Moonachie, NJ (PRWEB) November 11, 2015
As brands grow and volume increases, a tipping point occurs when the labeling of stock pouches is no longer a viable decorating and product information vehicle. Savvy brand owners aspire to package their product in a printed pouch but the signs that point to the time being right aren’t always clear. Small companies, always mindful of their expenses, find this key decision point in their brand’s growth to be fraught with uncertainty. With LPS Industries’ consultation and support, navigating the multitude of considerations can enable brand owners to arrive at a confident and timely decision.
“Determining precisely when it makes the most sense to transition from using labels to printed bags or pouches is a complex process that can include many considerations from packaging materials to manufacturing efficiency to ink formula and more,” states LPS Industries’ Vice President of Marketing, Charles Ardman. “Based on our experience working with national, North American and global consumer brands, from their entrepreneurial beginnings through mass commercialization, we’ve been able to identify a number of scenarios that indicate when the time may be right.”
1. THE PRODUCT HAS BEEN DEEMED “PERFECTED” OR WELL REFINED BY BRAND MANAGEMENT.
Most small brands are highly cost conscious and choose to invest as much as possible in the quality of the raw ingredients or the manufacturing process to build the brand rather than allocate cost to a printed pouch. While the quality of the product is of primary importance, package quality runs a very close second. The two are foundationally linked in a symbiotic relationship, and both influence consumer trial, purchase and ultimately preference.
2. THERE ARE CLEAR INDICATIONS OF MARKET PENETRATION AND SUCCESS.
10,000 units. 25,000 units. Even 100,000. The number ranges. The market embraces your product and more and more orders start to arrive. As your sales curve heads north, that’s a good time to think about making the transition . . . for a few reasons. First and foremost, it makes the most professional presentation. It signals quality and it puts you on a level playing field with the bigger brand names; as a highly effective mini-billboard for the brand it gives a consumer “permission” to purchase.
3. TIME IS MONEY . . . AND PRE-PRINTED LABELING TAKES TIME.
Applying pre-printed labels takes time, either time for you and your team, or the time and associated cost of a contract packager, or other resource to complete this task. As product success and volume grow, the “label lag” on a production line becomes an unsustainable and potentially costly proposition. So you can either absorb the ongoing production line cost for applying a label or you can make an investment in a printed pouch. At some volume point that is different for each brand owner, the printed pouch option makes a lot more sense because the economics are “right” and transitioning from a label enhances the consumer’s perception of brand quality.
4. THE BRAND IS BROADENING OUT WITH THE INTRODUCTION OF NEW SKUS.
Here’s where brand managers pause to take stock of their brand’s growth. With the addition of new SKU’s the stage is set for the brand as a whole to really take off. With future success in the balance and subject to so many variables, it’s a smart time to take a close look at the product packaging and the right time to make the move from labels to printed pouches.
5. GROWTH OF THE BRAND OPENS THE DOOR TO NEW CONSIDERATIONS AND REQUIRMENTS.
While you may have started in a grass roots fashion, once that first big order from a major retailer happens, new requirements and considerations kick in, such as “is my current packaging delivering the protection my product requires given the change in distribution channel dynamics”? Where high performance barrier properties may have once been a secondary consideration, aligning barrier protection properties with the end-to-end time your product spends in the much longer distribution channel is of paramount importance. While protection for a few weeks, a month or even two may have been sufficient, your product could be spending much more time than ever before in trucks and warehouses. This means your packaging’s barrier properties must be up to the new requirements to ensure your product is at its best when the consumer opens your package.
“As a converter, we often work with young, growing companies that approach us with issues and concerns about the ability of their current packaging to meet changing and more challenging performance standards,” concludes Ardman. “But it’s important to remember that whether you’re launching a fledgling brand or positioning one for a market breakthrough, it’s really important to consult and work with an experienced packaging converter partner.”
LPS Industries’ decades of experience uniquely positions them to assess and understand each situation individually and advise on the best time and most effective way to make the label-to-printed-pouch transition.
About LPS Industries
John M. Robinson founded LPS Industries in 1959 primarily as a converter of military specification barrier materials. Today, under the direction of Madeleine D. Robinson, LPS Industries is a diversified manufacturer and leader in the flexible packaging industry, providing packaging solutions for a diverse range of markets, including medical, food, transportation, electronics and agricultural. LPS Industries is an ISO 9001:2008 certified company offering three separate product groups: flexible packaging, coated products and general packaging systems and accessories. Modern production facilities and state-of-the-art equipment assure all products are manufactured to the highest quality standards. Research and development are also an LPS priority – a modern R&D laboratory is dedicated to product innovation and quality assurance. LPS is a woman owned and operated company.
For more information on LPS Industries and its flexible packaging products and services, please visit: http://www.lpsind.com.
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