The Chetan Jain Column: Print Tech that meets marketing’s vision and operations’ tolerance

If I had to write a marketing strategy, I would highlight ‘packaging’ as the fifth P of marketing. For me, packaging is a crucial part not just of the product or marketing but also of the organisation’s identity — something we can’t take for granted. Unfortunately, I have seen situations where people push packaging to the edge. I would recommend every start-up strategise packaging beforehand to ensure the product stands out.

I have learnt this through 19 years’ experience, and my four books deal with different packaging aspects and best practices. Through them, I aim to promote the right approaches to packaging. I recommend reading my latest book, 20 Things I Learnt from the World’s Top Packaging Professionals, for deeper insights.

A long-term strategy — like a marketing vision for packaging — cannot be decided at the first attempt. You need to explore the best option for your product, and for this, you must try various packaging technologies. This isn’t as tough as it sounds. Operational tolerance in shrink sleeve packaging is largely termed for minimum order quantity (MOQ) and timelines. Let us examine the different printing technologies one by one.

The first one is rotogravure printing technology that uses engraved cylinders to hold ink, transferring it onto flexible materials for high-quality, long-run printing. It is known for excellent colours and detail at high speeds. It is usually best suited for brands that require high-volume shrink sleeve printing with good quality and cost efficiency. Big FMCG or CPG brands frequently opt for gravure printing. It helps save resources while delivering the best results.

The second one, CI Flexo printing machine, offers stable, high-speed, consistent quality for long runs on flexible packaging, typically using solvent/water-based inks. It offers excellent colour registration and fast speeds for flexible packaging and labels. It is particularly suitable for high MOQ packaging requirements. Established brands that do not want to wait for cylinders often opt for this solution. The price is comparable to Rotogravure.

Third is UV Flexo printing machine. High-speed, high-quality printing on diverse substrates like films, foils, and papers for labels, flexible packaging, and shrink sleeves, offering durability, fast drying, vibrant colours, and excellent adhesion, especially for long runs and specialised finishes. Brands that prioritise short runs, for spot colours, and high-quality embellishments opt for it. It is the first preference for new brands or start-ups who want to make an impression in the market with their products.

The final technology is digital printing. This is the newest and fastest among all technologies. Best suited for short-to-medium runs, quick turnarounds, and personalised jobs like customised shrink sleeve applications. It enables customers to work quickly. This technology is usually opted by brands who want to test their products with low MOQ or those who have a deadline to make their product available to the market, for prototypes, mock-ups, government approvals etc. Because of its quick turnaround time, it is relatively expensive.

The product team must decide on the best printing and packaging technology only after consulting their packaging partners; otherwise, a range of defects may follow. The best move is to proceed with caution. This approach secures resources and delivers better results.

To discuss similar issues, you may connect with us at info@tauruspackaging.com or call +91 9667400924.