According to latest market research reports, BOPP film industry is poised to grow well, riding on the growth in modern retail and growing consumption of packaged food and beverages globally. Industry estimates it to be close to 8 million tonnes by 2016, growing at 4-5% annually. Along with the growth of the industry, the number of BOPP film manufacturers is also increasing at a similar pace, thus making the competitive landscape tougher and tougher by the year.One way to survive in this tough competitive landscape is to identify niche products and then look to specialize in them.
Identifying niches is a function of both internal & external factors. It first starts with an external influence - an unmet customer need, which doesn't have too many solution providers, thus making it a niche segment. Then internally, the required solution is tested for its functionality and feasibility.
Once the niches are defined, companies then channelize resources to facilitate the internal preferential treatment. This includes R&D focus to develop the complete product line up, separate production lines designation, priority production planning and dispatch, differentiated pre and after sales service, and good marketing & PR support. Having test marketed the solution in an identified market; the company then expands its reach to other markets with similar needs. The company may also look at getting into exclusive arrangements with its supply chain partners for these products.
Let’s look at some of the speciality products that Cosmo has chosen to specialize in doing the aforesaid analysis.
Download document to read further on speciality films for packaging applications from Cosmo Films
