Global Packaging Survey 2013–2014 - Market Trends, Marketing Spend and Marketing Strategies in the Global Packaging Industry
“Global Packaging Survey 2013–2014: Market Trends, Marketing Spend and Sales Strategies in the Global Packaging Industry” is a new report by Canadean that analyzes how packaging industry supplier companies’ media spend, marketing and sales strategies and practices, and business planning are set to change in 2013–2014. Additionally, this report presents comparative analysis between four years of survey results, wherever applicable. This report provides the current size of the marketing and advertising budgets of global packaging industry suppliers and how spending by global packaging industry suppliers will change, providing an insight into global marketing behavior. In addition, the report identifies future growth of global packaging industry 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 Canadean’s exclusive panel of leading packaging industry companies, and provides data and analysis on global packaging industry suppliers’ media spend, marketing and sales strategies, and practices and business planning within the global packaging industry. It 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 packaging industry. The report also identifies global packaging industry buyers’ and suppliers’ future growth, M&A, and investment expectations.
What is the current market landscape and what is changing?
According to the survey results, 59% of respondents are ‘more optimistic’ about the revenue growth optimism of their companies in 2013.
What are the key drivers behind recent market changes?
Challenges faced by packaging companies such as competition, requirement of expansion of capacity and services offerings, expanding geographic reach, lack of skilled workforce, and efforts to improve the supply chain, have prompted companies to consolidate positions and look for M&A to stabilize operations.
What makes this report unique and essential to read?
This report is the result of an extensive survey drawn from Canadean’s exclusive panel of leading global packaging industry executives; It provides the reader with a definitive analysis of the industry outlook and explores how opportunities and demand are set to change in 2013–2014; additionally, this report presents comparative analysis between four years of survey results (wherever applicable). Furthermore, the report reveals the current size of packaging industry suppliers’ marketing and advertising budgets and how expenditure by industry suppliers will change, providing insight into global marketing behavior. This report identifies the key marketing aims of organizations and the sales strategies companies will adopt in order to adapt to market conditions in 2013. Additionally, it aims to identify key amendments to marketing agencies that aid business generation, respondents’ criteria for marketing agency selection, and attitudes towards marketing and sales.
Key Features and Benefits
Project industry trends and revenue growth expectations in 2013, and understand business confidence to 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 supplier budgets are changing and the direction of spending in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.
Secure stronger customer relationships by understanding the behavior and changing strategies of industry buyers.
Key Market Issues
Brazil, China, India, Russia, and Eastern Europe are the most important emerging markets to offer growth in 2013.
‘Pressure on margins’, ‘customer price sensitivity’, ‘volatility and increase in input costs’, and ‘shift in consumer spending and behaviors’ remain the leading business concerns for the global packaging industry in 2013.
The projected average size of the global annual marketing budget for supplier companies in the packaging industry in 2013 is US$2.2 million, compared to US$3.1 million in 2012.
‘Online content sites and portals’ was identified as a key investment area by 45% of respondents, while 44% of respondents projected strong investment growth in ‘corporate and brand websites’.
‘Competitor and market intelligence research’, ‘CRM systems’, and ‘customer intelligence and analytics’ were identified as the key investment areas in marketing and sales solutions by respondents.
An analysis of revenue growth expectations by senior level respondents reveals that 59% are ‘more optimistic’ about their company’s revenue growth in 2013.
A significant percentage of packaging buyer respondents highlighted that capital expenditure towards ‘new product development’, ‘sustainable or green initiatives’, and ‘machinery and equipment purchase’ would increase in 2013.
The top three priorities for global packaging industry buyer respondents in 2013 are ‘improve operational efficiency’, ‘expand in current market’, and ‘pricing management’.
A total of 36% of packaging buyer respondents and 41% of packaging supplier respondents anticipate an increase of their current workforce in 2013.
Survey results show that respondents from the global packaging industry identified that the US, Singapore, Taiwan and Hong Kong, Germany, and South Korea offer the highest growth potential among developed countries in 2013–2014.
Table of contents
1.1 What is this Report About?
1.4 Profile of Survey Respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
2.1 The global packaging industry anticipates revenue growth in 2013
2.2 Mergers and acquisitions in the industry are expected to increase in 2013
2.3 Brazil, China, and India are the most important emerging markets
2.4 Companies face key challenges in ‘pressure on margins’, ‘customer price sensitivity’, and ‘volatility and increase in input costs’
2.5 Average annual marketing budget of suppliers is expected to increase
2.6 ‘Online content sites and portals’, ‘corporate and brand websites’, and ‘email and newsletters’ are to dominate future investment
2.7 ‘Customer retention’, ‘brand building or awareness’, and ‘customer acquisition’ dominate the key marketing aims of suppliers for 2013–2014
2.8 ‘Flexibility in customizing services’ and ‘strategic and tactical consulting’ are the leading critical success factors for suppliers in 2013
3 Global Packaging Industry Dynamics
3.1 Revenue Growth Projections in the Global Packaging Industry
3.1.1 Revenue growth expectation - comparison between buyer and supplier responses
3.1.2 Revenue growth expectation by buyers
3.1.3 Revenue growth expectations by suppliers
3.1.4 Revenue growth projections by region
3.1.5 Revenue growth expectations by turnover
3.1.6 Revenue growth expectations of senior level respondents
3.2 Future Developments in Business Structure
3.2.1 Future developments in business structure - comparison between buyer and supplier responses
3.2.2 Future developments in business structure by buyers
3.2.3 Future developments in business structure by suppliers
3.2.4 Key expected changes in business structure by region
3.2.5 Key expected changes in business structure by turnover
3.3 Merger and Acquisition Activity Expectations
3.3.1 M&A activity expectations - comparison between buyer and supplier responses
3.3.2 M&A activity expectations by buyers
3.3.3 M&A activity expectations by suppliers
3.3.4 M&A activity expectations by region
3.3.5 M&A activity expectations by turnover
3.3.6 Expand geographic reach vs. M&A activity projections
3.4 Capital Expenditure Estimation
3.4.1 Capital expenditure estimation - comparison between buyer and supplier responses
3.4.2 Capital expenditure estimation by buyers
3.4.3 Capital expenditure estimation by suppliers
3.4.4 Capital expenditure estimation by region
3.4.5 Capital expenditure estimation by turnover
3.5 Planned Change in Staff Recruitment Activity
3.5.1 Planned change in staff recruitment activity - comparison between buyer and supplier responses
3.5.2 Planned change in staff recruitment activity by buyers
3.5.3 Planned change in staff recruitment activity by suppliers
3.5.4 Planned change in staff recruitment activity by region
3.5.5 Planned change in staff recruitment activity by company turnover
4 Global Packaging Industry Market Growth Outlook
4.1 Global Packaging Industry - Demand in Emerging Markets
4.1.1 Demand in emerging markets - comparison between buyer and supplier responses
4.1.2 Demand in emerging markets by buyers
4.1.3 Demand in emerging markets by suppliers
4.1.4 Demand in emerging markets by region
4.1.5 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 - comparison between buyer and supplier responses
4.2.2 Growth expectations in developed countries by buyers
4.2.3 Growth expectations in developed markets by suppliers
4.2.4 Growth expectations in developed countries by region
4.2.5 Growth expectations in developed markets by company turnover
5 Threats and Opportunities for the Global Packaging Industry
5.1 Global Packaging Industry - Leading Business Concerns for 2013–2014
5.1.1 Leading business concerns - comparison between buyer and supplier responses
5.1.2 Leading business concerns by buyers
5.1.3 Leading business concerns by suppliers
5.1.4 Leading business concerns by region
5.1.5 Leading business concerns by company turnover
5.2 Global Packaging Industry - Key Supplier Actions to Maintain and Win Buyer Business
5.2.1 Actions to maintain and secure buyer business - comparison between buyer and supplier responses
5.2.2 Actions to maintain and secure buyer business by buyers
5.2.3 Actions to maintain and secure buyer business by supplier
5.2.4 Actions to maintain and secure buyer business by region
5.2.5 Actions to maintain and secure buyer business by turnover
5.2.6 Actions to maintain and secure buyer business by purchasing decision authority
6 Packaging Industry Suppliers - Marketing Spend Activity
6.1 Annual Marketing Budgets in the Packaging Industry
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
6.1.4 Annual marketing budgets vs. revenue growth expectations
6.2 Planned Change in Marketing Expenditure
6.2.1 Planned change in marketing expenditure levels by region
6.2.2 Planned change in marketing expenditure levels by company turnover
6.3 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 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 Marketing, and Sales Behaviors and Strategies in 2013
7.1 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
7.2 Essential Amendments to Marketing Activities 2013–2014
7.2.1 Amendments to marketing activities by region
7.2.2 Amendments to marketing activities by company turnover
7.3 Critical Factors for Choosing a Marketing Agency
7.3.1 Critical success factors for choosing a marketing agency by region
7.3.2 Critical success factors by company turnover
8.1 Survey Results – Closed Questions
8.2 About Canadean
List of Tables
Table 1: Total Global Packaging Industry Survey Respondents by Company Type, 2013
Table 2: Global Packaging Industry Buyer Respondents by Job Role (%), 2013
Table 3: Global Packaging Industry Buyer
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