Exploring Application Management within Flexible Packaging

Can you tell us a bit about the customers you work with and their role in the packaging industry?
Companies in the flexible packaging industry which play a crucial role in the global market. We cater to a wide range of printers & converters from medium-sized regional players to large multinational and multiregional companies. These companies are currently undergoing a transformational journey, anticipating future changes and addressing the sustainability challenge. Application management ensures that the investments made today remain relevant and useful for the future. This involves several interactions to align on the right technology solutions and to stay updated on industry trends and what is gaining traction.

What are the main challenges you are facing when engaging with customers?
One of the main challenges is the availability of information, when this is limited, it can initially be unclear what the customer wants to achieve and their long-term intentions. This often means reacting and adapting as the discussion with the customer unfolds. Additionally, because we aim to advise and consult in the best interest of the customers, it is crucial to remain neutral towards different technologies. This requires embracing the fact that there are multiple paths to a successful solution. There isn’t one “perfect” way; instead, we must stay open to various technologies and approaches to find the best fit for each customer’s unique needs.

How do customers hear about you?
Customers almost always hear about us through our sales team. Typically, the local market organization identifies potential opportunities and suggests that it would be beneficial to have a discussion with our application management team. This approach ensures that we connect with customers who can truly benefit from our expertise and solutions.

Can you describe the initial consultation process?
The initial consultation process begins with a kick off meeting in which we narrow down the main topics of interest. Sometimes, we can address the primary topic on the spot. For example, if the discussion is about print technology for a specific end market or application, such as confectionery, we would discuss the format, specifications, film, and barrier requirements. Another common topic is laminating technology, where we explore the differences between solvent-based and solventless options and how they might impact the success of the application.

Xavier Bonamour consults with interested customers at a recent key industry show.

What solutions or strategies have you recommended?
We have recommended several solutions and strategies to address the evolving needs of the packaging industry. For example, we anticipate the growth in high barrier paper based flexible packaging. This includes many examples such as sachet for dry mixes, and soup packets. To meet this need, we suggest specific vacuum coating and wet coating solutions. These technologies help create the barrier properties of the paper, ensuring it can meet the stringent requirements of such applications.

We also anticipate the growth in transparent polypropylene (PP) based high barrier films for demanding applications like retort. We are developing specific vacuum coating and wet coating solutions that will enhance the barrier properties of such films.

Can you provide specific examples of how our consulting services have positively impacted a customer?
One notable example involves a customer exploring a new business opportunity in the specific end-use market of confectionary bars. They reached out to BOBST for an in-depth discussion on the evolution of packaging materials. They were uncertain about which technology to invest in, considering factors like cost structure, future viability, and quality.

Through our detailed consultations, the customer gained valuable insights and clarity. This well-informed perspective enabled them to make a confident decision, leading to a capital expenditure (capex) investment. As a result, they successfully secured the new business opportunity. By leveraging the information provided during our discussions, the customer was able to calculate costs accurately and determine that the profit margin and return on investment (ROI) were highly favourable.

Further Insights
We believe this approach is very rich as it allows us to elevate discussions to a more holistic level, gaining a deeper understanding of our customers’ pain points. This contributes to the development of long-term relationships, as we are exposed to various aspects of their business and engage in cross-exchange learning. Through this collaborative process, both parties benefit and grow together.

To learn more about BOBST Application Management, please contact BOBST. 
 

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