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Paper, Print and Packaging

The printing and publishing industry continues to experience strong competition from the Internet, e-commerce, 'auctions' and emerging markets in Eastern Europe, India and China.

Competition has never been so intense in paper and print

Likewise, the paper and packaging industries face increasing threats from competitive materials while suffering the 'perception' of supplying commodity products to a market that is showing flat/slow growth. In such an environment, the need for market research and added insight has never been more critical.

Industry experience

B2B International has established an international reputation for market research within the fields of paper, print and packaging markets.

Through our close affiliations with the industry we have been keynote speakers for FEFCO at its annual marketing congress, and over the years we have researched a wide variety of topics, including:

  • Segmenting the US containerboard, container and specialty packaging market
  • Assessing the market for opportunities in print management outsourcing
  • Evaluating the market for Modified Atmosphere Packaging (MAP)
  • A branding study for a company in the non-woven paper industry

Our market research experience covers the entire spectrum of the paper, packaging, printing and publishing supply chains, including raw material suppliers, converters, paper manufacturers, packaging manufacturers, printers, press manufacturers, packers and retailers.

Case study: Improving position in the printing market

Business challenge

Our client is one of the largest paper companies in the world. It makes printing papers of different qualities and markets them under a variety of brands. Our challenge was to find out how it could avoid the commodity trap and improve its position within the general printing market.

What we did

We built up samples of companies in different types of printing operations – in-house printing, photocopying shops, general printers, specialist printers etc. We carried out 350 online interviews across these different types of printers to establish their awareness, usage and attitudes to the paper brands available to them. The survey was carried out blind so that we were able to obtain a nonbiased view on our client’s brands.

This is a market in which brands of paper simplify the choice for busy printers who want to be able to phone up their paper merchant and obtain quick deliveries of the best paper for the job. The research pointed to the need to clarify the value propositions for the different brands and thereby achieve a much closer targeting of brands to certain audiences, with great effect.