Strategy of a printing press


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Strategy of a printing press

  3. 3. STRATEGY FOR PRINTING PRESS ACKNOWLEDGEMENTThis project STRATEGY FOR A PRINTING PRESS is a resultof co-operation, hard work and good wishes of many people. Iwould like to thank our project guide Prof. VINODCHANDWANI for her involvement in the project work andtimely assessment that provided me inspiration and valuedguidance throughout my study. I am highly indebted to Dr. Mrs. Shakuntala A. Singh,Principal K.G. Joshi College of Arts & N.G. Bedekar Collegeof Commerce, for giving us an opportunity to do a project. Iwould like to thank Prof. Mr.D.M. Murdeshwar , courseco-ordinator, for his friendly guidance and constantencouragement. I would like to express gratitude towards my parents,teachers of K.G. Joshi College of Arts & N.G. BedekarCollege of Commerce, the library staff and college friendswhose co-operation, encouragement and efforts have helped mein giving the final shape and structure to the project. My thanks and appreciations also go to my college matesand to all those people who have willingly helped me out withtheir abilities. 3
  5. 5. STRATEGY FOR PRINTING PRESS INTRODUCTION Printing Press A printing press is a device for evenly printing ink onto a printmedium such as paper or cloth. The device applies pressure to a printmedium that rests on an inked surface made of moveable type, therebytransferring the ink. Typically used for texts, the invention and spread ofthe printing press are widely regarded as among the most influentialevents in the second millennium revolutionizing the way peopleconceive and describe the world they live in, and ushering in the periodof modernity. Printing is the making of lots of copies of the same document usingmovable characters or letters. Before the idea of printing, everythingpublished needed to be written by hand. Letters, newspapers, and evenbooks had to be copied by hand. Most of the time this was done bymonks. Soon, the monks, and everyone else, realized that handwritingeverything took way too long. People needed a way to make printingfaster and the printing press was invented. The printing press was invented in the Holy Roman Empire bythe German Johannes Gutenberg around 1440, based on existing screwpresses. The printing press displaced earlier methods of printing and ledto the first assembly line-style mass production of books. Asingle Renaissance printing press could produce 3,600 pages perworkday, compared to forty by typographic hand-printing and a fewby hand-copying. Books of best selling authorslike Luther or Erasmus were sold by the hundreds of thousands in their 5
  6. 6. STRATEGY FOR PRINTING PRESSlifetime. The printing press was also a factor in the establishment of acommunity of scientists who could easily communicate their discoveriesthrough the establishment of widely disseminated scholarly journals,helping to bring on the scientific revolution. Because of the printingpress, authorship became more meaningful and profitable. In today‟sworld Printing has become an Art form. STRATEGYAccording to Alfred D. Chandler – “Strategy is the determination of thebasic long term purpose and objectives of an enterprise and the adoptionof courses of action and allocation of resources necessary for carryingout these goals.”Strategy means art of general. Today, Strategy is used in business todescribe how an organization is going to achieve its overall objectives. Itis to decide as to which alternative is to be adopted to accomplish theoverall objectives of the organization.A Strategy helps in answering three main questions- 1) What is thepresent position of the firm? , 2) What should be the future position ofthe firm? , 3) What sould be done to attain the future position of thefirm?A Strategy is incomplete without 4 elements- 1. Goals 2. Scope 3. Competitive Advantage 4. LogicLet have a actual start of the topic …Strategy For Printing Press. I have acompany, Which covers the points of this topic. 6
  7. 7. STRATEGY FOR PRINTING PRESSViews of some Experts in the Strategy of Printing Press1) Digital printing is synonymous for short run, fast printing, so it mustbe marketed as such. We find a lot of success in being able to to turnaround jobs usually within a day and with almost offset quality.The first thing to do is to optimise your website with certain keywords orphrases that are particular to this question. Do not necessarily use theterm digital printing as it is a fairly jargon based term that we in theindustry tend to use. How about fast printing or quick printing, etc.All your marketing in terms of flyers, brochures, etc should emaphasisethe nature of digital printing and how it benefits the end user (quick turnaround, smaller runs, etc).Another fast growing area is in variable data. This essentially means thatthere is static images on the print as per conventional printing but withthe added benefit of individually adding text or numbers that change foreach print i.e. Invitations.Variable data seems to be the future in digital printing. We are alreadyseeing the results of it with our bills. All individually printed with ourdetails and usages. Explore the world of variable data and opportunitiesare abundant.2) Printers all over the world have seen declining business.I would start by talking with current and recent clients to find out whythey are using less of your services. Your company MUST understandthis before you can put together a new campaign to increase sales.Obviously, something has changed and your company has to respond toit.Maybe you need to offer different services. Maybe your customerservice is a problem.Whatever, you cant be very successful with growing the business untilyou know why it declined in the first place. 7
  8. 8. STRATEGY FOR PRINTING PRESS3) From my experience printing companies can be of two type (a) theones who work on volumes and can provide a cheaper deal or (b) theones who work on bespoke jobs and command a higher price. I have worked with both kinds - asking the former to print leafletsor flyers for me or asking the latter to create a 36 page, 210*297mm,400 gsm glossy brochure. If you really want to grow your business then I would suggestfirstly, divide your tasks into strategic and tactical tasks. Let me explain: On the strategic side - call a meeting with your management oryour team and conduct a gap analysis i.e simply ask two questions -where are we now? And where do we want to be? Link this gap analysis to a ansoff matrix strategyOn the other hand work on some tactical tasks: for example if you havean existing website use it like an online brochure - add all your productdetails, specs, prices and even types of formats available. Fish around - look what your competitors are doing, scan throughtheir websites, call for their brochures, see what new discount schemesthey are working on, improve time efficiency and provide a expressservice and charge a premium price for it... Do you provide a designing service? If not then start, as manycompanies opt for printing companies which provide this service... It allabout one stop shop service.. I am not sure which country you are from and what is your currentposition but what i can tell you is your gap analysis will help you deicdeif you want to penetrate or diversify... Once that is decided... Then itsaction time... Start with your tactical tasks and try improving all areas ofyour business... Just remember there is no magical formula to turnaround things... So give it time and considerable planning... 8
  9. 9. STRATEGY FOR PRINTING PRESS Thomson pressThomson Press has been in operation for over 40 years and is part ofthe India Today Group a major multimedia company having interestsin printing, publishing, internet, television and radio.Thomson Digital is among the leading global service providers in Indiafor end-to-end Content Creation, Content Processing andConversion for Publishers Worldwide. It is part of a 4 decades oldcompany which is a diversified group and a known brand in the mediasegments. Our larger group is known as the "India Today Group". The Largest Commercial Printer in South Asia Offers both Printing and Typesetting services Having four Printing Units, two Repro Units and a Typesetting Unit Sales Offices in major Indian and International locations Has won numerous Prestigious Awards Thomson Press is a member of two prestigious world bodies GATF and PIRA. (Graphic Arts Technical Foundation & Physics Instructional Resource Association) 9
  10. 10. STRATEGY FOR PRINTING PRESS Business of Thompson Press OWN Brands – INDIA TODAY, Business Today, Travel Pl us, Money Today. Subsidiaries – Television Today network, Aaj Tak, Tez, Headlines Today, Dilli Aaj tak, Meow FM. Joint ventures – LMI, MAIL TODAY, HARPER COLLINS. Operated - National Capial Region & Chennai. It ia a Limited Liability company, founded in 1975 having its main office in New Delhi. Its main industry is of Publishing, Broadcasting & Internet. It employees more than 4000 employees. Strategic initiatives / strategy OfTHOMPSON PRESS QualityThey are an ISO 9001:2008 (Quality ManagementSystem) and ISO 27001:2005 (Information SecurityManagement System) certified company, wherequalified processes and systems are adhered to, withfocus on their constant enrichment. 10
  11. 11. STRATEGY FOR PRINTING PRESSThe company has a four-tier Quality Management Structure:Core Production - Right The First Time (RTFT) is a practiced wayof life at Thomson. Here Kaizen practices and Quality Circleforums enable grass-root-level participation and build a culture ofcooperation and positive thinking for performance and qualityimprovement. Open upward communication is encouraged throughSuggestion schemes.In-process Quality Control or Peer Review – Produced output isvalidated against product-specific requirements through thesemeasures. Process Quality - Process study, analysis of data, and process improvement are done using Statistical Quality Control tools. Corporate Quality - Gap Analysis audits are conducted to review compliance with the standards and procedures to be followed. The Deming Cycle of Plan-Do-Check-Act is followed for standardization and improvement. Rewards & Recognition for the best performers - groups and individuals - is periodically organized. 11
  12. 12. STRATEGY FOR PRINTING PRESS They have also inbuilt Six Sigma data-driven methodology for process improvements and as a pioneer in this, they embarked on their journey of achieving Six Sigma in March 2001. For them, at Thomson, process quality certifications are just one of many things. Quality at Thomson emanates from everything we do – our products, our services, our processes, our structure, our attitude, our culture, and our people.Resources/ infrastructure partThomson digital has multiple lease lines for the smooth and continuousfunctioning. This insures against any breakdown and support timely upload anddownload of data without any time loss.They also have their own FTP server based locally in our datacenters and inChicago (US) datacenter for quicker accessibility, which allows easy access toinformation round the clock.Backup facilityThey have a dedicated server for backup at the main production unit.These backups are maintained on daily/ weekly/ monthly basis. Thisallows easy retrieval of data. Along side a backup is also maintained onan additional server, which doubly ensures the backup security.Disaster recovery plans Dedicated high bandwidth inter unit connectivity through owned OFC cable connectivity Real time data backup with 24 – 48 hrs disaster recovery plans Offshore data storage facilities 12
  13. 13. STRATEGY FOR PRINTING PRESSVirus prevention & detectionAutomatically updated anti virus software for all nodes and servers onhourly basisSecurityThey have strict security and safeguards, and procedures forunauthorized access to customer‟s data. Safety of the customer‟s data isof prime importance to us. At Thomson digital we are able to maintainthe required checks, as we are located in a Regulated zone and haverestricted materials movement. Our business units also plan to attain theISMS certification. Physical Security is through the stringent checks by trained security guards, round the clock. ISMS: ISO 27001: We hold ISMS ISO 27001:2005 and comply with regulatory requirements for Digital Data Processing and Allied Services Disaster Recovery Plan is in place and circulated to relevant people.Storage of confidential dataClosely monitored and restricted data handling by authorized personnelPeopleThomson Digital has one of the largest pools of more than 1500 skilled,dedicated, and motivated and technically qualified workforce. 13
  14. 14. STRATEGY FOR PRINTING PRESSThe Marketing Strategy should be for a Printing Press-How many at the latest IPEX asked a fellow printer for a business cardand got the age-old reply, "too busy to print our own cards"? Printers,marketing is the key in this economy and economic environment. Readonward to see why and oh, yes, please print some business cards... Marketing Strategy for SuccessAll organisations in the Printing Industry need aMarketing Strategy to be successful.Marketing is the process of planning and executing the development,pricing, promotion and distribution of products and services to targetedcustomers. Using this standard everyone in your organisation isultimately involved in marketing in some way, not just some narrowlydefined "marketing department." Marketing-oriented organisations focus like a laser beam oncustomer needs and wants. They anticipate demand. They enlargedemand through promotions and advertising. Then they satisfy thatdemand. Unfortunately, too many companies either do not understand thisbasic principle or lack the resolve to see their strategies through tocompletion. In fact, many businesses start thinking about marketingcampaigns only after sales have begun to sag.Other reasons why marketing plans fail:No sense of the future. Successful marketing is an `investment` inyour organisations future. Be creative. Focus on new opportunities.Always think of new ways to enhance exposure for your product.No measurement of results. Like any other initiative, marketingprojects must be tested and measured. To measure results, assignsomeone to capture sales and customer information and give themaccess to all revenue and expense data. Once results are measured,analyse them and share them throughout the organisation. Then spendmoney on what generates the best return.Too much interference. Some CEOs approve a marketing plan, theninsist on constantly making adjustments. Sometimes, the best approachis to wait until marketing efforts can be suitably measured and then fine- 14
  15. 15. STRATEGY FOR PRINTING PRESStune the plan. Constant meddling only distorts results and demoralisesthe people in charge of driving the campaign. For some printing industry organisations, maintaining a full-blown marketing department may be too costly and impractical to justifyitself. One option in these circumstances is hiring a `professional`marketing consultant to ensure that your product meets customerdemands the way it should.We suggest the following to ensure getting the most out of a marketingconsultant:Start with clear goals. Define what you want from him or her, and`do not` hold things back. Keep in mind that no one understands yourcompanys culture or history as thoroughly as you do. Offer all thedetails you can so the consultant has more to work with.Do not leave the consultant dangling. The marketing consultant youhire is a technical expert; he or she uses specialised tools to solve theproblems you know intimately from your day-to-day business dealings.If you take the time to work together, youll see better results than if theconsultant is left trying to figure out everything on his or her own. Effective marketing doesnt come naturally to most businesses.When reaching out to customers, many companies describe what theproduct/service is, explain their product better, and then explain to thecustomer why they should buy it. This is also how most salespeoplemake sales presentations. All too often, however, they leave out the partabout how the product benefits the customer. But the only time thecustomer is ever interested is when you tell him how the product willimprove his life.Of course, its impossible to highlight your products/service benefits ifyou do not know what your customers want. Thats where marketresearch comes in.Step one in market research is determining what you genuinely need tofind out. Are you considering entering a new market? A new marketarea? A new product line mix? The kind of information youre after willinfluence the type of research you want to do. 15
  16. 16. STRATEGY FOR PRINTING PRESSOther key questions for what has to be strategy formed for printingpress:Whats the current size of the market?How fast is it growing?How can we hope to reach it? Can the market be segmented into targeted customer groups? What makes our product distinctive among others in themarketplace? What types of people buy our product or service? Whats most important to buyers when choosing a product (price,quality, delivery time, etc.)? What do customers like about our competitors products thatwere not offering? 16
  17. 17. STRATEGY FOR PRINTING PRESSOther points include in Strategy- The Marketing Plan The Customer focus i.e. knowing customer needs & satisfying them A marketing-oriented print CEO works hard at intimately understanding the customers needs. Broadly speaking, these needs fall into three categories:  How to increase productivity ?  How to reduce the cost of doing business ?  How to improve their competitive status ? Direct marketing & Direct offer 17
  18. 18. STRATEGY FOR PRINTING PRESSA Foreign Collaboration Strategy being implied leads tocreate a well organized powerful technology Heidelberg in choosing Ricoh as its partner for re-entry into thedigital printing business has been a very astute and excellent decision.The Ricoh C901 Graphic Arts Edition press is an excellent press that isreally challenging the established players in the market for both speedand quality. While Ricoh has a great distribution channel into theenterprise and office markets for both sheet fed and continuous feedprinters and presses, it has a limited presence in commercial printing.This provides a great opportunity for Heidelberg to use its worldwidedistribution as the leading supplier in the commercial printing industryto really establish itself as a key digital player. Heidelberg will alsomove slowly into the market as it develops its expertise and offerings. Itis not aiming at the specialized personalization markets of sophisticateddirect mail leaving these to other suppliers, but it will no doubt offersoftware to allow its customers to handle personalization of output.Initially it will partner with Ricoh for service while it builds up expertisein key markets. It will however adopt the usual digital printing practiceof click charging for prints, and will provide Saphira toner for thepresses.The agreement with Ricoh should not however just be looked at for justthe initial offering. Heidelberg and Ricoh see this as a long termpartnering agreement where Heidelberg will work with Ricoh on thedevelopment of future presses to expand the product range, perhapsincorporating Heidelbergs expertise in paper handling and color control.One must also look ahead to think what may happen. Ricoh is a keyplayer through Ricoh Infoprint in the high-speed continuous feedmarket. 18
  19. 19. STRATEGY FOR PRINTING PRESSThere involve more strategies namely – Stability Strategy Internal/ External Growth and Expansion Strategy Retrenchment StrategyInternal Growth Strategy include mainly– Intensificaion Strategy Diversification StrategyExternal Growth Strategy include mainly– Merger/ Amalgamation Takeover Foreign Collaboration/ Joint Venture Modernisation Self- Financing TurnaroundThis some strategies are again divided into sub- Strategies. 19
  20. 20. STRATEGY FOR PRINTING PRESS ConclusionFrom the above Project, we get to know the facts about Strategy forPrinting Press as – Introduction to Printing Press and The term „Strategy‟ Strategies/ views of Experts for Printing Press Live Examples- Strategies implied by Thomson Press Foreign collaboration strategy implied for condition We get to know that, a Strategy is a determination or a start fora product, which should be formulated, evaluated & implemented for thepurpose of fulfilling the expectations of the organization like profit,customer satisfaction, and so on i.e. objectives. Rather than its opposite. It is necessary to adopt courses of actions with allocation ofresources. We should implement also and implement a correct choicebetween the alternatives. It is necessary also to experiment on strategies. 20
  21. 21. STRATEGY FOR PRINTING PRESS WEBLIOGRAPHY1. http://en.wikipedia.org2. http://www.marketingprofs.com3. www.thomsonpress.com4. www.securities.com5. www.whatheythink.com6. 21