Team number: 211

Client company: Packing SAS

Challenge: New market expansion plan

Name Contact Country Role

Isabel Bertoni [email protected] Italy

Mauricio Gama [email protected] México

Karen Martin [email protected] Colombia

Insaf Nabiullin [email protected] Russia

Aliyah Sall [email protected] United

States

Tyler Takac [email protected] United

States
TABLE OF CONTENTS

1. COMPANY INFORMATION…………………………………………………..2
2. SECTION I: MARKET ANALYSIS…………………………………………....7
2.1 INDUSTRY AND COMPETITIVE ANALYSIS…………………………...7
2.1.1 SWOT ANALYSIS………………………..………………………………..8
2.1.2 COMPETITORS………………………..………………………………….8
2.2 NEW MARKET SELECTION AND ANALYSIS…………………………11
2.2.1 MARKET SELECTION CRITERIA…………………………………….11
2.2.2 POTENTIAL NEW MARKETS FOR FORCIER………………………11
2.3 MARKET CHOICE………………………..………………………………..12
2.3.1 MARKET DESCRIPTION………………………..……………………....12
3. SECTION I: MARKETING…………………………………………………….13
3.1 PROMOTION CHANNELS………………………………………………...13

REFERENCES…………………………………………………………………...17

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 Company Information
CARDBOARD
Cardboard is a hard and resilient material thanks to the wood fibers that compose it.
The most effective element that affects the cardboard with the greatest intensity is water.
Cardboard boxes can be used for shipping, storage and can even be seen in the fashion industry
as decoration. Cardboard boxes can be divided into two categories: in the components used or
the use that will be given to the box. There are around 150 boxes divided into nine groups
according to the FEFCO. FEFCO is the European Federation of manufacturers of corrugated
cardboard, which regulates the standards, measurements and characteristics of each cardboard.

Almost any product that needs to be shipped has to have a effective container and
packaging, which benefits the cardboard box industry and is a profitable business option. In
any office of any type of company cardboard boxes are necessary to store papers, this need can
create relationships to work with clients such as: Government Offices, Law Firms, Public and
Private Schools and in all levels from kindergarten to universities.
Some advantages of using cardboard include that it can be reused several times and the material
does not lose strength easily. The prices of cardboard compared to wood and / or metal are
remarkably low. The cardboard boxes are composed of factors compatible with the
environment and is not a product that negatively affects nature. For these reasons, cardboard is
one of the main tools for the use of packaging.

PACKING SAS

Packing SAS is a Colombian company with more than 25 years of experience in the
production of sheets, packaging and components in corrugated cardboard, with a wide variety
of paper and flute options, with the best quality and resistance. The company is currently the
leader in advising for the design and production of packaging in corrugated cardboard with
personalized prints that will allow you to pack products with a custom design, in the adequate
strength, and in the accommodation that optimizes the logistics of delivery of your company.

● Who are the main players?

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Packing SAS works with some very well known companies such as : Coca Cola, Heineken,
Clorox, Pepsico, Nestlé, Henkel and more.

● What the most popular products and technologies?

The resources for graphic and structural design allow the company to carry out a
complete consultancy to provide an efficient packaging solution, ensuring the best protection
in packaging and distribution, among the most popular products that the company offers are:
- Regular boxes: There are the most used in the market, these are designed with
the exact dimensions of the product to be packed and with the adequate
resistance. The regular boxes can be printed in a personalized way with the
image or logo that is required.
- The die-cut boxes: These require a special manufacturing process which gives
the exact form of a specific structural design, according to the requirement.
Many of these designs have the versatility of not requiring additional punches.
Some types of these boxes are: Exhibitor boxes, for file, type case among others.
- Divisions, sheets and accessories: These are pieces of corrugated cardboard
used to complete or reinforce a packaging or a package, either to hold, protect,
avoid contact or divide products inside a box or on the outside of a packaging
in particular.
- Pallet: They are totally recyclable, it is light, with resistance of up to 1 ton
depending on the type of load, ideal to export their products completely
palletized.
- Laminated boxes: They are packaging in corrugated cardboard, with
innovative design and tailored to the product, which has the double advantage
of having the structural resistance offered by corrugated cardboard and
achieving a visual impact at the point for strengthen your brand.
- Single face rolls: They are made in flexible corrugated cardboard, which will
allow you to use this material versatilely for protection in construction processes
or packaging of delicate products.

● What new technologies and approaches are likely to dominate the industry in the future?

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 The new technologies these are going to dominate the industry is the help to the
environment, that they have to be 100% environmental friendly and have to use excellent
technology, robots and machines that help to the development of the company

● Is the industry regulated by the government and how?

ISO 14001: Packing S.A.S. It has an environmental management system that allows
managing the controllable environmental aspects of the company in an orderly manner, using
resources efficiently in order to prevent pollution.

FSC®-COC Forest Stewardship Council: The FSC®-COC certificate guarantees that

the paper used by the company to manufacture the products comes from recycled fibers,
produced based on the principles of sustainable development: Environmentally sound,
protecting and conserving ecosystems and forests with high conservation value socially
beneficial, respecting the rights of workers, communities and indigenous and economically
viable populations, building markets, adding the best value, and creating equitable access to
benefits.

The certification guarantees that during the processing, transformation, manufacture

and distribution of the products are used fibers from certified plantations with guaranteed
traceability chain of custody. PACKING S.A.S obtained the FSC® Forest Stewardship
Council® certification - Council for the care of forests - through the international entity SGS
Société Générale de Surveillance Certificate SGS-COC-006705 (license FSC-C022864).

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 ● What are the differences in different regions of the world?

● How does your client compare to the competitors? What are your client’s strengths and
weaknesses?
Competitors include packing materials such as plastic and wood. Our client’s strengths
include the global push for more sustainable and environmentally friendly options which in
turn means using less plastic and cutting down fewer trees. Packing SAS can definitely benefit
from that because consumers will turn to alternatives like cardboard and other easily recyclable
materials.
The integrated policy of the company has advantages over other companies due to its
work in:

QUALITY AND SERVICE It delivers its products complying with the specifications
and quality attributes that the client requires, offering
solutions that add value.

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 SECURITY AND HEALTH AT Promotes the health of workers and their safety in
WORK operations through the establishment and maintenance
of safe work behaviors and conditions.

ENVIRONMENT It protects the environment and prevents contamination

through proper process control, rational use of resources
and control of environmental outflows.

COMPLIANCE OF LAW It complies with current Colombian legislation and other

commitments acquired in terms of health, industrial and
physical safety, environment and quality.

CONTINUOUS Constantly seeks the continuous improvement of the

IMPROVEMENT management system by optimizing its processes and
services.

SECURITY It protects the integrity of its employees, assets and

products by promoting a safety culture and developing
strategies to minimize the risks of contamination of
products marketed with illicit substances, contraband,
drugs and explosives.

Section I: Market Analysis

Industry and competition analysis:
● Market overview
- One of the most dynamic industries in Colombia thanks to constant investments
in product development

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 - Many foreign countries import from Colombia because of cost-efficient solutions,
which in the past lead to a moderate growth in the market
- Metal, plastic and corrugated carton packagings mostly
- About 3332 producers in Colombia
- The industry is part of the Colombian Government productive-transformation
program, which seeks to achieve international projection in world-class sectors.

SWOT Analysis
Packing SAS

Strengths: Weaknesses:
- Leader in production of customized - Focus only at the national level
packaging - Non-transnational company
- The company has an environmental - Lack of important clients
management system - Lack of marketing at the continent
- Avoid contamination level
- You have space for production of
more than 4,000,000 million square
meters
- Packing SAS uses advanced tools to
design and process each order in a
way that ensures quality while
lowering the cost.

Opportunities: Threats:
- Increasing request for eco-friendly - Retailers may choose to produce their
packages own packages
- Industry development - Rising production costs
- Product extension - Inflation

Competitors
a. Cartones America
b. Corrugados Andina

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 c. Empaques Industriales
d. Empacor
e. Propac
f. Cartonera Nacional

Cartones America

Strengths: Weaknesses:
- 10 plants in 6 countries - The website is not in English
- All plants have certification - The plants are only in South America
ISO 9001 version 2008
- In the page explain the
process of their cardboard

Opportunities: Threats:
- To go to new countries - Retailers may choose to produce their
- Increasing request for eco-friendly own packages
packages - Economical crisis in government

Corrugados Andina

Strengths: Weaknesses:
- 20 years of experience - No English version of website
- ISO 9001 certification - The page isn't actualized
- Production of more than 7000 - Only one plant
- This company has the same products
different references of corrugated
than other companies
cardboard boxes

Opportunities: Threats:

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 - To gain support as for a company - Threat of entering to the market of
which contributes to prosperity of its international big companies
region -
- Increasing popularity of eco-friendly
production

Empaques Industriales

Strengths: Weaknesses:
- 42 years of experience - Non-English website
- 2 production plants - The page doesn't have the products
- BASC Certification descriptions
- ISO 9001 Certification -
- EIC has presence throughout the
Colombian territory
- More products than other companies

Opportunities: Threats:
- Industry development - New competitors
- All their products have a big market - Bad situation in Economy
in Colombia - A lot competitors

Empacor

Strengths: Weaknesses:
- About 30 years of experience - Poor Website
- Has International Sales Department - Few products

Opportunities: Threats:
To expand to other countries New competitors

Propac

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 Strengths: Weaknesses:
- About 40 years of experience - Only has one number to contacted
- Website in English - The company doesn’t use social
- About 11 offices around the country networks

Opportunities: Threats:
- To expand more - New competitors
- Economic crisis

Cartonera Nacional

Strengths: Weaknesses:
- Innovative approach to production - smaller experience relatively to other
companies (about 15 years)

Opportunities: Threats:
- To go to new markets - Fail in entering to the new market
- New competitors

New market selection and analysis:

● Market selection criteria
- Low shipping costs
- Focus on eco-friendly solutions
- Development of GDP

● Potential new markets for forcier

For potential new markets for forcier the we selected three market descriptions, those
are economy, trade regulations and competition.

USA Economy Trade regulations Competition

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 China

Canada

Brazil

Holland

South America

Europe

● Market choice
- About the table before we select that the best market is THE COUNTRY

Why we select this market?

What are the advantages to select this

market?

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What are the disadvantages to select this
market?

What are the competitors in this market?

What is the position of this country in front

of the Packing services?

Section 2: Marketing
Promotion Channels:

The best way to know how to promote the product and how to make the right impact in
the market is through a company that is dedicated to the monitoring of audiences,
planning, digital intelligence and execution of programmatic guidelines and performs
social and web listenings.
The company offers:
● An overview of positioning and perception is proposed based on the behavior
and interests of the audience to develop the appropriate strategies for execution
and communication.
● Model that automates the purchase and sale of digital advertising spaces
allowing to shorten processes and impact the specific target, in the appropriate
context and time. During the execution and optimization of the guideline, the

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 specific audience is followed so that each spot reaches the target from the
moment and the appropriate device
● It has a platform through which social and web listenings are performed,
monitoring 500M of internet sites in 42 languages in real time and a journey of
up to 36 months in social networks, blogs, microblogs, news, reviews,
comments and forums.
● Given the positioning scenario and the appropriate strategies for each advertiser,
the communication is executed through a programmatic pattern in video and /
or display following the specific target.

Packing SAS is primarily interested in developing its e-commerce capabilities.

Social Networks
- Facebook: useful to reach overall any kind of consumer, but you can search for groups
or specific pages which target clients may frequent. It is the leading social network in
153 over 167 countries, which makes it the most used worldwide. Cost: any budget
(some advanced ads request a minimum budget)
Steps to create an advertisement on Facebook:
1. Set a goal for the advertisement (what is the aim of this ad?)
2. Choose the objective (what is the most important benefit I want to generate from
this ad?)
On Facebook, you can choose between three categories of benefits: Awareness,
Consideration and Conversion
3. Select target audience
This is an important step for the success of the ad campaign. The selection is
customized on the base of demographics, interests and retargeting. A more
targeted audience maximizes the impact of the advertisement.
4. Set a budget (how much would you like to spend on this ad?)
There are no fixed costs or fees, a spending limit is set which represents the
maximum amount that can be spent daily or during the lifetime of the
advertisement
5. Choose the layout (images, headline, body, text)

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 A single photo can be used to convey a message or even more images or a video
can be used. A brief test is allowed in order to deliver a quick and concise
message
- Instagram: it is focused on visuals and one of the best options for small businesses
looking for popularity growth. It is one of the most used social networks nowadays,
with one billion users. Cost: same as Facebook.
There are many types of advertisements that can be made on Instagram:
1. Photo ads
Allow you to use a photo followed by a descriptive caption to promote the
product
2. Video ads
Allow you to use a video of maximum length of 60 seconds to promote the
product
3. Carousel ads
Allow people to scroll to view more photos or other videos in a single listing
4. Story ads
Utilize the Instagram Stories function and offer a full screen advertising format,
designed to stimulate action and provided with advanced measurement
solutions based on people

Retargeting
It is a solution that allows to show ads only to users who have already performed an action on
the main website. This can be done by:
- Targeted advertising (clients’ demographics and buying history)
- Contextual advertising (based on what the client is viewing at the moment, through ads
placed on the website or through pop-ups)

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 References:
- PACKING's products, obtained from: https://www.packing.com.co/productos
- Certificates and policy of the company, obtained from:
https://www.packing.com.co/nosotros
- https://2016.export.gov/colombia/doingbusinessincolombia/traderegulationsstandards/
index.asp

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