Carlos Charabati
Director General
Litoprocess
/
View from the Top

High-Quality Printing for Promotional Material

By Jan Hogewoning | Tue, 11/03/2020 - 13:26

Q: How does Litoprocess make a difference for companies?

A: We offer a wide range of excellent printed products and try to give a personalized service that really listens to the client’s wishes. For points of sale or promotional spaces, we make large banners, but we also do displays, pop-ups and other cardboard structures. There are literally thousands of designs which we can do, depending on your wishes. Another area we have a vast experience in is printing guides, flyers, magazines, books or other showcase documents from companies. For restaurants or hotels, we make menus. In any of our products, we offer a wide variety of paper surfaces and colors to create the desired effect. There are some really innovative and catchy types of surfaces which combine with particular colors to make a really strong impression. Litoprocess has vast experience working with both national and international companies. In terms of sustainability, we offer products made of FSSC-certified paper, which not every printing company offers. Offering a product that is both visually stunning and sustainable is a big benefit.

 

Q: What steps do you take during the pre-printing phase that ensure a quality product?

A: At Litoprocess, we really try to think with the customer to ensure that they get exactly what they are looking for, or better. In the pre-printing phase, we prepare all the documents that have been provided by the client, which need to be adjusted to be fit for print. We have a specialized service that includes color adjustment, which not all companies offer. Many of our clients are in the retail business and their catalogs often require color adjustments. After prepping the document, we create the first color proof. We show this sample to the client so that together we can see if we want to make any further improvements.

 

Q: How has Litoprocess built its presence in the country?

A: We are based in State of Mexico and practically all of our clients are in the Mexico City metropolitan area. However, through our Marketing Asset Management System (SAAM) platform, our products can be distributed around the country, from Merida to Tijuana. SAAM facilitates the logistics of sharing products between our B2B clients and their local branches, franchises or shops anywhere in the country. This helps them manage the inventory of their printed material effectively with clear instructions on what to do with it. For companies who operate such large networks, this type of service is very important.

 

Q: How did COVID-19 impact demand for printed material?

A: We are preparing for the reactivation of our clients’ industries. We are very strong in the automotive sector, which accounts for about 50 percent of our total billing. Another area where we are strong is in retail.

While COVID-19 has had a hard impact, we have also had new opportunities. We have been very busy with orders for materials related to instructions for social-distancing and wearing masks, for example. Another issue that arose during the crisis is that people feared paper could be a source of contagion, which is not necessarily true. There has been a great deal of false information out there.

 

Q: Where do you think the future of printed materials lies?

A: I think big-format printing is the future. For example, support material like banners and stickers for points of sale. There is also a great deal of opportunity, I believe, in the packaging of consumer products. We are gradually entering this industry. Packaging is becoming more and more sophisticated. At the end of the day, packages are crucial in drawing the customer’s attention and convincing them to purchase. There are roughly two types of markets for this product. One requires an economic packaging, with no add-ons. The other is sophisticated, with additions such hot stamping, reflective material, varnish and even varnish with a particular smell.

The area that is going to decrease the most is offset printing, due to growth in digital materials shared by companies. This is not something new nor is it a consequence of COVID-19. The digital revolution has been accelerating over the last five to eight years. Despite the digital revolution, I still believe there will be a space for printed material. People will still need books. In the case of promotional materials, I believe a physical object has more staying power than a digital document. An email disappears in somebody’s inbox, whereas a company’s physical publication is something clients will not just throw away.

 

Q: What investments are you planning for the short to midterm?

A: We have a bit of overcapacity due to the pandemic. For this reason, we are delaying investments at least until summer of next year. However, seeing how demand in the market is adjusting, we plan to invest in machines for big formats, which includes all the equipment necessary for this type of printing, such as routers.

For packaging, we already have most of the required machinery because the needs are practically the same. However, we will need to invest in some additional equipment for gluing and folding. The main segments we wish to target are food, cosmetics and pharmaceuticals. We think we can offer a product here that really makes a difference.

 

Q: How do you take care of your employees?

A: An essential part of our business is being socially responsible. Last year, we were recognized as one of Mexico’s Best Places to Work by Mejores Empresas Mexicanas (Best Mexican Companies). This year, we are working to gain this recognition again. A team that is dedicated to its work will also turn out the best results for clients.

 

 

For 63 years, Litoprocess has been providing award-winning high quality pre-printing and printing services to B2B and B2C clients for 63 years. Its products include offset and big-format printing with innovative combinations of paper surfaces and colors.

Photo by:   Litoprocess
Jan Hogewoning Jan Hogewoning Journalist and Industry Analyst

MORE BY THE AUTHOR

Professional Services
by Jan Hogewoning
Professional Services
by Jan Hogewoning
Professional Services
by Jan Hogewoning
Agribusiness & Food
by Jan Hogewoning
Agribusiness & Food
by Jan Hogewoning