Page 74 - FoodFocusThailand No.211 OCTOBER 2023

STRENGTHEN THE PACKAGING

Many entrepreneurs tend to order packaging Quick change and no minimum order with digital
according to the minimum order quantity (MOQ) printing technology
required by the manufacturing plant. For example, if Currently, digital printing packaging is fast becoming a hot trend.
there is an average usage of 10,000 pieces of Its production process differs from mass production, or the gravure
packaging per month, the manufacturing factory system, which requires printing blocks and takes much time to
stipulates that the MOQ must be for 20,000 or more, produce. Moreover, a new printing block must be needed if there
which averages 5 baht per piece. Suppose they order are any changes, but the advantage of the gravure system is its
50,000 pieces; they will save 0.10 baht per piece or lower price. Meanwhile, digitally printed packaging can be produced
an average price of 4.90 baht. If they order 100,000 quickly with no minimum quantity, including the ability to reproduce
pieces, they will save another 0.15 baht per piece, without concern about printing block. This is considered an essential
resulting in a cost reduction of 4.75 baht. When advantage in the volatility market. As a result, digital printing is
calculated by multiplying the order quantity by 100,000 suitable for packaging products in small quantities to test the market
pieces, it will save up to 25,000 baht, which may be and is easy to change. Hence, consumers can perceive continuous
considered a significant saving. But in exchange for brand development. Consequently, should a mistake occur, it will
keeping the stock for up to 10 months and having to incur less cost. On the other hand, the limitation of digital printing
pay in cash when the package is delivered, it creates is that it involves a relatively high price and the inability to print on
issues with inventory management, cash flow, and specific materials that the gravure system can do.
payment credit. This is usually a factor that many
entrepreneurs often overlook and creates cost issues. The answers to managing and designing more
In such a case, the problem can be resolved by appealing packaging for consumers
ensuring that during these ten months, there will be 1. Packaging, branding, and logos should be designed to suit
no changes to the packaging design and a stable the target consumer group.
monthly sales target of at least 10,000 pieces per 2. Conduct market testing and surveys to study consumer needs
month. If such a target is feasible, then an order of and behavior before introducing products.
100,000 pieces can be ordered, and the factory should 3. Appropriately determine the quantity per serving suitable for
deliver 20,000 pieces every two months. Payment each target consumer group.
should be made after each lot of the packages are 4. The packaging must be convenient, and product information
delivered. Through such management, the entrepreneur on the packaging must be readable and legible.
will better manage their packaging costs at a lower 5. Manage packaging costs to suit the amount of use while also
price while maintaining liquidity in their cash flow. If the considering the company’s cash flow.
entrepreneur might change their packaging due to 6. Digitally printed packaging can be used for products currently
market volatility, ordering only 20,000 pieces of in market testing.
packaging is recommended. Such an order might not
grant them the discount they seek but will allow them
to manage the time and funds to other areas. More Information Service Info C013

ข้้อมููลเพิ่่�มูเติ่มู / Addition Information
หากผู้้�ประกอบการท่่านใดท่่�สนใจปรึกษา
เร่�องการสร�างแบรนด์สินค้�า การพััฒนา
ผู้ลิิตภััณฑ์์แลิะบรรจุภััณฑ์์ รวมถึึงการค้ิด
ค้ำานวณต�นทุ่นต่างๆ สามารถึเข้�ารับ
ค้ำาปรึกษาได�โดยไม่ม่ค้่าใช้�จ่ายท่่�
สมาค้มการออกแบบบรรจุภััณฑ์์ไท่ย
Should any entrepreneurs require
consultations with regard to product
branding, product and packaging
development, as well as assessing
various related costs, can do so by
booking a free consultation at the
Thai Package Design Association.

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