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Hot Times for Tubes

By: Jeff Falk
Posted: March 5, 2007, from the March 2007 issue of GCI Magazine.

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It begins with understanding customer needs and working closely with them to ensure ideas and expectations for a package are realistic and goals are achievable.

“Usually, Seidel works in close cooperation with cosmetics companies,” says Frank Beinborn, manager of marketing for Seidel GmbH + Co. “Of course, the earlier our engineers join the conception of a new product packaging, the more chance they have to bring in their own expertise. Often, customers ask (about) the feasibility of their new packaging ideas, which our engineers can check quickly. In this stage of the development process, they develop alternative solutions (if) they find out that an idea can not be produced as originally planned.”

“I think, as a company, you have to be flexible,” says Tristan Wallack, after sales and marketing manager, Norden Machinery AB, a division of the Sirius Machinery Group.  “There are quite a few competitors out there that simply are not flexible. They will turn down projects if it means they would have to take the time to design a solution. But I think what makes us special is that we don’t just react to the trends. We help create trends. If you want to stay ahead you need to come up with new concepts that customers will be interested in and are beneficial to the tube filling process.”

A trend, in fact, is a concept that reverberates through conversations with tube suppliers as through a vast auditorium. Not simply following trends, but pushing, facilitating and creating them, looking strategically at processes and markets and forging new methods to generate rewards for both supplier and customer. World Wide Packaging, for example, has evaluated how and where tubes are being manufactured, and the company’s reaction to the results has proved to be a boon.

“World Wide is a different business model than most tube manufacturers,” says Jeffrey Hayet, vice president for global sales, World Wide Packaging. “Ninety percent of everything we are producing for multinationals is custom—custom tube heads and closures. So, we attacked the market in a way that it’s never been attacked before. It’s been very, very successful. In 2006, when most manufacturers were flat in sales, our business, tube-specific, grew 300%. We’re projecting 2007 growth to be in excess of 300% again.”