2012 Hot Markets : Printing in a Mobile World
Related are No. 6-ranked BEVERAGES ($471B, +5 percent; with $10.4B to print, -4 percent) and No. 17-ranked FOOD SERVICE ($800B, +7 percent; with $5.6B to print, +6 percent). Metal decoration, screen printing, outdoor advertising and POS/POP will pour with waters and infused, new-age drinks such as PrimoWater (+>300 percent). A new segment will be home-
produced drinks introduced by Sodastream (+234 percent).
Event-driven and product-line extensions and mergers will shake and stir packaging and print POP and ROP in the wines and spirits segment. Campari (+23 percent) has made 16 acquisitions and plans to double U.S. advertising. Jack Daniels (+12 percent) and others will take leaps into P2M employing localized relationship marketing.
Beers/malt beverages will foam up as Budweiser (+4 percent) upgrades and expands its breweries in the 2012-2014 time frame. It will regain share by acquiring micro-brewer brands from Hawaii to Puerto Rico. Molson Coors (+2 percent) will raise in-store ad spending as it tries to gain space against Bud.
Also brewing will be coffees and teas where new enhanced brands, such as Organo Gold (+>300 percent), will become billion-dollar sellers with multimillions in print buys. Starbucks (+19 percent) will build new stores offering “evolutionary” pure juices. Signage, labels, coupons and FSIs will bubble forth. Mainstay carbonated soft drinks producers Coca-Cola (+13), Pepsico (+12 percent) and National Beverage (+4 percent) will be flat in their print buys.
Eating out is rounding up to two nights a week. Casual dining establishments will serve more nutritious entrées and promote dining “experiences” to outperform the fast food/take-out segment, as in Chipotle (+20 percent) vs. McDonald’s (+7 percent). Burger King (-6 percent) will reinvent its print-intensive Kid’s Crown program, freshen up its food offerings and speed up the remodeling of 12,300 stores.
Going upscale will be full-service restaurants, which are mostly regional and independent except for the largest—Darden (+8 percent). The print-to-mobile model for reservations, menus and directions will be appetizing for the printing industry as companies expand into setting up and managing VIP-themed events, loyalty programs and push messaging to opt-in diners.
Vincent Mallardi, C.M.C. is a Certified Management Consultant in the paper, printing and converting industries, and is an adjunct professor in economics. For the complete listing of all 1,500 of the largest print buying entities, including addresses and phone numbers for all 50 states, contact him via email at firstname.lastname@example.org