Successful launch of low-cost thermal-transfer coder: An 18-month collaborative effort by Sagentia Innovation and Markem

Our client asked:

Our client wanted to develop a low-cost thermal transfer coder specifically for developing markets, based on market research that showed a strong potential demand for such a product. With a full in-house portfolio of on-going new product developments, Markem concluded that an external development and design partner would be the most efficient use of resources. In particular, the partner had to demonstrate a track record in design for low-cost projects. Following a competitive tender Sagentia Innovation was chosen as the development partner.

The project story:

The approach, adopted from the outset, was one of collaboration: Markem undertook voice of the customer research, product validation testing and additionally provided application knowledge. Whilst we were responsible for all product design, development and introduction to manufacture. This included the selection of both Chinese component manufacturers and the final assembler.

Results: deliverables and outcomes

The new printer, which is specifically designed to print onto film packaging ‘in process’, comprises three units: a printer, local user interface and power supply. To meet market requirements for a low-cost solution, we actively controlled costs by undertaking a careful trade-off analysis of features and benefits versus cost throughout the specification and design phases. This, coupled with our management of production tooling, component manufacture and final assembly, ensured that we were able to deliver within the cost parameters set out by Markem. We also met the time deadlines set by Markem. From our initial meeting with the client through to product launch took just 18 months. Within the first three months we completed an initial concept design along with a supporting business case. Design for prototype was achieved by month eight and a first fully functioning prototype was available 10 months into the project. A fully representative sample was delivered to Markem after 15 months. To achieve this ambitious target, we fielded a strong team comprising of product designers, electrical and mechanical engineers, software specialists and production engineers. Since its launch, the coder has been well received in the marketplace and generated strong initial sales.