Г. В. Мозгова, А. О. Смоляга
ІННОВАЦІЙНИЙ ВПЛИВ МІЖНАРОДНИХ ГАЛУЗЕВИХ ВИСТАВОК НА РОЗВИТОК РИНКУ ГНУЧКОЇ УПАКОВКИ В УКРАЇНІ
Стаття присвячена дослідженню та визначенню основних напрямків розвитку ринку гнучкої упаковки в світі та в Україні; процесу впровадження європейських і світових пакувальних тенденцій в українських реаліях за допомогою впливу виставкових галузевих заходів. Для досягнення мети розглянуті особливості і роль ринку упаковки, значення пакувальних матеріалів у розвитку світового господарства, маркетингова сутність гнучкої полімерної упаковки, її переваги у використанні, а також стан і розвиток індустрії м’якої упаковки в Україні. Визначено шляхи розповсюдження дифузії світових пакувальних тенденцій на український ринок упаковки, зокрема використання галузевих виставок як маркетингового інструменту політики комунікацій промислових підприємств. Наведено сучасні актуальні фактори розвитку європейської та світової пакувальної індустрії та визначено основні проблеми застосування таких інновацій на ринку упаковки України, а також можливі перспективи впровадження світових тенденцій українськими виробниками гнучкого пакування.
Ключові слова: маркетингові комунікації; промисловий маркетинг; виставки; ринок упаковки; гнучка упаковка; інновації; екологія.
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2. Кривошей В.Н. Упаковка в украинских реалиях / В.Н. Кривошей. – Львов : Украинская академия печати, 2017. – 288 с.
3. Сучасні тенденції на ринку гнучкої упаковки [Електронний ресурс] – Режим доступу: http://machouse.ua/press-center/s3/publications/covremennye-tendentsii-v-hibkoj-upakovke.html
4. От сырья для производства гибкой упаковки до вторичной переработки и утилизации [Електронний ресурс]. – Режим доступу: http://www.packaging.com.ua/content/5291
5. The Association for Packaging and Processing Technologie – портал новин про світові тенденції ринку упаковки [Електронний ресурс] – Режим доступу:https://www.pmmi.org/business-intelligence/industry-reports?year=2018
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7. Офіційний сайт виставки пакувальної індустрії FachPack [Електронний ресурс] – Режим доступу: www.fachpack.de
8. Новини і основні тенденції світового ринку упаковки [Електронний ресурс] – Режим доступу: https://www.fachpack.de/en/news/industry-news
9. 6 мифов об экологии, в которые пора перестать верить [Електронний ресурс] – Режим доступу: https://www.adme.ru/zhizn-nauka/6-faktov-ob-ekologii-kotorye-okazalis-mifami-1611715
G. V. Mozgova, A. O. Smolyaga
INNOVATIVE IMPACT OF INTERNATIONAL SPECIALIZED EXHIBITIONS ON THE DEVELOPMENT OF THE FLEXIBLE PACKAGING MARKET IN UKRAINE
The article is devoted to the research and determination of the main directions of development of the market of flexible packaging in the world and in Ukraine; to the process of implementation of European and world packaging trends in Ukrainian realities through the influence of exhibition industry events. To achieve the goal, features and the role of the packaging market, the importance of packaging materials in the development of the world economy, the marketing essence of flexible polymer packaging, its advantages in using, the state and development of the soft packaging industry in Ukraine were considered.
Today, the packaging industry is one of the most important business areas around the world. Each product gets to the consumer or place of its use in the package. At the same time, packaging products are used for almost any product. Therefore, it significantly depends on the state of their production and consumption in the regional markets. Consequently, it can be argued that the Ukrainian packaging market is under the influence of global factors in the development of the world economy.
In order to meet the demand of the external market and at the same time to be competitive, national companies need to take on the experience of international, in particular European packaging companies. In Europe, the packaging market is developing dynamically and it began to be actively formed much earlier than in the territory of the former USSR. The article defines an imbalance between the Ukrainian and international packaging market, and identifies specific problems of the industry on a national scale.
Since independence, the attitude of producers, sellers and consumers towards packaging has changed in Ukraine. Now the Ukrainian packaging has a functional application, and the consumer of the product knows all its economic, ergonomic, environmental properties, the period of its storage and use. This was due to the emergence in the country of modern packaging, made of modern materials, in most cases also Ukrainian production. Instead, high-quality packaging is produced using the technological know-how and equipment of world leaders of foreign companies. In this case, it is often necessary to apply imported raw materials.
Now in the conditions of competition, the Ukrainian packaging market began to focus on the trends of world packaging markets, in particular on European ones. In Ukraine, the predominance of ideology of marketing over the ideology of increasing the volume of production, regardless of its market demand, began to emerge. This has resulted in an increase in packaging production and the emergence of thousands of different types of packaging from modern packaging materials using technology and equipment from world leaders.
One of the important advantages of packaging in the current markets is its variety in all possible aspects: form, size, materials, mass, color, technology, etc. An objective assessment of packaging from various materials in relation to its economic and environmental attractiveness gives a comparison of material consumption and energy costs for its production per unit of packaged products. The best grades have a flexible package.
In the group of soft polymeric packaging of single-layer films made of polyethylene and polypropylene, multilayer (3-8 layers) of various polymers, aluminum foil, paper, decorated with flexographic or rotogravure printing, in Ukraine there are up to 100 enterprises of different production capacity, but it is possible to allocate the main players of the market.
The main Ukrainian manufacturers of flexible polymer materials and flexible packaging:
1. Volyn region: Lutskhim.
2. Khmelnitsky region: Sirius Extrusion.
3. Zhytomyr region Grief: Flexibles Ukraine.
4. Kherson region: Almateya.
5. Kyiv region: Tandem, Ithac, Pentopack, Aventine, Plastmodern, Ukrplastik.
6. Dnieper region: Mega Pack MonoPack.
7. Kharkiv region: Deltana, Nargus, Aris.
An important competitive factor in the packaging market is its safety. The problem of production, regulation and control of safety and quality of products is directly related to the system of technical regulation in Ukraine.
The organizational and normative basis of the system of technical regulation in Ukraine does not meet the requirements of a market economy, the main provisions of the legislation of the European Union and the World Trade Organization, and as a result does not promote economic competitiveness, complicates the introduction of new technologies and innovations, does not fully protect the Ukrainian market from low-quality products and hinders the international exchange of goods.
Ukraine has not yet formed and no declared state policy in the field of packaging. Ukraine's packaging industry is self-regulated in a market economy with the help of information support of several professional associations.
The development of international economic relations should force national packagers to introduce European and world standards and innovative packaging solutions in order to maintain and enhance competitiveness on both the domestic and foreign markets.
The world packaging industry is one of the largest, diversified and competitive sectors of the global economy that is developing rapidly and steadily.
In the future, the greatest growth will be observed in the sectors of packaging for food and beverages. This is facilitated by technological innovations, changes in the cost price of products, environmental initiatives. But one of the most important reasons is the increase in the middle class and the growth of incomes in developing countries.
Raising living standards leads to an increase in consumption of consumer goods, as increased use of packaging for these products.
For the world packaging market, it is important not only how quickly technologies are improved for the production of packaging and packaging products, but also how quickly they are diffused.
Thanks to modern communications, opportunities for regular exchange of technological developments at world exhibitions, manufacturers of packaging equipment open up new markets and opportunities for themselves.
The development of packaging in the world depends on the demand for it, which is constantly increasing. The reason for this is globalization as a kind of economic integration between companies and countries, which leads to the merger of individual national markets into one global market. Its catalyst is international trade. As a result, consumers in a variety of regional markets are faced with numerous new products and their packaging. In such conditions, globalization incives manufacturers of packaging products to find innovative technological solutions aimed at increasing competitiveness not only on the national but also on external markets.
In Ukraine there is a small number of national manufacturers of flexible packaging, so the main players will set trends to the entire Ukrainian packaging market, while pursuing their own economic motives and in order to meet the demand abroad.
One of the ways to take over the experience of international manufacturers and learn about the latest developments in the field of packaging is international exhibitions. They are a powerful marketing tool in the industrial market.
For Ukrainian manufacturers of flexible packaging the most relevant are international European industry exhibitions. It is in Europe that significant exhibition events are devoted to the packaging industry and technology. For Ukraine, the European market is currently the most attractive in terms of export development, and European exhibitions can reach a huge number of potential consumers. If the firm is aimed at developing and increasing its competitiveness, it must be present at sectoral exhibitions, thus changing and shifted the entire national market.
At the time of the writing of this work, the latest closing event in the field of the packaging industry was the FachPack - September 25-27, 2018.
According to the materials provided by the organizers of the exhibition, about two thousand exhibitors of various sizes took part in the event, including Ukrainian companies Aris and Aventine. The exhibition was attended by 45,000 participants, including representatives of both small and large industrial businesses.
On the FachPack exhibition site, the main trends that have emerged at this event are in open access:
minimization of material and energy resources in packaging production for many years will determine the competitiveness of the business as the main trend in the development of modern packaging;
increasing the informativeness of the package and the convenience of use make the relationship between consumers and the producer of the product understandable and trustworthy;
the safety of packaging for humans and the environment at all stages of its life cycle is a guarantee of improvement of the life of the population and a thrifty attitude to natural resources;
the individualization of goods and products remains relevant;
the attention is paid to the means and technologies of utilization of packaging from polyethylene, polypropylene, PET, foil;
open to everyone: in the design of flexible packaging there is an increasing number of transparent windows, cutouts, through which one can see or feel the product to the end user;
the use of natural, natural texture in the design of flexible packaging, the widespread use of craft paper.
As a result of the research demands of consumers of quality characteristics of packaging, noted the emergence of “mythical” trends that are set unsubstantiated and often technically incorrect beliefs visitors, such as environmental, biodegradable packaging, and also false claims of “less harmful” material. The problem is that people have realized the negative impact of their activities on the planet, but they are involved in superficial propaganda on the issue of environmental friendliness, without deepening the technical aspects of this issue.
The main mistake of packaging consumers is the belief in the thesis that paper and bioplastics are more environmentally friendly than plastic. People, who are relatively indirectly connected with the packaging industry, believe that the paper package is more environmentally friendly, because it decomposes faster than plastic. But nobody thinks about how cardboard and paper production affects the nature, which pollutes water bodies and causes deforestation.
Bioplastics is made from a material of plant origin, which is actually relatively quickly decomposed. But this process occurs only under certain conditions. In the European market, trends in bioplast packaging development will be justified and in fact relevant, but as far as Ukraine is concerned, there are currently no conditions for thoroughly sorting and further processing of packaging waste. In this case, the whole nature of the so-called biopacket is lost - they are not able to decompose on the general landfill next to other materials.
In the domestic market of Ukraine, not all European trends will be relevant and feasible in the implementation due to deficiencies in the state regulation of the packaging industry and the unsatisfactory state of the regulatory framework, especially as regards the sorting and processing of garbage. If the Ukrainian producer is more focused on exports to developed countries, the trend towards biodegradable materials can significantly increase the company's profitability.
So the ways of diffusion of world packaging tendencies on the Ukrainian packaging market are determined, especially using of exhibitions as a marketing tool of the communications policy of industrial enterprises. The actual factors of development of the European and world packaging industry are presented. The main problems of application of such innovations in the packaging market of Ukraine are determined. Also, possible prospects for the implementation of world trends by Ukrainian manufacturers of flexible packaging are determined.
Keywords: marketing communications; industrial marketing; exhibitions; trade shows; packaging market; flexible packaging; innovation; ecology.
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2. Kryvoshej V.N. (2017), Upakovka v ukraynskykh realyiakh [Packaging in the Ukrainian reality], Ukraynskaia akademyia pechaty, Lviv, Ukraine.
3. An article from the MacHOUSE printing company blog (2018), “Modern trends in the market of flexible packaging”, available at: http://machouse.ua/press-center/s3/publications/covremennye-tendentsii-v-hibkoj-upakovke.html (Accessed 15 November 2018).
4. Electronic publication about the Ukrainian packaging industry (2018), “From raw material for the production of flexible packaging to the recycling and disposal”, available at: http://www.packaging.com.ua/content/5291 (Accessed 17 November 2018).
5. News portal about world trends in packaging market (2018), “The Association for Packaging and Processing Technologie”, available at: https://www.pmmi.org/business-intelligence/industry-reports?year=2018 (Accessed 16 November 2018).
6. Marketing reports and consulting of the packaging industry, available at: https://www.smitherspira.com (Accessed 16 November 2018).
7. Official website of the FachPack Packaging Industry Exhibition, available at: www.fachpack.de (Accessed 16 November 2018).
8. News and main trends of the world packaging market (2018), available at: https://www.fachpack.de/en/news/industry-news (Accessed 16 November 2018).
9. An article from the portal about advertising and creativity (2018), “6 myths about ecology, which it's time to stop believing”, available at: https://www.adme.ru/zhizn-nauka/6-faktov-ob-ekologii-kotorye-okazalis-mifami-1611715/ (Accessed 17 November 2018).
№ 11 2018
Дата публікації: 2018-11-30
Кількість переглядів: 54