OFFICE PAPER SUPPLIERS CHALLENGED IN A VOLATILE MARKET

Posted on December 17, 2009 by Opticom

Opticom International Research (Opticom) today announces the results from the third independent pan-European study evaluating “The Top Suppliers of Office Paper” in Europe.


The study ranks suppliers of office paper based on how well they fulfil the demands on a number of supplier- and service-related criteria as well as the loyalty towards the suppliers. The results are based on more than 4 000 interviews with professional end-users of office paper across seven countries in Europe.


The supplier index ranking list according to professional end-users (offices) looks as follows (number within brackets indicates 2007 year’s position):


Rank (2007) Company (group)
1 (NEW!) Fiducial
2 (5) Inapa (Group)
3 (2) Lyreco (Lyreco)
4 (1) Viking Direct (Office Depot)
5 (12) Antalis (Group)
6 (4) Office Depot (Office Depot)
7 (13) PaperlinX
8 (14) JM Bruneau (3 Suisses International)
9 (8) Igepa (Group)
10 (7) Papyrus (Group)
11 (11) Océ
12 (17) Xerox
13 (6*) Ricoh
14 (10) Staples (Staples)


To access the full news release click on the following link:
News Release – Top European Office Paper Suppliers 2009


For more information, or ordering of the study, please contact Marijn van der Sluijs at +46 8 50 3090 00 or Marijn [at] opticom [dot] se.

 

WE NEED TO RETHINK! CLEAR MESSAGE FROM THE SWEDISH FOREST INDUSTRY

Posted on November 30, 2009 by Opticom

Opticom International Research and Nordic Paper Journal presents the results from a new Swedish study surveying perceptions related to change readiness in the forest industry, which challenges the sector are meeting and how the future prospects are perceived.


In total 432 respondents working within the Swedish forest industry has participated in a web survey concerning the forest industry and its future. The survey was sent out via email by Nordic Paper Journal as well as being accessible on Nordic Paper Journal’s website. The survey was open for response during June-August 2009.


”The results from the Swedish study are very interesting and clearly shows that the industry needs to become more market focused, create a better environment for “thinking outside the box” and to achieve a higher level of innovation. There is however no lack of faith in the future and the majority still believe in the forest industry.” (Mikael Selling, Corporate Advisor & Partner at Opticom)

10 overall conclusions from the survey


1. The significance of the forest industry in Sweden will be reduced
• The majority, 61 % believe that the significance of the forestry industry in Sweden will be reduced.
• 38 % however consider that the decrease is temporary and that the industry will pick up again one way or another.


2. Increased market and customer focus is most important in order for the forest industry to be more successful
Responding to: Which 3 factors are most important to focus on in order for the forest industry to be more successful?

• 62% of the respondents consider that “increased market and customer focus” is most important for a forest company in order to become more successful.
• A “higher level of innovation” is coming in as number 2 with 59% of respondents.
• The third most important factor, mentioned by 53% of respondents is to “increase the utilization/usage of bi-products”.
• “Reducing costs” and “increasing productivity” are of course mentioned by respondents but are not among the top three.


3. The forest industry has too narrow a focus responding to: Which 3 factors are given priority by the forest industry today?
• Almost all respondents, 91% consider that “reducing costs” is the predominant factor that the industry focuses on today.
• On second and third place are “increasing productivity” and “mergers/acquisitions”
• The conclusion according to the survey is that the forest industry has too narrow a focus on production related issues, and hence market issues do not get the necessary attention.


4. The environmental debate is an obvious opportunity for the forestry industry
• 93 % of respondents see the environmental debate as an obvious advantage for the forest industry. This is a very interesting and important signal to the industry but also to opinion leaders, authorities, government and to the EU-commission.


5. The forest industry’s environmental communication can almost be described as a fiasco
• As many as 44% of respondents view the forest industries environmental communication as unsuccessful/without results which must be considered as a clear underperformance.
• Only every fourth respondent consider the forest industry’s environmental communication successful.
• It is worth noting that 30 % of respondents claim that the environmental communication is neither successful nor unsuccessful. If it’s not successful then it hasn’t left any impression and the money is practically wasted, which in turn means that the communication has failed.
• With these results as a reference it’s quite obvious that the environmental communication can almost be described as a fiasco.


6. The forest industry is faced with a permanent trend shift and the consumption of printing and writing paper is going to drop in Europe
• 76% of respondents say that the forestry industry is facing a permanent trend shift and the consumption of printing and writing paper is going to drop in Europe.
• There are however divided opinions as to whether the drop will be significant or not. Almost half believe that there will be quite a small drop whereas 42 % expect a sharp drop.


7. The forest industry is seen as technology and production orientated
• It’s absolutely clear that the forest industry is regarded as “production and technology orientated”. This is the perception among as many as 94 %.
• When it comes to “marketing and customer orientated” the picture looks different. Only 35 % agree with that statement.
• “The forest industry is an industry of the future” is still regarded as true statement by a majority – 55 %. Only 4 % consider it not to be!
• According to a majority of respondents the forest industry is not perceived as “open minded and creative”, and this is both unfortunate and troublesome.
• Only 19 % of respondents believe that the forest industry has “a high level of innovation”


8. The forest industry does too little to exploit the potential in cellulose fibre
• The majority (83%) think that the pulp industry should change its production in order to manufacture something else out of the cellulose fibre in addition to paper pulp.
• As many as 76% think that the forest industry does too little to exploit the potential in cellulose fibres.


9. A narrow majority see the forest industry as a good employer
• A narrow majority (52 %) sees the forest industry as a good employer and would promote the forest industry as an attractive employer to a friend or child.
• However, as many as 30 % would not recommend the industry to friends or family.


10. Many in favor of investing money in forest shares
• There are obviously many respondents who believe in a positive development for forest companies. As many as 70 % would consider investing in forest shares given the opportunity.
• Only 14 % say that they would not consider forest industry shares if they had money to invest. The result at least reflects that there is a clear belief in the future among respondents.

Conclusions and general reflections

• The forest industry is one of the most capital intensive industries and has invested in high technology production facilities. High capacity utilisation and cost efficient production is a fundamental key to maintain profitable operations and be competitive. That is why it is simply necessary that one is production and technology orientated. But, at the same time one must also be market and customer orientated and be highly innovative in order to survive the razor sharp competition in the global market and in order to be successful. This is where weaknesses within the industry can be seen; according to the survey, the industry is primarily focusing on cost cutting and efficiency measures and giving too little attention to market related matters and innovation. Here, the industry clearly has to rethink!

• There is no doubt that the industry must increase its market focus, create a better environment for “thinking outside the box” and to achieve a higher level of innovation. It is especially important to make use of the cellulose fibre for products other than just paper. There is great and unexploited potential here. This is particularly important since there is an expected drop in the demand for printing and writing paper in Europe due to a change in reading and media habits.

• The forest industry has a good environmental story to tell, but they have not managed to demonstrate this well enough in the debate. In this area there is still plenty to work on.

• In spite of the various challenges the majority of respondents in spite of everything see the forest industry as an industry of the future and the majority would tell their children that it is a good industry to work in.

• That there is faith in the future can clearly be seen in terms of how many that would be willing to invest their money in forest shares if they won Euro 10.000, which the majority would do. That can be interpreted as a good sign!


For more information, or ordering the results from the survey, please contact Mikael Selling at:
Opticom International Research, Grev Turegatan 30, SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 13
Mobile phone: +46 (0)708 39 90 13
Fax +46 (0)8 50 30 90 01
E-mail: Mikael@opticom.se

 

CLARO SHOWING AN IMPRESSIVE PROGRESS

Posted on October 19, 2009 by Opticom

Opticom International Research today announces the results from “The Brand Tracking Survey – Woodfree Coated Paper 2009” whereby the most known, bought and appreciated woodfree coated sheet brands in Central & Eastern Europe are defined. The results are based on interviews with 457 professional paper buyers in the sheet-fed offset printing segment across four Central & Eastern European countries; Austria, the Czech Republic, Hungary and Poland.


Merchant owned brands clearly dominate the Central & Eastern European market and particularly strong brand owners are Antalis with both Claro and Novatech in the top and PaperlinX with Hello being a top brand. UPM Finesse is the only mill owned brand with a relatively strong position in these markets. However, though not frequently mentioned spontaneously, other mill owned brands, like G-Print and Arctic, are recognised by a very large share of the Central & Eastern European printers. In these countries, it is also more obvious than in Western Europe, that some brands are more known than bought.


In line with the actuality of the topic, Opticom has given the environment a special emphasis in this year’s survey. Printer expectations on the environmental credentials/friendliness, when selecting a brand, are measured and also their perception of the performance of their current main brand/s with respect to environmental credentials/friendliness. For the first time ever, Opticom furthermore asked printers to mention the leading woodfree coated sheet brand from an environmental point of view and why that brand is perceived to be superior to other brands. According to project manager Jessica Tommila, the results indicate that Central & Eastern European printers (so far?) put less emphasis on the environmental issues than their Western European peers and that is it is even clearer than in Western Europe that there is no leading environmental woodfree coated sheet brand in the four markets covered in the survey. There are thus some very interesting opportunities for brand owners if the aim is to claim the position as the greenest woodfree coated sheet brand.


This is the third time that Opticom measures awareness of woodfree coated sheet brands in Central & Eastern Europe and for the first time, Opticom makes public the list of most well-known brands in these markets. The list below shows the 15 most known brands in Central & Eastern Europe in 2009 based on their total spontaneous awareness* among sheet-fed offset printers: (brands marked in green show a positive development in % vs. 2008)

  1. Hello

  2. Claro

  3. Novatech

  4. UPM Finesse

  5. Maxi

  6. Profi

  7. Garda

  8. Black Label

  9. Tom & Otto

  10. Polaris

  11. BVS

  12. Core

  13. MultiArt

  14. Luxo

  15. 2U

In contrast to Western Europe, the most frequently spontaneously mentioned brands in Central & Eastern Europe are to a large majority merchant owned. Within top fifteen, there are only three mill owned brands: UPM Finesse in 4th place, Garda in 7th and BVS in 11th.


Since the start of the survey in 2007, there has been a very positive development with respect to brand awareness. When comparing with 2008, almost all of the top fifteen brands show a higher awareness level, as reflected by brands marked in green in the table above. The largest increases (vs. both 2007 and 2008) are seen for the top three brands; Hello, Claro and Novatech.


Hello is still the number one brand from an awareness point of view but Claro has now taken the 1st position in terms of share of printers saying that they buy the brand.


The survey not only ranks woodfree coated sheet brands based on how well-known they are but also based on how well they meet sheet-fed offset printers’ expectations on a number of quality performance criteria. It also identifies the level of loyalty towards the brand in terms of the likelihood of being purchased again in one year’s time.


When it comes to expectations on the quality features of the brands and their performance, the five most important criteria are the same as in Western Europe; consistent quality, runnability, printability, value for money and fast ink-setting & drying. Printers are overall somewhat less satisfied with the performance of the brands than in Western Europe and the three most known brands, Hello, Claro and Novatech, all need to improve and better fulfil user demands as they do not even make the top three with respect to quality associations.


The survey adds value to you if you are interesting in finding out any of the following:
> How do your customers (the printers) view your brand/the brand that your paper is re-sold as? What overall strengths and weaknesses does it have?
> Is your brand or the brand that your paper is distributed as, well-known where distributed? That is, does its awareness reflect its availability in the various markets?
> What do users of your brand/the brand that your paper is re-sold as, value when it comes to quality characteristics?
> How well does your brand/the brand that your paper is distributed as, fulfil printer demands; both in absolute terms and in relation to competition?
> How important are the environmental aspects to a printer when selecting brand and printers selecting your brand in particular?
> Is your brand one of the leading brands from an environmental point of view?
> Is there a risk in printers not selecting your brand in one year’s time? If so, why?


The findings provide useful information that enables brand owners to for example:
> Define where to focus their efforts in order to create a stronger position for their brands; is it question of raising awareness of the brand or more influencing printers’ quality perceptions or even improving the actual quality of the brand?
> Analyse their brands’ positions in the various markets and printer segments to see where they have competitive advantages and not. A lot of valuable input is provided when it comes to how to define the brand promise.
> Understand how printers view the environmental aspects when selecting a woodfree coated sheet brand

The information should be considered valuable not only to the sales force, but also to marketing departments handling marketing communication and market/business planning and development departments responsible for improving the quality of the brands. Knowing your customers (current as well as potential) and how they view various matters is the key to successful business.


For more information, or ordering of the survey, please contact Jessica Tommila at:
Opticom International Research,
Grev Turegatan 30, SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 06
Mobile phone: +46 (0)708 39 90 06
Fax +46 (0)8 50 30 90 01
E-mail: jessica@opticom.se

About Opticom’s brand surveys for woodfree coated paper
Opticom International Research has since 1999 annually carried out an evaluation of the woodfree coated paper brands in Western Europe and since 2007 also in Central & Eastern Europe. Up to 2008, the total Brand Equity encompassing spontaneous awareness, top of mind, quality & associations and loyalty as well as purchasing determinants; frequency, drivers, were measured annually. As of 2009, the brand tracking will be concentrated to mainly awareness and quality aspects every second year and the total Brand Equity every other second year. The environmental aspects are likely to constitute a concurrent theme every year to enable tracking progress over time.

This year’s survey ranks the woodfree coated paper brands based on how well-known they are in the respective market and printing segment (this news release referring to the Central & Eastern European market for sheet-fed offset printing) and how well the brands meet printers’ expectations on a number of quality performance criteria. The quality related criteria evaluated are:
> Consistent quality
> High runnability
> Good printability
> Fast ink setting & drying
> High opacity
> High whiteness
> High bulk
> Value for money
> Wide range of paper qualities
> Environmental credentials/friendliness
In addition to these criteria, the importance of net price and end use/r specification was also rated.

The survey has also indicated the level of loyalty towards the brand in terms of the likelihood of the brand being purchased again in one year’s time and for the first time the survey identifies the leading woodfree coated sheet brands in Central & Eastern Europe from an environmental point of view.

A total of 457 quantitative CATI-telephone interviews were carried out in four markets; Austria, the Czech Republic, Hungary and Poland during June and July 2009. Though results are not included in this news release, the survey was also run for the first time in Switzerland and totally 101 Swiss sheet-fed offset printers were interviewed. A brand must be evaluated by at least ten respondents in a minimum two of the four markets covered in order to qualify for the calculation of the Spontaneous Awareness Index, the Top of Mind Index and the Quality & Associations Index (quality expectations and relative performance of the brand).

The survey was also carried out among both sheet fed-offset and web heat-set printers in Western Europe. The results are published in three different reports:
> Western Europe Sheet-fed offset printers
> Western Europe Web heat-set printers
> Central & Eastern Europe Sheet-fed offset printers – this news release

 

WELL-KNOWN BRANDS HAVE SO FAR NOT CLAIMED THE POSITION AS THE LEADING ENVIRONMENTAL BRAND

Posted on October 8, 2009 by Opticom

Opticom International Research today announces the results from “The Brand Tracking Survey – Woodfree Coated Paper 2009” whereby the most known, bought and appreciated woodfree coated sheet brands in Western Europe are defined.


The results are based on interviews with 885 professional paper buyers in the sheet-fed offset printing segment across seven Western European countries; Germany, the UK, France, Belgium, the Netherlands, Spain and Italy. Total as well as country specific results are available. The survey shows that some brands are more known than bought and also that some brands more often are the printer’s main brand than others. Also, top brands from a quality associations’ point of view are not necessarily the best known brands.


Environmental aspects are heavily discussed at many seminars and conferences and for most, if not all, paper producers and merchants, environmental responsibility is very high up on the agenda. Opticom has also given the environment a special emphasis in this year’s survey as it measures printer expectations on the environmental credentials/friendliness when selecting a brand and printer perceptions of the performance of their current main brand/s with respect to environmental credentials/friendliness. For the first time ever, Opticom also asked printers to mention the leading woodfree coated sheet brand from an environmental point of view and why that brand is perceived to be superior to other brands. The outcome first of all sends a signal of a need to better educate the printers in environmental issues. According to project manager Jessica Tommila, the results indicate some very interesting opportunities for brand owners as no brand so far has claimed the position as THE leading environmental woodfree coated sheet brand in Western Europe. Symbol and Novatech are the two most frequently mentioned woodfree coated sheet brands, closely followed by Hello, Maine and Condat. None of them are mentioned by a very large share of the printers though.


Opticom has tracked awareness of woodfree coated sheet brands since 1999 and for the first time, makes public the list of most well-known brands in the Western European market. The list below shows the top 20 brands in 2009 based on their spontaneous awareness* among sheet-fed offset printers in Western Europe: (brands marked in green show a positive development in % vs. 2008)

  1. Hello

  2. Main Gloss

  3. Profi

  4. Novatech

  5. Satimat

  6. Garda

  7. Luxo

  8. Magno

  9. Creator

  10. Lumi

  11. Condat

  12. Galaxi

  13. Claro

  14. Chromomat

  15. Burgo

  16. Maxi

  17. R4/R4 Chorus

  18. BVS

  19. MultiArt

  20. Black Label

Hello has, since the start of the brand tracking, been and still is clearly the number one brand from a spontaneous awareness point of view. It has a strong position in most of the markets included in this survey. However, compared to earlier surveys, the % gap to competing brands has become smaller.


Out of the top ten brands, only Novatech has a similar geographical spread to Hello as it is a top ten brand in all the six markets where it is distributed. Most other brands have a more limited geographical basis for their total awareness score. Profi and Luxo, the top two brands in Germany and Garda, the clear number one brand in Italy are the most local brands in the total top ten list, but to some extent that is also applicable to Creator, the leading woodfree coated sheet brand in Spain.


As the survey has been conducted since 1999 it enables defining trends over time. The results from this year’s survey raise questions for some of the top brands. Is a decline in the share of printers mentioning the brand as bought temporary or the start of a negative trend for that brand? Is an increased awareness vs. 2008 after a very stable awareness level 2005-2008, the start of a positive trend or just temporarily positive for that brand?


The survey not only ranks woodfree coated sheet brands based on how well-known they are but also based on how well they meet sheet-fed offset printers’ expectations on a number of quality performance criteria. It also identifies the level of loyalty towards the brand in terms of the likelihood of being purchased again in one year’s time.


When it comes to expectations on the quality features of the brands and their performance, printers first of all value consistent quality, runnability, printability and value for money. In line with the financial crisis, the latter has also become more important vs. previous editions of the survey.


The survey adds value to you if you are interesting in finding out any of the following:
> How do your customers (the printers) view your brand/the brand that your paper is re-sold as? What overall strengths and weaknesses does it have?
> Is your brand or the brand that your paper is distributed as, well-known where distributed? That is, does its awareness reflect its availability in the various markets?
> What do users of your brand/the brand that your paper is re-sold as, value when it comes to quality characteristics?
> How well does your brand/the brand that your paper is distributed as, fulfil printer demands; both in absolute terms and in relation to competition?
> How important are the environmental aspects to a printer when selecting brand and printers selecting your brand in particular?
> Is your brand one of the leading brands from an environmental point of view?
> Is there a risk in printers not selecting your brand in one year’s time? If so, why?


The findings provide useful information that enables brand owners to for example:
> Define where to focus their efforts in order to create a stronger position for their brands; is it question of raising awareness of the brand or more influencing printers’ quality perceptions or even improving the actual quality of the brand?
> Analyse their brands’ positions in the various markets and printer segments to see where they have competitive advantages and not. A lot of valuable input is provided when it comes to how to define the brand promise.
> Understand how printers view the environmental aspects when selecting a woodfree coated sheet brand

The information should be considered valuable not only to the sales force, but also to marketing departments handling marketing communication and market/business planning and development departments responsible for improving the quality of the brands. Knowing your customers (current as well as potential) and how they view various matters is the key to successful business.


For more information, or ordering of the survey, please contact Jessica Tommila at:
Opticom International Research,
Grev Turegatan 30, SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 06
Mobile phone: +46 (0)708 39 90 06
Fax +46 (0)8 50 30 90 01
E-mail: jessica@opticom.se

About Opticom’s brand surveys for woodfree coated paper
Opticom International Research has since 1999 annually carried out an evaluation of the woodfree coated paper brands in Western Europe and since 2007 also in Central & Eastern Europe. Up to 2008, the total Brand Equity encompassing spontaneous awareness, top of mind, quality & associations and loyalty as well as purchasing determinants; frequency, drivers, were measured annually. As of 2009, the brand tracking will be concentrated to mainly awareness and quality aspects every second year and the total Brand Equity every other second year. The environmental aspects are likely to constitute a concurrent theme every year to enable tracking progress over time.

This year’s survey ranks the woodfree coated paper brands based on how well-known they are in the respective market and printing segment (this news release referring to the Central & Eastern European market for sheet-fed offset printing) and how well the brands meet printers’ expectations on a number of quality performance criteria. The quality related criteria evaluated are:
> Consistent quality
> High runnability
> Good printability
> Fast ink setting & drying
> High opacity
> High whiteness
> High bulk
> Value for money
> Wide range of paper qualities
> Environmental credentials/friendliness
In addition to these criteria, the importance of net price and end use/r specification was also rated.

The survey has also indicated the level of loyalty towards the brand in terms of the likelihood of the brand being purchased again in one year’s time and for the first time the survey identifies the leading woodfree coated sheet brands in Central & Eastern Europe from an environmental point of view.

A total of 457 quantitative CATI-telephone interviews were carried out in four markets; Austria, the Czech Republic, Hungary and Poland during June and July 2009. Though results are not included in this news release, the survey was also run for the first time in Switzerland and totally 101 Swiss sheet-fed offset printers were interviewed. A brand must be evaluated by at least ten respondents in a minimum two of the four markets covered in order to qualify for the calculation of the Spontaneous Awareness Index, the Top of Mind Index and the Quality & Associations Index (quality expectations and relative performance of the brand).

The survey was also carried out among both sheet fed-offset and web heat-set printers in Western Europe. The results are published in three different reports:
> Western Europe Sheet-fed offset printers
> Western Europe Web heat-set printers
> Central & Eastern Europe Sheet-fed offset printers – this news release

 

OPTICOM STRENGTHENS ITS POSITION WITHIN MEDICAL & HEALTHCARE BY TAKING ON A HIGHLY EXPERIENCED CORPORATE ADVISOR

Posted on September 21, 2009 by Opticom

Opticom International Research AB has decided to further strengthen its position as a leading global market research and consulting firm within the medical & healthcare area by taking on Ms Sylvie Bove as a Corporate Advisor.


Sylvie is a senior international marketing executive with more than 15 years experience from sales, strategic marketing and business development within the Life Science Industry. Her multicultural background together with her worldwide responsibilities, have given her a strong experience in global launches, internationalization processes, and result creation in a multicultural environment. She is also an experienced leader who uses coaching based leadership to develop and motivate teams and individuals.


Sylvie has now decided to use her experience and strengths to support Opticom’s customers in developing their business by making better and faster decisions. Sylvie focuses on supporting top management teams in developing and implementing sustainable strategies to manage uncertainty in a fast changing environment, incl. Market research, strategy workshops and leadership/team development.


“We are very pleased to have Sylvie onboard. With her vast experience from the industry and from working with top management worldwide, she will add great value to us and our clients.” says Nina Nordqvist, business area manager of Opticom’s medical & healthcare division. “Sylvie also brings with her an extensive network, which is very valuable for us and she will be a great asset in expanding our business both in the Nordic region and on a global level.”


“I came in contact with Opticom over ten years ago as a client and was very impressed by the quality of their research. They really focus on helping their customers make better decisions, using their experience and competence to give good advice and recommendations on how to act on the results from the research” says Sylvie Bove. “I am looking very much forward to working together with the Opticom team and use my experience from the industry in securing an even better understanding and support to our customers”.

 

FÄRSK UNDERSÖKNING VISAR ATT SKOGSINDUSTRIN MÅSTE TÄNKA OM!

Posted on September 16, 2009 by Opticom

Opticom International Research och Nordisk Papperstidning presenterar idag resultaten från en färsk undersökning där vi tagit temperaturen på förändringstrycket i skogsindustrin, vilka utmaningar den står inför och hur framtidsutsikterna uppfattas.


Totalt har 432 personer med koppling till skogsindustrin deltagit i studien som har skickats ut med e-post via Nordisk Papperstidning samt funnits tillgänglig på Nordisk Papperstidnings hemsida. Studien har genomförts under perioden juni – augusti 2009.


“Resultaten från undersökningen är oerhört intressanta och visar tydligt att industrin framförallt måste öka sitt marknadsfokus och dessutom satsa mer på att bejaka nytänkande och tillvarata möjligheter för att uppnå en högre innovationsnivå. Detta är nödvändigt för att man skall klara dagens och morgondagens utmaningar på den globala marknaden . Framtidstro råder det dock ingen brist på och de flesta tror på skogsindustrin” säger Mikael Selling, Corporate Advisor & Partner på Opticom.


ÖVERGRIPANDE RESULTAT FRÅN STUDIEN

Skogsindustrins betydelse för Sverige kommer att minska
• De flesta, 61 % anser att skogsindustrins betydelse för Sverige kommer att minska, vilket är
ett intressant observandum.
• 38 % anser dock att nedgången i branschen är tillfällig och att industrin kommer att återhämta sig i en eller annan form.


Ökad marknads- och kundfokus viktigast för att skogsindustrin ska bli mer framgångsrik
• 62 % av respondenterna anser att ”ökad marknads- och kundfokus” är det viktigaste att fokusera på för att ett skogsföretag skall bli framgångsrikt.
• En ökad innovationsnivå kommer som god tvåa nämnt av 59 % av respondenterna.
• Den tredje viktigaste faktorn är att man skall satsa på att öka utnyttjandet/tillvaratagandet av biprodukter, vilket 53 % av respondenterna satt som en av de tre viktigaste åtgärderna.
• Kostnadssänkningar och produktivitetsökning finns givetvis med bland nödvändiga åtgärder men anses inte lika viktiga som alternativen ovan.

Skogsindustrin har för ensidig fokus

• Praktiskt taget alla, 91 % anser att kostnadssänkningar är den fråga som industrin
framförallt fokuserar på i dag (se graf på föregående sida).
• På andra plats kommer produktivitetsförbättringar och på tredje
strukturförändringar, dvs. uppköp/sammanslagningar.
• Slutsatsen är enligt studien, att skogsindustrin har för ensidig fokus på teknikorienterade frågor.


Miljödebatten är en klar möjlighet för skogsindustrin

• 93 % anser att miljödebatten är en klar möjlighet för skogsindustrin. Då gäller det naturligtvis att utnyttja denna möjlighet så långt det går. Detta är en mycket intressant och viktig signal till industrin, men även till opinionsbildare, myndigheter, riksdag och regering.


Skogsindustrins miljökommunikation är närmast att likna ett fiasko

• Tyvärr anser 44 % att industrins miljökommunikation är resultatlös/misslyckad, vilket är ett klart underbetyg.
• Endast var färde respondent anser att skogsindustrins miljökommunikation har varit framgångsrik.
• Intressant att notera är att 30 % av respondenterna anser att miljökommunikationen varken är framgångsrik eller misslyckad. Är den inte framgångsrik, så har den inte avsatt några spår, då är det bortkastade pengar och då är den, som vi ser det, i praktiken misslyckad! Med detta som utgångspunkt är det ännu tydligare, att miljökommunikationen är närmast ett likna ett fiasko!


Skogsindustrin står inför ett permanent trendbrott och konsumtionen av skriv- och tryckpapper kommer att gå ner i Europa

• 76 % anser att vi står inför ett permanent trendbrott, och att konsumtionen av skriv- och tryckpapper kommer att gå ned i Europa.
• Det råder dock delade meningar om hur kraftig nedgången blir. Drygt hälften tror på en
svag nergång, medan 42 % förväntar sig en kraftig nedgång.


Förpackningar och hygienprodukter har bäst framtidsutsikter

• De flesta anser att förpackningar och hygienprodukter är de som har bäst framtidsutsikter.
• Tidningar anses utan tvekan ligga illa till i framtiden, det anser hela 77 % av respondenterna.
• Även direktreklam och kopieringspapper tillhör de produkter som har sämst framtidsutsikter,
det anser 41 resp. 25 % av respondenterna.
• Böcker och magasin är enligt undersökningen hotade, om än inte lika allvarligt.


Skogsindustrin uppfattas som teknik- och produktionsorienterad

• Det är fullständigt klart att skogsindustrin uppfattas som ”produktions- och teknikinriktad”. Det anser den absoluta majoriteten av respondenterna (94 %).
• När det gäller ”marknads- och kundorienteringen” ser bilden annorlunda ut. Här anser
endast 35 % att så är fallet.
• Att skogsindustrin är ”en framtidsbransch” anser ändå majoriteten 55 %.
Endast 4 % tror inte att industrin är en framtidsbransch.
• Enligt enkätsvaren anser de flesta att skogsindustrin inte är en bransch som bejakar
nytänkande eller ser möjligheter”, och det är både tråkigt och bekymmersamt. Det är absolut nödvändigt med en annan inställning i industrin för att man skall klara de utmaningar man redan är utsatta för samt även de som kommer i framtiden på både kort och lång sikt.
• Endast 19 % av respondenterna anser att skogsindustrin har ”hög innovationsnivå”.


Skogsindustrin gör för lite för att exploatera potentialen i cellulosafibern

• En absolut majoritet, 83 %, anser att massaindustrin måste tillvarata möjligheterna att
framställa andra produkter ur cellulosafibern än bara tillverka pappersmassa. Detta kräver
förstås nytänkande och villighet att tillvarata möjligheter, och just den egenskapen är det
enligt enkätsvaren si och så med i industrin!
• En klar majoritet, 76 % anser att industrin gör för lite i dag för att just exploatera
potentialen att tillverka t.ex. kemikalier ur cellulosafibern.


En knapp majoritet ger Skogsindustrin godkänt som arbetsgivare

• Även om en knapp majoritet, 52 % av respondenterna för sina barn skulle beskriva skogsindustrin som en attraktiv arbetsgivare, är det ändå en hög andel, 30 % som skulle ha en motsatt uppfattning. Detta är förstås ett problem för industrins framtid, som riskerar att få problem med att rekrytera kvalificerad personal. Det är klart att en bransch som präglas av dålig lönsamhet och ideliga nerläggningar med friställning av personal inte är särskilt attraktiv som arbetsgivare. Det är egentligen förvånande att så många i enkäten ändå anser att industrin är en attraktiv arbetsgivare. Det tyder på en viss framtidstro hos dessa individer.


Många positiva till att investera pengar i skogsaktier

• Det finns uppenbarligen många som tror på en positiv utveckling för skogsbolagen. Så många som 70 % kan tänka sig att investera i skogsaktier.
• Det är bara 14 % som inte skulle satsa på skogsaktier överhuvudtaget, vilket är en mycket klar minoritet. Utfallet återspeglar en klar framtidstro för skogsindustrin bland respondenterna.


SLUTSATSER OCH ALLMÄNNA REFLEKTIONER

• Skogsindustrin är en av de mest kapitalintensiva branscherna och sitter med högteknologiska produktionsanläggningar. Ett högt kapacitetsutnyttjande och en kostnadseffektiv produktion är A och O för att få lönsamhet i verksamheten. Därför är det naturligt och nödvändigt att man är produktions- och teknikinriktade, det måste man helt enkelt vara. Men, samtidigt måste man också vara marknads- och kundorienterade och ha en hög innovationsnivå för att klara den knivskarpa konkurrensen på den globala marknaden och att vara framgångsrik. Det är här det brister enligt enkätsvaren eftersom fokus i alltför hög grad ligger på kostnadsjakt och effektiviseringar.


• Det råder ingen tvekan om att industrin måste öka marknadsfokus och satsa mer på att bejaka nytänkande och tillvarata möjligheter för att uppnå en högre innovationsnivå i verksamheten. Inte minst gäller det att utnyttja cellulosafibern för andra produkter än till just bara pappersmassa. Här finns en stor, outnyttjad potential. Detta är inte minst viktigt då man förväntar sig en minskad efterfrågan på skriv- och tryckpapper i Europa pga ändrade läs- och medievanor med en starkt ökad användning av Internet.


• Förpackningar och hygienprodukter förväntas ha goda framtidsutsikter, men det räcker inte. Industrin måste utveckla nya produkter och nya lösningar, vilket återigen kräver ökad marknads- och innovationsfokus.


• Skogsindustrin har i hög grad en miljöanpassad verksamhet, men detta budskap har man inte lyckats få fram tillräckligt bra i debatten. Även på detta område finns det åtskilligt att göra.


• Ett flertal av respondenterna anser trots allt att skogsindustrin är en framtidsbransch och en majoritet skulle säga till sina barn att det är en bra arbetsgivare.


• Framtidstron syns tydligt när det gäller hur många som skulle sätta pengar på skogsaktier om de vann 100.000, vilket de allra flesta faktiskt skulle göra. Det kan tolkas som en bra signal!


För mer information, eller för att beställa studien i sin helhet, vänligen kontakta Mikael Selling:
Opticom International Research
Grev Turegatan 30, SE-114 38 Stockholm, SWEDEN
Direct phone: +46 (0)8 50 30 90 13
Mobile phone: +46 (0)708 39 90 13
Fax +46 (0)8 50 30 90 01
E-mail: mikael@opticom.se

 

OPTICOM STARTING UP “BRAND EQUITY TRACKING SURVEY – OFFICE PAPER 2009”

Posted on August 24, 2009 by Opticom

From mid-August Opticom has started the preparations for the 2009 edition of the “Brand Equity Tracking Survey – Office Paper”. In addition to the more than 4 000 interviews in the basic countries Germany, France, the United Kingdom, Italy, Spain, the Netherlands and Belgium, interviews with professional purchasers of office paper will be conducted in Poland, Switzerland, Sweden, and Denmark.


The “Brand Equity Tracking Survey – Office Paper” has throughout the years provided Opticom’s clients with more than just a ranking of the leading office paper brands. Combining the yearly up-dated research results and Opticom’s extensive experience from the paper industry with our clients’ own knowledge and market data has allowed leading paper producers and distributors to make better business decisions when it comes to the marketing and the branding of office paper.


As fieldwork will be conducted in September and October, reports will be available towards the end of 2009. For more information, or a customised study quote, please contact Marijn van der Sluijs at +46 8 50 30 90 00 or marijn(at)opticom.se.

 

WHICH WOODFREE COATED PAPER BRANDS TAKE THE LEAD IN THE EUROPEAN MARKET IN 2009?

Posted on July 1, 2009 by Opticom

2009 year’s brand tracking survey for woodfree coated paper is currently being conducted and if you are interested in knowing which brands that take the lead this year, results are expected after the summer holidays.


Opticom International Research has since 1999 annually ranked and tracked the most valuable woodfree coated brands in the European market according to sheet-fed offset and web heat-set printers. The ranking has been based on the Opticom Brand Equity Index which is based on four key drivers of brand equity; Spontaneous Awareness, Top of Mind, Brand Performance and Brand Loyalty.


The research coverage is very extensive as totally 1 450 sheet-fed offset printers are interviewed across twelve European markets and 150 web heat-set printers across seven markets.


Questions primarily concern awareness and performance of the brands but in this year’s edition there is also a special emphasis on environmental aspects. Opticom will through the survey be able to identify which woodfree coated paper brands that are perceived to be superior to others from an environmental point of view and reasons why according to the printers.


Should you be interested in subscribing to the survey, please contact the Project Manager Jessica Tommila at jessica (at) opticom (dot) se or +46708399006.

 

OPTICOM CONTRIBUTES TO CONFEDERATION OF SWEDISH ENTERPRISE TAX COMMISION REPORT

Posted on July 1, 2009 by Opticom

Mr Urban Bäckström, Director General of the Confederation of Swedish Enterprise (Svenskt Näringsliv), and chairman of the organisation’s eight- member Tax Commission, presented the commission’s final report on Wednesday, June 24th, 2009.


Need for a clearer and more transparent tax system
The main conclusions of the report are that Swedish taxes have to be cut, mainly on capital and wages for skilled labour. Taxes also have to be better visualised through a simpler and clearer system and transparent information on the total taxation. There through better conditions for business enterprise can be created.


Thorough work behind the report
Members of the Tax Commission, representing various parts of Swedish commercial and industrial life, have been travelling around the country, arranging meetings and listening to around 1000 entrepreneurs from the very north to the very south. The information gathered at these meetings forms a basic foundation in the commission’s work. In hearings with experts in the field the commission has formed an opinion on how future taxation should be designed in order to improve Swedish competitiveness and standard of living.


In addition, around 10 researchers and experts have written penetrating analyses on strategic and current challenges concerning taxation. In one of these reports, the two economists, Professor Ulf Jakobsson and Jan Herin, specifically looked into taxation in a knowledge society and Sweden’s attractiveness as a goal for foreign investment and for highly skilled foreign workforce.


Opticom conducts vast survey among company top executives
One important source of information for this report was a survey where Opticom interviewed 200 respondents in leading positions, mainly CEO’s, in both foreign as well as Swedish owned companies of various sizes and present in various business areas.


One result of the survey is that the Swedish entrepreneurial climate is generally perceived in a positive way even though the overall result is impaired by negative aspects like high individual taxation and restricting Swedish labour laws.


The individual climate in Sweden, including questions on wage levels, taxation, disposable income, career opportunities and general quality of life, was rated less positively than the entrepreneurial climate. 71% of respondents say it is more difficult to recruit skilled co-workers to Sweden compared to other countries and only 4% said that it is easier.


The respondents were also asked about Sweden’s position as a destination country for recruiting skilled co-workers and according to the results the main weakness is by far the taxation. The authors’ conclusion is therefore that if Sweden wants to be able to develop its knowledge driven economy in a globally competitive environment it is necessary to lower the high and progressive income tax.


For more information, please contact: Mats Nygård at mats (at) opticom (dot) se or +46 850309008.


To access the Tax Committee’s full report please click on the following link:
http://www.svensktnaringsliv.se/…/article80819.ece


To access the underlying reports regarding income tax and knowledge society as well as the Swedish business climate please click on the following link:
http://www.svensktnaringsliv.se/…/article74442.ece

 

MIKAEL SELLING, CO-FOUNDER OF OPTICOM, WILL SPEAK AT THE FOREST INDUSTRY AWARDS 2009

Posted on June 6, 2009 by Opticom

Mikael Selling, Co-founder of Opticom, will speak at the Forest Industry Awards 2009 in Sweden, Stockholm on Wednesday, September 16.

 

OPTICOM INTERNATIONAL RESEARCH SIGNS AN INTERNATIONAL COOPERATION AGREEMENT WITH PHARMEXX NORDIC

Posted on May 28, 2009 by Opticom

Opticom has signed an international cooperation agreement with pharmexx Nordic, part of pharmexx GmbH – a world leading consulting company within contract sales in the Medical & Healthcare sector.


The agreement entails a joint offer by Opticom and pharmexx of prepared integrated solutions, tailor made for Medical & Healthcare companies. Using our vast expertise within this business we are able to help our clients to establish their products and services in the global marketplace – both faster and more cost effectively. The pace of change within the Medical & Healthcare sector has increased and will continue to do so, both globally as well as locally. This sector is undergoing constant change and in order to be competitive, companies must both foresee these changes and achieve a deeper understanding of them.


Opticom’s and pharmexx’ daily commercial operations include actively monitoring and following-up on events and trends in order to understand and foresee what is going on locally, regionally, and globally. All aimed at gaining increased insight and knowledge to help our clients make better business decisions.


“By uniting both our companies’ competences in a strategic alliance we are now able to offer our clients wider service and deeper analyses prior to product launches and the development of market plans” says Göran Olsson, CEO for pharmexx Nordic.


“Our clients will benefit from a simplified process in creating an integrated business plan, based on the conducted market analysis. Clients will save both time and money thanks to a complete solution where we cooperate in well established, highly specialised teams with vast business experience” says Carl Michael Bergman, CEO at Opticom International Research.


In the autumn of 2009, Opticom and pharmexx Nordic will jointly launch an integrated consulting product called “Wow” – the effective business guide with market insight for better product launches. This product is a platform for decision making which includes market insights and a complete business plan over five years within selected market segments and target groups. “Wow” consists of the following parts:
1. Customer segment prioritising
2. Description of markets and its dynamic
3. Presentation of market pattern and behaviour, including trends
4. Description of set of regulations, alternatives and patient flow
5. Direction of marketing and communication
6. Launching costs
7. Organisational proposal
8. P & L from three to five years


For more information, please contact:


Carl Michael Bergman, CEO, Opticom International Research AB
Mobil: +46 708-39 90 02
E-post: carl.michael@opticom.se


Göran Olsson, CEO, pharmexx Nordic AB
Mobil: +46 706-69 77 86
E-post: goran.olsson@pharmexx.se

 

OPTICOM PARTICIPATES IN THE “JAMES LIND’S DAY”

Posted on May 6, 2009 by Opticom

Opticom participates in the “James Lind’s day” (En dag för forskning och hälsa) in Kungsträdgården in Stockholm the 20th of May 2009. The purpose of this day is to increase the public awareness of the importance of clinical research. Opticom will be around to interview the public as well as be present with our tent for discussions and meetings all day.


The initiator of the “James Lind’s day” in Sweden is Karolinska Tirial Alliance. James Lind was a Scottish ship doctor who conducted the first documented clinical trial in 1747. His crew on the ship “Salisbury” was suffering from scurvy (vitamin c deficiency) and he gave them different dietary supplements. Those in the crew who were given a daily dose of citrus fruits quickly recovered, while the outcome was worse for those who were given cinnamon, ginger or salt water. The first clinical trial was a fact!


Starting with this initiative, Opticom is also launching a new strategic partnership with the magazine “Vitalt Vetande”, where the results from the day’s research will be published. For more information about Vitalt Vetande, please visit: www.vitaltvetande.se.

 

“HIGH LEVEL OF CONFIDENCE – BUT CHALLENGES TOO”

Posted on February 23, 2009 by Opticom

The survey, which was carried out by Opticom International Research, involved interviews with 130 customers in 12 countries. The customers were asked to evaluate Holmen Paper in such areas as delivery service, product quality, technical service, business relations, personal contacts and the company’s general image. The results were then compared with the most important competitors. “Our customers refer to reliability, a high level of professionalism and service-mindedness as qualities in which Holmen Paper excels. But the results also show we have to do better in other areas,” says Henrik Sjölund, Marketing & Sales Director at Holmen Paper.


The study ranks the criteria that customers consider to be most important. At the top of the list is correct delivery together with runnability, printability and quality uniformity of the products. Personal service and confi dence in the suppliers’ account managers are also rated highly and Holmen Paper receives top marks in this area.


“The market is exceptionally demanding and the customers’ feedback will therefore lead to concrete action and improvements. This will involve employees at every stage along the chain,” says Henrik Sjölund. When the overriding goal – to be the customers’ supplier of preference – was decided on, four value concepts were adopted as the foundation of Holmen Paper’s development process: customer focus, professionalism,
courage and commitment.


“Customer focus is the central concept. The customers’ perception must always guide our development activities and make us the partner they prefer to work with,” says Henrik Sjölund. To follow up the company’s development process, surveys will be carried out regularly at 18-month intervals.


This article was originally published in Holmen Business Report in 2009.

 

AFTONBLADET: MARKETING MANAGERS ARE INCREASING WEB ADVERTISING

Posted on January 7, 2009 by Opticom

Seven out of ten media agency consultants that are working with digital media expect to see increased budgets in 2009. Half of all marketing managers will increase their budgets assigned for web advertising.


Aftonbladet.se has with the help of Opticom International Research asked 50 of their most important advertisers and 50 representatives from their most important media agencies about their marketing budgets for 2009. 48% of the advertisers claim that they are planning on increasing their marketing budget assigned for web advertising in 2009. Among the media agencies, 71% believe that their customers will increase their web ad spending.


A total of 88% of the respondents claim that their web based advertising budget will either increase or remain the same in 2009. When it comes to the total marketing budget, 39% of the advertisers expect to see increased budgets this year. The uncertainty is higher among the media agencies as 18% believe in increased budgets whereas a slightly larger share, 20%, believe in reduced marketing budgets.


The faith in web based advertising is very high among both advertisers and media agency consultants. 44 percent of the advertisers find the web being better or much better than other media channels. Among the media agencies, the corresponding figure is 45 percent.


– In these gloomy times I think it is great to see that there indeed are some positive trends as well, says Anders Berglund, Sales Director at Aftonbladet.se and the initiator of the survey.


There is a larger share of respondents claiming that they will increase their investment on the web compared to the share claiming that they will increase their overall marketing budget. This means that some advertisers will decrease their spending in other media.


– It is hard to tell which other media that will be affected. It could be DM, TV or Print. It all depends on the kind of advertiser, says Anders Berglund.


This article was originally published at www.dagensmedia.se 2009-01-07.

 
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