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Hana Graphics

Environmentally-Friendly Market Entry Refines The Printing And Packaging Industry
  • Market Intelligence
  • Market Research/Analysis
  • Strategy Development
  • Market Entry
  • Consulting
  • Strategic Alliances

Brand Name: Hana Graphics
Product/Service Type or Description: Manufacturing

Overview:
MZI developed the first 100% Organic Label, Allowing Hana Graphics to Enter the U.S. Market Competitor Free

With clients such as electronics giants Samsung and LG, leading Asian printer Hana Graphics hoped to expand their services to the U.S.. MZI Global worked with the printer to identify the need for eco-friendly packaging as a possible route for strategic entry.
As eco-friendly legislation and conservation programs move center stage in the U.S., packing consumer goods manufacturers searched for new and innovative solutions to their packaging needs. By introducing Hana Graphics to a unique packaging company that created 100% organic papers, MZI Global allowed both companies to enter a competition-free field, developing the first 100% organic labels and revolutionizing the U.S. packaging and labeling industry.

Situation Analysis:

  • Hana Graphics, already strong in Asia, wants to enter U.S. market
  • Good opportunity for Hana Graphics because of eco-friendly popularity


Client Challenges:

  • Expectation of relatively low growth since economic conditions were expected  to decrease in consumer expenditures across retail channels
  • Creation of an innovative branding and positioning strategy
  • Introduction of service offerings into U.S. purchasing and sourcing directors
  • Construction of strategic partnerships with existing suppliers or sales representatives to support expansion into U.S. market


MZI Global’s Solution:

  • Identify opportunity for the development of new environmentally friendly, 100% biodegradable labels for U.S. packaging and labeling through market analysis
  • Compile a database of potential markets and key targets
  • Discover sourcing and procurement managers searching for new sources of printing and labeling services
  • Develop a unique branding and sales strategy to support client market goals and convey the superior and innovative service provided by the client
  • Facilitate the joint venture opportunity between client and 100% organic paper manufacturer


Results:

  • Introduced client and client services to sourcing and procurement managers of leading Fortune 500 companies
  • Commenced negotiations for the development and testing of 100% organic labels
  • Initiated a complete realignment of client’s branding and sales strategy to promote the company’s new direction within the U.S..