mercredi 2 septembre 2009

Anti-Counterfeit Packaging: Market, Holography and Colour-Code Particles

The global anti counterfeit packaging market is expected to be worth US$79.3 billion by 2014, growing at an estimated CAGR of 8.6% from 2009 to 2014. Bar code forms the largest market segment; and is expected to reach US$26 billion by 2014. However, as the bar code market is attaining maturity it is growing at a very low CAGR of 0.4% for the same period. RFID market has the highest growth potential and is expected to grow with a CAGR of 20.2% for the same period.

North America is the largest segment in the anti counterfeit market and is expected to reach US$49 billion by 2014, accounting for nearly 62% of the revenues growing at a CAGR of 6.8%. Asia is the second largest market and is expected to reach US$14 billion by 2014 with a highest CAGR of 19.7% .

A Genetic Fingerprint in Colour-Code

Like a genetic fingerprint, SecuPack, developed by 3S Simons Security Systems GmbH, can be added to primary and secondary packaging as a legally binding counterfeit protection. Folded cardboard boxes, tubes and blister packaging of different materials secured with SecuPack enable on the spot authentication. Additionally, customary product security systems like seals, labels, holograms and closures can be optimised with the 3S technology.

The SecuPack 3S technology is based on the smallest micro colour-code particles, called SecuTag. SecuTags are made of melamine alkyd polymers, manufactured in different sizes ranging from 8 to 90 micrometers (μm). With the so-called sandwich method, the different colour components are layered on top of each other. The selection of the colours and their sequence make up over 4.35 billion individual company codes. If two or more colour-codes are combined, the number of possible codes is practically infinite. The layers are prepared with normal, ultraviolet or infrared colours and can optionally be provided with magnetic properties. The colour-codes are heat resistant up to 200ºC (392ºF) over a long period of time and up to 350ºC (662ºF) for a short time span. The particles also are resistant to organic solvents and chemicals, such as acids, bases and diluters.

Holographic Packaging The 6th "p" Of Marketing Mix ?

Inherent use of holography against counterfeit helps to build in levels of security and authentication – In reality, all products are subject to counterfeiting. Counterfeiting and tampering can undermine consumers trust in the quality and safety of a branded product, leading to a loss in market share.

Due to the inherent nature of the hologram, it prevents tampering and counterfeiting. Hence proper holographic packaging on consumer goods serves an important way for brand protection and also protection of the brand’s integrity. For e.g. In 1989, Glaxo welcome (then Glaxo) discovered that its ulcer-treatment drug Zantac distributed in the United Kingdom was being counterfeited. The dupe’s packaging was so good, said a Glaxo representative, that it literally took a magnifying glass to prove that it was counterfeit. To prevent this from happening again, Glaxo started using a holographic tamper-evident closure seal for packages sent to the UK and told users that the appearance of a hologram denotes authenticity.

Aucun commentaire: