On 2 September 2016, HP India showcased the latest innovations in digital printing at Grand Imperial Banquet, Mumbai. HP touched the core issues faced by brand owners and limitless possibilities for marketers across FMCG, pharma, retail, food and beverage, health and beauty divisions. The event witnessed participation of over 150 brand professionals and print service providers (PSPs) from design, signage and display, packaging and publishing industries.
With the increasing number of brands in supermarket, it is hard for brand owners to retain their consumers. Lack of motive in any product or pack can easily lead to the downfall of brand equity, resulting in a loss for brand owners. Puneet Chadha, director – Market Development, Graphics Solutions Business, Asia Pacific and Japan, HP Inc. shared insights on the importance of innovation in reaching out to customers today and how advanced and differentiated printing applications can help brands to develop a stronger brand recall with end customers and establish a competitive edge in the market.
He further highlighted a few successful digital campaigns and their implementation by the respective brands, thus creating awareness among the audience regarding path-breaking possibilities with digital printing. “With brand managers trying to break the clutter for increased mindshare for their brands, the marketplace is getting increasingly competitive. Digital printing can open entirely new and unexplored opportunities for brands with respect to customer outreach, contributing significantly to brand recall,” said Chadha.
He also spoke about Dscoop, a community of HP users that helps PSPs participate in training, networking and revenue gaining opportunities. Highlighting HP’s commitment towards its PSP community, he said, “We will continue to enable our PSPs with innovations in digital printing technology and more meaningful conversations with brands at such forums, hence helping them explore new markets and generate fresh revenue streams.”
“The buying behaviour of consumers has changed. Earlier, kirana stores used to promote products but in the supermarket, 76% of the purchases are unplanned. On one hand, it is opening a plethora of options for customers to evaluate and choose from while on the other, it is making the market more competitive for brand and marketing managers,” said A Appadurai, country manager, Indigo and Inkjet Web Press, Graphics Solutions Business, HP. He delivered an interesting presentation around engaging customers through innovations in packaging and how it can significantly contribute towards increasing sales and revenues for the brand. By citing examples, he also spoke about the biggest mosaic campaign that happened in India. Like the Coca-Cola campaign, ITC’s Flake created 10 million cigarette cartons with unique design and colors printed through HP’s digital solution. Overall, the idea was successful as it made a real connect with the consumers and also helped clock better sales than before.
“Labels and packaging play an instrumental role in the sale of a product. Good packaging with a well thought-out campaign can work wonders for a brand. HP is leading the innovation in packaging and labels, and enabling brands across the globe to create path-breaking success stories,” said Appadurai.
Some of the PSPs present were Janus International, Pragati Pack, Diadeis Alia, Silverpoint, Comart, Jayna Packaging, amonst others. Their brand managers engaged in rich and meaningful conversations with HP’s leading PSPs to explore digital printing avenues for their brands.
