of substitutes or other means to satisfy the same need.
Environmental rules not strict in India. No proper standardised method of packaging followed. Lack of palletising across industries in India. People mistake the product for some kind of fishing net and do not consider it as a stretch film.
Fresh food exporters who can get the maximum benefit from this produce; don’t want the product as they just do the primary or maximum secondary packaging. They leave the other higher levels of packaging on improper. The importer in western countries packs these goods at his port before going to customs.
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7.3 3Cs for flex net
The 3C's Model is a business model, which offers a strategic look at the
factors needed for success. It was developed by business and corporate
strategist Kenichi Ohmae.
The 3C’s model points out that a strategist should focus on three key
factors for success. In the construction of a business strategy, three main players
must be taken into account:
1. The Customer
2. The Competitors
3. The Corporation
Only by integrating these three, a sustained competitive advantage can
exist. Ohmae refers to these key factors as the three C’s or strategic triangle.
7.3.1 Customers
Clients are the base of any strategy according to Ohmae. Therefore, the primary goal is supposed to be the interest of the customer and not those of the shareholders for example. In the long run, a company that is genuinely interested in its customers will be interesting for its investors and take care of their interests automatically. Segmentation is helping to understand the customer.
Segmenting by objectives
The differentiation is done in terms of the different ways that various
customers use a product.
This product is basically and primarily used for palletizing but
fishermen can also use the product to store fish i.e. wrap one single fish with
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ice there by extending the shelf life of fish. This is done because many
fishermen in India put their catch in cold storage one over the other thus some
other the fish in the centre of other fishes gets spoiled but with the above
mentioned technique all the catch remains fresh till the delivery point.
Segmenting by customer coverage
This segmentation normally emerges from a trade-off study of
marketing costs versus market coverage. There appears always to be a point of
diminishing returns in the cost versus coverage relationship. The corporation’s
task is to optimize its range of market coverage, geographically and or channel
wise.
For this product we segmented the market geographic product wise i.e.
according to fresh food producers and packers.
The orange producers in Nagpur.
Grapes producers in Nasik.
Tea producers and packers in Assam.
Mango producers in Konkan.
Fresh vegetables produce packers and exporters in Pune.
Floriculture and horticultures exporters through India.
Onion and potatoes packers and exporters in India.
Fresh food and cold chain operators and exporters in Mumbai.
Tiles exporters in Gujarat and Rajasthan.
Cement exporters in India.
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Segmenting the market once more
In fierce competition, competitors are likely to be dissecting the market
in similar ways. Over an extended period of time, the effectiveness of a given
initial strategic segmentation will tend to decline. In such situations it is useful
to pick a small group of customers and re-examine what it is that they are
really looking for.
A market segment change occurs where the market forces are altering
the distribution of the user-mix over time by influencing demography,
distribution channels, customer size, etc. This kind of change means that the
allocation of corporate resources must be shifted and or the absolute level of
resources committed in the business must be changed.
7.3.2 Competitors
Competitor based strategies can be constructed by looking at possible
sources of differentiation in functions such as: purchasing, design,
engineering, sales and servicing. The following aspects show ways in order to
achieve this differentiation:
Power of image
When product performance and mode of distribution are very difficult
to distinguish, image may be the only source of positive differentiation.
This product being first time introduced in India. This product is also
extensively used in USA and Europe especially in fresh food industry. The
only product in Indian market to provide Airflow through the pallet-load while
securely holding the pallet-load, to the pallet, during the transit.
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Capitalizing on profit and cost structure differences
Firstly, the difference in source of profit might be exploited, from new
products sales etc. Secondly, a difference in the ratio of fixed costs and
variable costs might also be exploited strategically. A company with lower
fixed cost ratio can lower prices in a sluggish market and hence gain market
share.
This was not available to our company and we were losing heavily on
this aspects to the competitors.
7.3.3 Corporation
The Corporation needs strategies aiming to maximize the corporation’s
strengths relative to the competition in the functional areas that are critical to
achieve success in the industry.
Selectivity and sequencing
The corporation does not have to lead in every function to win. If it can
gain a decisive edge in one key function, it will eventually be able to improve
its other functions which are now average.
Make or buy
In case of rapidly rising wage costs, it becomes a critical decision for a
company to subcontract a major share of its assembly operations. If its
competitors are unable to shift production so rapidly to subcontractors and
vendors, the resulting difference in cost structure and/ or in the company's
ability to cope with demand fluctuations may have significant strategic
implications.
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Cost-effectiveness
Improving the cost-effectiveness can be done in three ways. First by
reducing basic costs, second by exercising greater selectivity (orders accepted,
products offered, functions performed) and third by sharing certain key
functions with a corporation’s businesses or even other companies.
All the above points are explained in the organisational background in BCG matrix
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7.4 BCG Matrix
The growth-share matrix (aka the product portfolio, BCG-matrix, Boston matrix, Boston Consulting Group analysis, portfolio diagram) is a chart that had been created by Bruce D. Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis.
To use the chart, analysts plot a scatter graph to rank the business units (or products) on the basis of their relative market shares and growth rates.
Cash cows are units with high market share in a slow-growing industry. These
units typically generate cash in excess of the amount of cash needed to
maintain the business. They are regarded as staid and boring, in a "mature"
market, and every corporation would be thrilled to own as many as possible.
They are to be "milked" continuously with as little investment as possible,
since such investment would be wasted in an industry with low growth.
In case of Delta Storage systems their cash cow is the racking system.
Racking system provides the company with huge revenues enough to make
profit and keep the company running. It is observed that this product doesn’t
have any growth rate as growth rate of this product is directly associated with
the set up on new industrial area or new business parks which are slowing
down, and have too many competitors.
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Dogs, more charitably called pets, are units with low market share in a mature,
slow-growing industry. These units typically "break even", generating barely
enough cash to maintain the business's market share. Though owning a break-
even unit provides the social benefit of providing jobs and possible synergies
that assist other business units, from an accounting point of view such a unit is
worthless, not generating cash for the company. They depress a profitable
company's return on assets ratio, used by many investors to judge how well a
company is being managed. Dogs, it is thought, should be sold off.
There were many products launched by the company and are still listed on the
company’s website but the company no longer provides this products as they
are not profitable as before. When they were launched they exhibited a huge
growth rate and had huge sales but later many people didn’t find the value in it
hence the sales are dropping very fast and it no longer make sense to provide
this produces. Some of these products are Shock-watch Products, Grip Fix
Palletizing Adhesives and Material Handling Equipment.
Question marks (also known as problem children) are business operating in a
high market growth, but having a low market share. They are a starting point
for most businesses. Question marks have a potential to gain market share and
become stars, and eventually cash cows when a market growth slows. If
question marks do not succeed in becoming a market leader, then after perhaps
years of cash consumption, they will degenerate into dogs when a market
growth decline. Question marks must be analyzed carefully in order to
determine whether they are worth the investment required to grow market
share.
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The product under this category is the Flex X-Span Net-wrap. This has
a huge potential in Indian market but due to some reason it could not be
launched.
Stars are units with a high market share in a fast-growing industry. They are
successful question marks and become a market leader in a high growth
sector. The hope is that stars become next cash cows. Stars require high
funding to fight competitions and maintain a growth rate. When growth slows,
if they have been able to maintain their category leadership stars become cash
cows, else they become dogs due to low relative market share.
Plastic pallets come under this category. Plastic pallets have a high growth rate
and the sales are increasing day by day. They are soon going to be cash cows
for the company and the racking systems is going to become dogs.
As a particular industry matures and its growth slows, all business units become either cash cows or dogs. The natural cycle for most business units is that they start as question marks, and then turn into stars. Eventually the market stops growing thus the business unit becomes a cash cow. At the end of the cycle the cash cow turns into a dog.
The overall goal of this ranking was to help corporate analysts decide which of their business units to fund, and how much; and which units to sell. Managers were supposed to gain perspective from this analysis that allowed them to plan with confidence to use money generated by the cash cows to fund the stars and, possibly, the question marks. As BCG stated in 1970:
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Only a diversified company with a balanced portfolio can use its strengths to truly capitalize on its growth opportunities. The balanced portfolio has:
stars whose high share and high growth assure the future;
cash cows that supply funds for that future growth; and
Question marks to be converted into stars with the added funds.
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8 Wrapping Process
Categories and sub-categories of stretch wrappers:
Manual (or Hand) Wrappers:
Extended Core
An extension of the film's core serves as a handle for wrapping; this
type of wrapper offers little stretch control and is hard on hands.
Mechanical Brake
A simple structure supports a film roll and a mechanical brake system
provides resistance creating stretch of the film.
Pole Wrappers
Similar to the Mechanical Brake system, but the roll and brake are at
the end of an extended pole, creating an ergonomic design which eliminates
the need to bend to wrap the bottoms of loads and strain to reach the tops of
loads. Used for space missions too.
Semi-Automatic Wrappers:
Turntable Wrappers
The load to be wrapped sits on a turntable which spins the load relative
to the film roll, which is housed in a carriage which can move up and down a
fixed "mast". Stretch is achieved by rotating the load at a faster rate than the
film is fed.
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Orbital Wrappers
The film is housed in a carriage on a vertical ring; the load is fed
horizontally through the eye of the rotating ring, applying film to the load. A
variation of an orbital stretch wrapper is a horizontal ring system, in which the
load remains still while a horizontal ring is rotated around the load and moves
up and down vertically relative to the load, similar to a rotary arm stretch
wrapper.
Rotary Arm Wrappers
In this system, the load remains still while a rotating arm turns around
it wrapping the load. This system is used for light loads or for speeds which
would otherwise cause the load to topple due to high rotation speeds.
Automatic Wrappers:
Automatic wrappers are generally a variant of a semi-automatic system.
Automatic wrappers include a conveyor system to automatically load the wrapping machine and automatic systems to apply, seal, and cut the film.
Turntable Wrappers
The load to be wrapped sits on a turntable which spins the load relative
to the film roll, which is housed in a carriage which can move up and down a
fixed "mast". Stretch is achieved by rotating the load at a faster rate than the
film is fed.
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Rotary Arm Wrappers
In this system, the load remains still while a rotating arm turns around
it wrapping the load. This system is used for light loads or for speeds which
would otherwise cause the load to topple due to high rotation speeds.
Rotary Ring Wrappers
The film is housed in a carriage on an horizontal ring in which the load
remains static while the horizontal ring is rotating around the load and moves
up and down vertically relative to the load, similar to a rotary arm stretch
wrapper. The rotary ring technology is really a more balanced system with less
wear and maintenance than the other available wrapping technologies. These
wrappers are capable to reach the highest production capacities (up to 160
pallets/hour).
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9 Recommendations and Conclusions
9.1 Recommendations
In India packaging is not done by the exporter but is left to importer to
package the goods on his port before going to customs. Hence this product is
currently not having a huge scope in Indian market. The company should wait
for now and later maybe 5 years down the line introduce the product when there
is really need for the product in Indian market. Even the cold chain is in infant
stage in India when this grows to become a big industry and people really start
using the cold chain for all their fresh food industry this product will have a
substantial demand. Entry of big retailers like Wal- mart who need the
palletised goods will also help the product grow.
Hence the company should really not introduce the product as of now
but wait for next 3-4 years and then interdict the product on a large scale.
The company should also participate in various trade shows to generate
interest about the product in minds of potential customers. As it seems many
people are un-aware of the product and mistake it for some kind in fishing net
which can now be use for pallet load wrapping.
To compete with the stretch film in India the company should consider
manufacturing the product in India or import it from china at a fraction of a
cost.
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9.2 Conclusion
Packaging industry in India is growing at 15% per annum. This gives lots of
opportunities for many individuals to set up companies. It also gives many companies
to introduce new products. Increase their business and also develop their business.
This all give rise to demand for packaging goods and a need of new improved
products are needed. People also start looking for new alternatives, which in turn
gives rise to new products that are not available currently.
Delta storage system took this opportunity to launch a new product for
packaging, so it could get the first mover advantage. Based on my work done to
understand the current packaging process and to introduce the new product, we came
across and conclude that Indian market is not ready for this product as of now. This
product might have a he scope in near future.
Some of the reasons to draw this conclusion are:-
Price of the product is very high.
Indian consumers are not very environment conscious.
People don’t change from the existing product to new product unless there is
chance in law or the parent company expects the packers and manufactures to
change.
Packaging laws in India are not strict.
Exporters leave this packaging on their importer.
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10 References
1. Journal of Business & Industrial Marketing. 2013, Vol. 28 Issue 2, p76-85. 10p.
2. International Journal of Consumer Studies. May2011, Vol. 35 Issue 3, p273-281.
9p. 1 Black and White Photograph, 1 Diagram, 1 Chart.
3. Containers & Packaging Industry Profile: Spain. Oct2012, p1-33. 33p.
4. IUP Journal of Supply Chain Management. Jun2012, Vol. 9 Issue 2, p7-18. 12p.
2 Graphs.
5. Journal of Food Process Engineering. Feb2013, Vol. 36 Issue 1, p77-86. 10p.
6. International Journal of Retail & Distribution Management. 2013, Vol. 41 Issue
6, p396-414. 19p.
7. Resources, Conservation & Recycling; Apr2013, Vol. 73, p133-142, 10p
8. www.apeda.gov.in
9. http://www.nobleprinting.com/pdf/report_on_packaging_industry_in_india.pdf
10. Packaging for economic growth,(n.d.),Indian institute for packaging.
http://www.indiapack.org/the-india-story.htm
11. http://piai.org/
12. http://www.deltasystemsindia.com/
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11 Annexure
Figure A.
A modern example of early types of packaging using bamboo, straw and paper
used to package mangos.
Figure B
Levels of Packaging
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Figure C
Chart 1 — Global packaging, by geography — 2012
Total market size = US$400b
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Chart 2 — Global packaging, by end market — 2012
Total market size = US$400b
Chart 3 — Global packaging, by type — 2012
Total market size = US$400b
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