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Global Packaging Survey 2012 - 2013 : Market Trends, Marketing Spend and Sales Strategies in the Global Packaging Industry

Publisher Name » Canadean
Published Date » 2012-05-14
No. Of Pages » 137

Product Synopsis

Global Packaging Survey 2012 - 2013 : Market Trends, Marketing Spend and Sales Strategies in the Global PackagingIndustry is a new report by Canadean that analyzes how packaging companies media spend, marketing and sales strategies and practices, and business planning, are set to change in 2012 - 2013. This report provides the current size of the marketing and advertising budgets of global packaging suppliers and how spending by suppliers will change, providing insight into global marketing behavior. In addition, the report identifies future growth of buyers and suppliers, and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.

Introduction and Landscape

Why was the report written?
This report is the result of an extensive survey drawn from Canadeans exclusive panel of 279leading global packagingindustry executives. The report provides data and analysis on global packagingindustry suppliers media spend, marketing and sales strategies, and practices and business planning within the global packagingindustry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within the global packagingindustry. The report also identifies suppliers future growth, M&A, and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, Canadean created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the global packagingindustry.

What is the current market landscape and what is changing?
Of respondents across the global packaging industry, 44% are more optimistic about revenue growth for their company over the next 12 months than the previous 12 months.

What are the key drivers behind recent market changes?
Strong growth in emerging markets such as India and China has contributed to an increase in revenue optimism. The packaging sector in India is growing considerably and is expected to increase over the next two years, due to the high demand from industry sectors such as food and beverage and pharmaceutical packaging. Moreover, the global market recovery will aid growth expectations as it will result in increased demand for packaging machinery. Additionally, the top priorities for the global packaging industry in 2012 are improving operational efficiency, new products and services, and expand in current market. Furthermore, a total of 28% of respondents from global packaging buyers, and 36% from suppliers, anticipate a minimum of 2% increase in their current workforce.

What makes this report unique and essential to read?
Global Packaging Survey 20122013:Market Trends, Marketing Spend and Sales Strategies in Global Packaging Industry is a new report by Canadean that analyzes how packagingindustry companies media spending, marketing, sales strategies andpractices, and business planning are set to change in 20122013. This report provides the current size of the marketing and advertising budgets of global packagingindustry suppliers and how spending by global packagingindustry suppliers will change, providing insight into global marketing behaviour. In addition, the report identifies future growth of buyers and suppliers,and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.

Key Features and Benefits
  • Project industry trends and revenue growth expectations in 2012, and make informed business decisions.
  • Drive revenues by understanding future product investment areas and key growth regions.
  • Uncover key challenges and opportunities and identify the key actions required to maintain and win buyer business.
  • Formulate effective sales and marketing strategies by identifying how suppliers marketing budgets are changing and the direction of spending in the future. Better promote your business by aligning your capabilities and business practices with your customers changing needs.
  • Secure stronger customer relationships by understanding the behaviour and changing strategies of industry suppliers.

Key Market Issues
Of respondents across the global packaging industry, 44% are more optimistic about revenue growth for their company over the next 12 months than the previous 12 months. Strong growth in emerging markets such as India and China has contributed to an increase in revenue optimism. The packaging sector in India is growing considerably and is expected to increase over the next two years, due to the high demand from industry sectors such as food and beverage, and pharmaceutical packaging. Moreover, the global market recovery will aid growth expectations as it will result in increased demand for packaging machinery.

Executives from the global packaging industry expect increased levels of consolidation, with 55% of respondents anticipating that there will be either a significant increase or an increase in merger and acquisition (M&A) activities over the next 12 months. Large packaging companies are seeking small and specialized companies to strengthen their core competencies, reduce costs, and resist competition with their enriched product mix. The higher expected levels of consolidation in the global packaging industry is also due to new cost or demand pressures, repayment of debts, the potential need to meet new compliance procedures, or gain quick access to new markets, business expansion, and attempts to increase market share. Additionally, global packaging industry buyer respondents reveal that they will increase capital expenditure towards new product development and machinery and equipment purchase over the next 12 months.

According to 43% of packaging buyer respondents, Eastern Europe is considered the most important region for growth amongst emerging markets, along with India, China, and Brazil, according to 35%, 33%, and 28% of respective respondents. Furthermore, packaging supplier respondents consider China to be the most promising market for growth, followed by India and Eastern Europe. As in most emerging markets, China has a high growth potential due to its growing domestic demand for consumer products, resulting from a rising middle-income population and growing affluence.

Among buyers, 65% of respondents rate raw material prices as the most important business concern in 2012, while 57% and 45% highlight responding to pricing pressure and cost containment respectively. Similarly, among suppliers, market uncertainty and raw material prices are considered the significant business challenges in 2012, according to 59% and 52% of respective respondents. Overall, buyer respondents consider innovate product, engage in partnerships to optimize working capital and reduce costs, and provide support for generating new business to be the leading actions for suppliers to secure buyers business.

Canadeans industry survey 2012 reveals that the marketing budgets of global packaging industry supplier respondents are expected to rise by an average of 5.9% over the next 12 months. Noticeably, 48% of respondents expect an increase in marketing expenditure of between 1% to 10% in 2012, while only 5% of respondents expect a decrease of between 1% and 10%.

Key Highlights
  • Email and newsletters, social media and networking sites, and corporate and brand websites are expected to register the highest investment, as identified by 44%, 37%, and 34% of respective respondents. Conversely, television and video, outdoor, radio, and newspaper advertisement are expected to attract the least investment.
  • Customer retention, customer acquisition, and brand building or awareness are identified as the key marketing aims for global packaging industry suppliers, with 62%, 40%, and 38% of industry respondents respectively expressing that these are very important aims. The most significant strategy that suppliers plan to employ in 2012 is to focus sales efforts on generating new business and to trial new and innovative products in the market, as identified by 59% and 52% of respondents respectively.
  • According to the survey, 47% of respondents project an increase in investment toward IT infrastructure development. For example, in November 2011, Omni Systems a private label converter based in the US announced that they planned to invest in new MIS and ERP software. A senior executive from the company states, We have selected the Radius ERP solution because of its specific focus on the labeling industry, its robustness, and the ability to cover the complete workflow, from quoting, to printing, to shipping.
  • Global packaging industry suppliers plan to increase capital expenditure on new product development and IT infrastructure development over the next 12 months. For example, in March 2012, Benco Pack, a supplier of aseptic form fill seal machines with headquarters in Italy, announced the introduction of an updated version of its FFS Packline machine, featuring an integrated sleeve applicator. According to the company, the new FFS Packline is able to produce thermoformed containers from a roll of multi-layer barrier plastic film, in sizes ranging from 250gm to 500gm, using a three-step packaging and filling process.
  • According to 28% of respondents from packaging buyers and 36% from packaging supplier companies, headcounts in their organizations in 2012 are expected to increase steadily up to 2%. However, 47% of respondents from packaging buyers and 46% from packaging supplier companies anticipate no change in recruitment activity in 2012.
Table of Content

1 Introduction
1.1 What is This Report About?
1.2 Definitions
1.3 Methodology
1) Online Survey
2) Secondary Research
3) Data Analysis and Report Writing
4) Quality Control
1.4 Profile of Survey Respondents: Global Packaging Industry
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents

2 Executive Summary

3 Global Packaging Industry Dynamics
3.1 Revenue Growth Expectations in the Global Packaging Industry
3.1.1 Revenue growth expectations by company type
3.1.2 Revenue growth expectations by region
3.1.3 Revenue growth expectations by turnover
3.1.4 Revenue growth expectations by senior-level respondents
3.1.5 Revenue growth expectations cross industry comparisons
3.2 Future Developments in Business Structure: Global Packaging Industry
3.2.1 Future developments in business structure by buyers
3.2.2 Future developments in business structure by suppliers
3.2.3 Future developments in business structure by region
3.2.4 Future developments in business structure by turnover
3.2.5 Future developments by senior level respondents
3.3 M&A Activity Projections in the Global Packaging Industry
3.3.1 M&A activity projections by buyers
3.3.2 M&A activity projections by suppliers
3.3.3 M&A activity projections by region
3.3.4 M&A activity projections by turnover
3.3.5 Expansion abroad vs. M&A activity projections
3.4 Capital Expenditure Forecast in the Global Packaging Industry
3.4.1 Capital expenditure forecast by buyers
3.4.2 Capital expenditure forecast by suppliers
3.4.3 Capital expenditure forecast by region
3.4.4 Capital expenditure forecast by company turnover
3.5 Planned Change in Staff Recruitment Activity: Global Packaging Industry
3.5.1 Planned change in staff recruitment activity by company type
3.5.2 Planned change in staff recruitment activity by region
3.5.3 Planned change in staff recruitment activity by company turnover

4 Global Packaging Market Growth Outlook
4.1 Global Packaging Industry: Demand in Emerging Markets
4.1.1 Demand in emerging markets by buyers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region
4.1.4 Demand in emerging markets by company turnover
4.2 Global Packaging industry: Growth Expectations in Developed Markets
4.2.1 Growth expectations in developed countries by buyers
4.2.2 Growth expectations in developed countries by suppliers
4.2.3 Growth expectations in developed countries by region
4.2.4 Growth expectations in developed countries by company turnover

5 Threats and Opportunities for the Packaging Industry
5.1 Global Packaging Industry: Leading Business Concerns for 20122013
5.1.1 Leading business concerns for 20122013 by company type
5.1.2 Leading business concerns for 20122013 by region
5.1.3 Leading business concerns for 20122013 by company turnover
5.2 Global Packaging Industry: Key Supplier Actions to Secure Buyer Business
5.2.1 Actions to maintain and secure buyer business buyers
5.2.2 Actions to maintain and secure buyer business by region
5.2.3 Actions to maintain and secure buyer business by company turnover
5.2.4 Actions to maintain and secure buyer business by procurement budget
5.2.5 Actions to maintain and secure buyer business by purchasing decision authority

6 Global Packaging Industry Supplier: Marketing Spend Activity
6.1 Annual Marketing Budgets: Global Packaging Industry Suppliers
6.1.1 Annual marketing budgets by suppliers
6.1.2 Annual marketing budgets by region
6.1.3 Annual marketing budgets by company turnover
6.2 Global Packaging Industry: Planned Change in Marketing Expenditure Levels
6.2.1 Planned change in marketing expenditure levels by region
6.2.2 Planned change in marketing expenditure levels by company turnover
6.2.3 Planned change in marketing expenditure levels vs. revenue growth expectations
6.2.4 Net change in planned marketing expenditure in all industries
6.3 Global Packaging Industry: Future Investment in Media Channels
6.3.1 Future investment in media channels by region
6.3.2 Planned change in marketing spend by company turnover
6.4 Global Packaging Industry Suppliers: Future Investment in Marketing and Sales Technology
6.4.1 Planned investment in marketing and sales technologies by suppliers
6.4.2 Planned investment in marketing and sales technologies by region
6.4.3 Planned investment in marketing and sales technologies by company turnover

7 Global Packaging Industry Suppliers: Marketing and Sales Behaviors and Strategies in 2012
7.1 Global Packaging Industry 2012: Key Marketing Aims of Suppliers
7.1.1 Key marketing aims of suppliers
7.1.2 Key marketing aims by region
7.1.3 Key marketing aims by company turnover
7.1.4 Key marketing aims by revenue growth expectations
7.2 Global Packaging Industry: Essential Amendments to Marketing Activities 20122013
7.2.1 Amendments to marketing activities by region
7.2.2 Amendments to marketing activities by company turnover
7.3 Global Packaging Industry: Use of New Media for Business Prospects
7.3.1 Use of new media by suppliers
7.3.2 Use of new media by region
7.3.3 Use of new media by company turnover
7.4 Global Packaging Industry Suppliers: Critical Factors for Choosing a Marketing Agency
7.4.1 Critical success factors by region
7.4.2 Critical success factors by company turnover

8 Appendix
8.1 Global Packaging Industry Full Survey Results
8.2 About Canadean
8.3 Disclaimer

List of Tables


Table 1: Total Global Packaging Industry Survey Respondents by Company Type, 2012
Table 2: Global Packaging Industry Buyer Respondents by Job Role (%), 2012
Table 3: Global Packaging Industry Buyer Respondents by Global Company Turnover (%), 2012
Table 4: Global Packaging Industry Buyer Respondents by Region (%), 2012
Table 5: Global Packaging suppliers Respondents by Job Role (%), 2012
Table 6: Global Packaging suppliers Respondents by Global Turnover (%), 2012
Table 7: Global Packaging suppliers Respondents by Region (%), 2012
Table 8: Global Packaging Industry Revenue Growth Optimism (%), 2010-2012
Table 9: Global Packaging Industry Revenue Growth Optimism by Company Type(%), 2010-2012
Table 10:Global Packaging Industry Revenue Growth Optimism by Region (%), 2010-2012
Table 11: Global Packaging Industry Revenue Growth Optimism by Turnover (%), 2012
Table 12: Global Packaging Industry Revenue Growth Optimism: Senior-Level Respondents (%), 2012
Table 13: Key Changes in Business Structure: Global Packaging buyers (%), 2012
Table 14: Key Changes in Business Structure: Global Packaging Suppliers(%), 2012
Table 15: Key Changes in Business Structure by Region (%), 2012
Table 16: M&A Projections: Global Packaging buyers (%), 2010-2012
Table 17: M&A Projections: Global Packaging Suppliers (%), 2010-2012
Table 18: Global Packaging Industry M&A Projections by Region (%), 2012
Table 19: Global Packaging Industry M&A Projections by Turnover (%), 2012
Table 20: Global Packaging Industry: Expand Abroad vs. M&A Activity Projections (%), 2012
Table 21: Capital Expenditure Forecast by Global Packaging buyers (%), 2012
Table 22: Capital Expenditure Forecast by Global Packaging Suppliers (%), 2012
Table 23: Global Packaging Industry: Staff Recruitment by Company Type (%), 2012
Table 24: Global Packaging Industry: Staff Recruitment by Region (%), 2012
Table 25: Global Packaging Industry: Staff Recruitment by Turnover (%), 2012
Table 26: Demand in Emerging Markets by Global Packaging buyers(%), 2012
Table 27: Growth in Developed Countries: Global Packaging Buyers(%), 2012
Table 28: Growth in Developed Countries by Global Packaging Suppliers (%), 2012
Table 29: Global Packaging Industry: Leading Business Concerns (%), 2010-2012
Table 30: Global Packaging Industry: Leading Business Concerns by Company Type (%), 2012-2013
Table 31: Global Packaging Industry: Leading Business Concerns by Region (%), 2012-2013
Table 32: Global Packaging Industry: Leading Business Concerns by Turnover (%), 2012-2013
Table 33: Global Packaging Industry: Securing Buyer Business, Buyer Responses (%), 2012
Table 34: Global Packaging Industry: Securing Buyer Business, Buyer vs. Supplier Responses (%), 2012
Table 35: Global Packaging Industry: Securing Buyer Business by Region (%), 2012
Table 36: Global Packaging Industry: Securing Buyer Business by Turnover (%), 2012
Table 37: Global Packaging Industry: Securing Buyer Business by Procurement Budget (%), 2012
Table 38: Annual Marketing Budgets in the Global Packaging Industry: Suppliers (%), 2010-2012
Table 39: Annual Marketing Budgets in the Global Packaging Industry by Region (%), 2012
Table 40: Annual Marketing Budgets in the Global Packaging Industry by Turnover (%), 2012
Table 41: Planned Change in Marketing Expenditure Levels: Global Packaging Industry Suppliers (%), 2010-2012
Table 42: Global Packaging Industry: Planned Change in Marketing Expenditure by Region (%), 2012
Table 43: Global Packaging Industry: Planned Change in Marketing Expenditure by Turnover (%), 2012
Table 44: Net Change in Planned Marketing Expenditure, All Industries (%) 2012
Table 45: Future Investment in Media Channels: Global Packaging Industry Suppliers, 2012
Table 46: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales (%), 2012
Table 47: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Region (%), 2012
Table 48: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Turnover (%), 2012
Table 49: Key Marketing Aims: Global Packaging Industry Suppliers (%), 2012
Table 50: Amendments to Marketing Activities: Global Packaging Industry Suppliers (%), 2012
Table 51: Global Packaging Industry Suppliers: Amendments to Marketing Activities by Region (%), 2012
Table 52: Global Packaging Industry Suppliers: Amendments to Marketing Activities by Turnover (%), 2012
Table 53: Use of New Media by Global Packaging Industry Suppliers (%), 2012
Table 54: Global Packaging Industry Suppliers: Use of New Media by Region (%), 2012
Table 55: Global Packaging Industry Suppliers: Use of New Media by Company Turnover (% ), 2012
Table 56: Critical Factors for Choosing a Marketing Agency: Global Packaging Industry Suppliers (%), 2010-2012
Table 57: Critical Factors for Choosing a Marketing Agency by Region (%), 2012
Table 58: Critical Factors for Choosing a Marketing Agency by Turnover(%), 2012
Table 59: Survey Results - Closed Questions

List of Figures


Figure 1: Global Packaging Industry Revenue Growth Optimism (%), 20102012
Figure 2: Global Packaging Industry Revenue Growth Optimism by Company (%), 20102012
Figure 3: Global Packaging Industry Revenue Growth Optimism by Region (%), 20102012
Figure 4: Global Packaging Industry Revenue Growth Optimism by Turnover (%), 2012
Figure 5: Global Packaging Industry Revenue Growth Optimism: Senior-Level Respondents (%), 2012
Figure 6: Company Revenue Growth Optimism: Cross-Industry Comparison (%), 2012
Figure 7: Key Changes in Business Structure: Global Packaging buyers (%), 2012
Figure 8: Key Changes in Business Structure: Global Packaging Suppliers (%), 2012
Figure 9: Key Changes in Business Structure by Region: Global Packaging Industry (%), 2012
Figure 10: Key Changes by Senior Level Respondents: Global Packaging suppliers (%), 2012
Figure 11: M&A Projections: Global Packaging buyers (%), 20102012
Figure 12: M&A Projections: Global Packaging Suppliers (%), 20102012
Figure 13: Global Packaging Industry M&A Projections by Region (%), 2012
Figure 14: Global Packaging Industry M&A Projections by Turnover (%), 2012
Figure 15: Global Packaging Industry: Expand Abroad vs. M&A Activity Projections (%), 2012
Figure 16: Capital Expenditure Forecast by Global Packaging buyers (%), 2012
Figure 17: Capital Expenditure Forecast by Global Packaging Suppliers (%), 2012
Figure 18: Global Packaging Industry: Capital Expenditure Forecast by Region (% Increased Responses), 2012
Figure 19: Global Packaging Industry: Capital Expenditure Forecast by Turnover (% Increased Responses), 2012
Figure 20: Global Packaging Industry: Staff Recruitment by Company Type (%), 2012
Figure 21: Global Packaging Industry: Staff Recruitment by Region (%), 2012
Figure 22: Global Packaging Industry: Staff Recruitment by Turnover (%), 2012
Figure 23: Global Packaging Industry: Top Ten Growth Regions, 2012
Figure 24: Global Packaging Industry: Top Five Emerging Markets, 2012
Figure 25: Demand in Emerging Markets by Global Packaging buyers(%), 2012
Figure 26: Demand in Emerging Markets by Global Packaging Suppliers(%), 2012
Figure 27: Global Packaging Industry: Demand in Emerging Markets by Region (%), 2012
Figure 28: Global Packaging Industry: Demand in Emerging Markets by Turnover (%), 2012
Figure 29: Global Packaging Industry: Top Five Developed Markets by Growth, 2012
Figure 30: Growth in Developed Countries: Global Packaging Buyers (%), 2012
Figure 31: Growth in Developed Countries by Global Packaging Suppliers(%), 2012
Figure 32: Global Packaging Industry: Growth in Developed Countries by Region (% Increased Responses), 2012
Figure 33: Global Packaging Industry: Growth in Developed Countries by Turnover (% Increased Responses), 2012
Figure 34: Global Packaging Industry: Leading Business Concerns (%), 20122013
Figure 35: Global Packaging Industry: Top Five Leading Business Concerns, 20122013
Figure 36: Global Packaging Industry: Leading Business Concerns by Company Type (%), 20122013
Figure 37: Global Packaging Industry: Securing Buyer Business, Buyer Responses (%), 2012
Figure 38: Global Packaging Industry: Securing Buyer Business, Buyer vs. Supplier Responses (%), 2012
Figure 39: Global Packaging Industry: Securing Buyer Business by Turnover (%), 2012
Figure 40: Global Packaging Industry: Securing Buyer Business by Purchasing Authority (%), 2012
Figure 41: Annual Marketing Budgets in the Global Packaging Industry: Suppliers (%), 20102012
Figure 42: Annual Marketing Budgets in the Global Packaging Industry by Region (%), 2012
Figure 43: Annual Marketing Budgets in the Global Packaging Industry by Turnover (%), 2012
Figure 44: Planned Change in Marketing Expenditure Levels: Global Packaging Industry Suppliers (%), 20102012
Figure 45: Global Packaging Industry: Planned Change in Marketing Expenditure by Region (%), 2012
Figure 46: Global Packaging Industry: Planned Change in Marketing Expenditure by Turnover (%), 2012
Figure 47: Global Packaging Industry: Planned Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2012
Figure 48: Future Investment in Media Channels: Global Packaging Industry Suppliers, 2012
Figure 49: Global Packaging Industry: Future Investment in Media Channels by Region (%), 2012
Figure 50: Global Packaging Industry: Future Investment in Media Channels by Turnover (% ), 2012
Figure 51: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales (%), 2012
Figure 52: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Region (%), 2012
Figure 53: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Turnover (%), 2012
Figure 54: Key Marketing Aims: Global Packaging Industry Suppliers (%), 2012
Figure 55: Global Packaging Industry Suppliers: Key Marketing Aims by Region (%), 2012
Figure 56: Global Packaging Industry Suppliers: Key Marketing Aims by Turnover (%), 2012
Figure 57: Global Packaging Industry Suppliers: Key Marketing Aims by Revenue Growth (%), 2012
Figure 58: Amendments to Marketing Activities: Global Packaging Industry Suppliers (%), 2012
Figure 59: Global Packaging Industry Suppliers: Amendments to Marketing Activities by Region (%), 2012
Figure 60: Global Packaging Industry Suppliers: Amendments to Marketing Activities by Turnover (%), 2012
Figure 61: Use of New Media by Global Packaging Industry Suppliers (%), 2012
Figure 62: Global Packaging Industry Suppliers: Use of New Media by Region (% ), 2012
Figure 63: Global Packaging Industry Suppliers: Use of New Media by Turnover (% ), 2012
Figure 64: Critical Factors for Choosing a Marketing Agency: Global Packaging Industry Suppliers (%), 2012
Figure 65: Critical Factors for Choosing a Marketing Agency by Region (%), 2012
Figure 66: Critical Factors for Choosing a Marketing Agency by Turnover(%), 2012

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