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The Commercialization Assessment for the Narrow Web Label OEM/Integrator
This report provides the Narrow Web Label OEM/Integrator with the necessary information and tools they need to evaluate the emerging market for digital printing of labels. Commercialization Assessments are significantly different than “traditional” marketing evaluations in that they are written from the perspective of a report on the effectiveness of the technology concept, and provide valuable inputs related to the technology, the technology positioning in the market, where and how the technology might be used, reception of the technology by prospective users, and a model discussing how the technology might progress from entry into mainstream use.
Developers are left with a clear path of understanding related to the underlying drivers favoring the adoption of digital technology, the technology requirements for market participation, an understanding of potential points of entry, including the requirements of different classifications of potential users, and modeling tools to help the OEM/Integrator understand the macro and micro cost structure of a typical Printer/Converter who is evaluating a potential digital investment.
What you will learn:
- Digital growth in Narrow Web Labels is gaining widespread attention, and justifiably so. But is the growth sustainable? Our research indicates a digital penetration in the overall labels market in North America of less than 1% on a volume basis. Our research also indicates a potential market of approximately 10% of overall Label Volume as being available for conversion to digital printing based on current digital technology and cost parameters. More importantly, even though the overall volume may be low, digital is projected to manage in excess of 60% of all jobs. What will be the impact on your business?
- Learn who the likely customers are, why they desire to purchase digital technology, the product requirements for entry, and threshold levels for capital investment. This information is compiled from extensive interviews with brand owners and Printers/Converters.
- Learn who will be most impacted by a market move to digital printing. Is it the large national operations or the small label converter/printer? Will the industry evolve into a have vs. have not’s as it relates to the technology? Will those without the technology be “locked out” of participating in some segments of the business?
- Gain a better understanding regarding the positioning on digital technology platforms. What drives a Printer/Converter to select on platform over another? How can your sales force learn to identify those prospects who will be most interested in your platform.
- Learn to “read” the position of the market based on trade advertising, press releases etc. Is the technology still trying to gain a foothold, or is it reaching mainstream users? This tool allows you to do your own forecasting and establish your own strategy for action.
- Finally, we have developed a tool for investment evaluation called the IVAT (Investment Valuation Assessment Tool). The IVAT is a template that allows the OEM/Integrator to view digital technology options the same way as a Printer/Converter does. How does your offering stand-up vs. other options available? How will you define your sales message to achieve clarity in your product positioning?
The IVAT enables you to tackle the primary buying objection of investment risk head on with the ability to simulate the operating cost of your Printer/Converter prospect. What is the true impact of a digital investment, what is the sensitivity to volume assumptions, price assumptions and mix changes? The IVAT provides all the answers using your prospects input information. Plus, the IVAT is supplied by Karstedt Partners, an unbiased third party who developed this utility with the assistance of Printer/Converters and technology suppliers.
