- Tambox
Europe Ltd. which was formed out of Tampella's
corrugated and packaging production is facing new marketing
challenges simultaneously on two fronts.
Carta Cartoni Cellulosa which was acquired (by Tambox) in Italy in 1989 is (going through a) metamorphosis from being just a manufacturer of packaging raw materials, to also being a producer of final product.
To the Italian market this is a big change, since the buyers of (finished) packaging material are completely different from those buying packaging raw materials. Tambox can however capitalize on know-how learned from its Swedish and Finnish markets. "For instance, selling broader packaging material and packaging systems together to a customer, which is quite common in the Nordic countries, is new to the Italian market," says CEO Ingmar Olsson.
Transport packs are seldom branded, but in its latest endeavor - Tamfresh Ltd. - Tambox may be able to create one.
The business idea in this joint venture between Tambox and Maptek Fresh, an English subsidiary of the Canadian company Pacific Asia Technologies Inc., is based upon a packaging innovation developed in a Canadian university which basically extends the shelf life of produce and other fresh products. (Modified Atmosphere Packaging "MAP")
Tamfresh (the joint venture company) which has its head office in the UK sells manufacturing licenses based upon this new method to food producers, and production licenses to other producers of packaging material. Tambox subsidiaries in Finland, Sweden and Italy will also start to produce the new product.
For assistance in marketing, Tamfresh is using Synergic-ISIS and Company (now ISIS International, Inc.) who are specialists in international product launches.
Tambox is accustomed to local marketing. (However) Tamfresh requires far broader marketing and market research than (Tambox) has required in the past. "When offering an alternative which requires big change in well running traditional systems, marketing has to be based upon a very deep knowledge of the needs of potential customers," Olsson points out.
Results of ISIS-assisted technology commercialization projects have ranged from $100's of million to over $1 billion in value for its clients. Working closely with client upper management teams, ISIS forms a tight business and market focus and then opens a path for engaging global markets at the "industry opinion leader" level with whom ISIS' clients then form commercial, and often joint development relationships. ISIS-proprietary business development processes include MarketDiscovery, The Summit System and Precision Innovation.
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