„red ocean“ or „blue ocean“ – what is the right strategy ... · customer magazine 17 /...

customer magazine 17 / 2018

„Red Ocean“ or „Blue Ocean“ – what is the right strategy in digital printing?

customer magazine 17 / 2018

„Red Ocean“ or „Blue Ocean“ – 3what is the right strategy in digital printing?

The RSP80 from //polytype 5ombines classic screen printing with highreliability for an excellent price

RDA 16-240 – the solution for productive 6 „high-speed“ tube production

The new 9-color printing couple 7on the RDA 16-200

The „offset printing process“ 8on the Linearis, a big step forward …

//polytype worldwide

Printing Capabilities

Higher Productivity


Higher Printing Quality Printing Quality

ProductivityFast and easy colour adjustment on theink fountain

Easy and fast adjustment of the printing pressure

Longer life expectancy of printing plates. No change of printing plates necessary during long production jobs

Sharp letter print without halo effect

Stable dot size with less dot gain

Colour stability, also for long production jobs

Higher resolution of 180 LPI

Graduated print from 100% to 0% not possible

Ink with better opacity

General colour adjustment only throughthe changing of printing plates

Short life expectancy of printing plates for half tone printing, this means frequent changing of printing plates

Letter print with halo effect

Variable dot size with greater dot gain

Colour stability depends on the use of theprinting plates

Resolution of 150 LPI

The future of decoration: Linearis with offset

Process Offset Process Flexo

Graduated print from 100% to 0% with anink fountain separator

Ink with good opacity

3 customer magazine 17 / 2018

„Red Ocean“ or „Blue Ocean“ – what is the right strategy in digital printing?In recent years, digital printing is something that has been the subject of many a hea- ted debate when it comes to the decoration of packaging, particularly containers.

The advantages of this kind of decora-tion speak for themselves: • Ultra-fast changeover of print images• Also suitable for batch size down to

only 1 item • Incremental numbering• Photorealistic pictures • No prepress• Etc.On the other hand, the cost of digital printing, which is today still significant, remains an issue for large production.

Based on this it is debated whether di-gital printing can be used to support the existing business model of relatively large production lots or whether it can only be used as a basis for developing a new business model to address only small production lots.

One answer to this could be provi-ded by the Blue Ocean concept by W. Chan Kim and Renée Mauborgne – an approach which was developed at the INSEAD Business School. Using an em-pirical study, carried out at 100 leading companies over a period of 15 years, it could be shown that this concept led to new market sub-segments, previous-ly untapped and for which there is no competition (source: Wikipedia 2018)

Why was it called „Blue Ocean“? Well, Blue Oceans is the name given to mar-kets or sectors that have virtually no competition. So if you are in such a market, you are unlikely to meet any

competitors. On the other side there are the Red Ocean markets which are saturated and thus subject to intense competition offering.

(source: Wikipedia 2018)

The Blue Ocean concept is based on the idea that successful companies should look for their own innovative paths to thus elude the competition. Innovation should give them access to new mar-

kets. Alongside technical innovations, the Blue Ocean Strategy also comprises the reconsidering of the whole portfo-lio as well as the definition of the new market and buyer. (source: Wikipedia 2018)

>>

Red Ocean Strategy Blue Ocean Strategy

Competition in the existing market Creation of new markets

Fighting the competition Dodging the competition

Using the existing demand Creating new demands

Direct correlation between use and costs

Ignoring the direct correlation between use and costs

Organizing the whole system of cor-porate activities to suit the strategic decision for differentiation or low costs

Organizing the whole system of cor-porate activities to suit differentiation and low costs

Blue Ocean/Red Ocean: Differences between the two markets (source: Wikipedia 2018)


Back to the digital printing technology and its use in the packaging industry: The application of this concept could be understood as follows: A. Red Ocean Strategy: • I will stick to my existing business

model in the existing market with my existing customers.

• With digital printing, I can secure my-self advantages over the competition in terms of flexibility and costs with small batch sizes.

• The aim is to enlarge market share in the existing market.

B. Blue Ocean Strategy:• Create a new business model with the

aim of evaluating and serving new markets and thus new customers.

• As there is virtually no competition in these newly defined markets, the re-lation of price to value will be percei-ved differently.

• Goal: growth in new markets.

Of course implementing a Blue Ocean strategy is easier said than done. One has to address a lot of uncertainties and risks. This path requires careful strategy and execution to lead to the desired success. There are however numerous cases of this approach with digital prin-ting that led to admirable success: gi-veaways, brochures, posters, merchan-dising, etc. New markets have been developped here not only as B2B but also as B2C.

It is often difficult to leave a traditio-nal path to success to try a „Blue Ocean“ strategy but it might well be inevitable that it is what you will have to do to surf on future opportunities!


The RSP80 from //polytype combines classic screen printing with high reliability for an excellent price //polytype, the company famous for its decoration of extruded tubes, is now clo-sing a gap in its portfolio for printing machines with the RSP80. As market leader in the decoration systems sector, //polytype has used its mechanical enginee-ring expertise to satisfy the demands from its customers for a competitive screen printing system.

Screen printing is as old as the printing sector itself and is often used for a very good reason. The procedure delivers an attractive textured print image that no other decoration process can offer. The RSP80 is designed to ensure that dia-meter or design change-overs are most efficient. The user-friendliness and ac-cessibility are also points in favor of the RSP80. And not only these characte-ristics are helpful in terms of increasing productivity. The control panel allows you to save and retrieve the important process parameters of a previous print job.

The RSP80 is a pure screen printing ma-chine. For this purpose, it can be equip-ped with up to seven screen printing

stations. It is, however, also possible to equip the RSP80 with six screen prin-ting stations and a coating unit at the last position. The precision of color re-gistration meets the high requirements of today’s market which means the tubes printed exclusively using the screen printing process are impressive to look at.

The concept of the RSP80 makes it pos-sible to decorate tubes in inline mode or to operate the machine in offline mode. In the latter case, tubes are fed using a bucket conveyor and discharged onto a a V-shaped belt. The speed of the ma-chine is set to handle maximum 80 tu-bes per minute.

Using conventional flat screens, the RSP80 is an affordable and flexible so-lution for decorating tubes using screen printing.

Machine profile:- Inline or offline

- Diameter range: 19–50 (60) mm

- Max. tube length: 215 mm

- Printing speed: up to 80 tubes/min

- Colors: up to 7; or 6 colors + 1 coating


RDA 16-240 – the solution for productive „high-speed“ tube production „The smaller, the cheaper!“ Even highly professional buyers of tubes are not wil-ling to budge from this perspective. It has to be right. After all, there is far less material in the tube! But people obviously intentionally ignore the fact that you need exactly the same equipment for the production of small tubes as you do for the production of big ones.

The solution for this dilemma, a pro-blem many tube producers face, is to increase both efficiency and speed of production. This is exactly the appro-ach used in this solution which is based on the combination of a BREYER extru-der with an AISA header and a //poly-type printing machine as well as a cap fitting machine. The interaction of the high-speed machines makes it possib-le to realize an in-line production speed of up to 240 tubes per minute (depen-ding on the tube diameter). With the RDA 16-240 & the T80 printing unit is it possible to run the line with diame-ters in the range of 13.5 mm to 40 mm. With the T91 printing unit from Polytype the tube diameter 50 mm is as well possible.

The high-speed dry-offset printing machine RDA 16-240 from //polytype, equipped with a T80 printing unit, is excellent in this respect. This printing unit designed especially for small tubes contains multiple features which increa-se productivity. For example, options for fast design changeover and automatic printing unit cleaning as well as lever ink fountains. The magnetic plate cylin-ders and the fine adjustment of the coa- ter rollers also help increase the speed of the design changeover. The extrac- tion of vaporized ink helps keep the in-side of the machine clean.

A tube is only complete if it also has a cap. The RHM 300 from //polytype is just the machine to apply caps to tubes at a speed of up to 300 pieces/minute. All standard operations such as tamper evident membrane application, snap-on cap application with orientation to the design or screw-on cap application are fully mastered on this machine. It can even handle difficult long and/or tapered caps with ease.

With this in-line concept, it is now pos-sible to satisfy the requirements of the most demanding customers. Smaller can indeed be cheaper ...

RDA 16-240 left side with the T80 and on the right side with the T91 printing unit


The new 9-color printing couple on the RDA 16-200 In short: the new 9-color printing couple «M91» from //polytype – better, more stable and faster!

Although new printing technologies such as flexography and digital printing are making inroads into the cosmetic tube decoration landscape, dry-offset printing is, and will remain, the most cost-effective way of decorating tubes, especially with medium to large batch sizes. This is why this printing technology will remain important in the decoration of plastic tubes.

Regardless of its cost advantages ho-wever, dry-offset printing is very much under pressure to meet increased mar-ket requirements higher quality and lo-wer decoration cost. Greater stability, faster changeover times and better printing quality are exactly the impro-vements behind the development of the M91 printing unit.

A shorter design changeover time is mainly achieved thanks to the auto-matic printing rollers washing system, the lever ink fountains and the lever pre-inking program. Even more time can be saved by using magnetic plate cylinders and a second set of lever ink fountains. The M91 printing unit from //polytype also brings significant be-nefits when changing formats. The au-tomatic printing unit adjustment is an option, which reduce the time for a dia-meter changeover.

A constantly outstanding print quality, even in case of long production runs, is possible due to the more stable design of the whole printing unit. Fine tun-ing also makes it possible to find the exact pressure for ink application from the applicator roller to the plate roller.

And not least, the ninth inking unit on the M91 printing unit extends the co-loring possibilities in dry-offset printing. Nine colors are naturally more than just eight – and sometimes it is precisely this one extra color you need for the perfect design.

The M91 printing unit from //polytype thus opens up new possibilities and im-provements in the higher quality, yet cost-effective decoration of cosmetic tubes to fully satisfy the requirements of today’s market.


The „offset printing process“ on the Linearis, a big step forward … It was about a decade ago that flexography found its way into the decoration of cosmetic tubes. This was the first time it had been possible to print photorealistic pictures on round tubes. Even today, this is the standard to be measured against in terms of printing quality and range of color.

But the bar has now been raised consi-derably with the newly available print-cure-print offset process for cosmetic tubes. This is particularly the case in the area of printing quality, printing options and productivity.

Before having a detailed look at the ad-vantages, it is useful to quickly look at the various analog printing processes below with which cosmetic tubes can be decorated today. This should make one thing in particular clear: In terms of processes, print-cure-print offset prin-ting is to be compared to flexography and not to dry-offset printing which has been known for decades. >>


In the above picture, the comparison between flexography and print-cure-print offset summarizes the advanta-ges of the latter process. This printing technology which is now available for the first time, not only extends the pos-sibilities available in photorealistic prin-ting but is also an excellent way of in-creasing productivity and thus lowering decoration costs. This printing techno-logy can be used in combination with screen printing and hot stamping to ob-tain exceptional results.

This means that the following state-ment applies in full: Offset printing from //polytype is a new and unique deco-ration process for cosmetic tubes with which you cannot only satisfy top de-mands as far as printing quality is con-cerned but which also guarantees op-timal productivity. In combination with screen printing and hot stamping, this results in never-ending possibilities for the cost-effective decoration of cos-metic tubes.


Higher Productivity


Higher Printing Quality Printing Quality

ProductivityFast and easy colour adjustment on theink fountain

Easy and fast adjustment of the printing pressure

Longer life expectancy of printing plates. No change of printing plates necessary during long production jobs

Sharp letter print without halo effect

Stable dot size with less dot gain

Colour stability, also for long production jobs

Higher resolution of 180 LPI

Graduated print from 100% to 0% not possible

Ink with better opacity

General colour adjustment only throughthe changing of printing plates

Short life expectancy of printing plates for half tone printing, this means frequent changing of printing plates

Letter print with halo effect

Variable dot size with greater dot gain

Colour stability depends on the use of theprinting plates

Resolution of 150 LPI

The future of decoration: Linearis with offset

Process Offset Process Flexo

Graduated print from 100% to 0% with anink fountain separator

Ink with good opacity


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ASIA

Wifag-Polytype India Marketing Private Ltd. New Delhi/India

Polytype Asia Pacific Co., Ltd. Chachoengsao/Thailand

AMERICA

Polytype America Corp.Mahwah, NJ/USA

SWITZERLAND

WIFAG-Polytype Holding AGFribourg/Switzerland

WIFAG-Polytype Technologies AGFribourg/Switzerland

Polytype AGFribourg/Switzerland

ITALY

OMV MACHINERY S.R.LParona-Verona/Italy

BULGARIA

Mechatronica AGGabrovo/Bulgaria

Polytype AG26, route de la GlâneCH-1701 Freiburg/Schweiz

Telefon +41 26 426 11 11Telefax +41 26 426 11 12

[email protected]

„red ocean“ or „blue ocean“ – what is the right strategy ... · customer magazine 17 /...

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