Securing a robust future through a three-pronged approach in New Zealand and Australia

From NZ Printer. Oct 2009

Derek Wright, director of Graphica Technologies, has returned from the USA intent on changing the face of the lamination and coatings industry in New Zealand and Australia. His goal, in the face of recession, is to promote New Zealand's flexibility and versatile strengths through technological advances, which have been accepted on the international stage.

Wright believes that a strategy of becoming an active player in the global arena can successfully combat a stagnant market. To this end, Graphica Technologies has positioned itself as a laminating manufacturer and service provider in Australia as well as the United States. Wright says, "We are definitely in expansion mode and will be bringing expertise gleaned from America to New Zealand in the form of new machines as well as introducing materials and services that have not been seen before in New Zealand and Australia, and that will also be a significant boost for our contract laminations department. To be an effective market leader we have to maintain momentum and that means new products and new machines that can produce better than is being produced at present. We solve problems. I believe we exist primarily because we are seen as an innovative problem-solver in the industry."
He says that the new materials would bring the green into the graphics coating sector as historically, environmentalists had not always been content with the impact that the lamination industry had on the natural environment. He says that he has established agreements with market leaders in the plastics and coating sectors to produce third generation laminating film. Currently, Graphica Technologies and its allies are conducting trials with the new products and they expect to make results available in late 2010.

Laminating products such as films have evolved slowly with the major players in China. Korea, Japan and the United States concentrating specifically on market growth through cost -effective production processes, according to Wright. He believes, therefore, that the quality of film has not always been a major issue and the ideals of producing film that will conform to stringent environmental standards have, to a large extent. been ignored. The company's intention is to address that issue effectively with leaders in the global industry and to deliver film that is environmentally sound, without compromising on quality.

Part of Graphica's expansion includes the executive appointment of Alan Phillips as Australasian sales manager. Wright says, "Our turnover has increased in the last two quarters and we have to manage this efficiently and, with deeper penetration into the Australian market, we had to address a gap within our company and it is my opinion that Alan will he able to ensure greater market share in the domestic and Australian marketplace."

In November, Graphica Technologies will launch a new arm, which will focus on laminating services in both Australia and New Zealand. TCL Lamination and Coatings will he a subsidiary and will provide and supply contract laminating and coating services within Australasia. Phillips says, "Traditionally Graphica has been known as a laminating machine manufacturer and the industry has not been aware of the grunt that the company can actually deliver. TCL will therefore ensure that Graphica will continue to grow by concentrating solely on providing laminating services whilst Graphica can continue to develop and manufacture new machines. It's a win-win situation for Graphica, TCL and the consumer."

Phillips adds, "The major factor that TCL has as an advantage over competitors is in the form of Derek Wright, as Derek has almost single-handedly brought about the resurrection of laminators as a stand-alone industry in both New Zealand and Australia through 30 years of pioneering laminating machines.    I'm of the opinion that with Derek's vast
technical knowledge and broad business background, especially with being a founding partner in the original Jenrite. that TCL would become a major player in the medium term."

Wright believes that Graphica Technologies will have a three-pronged approach to ensuring an increase in market share, from maintaining cutting-edge technology, new products and putting a strong sales support system in place. He says, with tongue placed firmly in his cheek, "I see the future and its quite encapsulating... on the surface."