Synopsis
“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.
Scope
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.
Summary
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.
Reasons To Buy
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.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.3 Methodology
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 Appendix
8.1 Survey Results – Closed Questions
8.2 About Canadean
8.3 Disclaimer
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 Respondents by Region (%), 2013
Table 4: Global Packaging Industry Buyer Respondents by Company Turnover (%), 2013
Table 5: Global Packaging Industry Buyer Respondents by Packaging Format (%), 2013
Table 6: Global Packaging Industry Supplier Respondents by Job Role (%), 2013
Table 7: Global Packaging Industry Supplier Respondents by Region (%), 2013
Table 8: Global Packaging Industry Supplier Respondents by Company Turnover (%), 2013
Table 9: Global Packaging Industry Supplier Respondents by Packaging Format (%), 2013
Table 10: Revenue Growth Optimism in the Global Packaging Industry (% All Respondents), 2010–2013
Table 11: Comparison of Revenue Growth Optimism between Buyers and Suppliers (%), 2013
Table 12: Revenue Growth Optimism in the Global Packaging Industry by Buyers (%), 2013
Table 13: Revenue Growth Optimism in the Global Packaging Industry by Suppliers (%), 2013
Table 14: Revenue Growth Optimism in the Global Packaging Industry by Region (%), 2013
Table 15: Revenue Growth Optimism in the Global Packaging Industry by Company Turnover (%), 2013
Table 16: Revenue Growth Optimism by Senior Level Respondents (%), 2013
Table 17: Key Expected Changes in Business Structure - Comparison between Buyers and Suppliers (%), 2013
Table 18: Key Expected Changes in Business Structure by Buyers (%), 2013
Table 19: Key Expected Changes in Business Structure by Suppliers (%), 2013
Table 20: Global Packaging Industry - Key Expected Changes in Business Structure by Company Turnover (%), 2013
Table 21: M&A Activity Expectations - Comparison between Buyers and Suppliers (%), 2013
Table 22: M&A Activity Expectations - Global Packaging Industry Buyers, 2010–2013
Table 23: M&A Activity Expectations - Global Packaging Industry Suppliers, 2010–2013
Table 24: Global Packaging Industry M&A Activity Expectations by Region (%), 2013
Table 25: Global Packaging Industry M&A Activity Expectations by Company Turnover (%), 2013
Table 26: Estimations of Increase in Capital Expenditure - Comparison between Buyers and Suppliers (%), 2013
Table 27: Global Packaging Industry – Change in Capital Expenditure Estimation by Buyers (%), 2013
Table 28: Global Packaging Industry - Change in Capital Expenditure Estimation by Suppliers (%), 2013
Table 29: Estimations of Increase in Capital Expenditure by Region (%), 2013
Table 30: Estimations of Increase in Capital Expenditure by Company Turnover (%), 2013
Table 31: Planned Change in Staff Recruitment Activity - Comparison between Buyers and Suppliers (%), 2013
Table 32: Global Packaging Industry - Planned Change in Staff Recruitment Activity by Buyers (%), 2013
Table 33: Global Packaging Industry - Planned Change in Staff Recruitment Activity by Suppliers (%), 2013
Table 34: Global Packaging Industry - Planned Change in Staff Hiring Activities by Region (%), 2013
Table 35: Global Packaging Industry - Planned Change in Staff Hiring Activities by Company Turnover (%), 2013
Table 36: Demand in Emerging Markets - Comparison between Buyers and Suppliers (%), 2013
Table 37: Global Packaging Industry Buyers - Demand in Emerging Markets (%), 2013
Table 38: Global Packaging Industry Suppliers - Demand in Emerging Markets (%), 2013
Table 39: Global Packaging Industry - Demand in Emerging Markets by Region (%), 2013
Table 40: Increase of Growth Expectations in Developed Countries - Comparison between Buyers and Suppliers (%), 2013
Table 41: Global Packaging Industry Buyers - Growth Expectations in Developed Countries (%), 2013
Table 42: Global Packaging Suppliers - Growth Expectations in Developed Countries (%), 2013
Table 43: Leading Business Concerns - Comparison between Buyers and Suppliers (%), 2013–2014
Table 44: Global Packaging Industry Buyers - Leading Business Concerns (%),2013–2014
Table 45: Global Packaging Industry Suppliers’ - Leading Business Concerns (%), 2013–2014
Table 46: Global Packaging Industry - Leading Business Concerns by Region (%), 2013–2014
Table 47: Global Packaging Industry - Leading Business Concerns by Company Turnover (%), 2013–2014
Table 48: Actions to Maintain and Secure Buyer Business - Comparison between Buyers and Suppliers (%), 2013
Table 49: Actions to Secure Buyer Business, Global Packaging Industry Buyer Responses (%), 2013
Table 50: Actions to Secure Buyer Business, Global Packaging Industry Supplier Responses (%), 2013
Table 51: Global Packaging Industry - Securing Buyer Business by Region (%), 2013
Table 52: Global Packaging Industry - Securing Buyer Business by Company Turnover (%), 2013
Table 53: Annual Marketing Budgets in the Global Packaging Industry: Suppliers (%), 2010–2013
Table 54: Annual Marketing Budgets in US$ by Region(%), 2013
Table 55: Annual Marketing Budgets in the Global Packaging Industry by Turnover (%), 2013
Table 56: Planned Change in Marketing Expenditure Levels: Global Packaging Industry Suppliers (%), 2010–2013
Table 57: Planned Change in Marketing Expenditure by Region (%), 2013
Table 58: Planned Change in Marketing Expenditure by Turnover (%), 2013
Table 59: Future Investment in Media Channels: Packaging Suppliers, 2013
Table 60: Future Investment in Media Channels by Region (% ‘increase’ responses), 2013
Table 61: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales (%), 2013
Table 62: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Region (%), 2013
Table 63: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Turnover (%), 2013
Table 64: Key Marketing Aims: Global Packaging Industry Suppliers (%), 2013
Table 65: Amendments to Marketing Activities: Global Packaging Industry Suppliers (%), 2013
Table 66: Global Packaging Industry Suppliers: Amendments to Marketing Activities by Region (%), 2013
Table 67: Amendments to Marketing Activities by Turnover (%), 2013
Table 68: Critical Success Factors - Global Packaging Industry Suppliers (%), 2013
Table 69: Critical Success Factors by Region - Global Packaging Industry Suppliers (%), 2013
Table 70: Critical Success Factors by Company Turnover - Global Packaging Industry Suppliers (%), 2013
Table 71: Global Packaging Industry Survey Results
List Of Figures
Figure 1: Revenue Growth Optimism in the Global Packaging Industry (% All Respondents), 2010–2013
Figure 2: Comparison of Revenue Growth Optimism between Buyers and Suppliers (%), 2013
Figure 3: Revenue Growth Optimism in the Global Packaging Industry by Buyers (%), 2013
Figure 4: Revenue Growth Optimism in the Global Packaging Industry by Suppliers (%), 2013
Figure 5: Revenue Growth Optimism in the Global Packaging Industry by Region (%), 2013
Figure 6: Revenue Growth Optimism in the Global Packaging Industry by Company Turnover (%), 2013
Figure 7: Revenue Growth Optimism by Senior Level Respondents (%), 2013
Figure 8: Key Expected Changes in Business Structure - Comparison between Buyers and Suppliers (%), 2013
Figure 9: Key Expected Changes in Business Structure by Buyers (%), 2013
Figure 10: Key Expected Changes in Business Structure by Suppliers (%), 2013
Figure 11: Global Packaging Industry - Key Expected Changes in Business Structure by Region (%), 2013
Figure 12: Global Packaging Industry - Key Expected Changes in Business Structure by Company Turnover (%), 2013
Figure 13: M&A Activity Expectations - Comparison between Buyers and Suppliers (%), 2013
Figure 14: M&A Activity Expectations - Global Packaging Industry Buyers, 2010–2013
Figure 15: M&A Activity Expectations - Global Packaging Industry Suppliers, 2010–2013
Figure 16: Global Packaging Industry M&A Activity Expectations by Region (%), 2013
Figure 17: Global Packaging Industry M&A Activity Expectations by Company Turnover (%), 2013
Figure 18: Global Packaging Industry – Expand Geographic Reach vs. M&A activity projections (%), 2013
Figure 19: Estimations of Increase in Capital Expenditure - Comparison between Buyers and Suppliers (%), 2013
Figure 20: Change in Capital Expenditure Estimation by Buyers (%), 2013
Figure 21: Global Packaging Industry - Change in Capital Expenditure Estimation by Suppliers (%), 2013
Figure 22: Estimations of Increase in Capital Expenditure by Region (%), 2013
Figure 23: Estimations of Increase in Capital Expenditure by Company Turnover (%), 2013
Figure 24: Planned Change in Staff Recruitment Activity - Comparison between Buyers and Suppliers (%), 2013
Figure 25: Global Packaging Industry - Planned Change in Staff Recruitment Activity by Buyers (%), 2013
Figure 26: Global Packaging Industry - Planned Change in Staff Recruitment Activity by Suppliers (%), 2013
Figure 27: Global Packaging Industry - Planned Change in Staff Hiring Activities by Region (%), 2013
Figure 28: Global Packaging Industry - Planned Change in Staff Hiring Activities by Company Turnover (%), 2013
Figure 29: Global Packaging Industry - Top Ten Growth Regions, 2013
Figure 30: Global Packaging Industry - Top Five Emerging Markets, 2013
Figure 31: Demand in Emerging Markets - Comparison between Buyers and Suppliers (%), 2013
Figure 32: Global Packaging Industry Buyers - Demand in Emerging Markets (%), 2013
Figure 33: Global Packaging Industry Suppliers - Demand in Emerging Markets (%), 2013
Figure 34: Global Packaging Industry - Demand in Emerging Markets by Company Turnover (%), 2013
Figure 35: Global Packaging Industry - Top Five Developed Markets by Growth, 2013
Figure 36: Increase of Growth Expectations in Developed Countries - Comparison between Buyers and Suppliers (%), 2013
Figure 37: Global Packaging Industry Buyers - Growth Expectations in Developed Countries (%), 2013
Figure 38: Global Packaging Suppliers - Growth Expectations in Developed Countries (%), 2013
Figure 39: Global Packaging Industry – Increase in Growth Expectations of Developed Countries by Region (%), 2013
Figure 40: Global Packaging Industry – Increase in Growth Expectations of Developed Countries by Company Turnover (%), 2013
Figure 41: Leading Business Concerns - Comparison between Buyers and Suppliers (%), 2013–2014
Figure 42: Global Packaging Industry Buyers’ - Leading Business Concerns (%), 2013–2014
Figure 43: Global Packaging Industry Suppliers’ - Leading Business Concerns (%), 2013–2014
Figure 44: Global Packaging Industry - Leading Business Concerns by Region (%), 2013–2014
Figure 45: Global Packaging Industry - Leading Business Concerns by Company Turnover (%), 2013–2014
Figure 46: Actions to Maintain and Secure Buyer Business - Comparison between Buyers and Suppliers (%), 2013
Figure 47: Actions to Secure Buyer Business, Global Packaging Industry Buyer Responses (%), 2013
Figure 48: Actions to Secure Buyer Business, Global Packaging Industry Supplier Responses (%), 2013
Figure 49: Global Packaging Industry - Securing Buyer Business by Company Turnover (%), 2013
Figure 50: Actions to Maintain and Secure Buyer Business by Purchasing Decision Authority (%), 2013
Figure 51: Annual Marketing Budgets in the Global Packaging Industry: Suppliers (%), 2010–2013
Figure 52: Annual Marketing Budgets in US$ by Region(%), 2013
Figure 53: Annual Marketing Budgets in the Global Packaging Industry by Turnover (%), 2013
Figure 54: Annual Marketing Budgets by Revenue Growth Expectations (%), 2013
Figure 55: Planned Change in Marketing Expenditure Levels: Global Packaging Industry Suppliers (%), 2010–2013
Figure 56: Planned Change in Marketing Expenditure by Region (%), 2013
Figure 57: Planned Change in Marketing Expenditure by Turnover (%), 2013
Figure 58: Future Investment in Media Channels: Packaging Suppliers, 2013
Figure 59: Future Investment in Media Channels by Turnover (% ‘increase’ responses), 2013
Figure 60: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales (%), 2013
Figure 61: Global Packaging Industry Suppliers: Planned Investment in Marketing and Sales by Turnover (%), 2013
Figure 62: Key Marketing Aims: Global Packaging Industry Suppliers (%), 2013
Figure 63: Global Packaging Industry Suppliers: Key Marketing Aims by Region (% ‘very important and ‘important’ responses), 2013
Figure 64: Global Packaging Industry Suppliers: Key Marketing Aims by Turnover (%’very important’ and ‘important’ responses), 2013
Figure 65: Amendments to Marketing Activities: Global Packaging Industry Suppliers (%), 2013
Figure 66: Global Packaging Industry Suppliers: Amendments to Marketing Activities by Region (%), 2013
Figure 67: Amendments to Marketing Activities by Turnover (%), 2013
Figure 68: Critical Success Factors - Global Packaging Industry Suppliers (%), 2013
Figure 69: Critical Success Factors by Region - Global Packaging Industry Suppliers (%), 2013
Figure 70: Critical Success Factors by Turnover - Global Packaging Industry Suppliers (%), 2013
