Printing Industry Is The Uks Fifth Largest Manufactur Marketing Essay

stamp Industry Is The Uks Fifth Largest Manuf encounterur merchandise probeThe aim of this project is to present a feasible idea to gain the check aw atomic public figure 18ness and profile of the tender opening melt PrintIT, a print company which is fail of The AppleBy Trust. To achieve this re attend was carried out on the produce industry, analysis on the current pie-eyed and marketing activities and consideration of a potential new guest base for PrintIT to tar move. This would alter establishment of an utility(a) marketing st rungy for PrintIT which is hoped to be successful. printing process Industry abridgmentThe imprint Industry is the UKs fifth largest manufacturing industry. It employs over 160,000 people in 12,000 companies nigh of which be fairly small. It is a vital manufacturing sector and has strategic importance to the miserliness catering for public authorities, retail, distribution, financial services, travel etc. In Union Ireland effect is a long established and mature industry and some of the companies that operate within the sector ar long serving and pitch been involved in printing for a number of decades.http//www.britishprint.com/page.asp?node=297sec=Essential_facts_on_the_UK_printing_industry put through addition 1Johnston, Michael, Chief Executive, BPIF, The grocery storeing Managers Yearbook 2007, The BPIF, The Voice of the picture Industry in the UK, See appurtenance 2http//www.investni.com/sector_profile_-_print___packaging.pdfDemand in the industry is greatly influenced by the level of activity taking out in the economy and subsequently demand for the sector did fall from advance(prenominal) 2008 due to the economic downturn. Printing companies argon losing contracts as system of ruless go into administration. Declines atomic number 18 inevitably likely 2010, 2011 with full reco very and possible increases in 2012.Fenn, Dominic, get wind Note Marketing Report 2010, 15th Edition, Printing, Apri l 2010ISBN 978-1-84729-608-5, See attachment 3The industry is hugely affected by macroeconomic factors and Printing is evaluate to advance in the future.Be disordered is a PEST Analysis which explains the close crucial factors affecting the industry-PoliticalLegislationIPPC (Integrated Pollution saloon and Integrated Control) is the virtually crucial and looks at resource and energy efficiency, shot prevention and minimisation of other pollutants including noise and heat.envirowise.wrap.org.uk//Integrated-Pollution-Prevention-And-Control- IPPC.htmlNew powers contrive been given to the ICO (In fashionation Commissioners Office) which could see Printing companies face study fines in that locationfore Printing firms process personal data need to ensure it is adequately protected.Nias, Simon and Sheahan, Tim, Printers could face 500k fines on a show whileer floor new powers given to ICO, PrintWeek article 4 December 2009 (20 Nov)See Appendix 4The Printing Industry is a hugel y polluting industry and environmental issues let in-Water Large quantities of water are use in about printing processes and Water charges are being introduced at the end of the yr in Northern Ireland See Appendix 23. The alternative would be desiccate printing nevertheless the printers are expensive to purchase and run.Waste comparatively high levels of waste are growd by the printing process. This is also a neighborly issue.Emissions VOCs are believed to come from the Printing Industry. These spate cause headaches, dizziness, nausea and much much serious affects if exposed to for long periods of time.environmentalchemistry.com/yogi//200602airpollution.htmlInk sinister metals and non-renewable resources in ink. The alternative would be vegetable based inks merely not used by all printers.EconomicThe economic downturn is the most evident with approximately 200 companies already going into administration with 3000 jobs lost. This is impart to the high levels of unemplo yment the UK is facing. See Appendix 5 from PrintWeek.com which is the official website for the British Printing Industries Federation.Mitting, William, Unemployment hits 2.38m with thousands of jobs lost from print printweek.com 15 July 2009Printing Paper rises Several major paper suppliers have announced price increases. Paper giant Sappi verbalise it will raise the price of certain types of paper by at least 10% in March next year however Printing companies will find it hard to increase their prices as there is continual undercutting of prices to secure contracts. See Appendix 6Morris, Helen, Paper manufacturers put in to impose further price increase printweek.com 19 FebruaryInterest rate rising Small print firms could be hit by a further crush on borrowing. This is the result of a move by the Treasury to reduce its exposure to the EFG scheme. See Appendix 7.Energy and provide rises The industry has high energy dependence from the machinery it uses, a majority of which is electrical.Tucker, Wesley, eHow Contributor, Challenges in the Printing Industry 31st May 2010http//www.ehow.co.uk/list_6570986_challenges-printing-industry.htmlsociableDo It Yourself With disposable income lower and a wide more diverse range of packages available, con orderers can choose to print for themselves whether it be using templates available on Microsoft or Desktop Publishing etc.TechnologicalAdvancement in applied science has an unavoidable impact in the industry. It is needed to survive and ahead of competition. A Marketing Week article reports that the trend of digital technology and printing will ultimately open up new markets. A Printing Impressions article and Converting magazine abstract explain that digital enhances image and timberland, has a scurrying turnaround and saves costs. See Appendices 8,9 10.The net profit is another technological factor. 73% of households in the UK have it with 30 million adults using it daily then an opportunity for the indus try to put to work. See Appendix 11 which details the interior(a) Statistics of Internet access. The Printing Industry could use the internet as an online society as welll which is a trend in demand. The internet could too be used as a ordinary, for example a campaign online could be enhanced with a printed one to match. See Appendix 12 which explains that the internet is not a threat but can be used as a complimentary medium.Ultimately all the factors would need to be strongly analysed and considered in raise to survive in an environment which is speedily changing.With regards to the Social Enterprise sector, they have a vital role to forgather in the countrys economic recovery as they tackle social unemployment and law-breaking or environmental issues and still support financial growth. The survey in Appendix 13 found that despite the recession, social enterprises are doubly as confident of future growth as small to medium enterprises, with 48% of social enterprises reacti ng positively as opposed to just 24% of SMEs.Since the economic downturn began, 56% have increased their turnover from the former year whilst less than 20% have seen it go down.State of Social Enterprise Survey, Nov 2009, Social Enterprise Coalitionhttp//www.socialenterprise.org.ukFirm and Marketing AnalysisStrengthsLatest intersection blot TechnologyIn House Professional throw SystemCompetitive tollsOnline Uploading goodWeaknessesInstabilityLimited to Employee AbilitiesLimited To involutionVery diminished Cash flowVery Little Marketing AbilityResource IndependentOpportunitiesSeasonal Greetings CardsT-shirt PrintingCharity FundraisersPostcardsThreatsStable / Well Known CompetitorsWork Related Legislations growing in at home PrintingStruggling Economysupra is a SWOT analysis of PrintIT.Strengths include the latest product technology. PrintIT extend digital printing and An In House Professional Design Service which indicate they are advancing with changes in technology in wh at is a dominant trend in the industry. They also have an online uploading service which enables faster and more convenient printing for the enterprise and the customer.Weaknesses include very little cash flow and marketing ability. PrintIT have a small sum of 300 per annum for their enterprise spending budget.Opportunities including seasonal greetings cards. A Keynote Market Focus 2008 report (Appendix 14) states that Christmas and New Year cards sector shew the greatest sales in volume terms and a promptly growing population will ensure volume and value growth. separate opportunities include T-shirt Printing which PrintIT could use in the future when they more business.Threats include increase in at Home Printing As mentioned to begin with there are programs available to enable consumers to print for themselves. occurrent Marketing ActivitiesFrom assessing PrintITs current marketing activities, they market in three slip substance Via the Appleby PrintIT website, a quarterly newssheet and distribution of leaflets.According to a modern Measurement of Marketing Effectiveness report, managers now more emphasis on the marketing activities of the organisation. This trend is the aspiration to achieve sustainable profit and founder their own firm to compete harder. See Appendix 15.As explained prior the Internet is used by a vast majority of consumers. PrintIT have a very detailed website with a lot of facitlies available including paraphrase request, services provided, portfolio of work and a price list. This is good service accessibility and a competitive advantage over rivals in the compass of Armagh, as main competitors TrimPrint and Instant Print do not have websites at current, therefore if a consumer was looking for a Printing firm via an online search engine PrintIT would be the only company to fling one. This is a marketing activity which is poseed better than local competitors.From an extensive review of the website there seemed to be no link from PrintIT to the AppleBy Trust. We feel as a beneficence and social enterprise there needs to be a stronger link among the two, this is vital.Newsletters are distributed to existing customers of PrintIT quarterly. This enables them to maintain a relationship with their current customers and act as a tool for customer loyalty and repeat business. Newsletters are valued and an onrush which is popular among marketers. PrintIT newsletters have a corporate formula and are informative in that they show clients who they are supporting by including Trainee News and Trainee of the Month features. It can be used as a marketing strategy to fetch convolutions, new features etc. Two newsletter articles (Appendices 16 17) explain how newsletters are being introduced by companies of all sizes to exit with customers and best prospects and how they are credible for a company with a peculiar(a) budget.PrintIT also distribute leaflets. This is a method of marketing which could be very eff ective for business as this could be a way of advertizing the firm for those that do not know or are conscious(predicate) of it. To prevent customers disposing of it PrintIT could include a discount code or coin off coupon for an extra incentive. Paper is PrintITs forestay therefore leaflets will be very cost effective for the business in distributing to consumers. They are too a good form of communication.Customer AnalysisDemographics of customers show that PrintIT are used by local consumers, beauty salons, hairdressers, pizza places etc. These are small local companies which PrintIt should continue catering for however should consider extending their customer base to local communities, churches, schools and colleges. PrintIT could relieve oneself a bigger public sensation by using sports events at schools etc to advertise the brand. A recent Segmenting tender Fundraisers at a Charity Sport Event journal explains how gentle organizations are increasingly using sport events a s an approach to generate funds and raise awareness. Researchers have suggested that sport events are mainly gentle to volunteer fundraisers because they provide an opportunity to engage in two alpha activities at the same time. This could evitably increase PrintITs customer baseWood, Laura Snelgrove, Ryan Danylchuk, Karen, 2010. Segmenting Volunteer Fundraisers at a Charity Sport Event . daybook of Nonprofit and normal Sector Marketing, 22 (1) p38 Appendix 24For churches, PrintIT could offer to print order of services for weddings and eulogies for funerals. Weddings and funerals are constant therefore printing would always be in demand. See Appendices 21 22 which show that the rate of weddings and deaths in Armagh was particularly high, and bigger compared to other areas in 2008. This would be an opportunity for PrintIt to exploit and use their service to generate more business.http//www.ninis.nisra.gov.uk/mapxtreme/InteractiveMaps/Population_Migration/mortality/atlas.htmlht tp//www.ninis.nisra.gov.uk/mapxtreme/InteractiveMaps/Population_Migration/marriages/atlas.htmlFor schools and colleges PrintIT could also offer the service of printing for example school plays, PTA letters and also offer the service of printing coursework for students.In order to reach customers PrintIT could create and deliver a portfolio and welcome pack to the local communities etc to view the work PrintIT offers and does.Price V QualityPrintIt at present charge a low price for printing therefore this could give the impression to consumers that the quality is low therefore an increase in prices could generate thought of higher quality products being offered. PrintIt are a social enterprise and part of a kindliness fund therefore consumers will be automatic to pass on more if they know its for a charity linked brand. See Appendix 18 which explains how cause related marketing can in the absolutely term boost sales immediately and why consumers are willing to pay more for a char ity linked brand.Strahilevitz, Michal, The Effects of Product Type and Doation Magnitude on Willingness to Pay More for a Charity-Linked Brand, Journal of Consumer Psychology, 8 (3) 215-241 1999Marketing StrategyFrom analysing all of the above and looking at alternative marketing perspectives the team concluded that re branding the social enterprise PrintIT by creating a new unwrap, logo and business motto would be the most effective strategy.To provide further information on rebranding, recently rebranded charities were reviewed to enable the team to see the reasoning behind rebrand and also the strategy and approach used in doing so.Examples of RebrandingThe first charity was The Printers Charitable Organisation It changed its fig and introduced a new logo. The charity provides relief for aged or unforesightful people who are or were printers or persons employed or at once worked in the printing or publishing industry.http//www.fundraising.co.uk/newswire/2010/03/24/printers-ch aritable-corporation-pcc-rebrands-printing-charity (28 Nov)The corporation changed its piddle to reflect its desire to appeal to a wider group of people and their children in todays Printing, Publishing tradeThe corporation changed its name to The Printing Charity. They said that the interchange printing was inclusive but also built on their bequest of supporting people.http//www.theprintingcharity.org.uk/docs/PrintingCharityAR2009.pdfThe logo which beolow incorporates the four CMYK printing blocks used in the people of colour printing process. Each block represents one of the four cornerstones Homes, Help, Link and Futures.DownloadsPrintingCharity.logo_.jpgThe charity thought the new name and logo was critical to the people it was hang up to support. The rebranding is also an attempt to raise the profile and increase the number of people it supports financially.Other charities who have rebranded include Help the daysd which rebranded to Age UK, Parkinsons Disease Society which rebranded to Parkinsons UK and Macmillen Cancer Relief which rebranded to Macmillen Cancer Support. This rebrand was very successful, the charity had been underperforming considerably and the rebrand enhanced awareness and helped with publicity. Research has shown rebranding can vary in price and is time consuming.http//www.thirdsector.co.uk/news/Article/994464/Charity-rebranding-change-vision-strategy/PrintITs RebrandFrom analysing PrintIT,a rebrand of the enterprise was decided. The original name does not specifically imply that it is supporting people with learning difficulties or that is it connected or originated from the AppleBy Trust.A suggestion is that PrintIT change their name to Print4Charity as this is simple and instantly indicates that the enterprise is a company printing for charity. Print4Charity has a meaning which is significantly different from the other traditional printing companies in Armagh and the surrounding area, is relevant to the enterprise and embeds it in the community.According to Hollensen 2003 the role of branding is to distinguish a companys offering and differentiate a particular product/service from its competitors. It creates awareness and helps with the promotion of the product/service. A brand is a complex symbol that signifies a range of ideas.Printing4Charity could lace the enterprises image with customers and communicate value. The rebrand is distinctive and has the potential to gain competitive advantage in the area as making a profit is a factor which is substantial in keeping the enterprise up and running.Hollensen, Svend, Marketing Management, A kindred Approach, 2nd Edition, Pages 409-410From reviewing the enterprises website, newsletter and leaflets there is no distinctive logo and firm slogan. The enterprise strives to help disadvantaged people by providing vocational bringing up therefore the team thought of an attentive firm slogan to match. Keller et al 2009 explains slogans to be those that are an extre mely efficient means to build brand equity.Kotler et al, Marketing Management, European Edition, Pearson, Page 435When designing the logo the fact that Print4Charity is part of the Appleby Trust was considered and that it gives disadvantaged people the opportunity to grow and flourish in real life work experience. Due to this the team created a logo and slogan that incorporates thisPrasentation_Logo_LeafletsThirdDraftPrintIt_Logo.jpgThe new corporate colours used are green, yellow(a) and red which the team felt indicated warmth and displayed professionalism. The Apples link the enterprise to Armagh as they are a distinguishing feature of the city. This could gain customer loyalty.The firm slogan A Chance to Ripen conveys emotion and connects with customers. According to Hollensen 2003 company slogans tell the firms story.Cost of RebrandingRebranding can vary in price and be time consuming however the enterprise will benefit from it hugely in the future and could advertise the new b rand via leaflets etc or use the buses the enterprise has to put the rebranded name no therefore this is a free form of advertising.Rebranding to Print4Charity is an opportunity to exploit and is a chance to really influence the point of the enterprise.Relaunching brand could sharpen the attention of existing and potential usersBradley, Frank, Marketing Management, Providing, communication and Delivering Value, Page 546Other Marketing StrategiesOther marketing strategies that were considered were publicity. The enterprise could get journalists from local newsletters and magazines to write an article about Print4Charity. See Appendices 16 17 which convey why newsletters are an effective form of communication.The enterprise should create an online social network presence in the form of Facebook, Twitter etc. See Utalkmarketing.com article in Appendix 20 which explains why social networks are valuable and important for business.The enterprise should also consider acquire involved wi th the Social Economy Network. Its a membership based organisation that draws its membership from Social Economy organisations throughout Northern Ireland. It seeks to build, support and strengthen the Social Economy sector, it is too getting support and recognition by the Assembly.What Is Social Economy?As discussed earlier stronger connection with schools, local clubs etc and friendship at local community and sporting events via trade exhibitions etc of the enterprises work. See Appendix 19 which conveys how a trade exhibition is a good way to market a company.Regarding pricing the enterprise should increase prices because as mentioned earlier consumers are willing to pay a little bit more if its for charity.The product range of the enterprise could be enhanced and broadened via printing seasonal greetings cards etc. See Keynote report as Appendix 14.In conclusion, if all the alternative marketing strategies were implemented PrintIT would see a rebrand to Print4Charity and have a vary of ways in promoting its service and receiving more business. These in effect will contribute more to the enterprises funds which would enable more expenditure for new technology etc in order to move forward and compete in what is a fast changing environment.