Product Lifecycle
Shorter Product Lifecycles: The Digital Print Solution In response to these changing times, brands today must be extremely agile and responsive. Their offerings must be refreshed often, showing not only innovation and creativity, but a desire to engage and connect with consumers. Above all, the pressure on brands to get to market quickly is stronger than ever before. The product lifecycle has changed dramatically, with speed to market increasing by over 70% over the last several decades. Brands must keep up, or risk being left behind.
A comprehensive solution Digital printing is becoming increasingly attractive to brand owners because it offers production flexibility, a versatile substrate range, customization and shorter delivery times. Quality and versatility Digital printing has the challenge of meeting all the established quality and application expectations of traditional offset and flexo processes, and does so flawlessly, albeit with a very different printing process.
Productivity gains can be made from the automated workflows that digital printing boasts and lead times are greatly reduced from those of traditional printing processes. Though traditionally thought of for lower volumes and/or multiple SKU’s, digital printing can be a great solution for traditional offset users with unique one-off projects or promotional campaigns. Another way to demonstrate the flexibility of this technology is through the marketing possibilities that customers and brand owners can take advantage of. Digital press platforms can have different designs
Product lifecycles are getting shorter 2,25 Years
1980’s
2,25 Years
1980’s 1990’s
1,67 Years
1990’s 2000’s
1,67 Years 1,08 Years 1,08 Years
2000’s Today
0,62 Years 0,62 Years
Today Tomorrow
8
Tomorrow 0
100
200
300
400
500
600
700
800
900
0
100
200
300
400
500
600
700
800
900
Source: Colgate-Palmolive business analysis
Launch
Replenish
Phase Out
Source: Colgate-Palmolive business analysis
Launch
Replenish
Phase Out
