Supply chain disruptions, increasing automation and the advance of digitalization are just some of the trends that are fueling lasting changes in the working environment in production and logistics. Transport packaging no longer just needs to be functional and protect the products being transported. It is also used to get advertising messages across and is expected to meet sustainable criteria. People, machinery and workpieces are networked with each other, and processes are becoming faster, more individual and more efficient. At the same time, requirements regarding documentation and occupational safety are becoming increasingly stringent. Our products and consulting services in the Industrial & Packaging division help prepare our customers for these new challenges.
In 2022, market and customer-related functions such as sales, marketing and category management were integrated in the I&P division across the various sales brands. For example, the division is present in the European market with the following activities:
- Up to now, the sales brands KAISER+KRAFT and ratioform have operated individually in the market. While KAISER+KRAFT as an omnichannel retailer offers products for plant, warehouse and office equipment, ratioform specializes in the sale of packaging solutions to corporate customers. In 2022, the connection between the two brands was highlighted through co-branding as part of the integration of the division. In the course of 2023, a relaunch with a merger of the two brands is planned in order to realize even broader, solution-oriented offerings for customers and more efficient marketing processes. The new brand will be positioned as a Core brand in continental Europe with a focus on comprehensive service and exceptional quality.
- In addition, transaction-oriented, price-sensitive customers will be addressed through Value brands such as BiGDUG. As a product specialist, BiGDUG’s offerings will be positioned similarly to that of the Group's Core brands, but with an even more focused product range. In their market positioning, Value brands emphasize digital channels and easy ordering processes for the customer at a lower price point.