Printing shops like: «discount», «Boutique» or «department for the middle class»? Printing discount Zimaletto.
Today, when our economy is more and more like the Western, we are all customers and is well know that retail stores are divided into several types (so-called «format»): hypermarkets, Supermarkets, discount, Mini, boutiques, «cache Andes-curry »and so on. Each format - it is absolutely certain, thoughtful, and justifiable approach to the trading process, involving a type of product, and hence its customers.
If approached from the perspective of «format» to printing houses, among them as soon as possible to identify two main types: «discount» and the «Boutique».
Type 1. «Discount». For example Printing discount Zimaletto.
First of all, I want to state with full responsibility: today, low prices - this is not always bad! The time when these words before the mental eye of the specialist appeared poorly equipped, badly organized, saving on the whole and entire, complete ready to work for peanuts dilettante «basement» printing house, whose sole advantage over competitors were «ridiculous prices».
Today «typography-discount», declared the low prices and based on that its marketing strategy - it is usually far from “the basement” typography. Often this is quite a solid production company, with its modern equipment and well-organized process chain.
The meaning of such a printing plant - to earn «to Vale», that is, to ensure maximum productivity and the greatest possible output. It is aimed at the production of «discount». In addition, low prices, typically involve a low level of service to which the printing house to spend the minimum amount.
Type 2. «Boutique»
In contrast to «discount», typography-«Boutique» earn money «shaft», a quality and a high level of service. Prices of such printers are high enough, and this is understandable - because it focuses on work with the rich and big corporate client with an opportunity, in addition to quality, pay for the service and prestige. With this level of prices «Boutique» can afford to even bother with the laborious job.
What’s the difference?
«Boutiques» and «discount» is not different equipment and no technology. The main difference - so if you want a corporate psychology, or, in other words, the approach to its activities.
The thing is that the development and quality - unfortunately, in many ways mutually exclusive factors. Printing orders - this is not the standard screws and nuts, which are manufacturing, the plant can establish strict standards and closely monitor their compliance. Complexity of the order is not determined exclusively by its «gateway» characteristics - format, color printing, post-processing parameters. Sometimes, depending on the nuances of layout similar to the characteristics of jobs may be different on labor in a few times! In doing so reliably determine the level of so-called «complexity manufacturing» can only skilled technologist, and only after studying the layout of the final publication.
In such a situation for «discount-printing», there is only one way out (of course, if this is indeed a major printing house, not «the basement of the company»). Namely, in all possible ways to cut off orders, does not fall within the definition of «easy», «model», «standard».
Therefore, the Customer applying for «discount», must be satisfied that they need such a product, or be prepared to ensure that the order will be rejected.
There is another feature. Printing-«discount» orients its staff (primarily printers) to achieve maximum output. Makes it so, above all, introducing a piece-wages. This is a very effective measure, but it contains in itself a danger. Based on his many years of experience I can assert with full responsibility: the introduction of the scheme of payment necessarily entail a decline in the quality of work. Simply a worker who receives the money, depending on the formulation (or not, if it is, development that is not high), are rarely able to resist the temptation, which is called «shear angle», to sacrifice quality for volume.
You know about this typography-«discount»? No doubt, knows and is trying to cope with declining quality, but completely solve the problem, alas, is impossible.
Yes, and why? Who said that low-cost client should receive the highest level of quality? It is for this and there are «Boutique». In such printing formulation is not the main priority. The high level of prices would not even at a very labor-orders.
Type 3. «Universal Store»
What does this mean? Before the Employer painted gray dilemma: product types with an average (or lower) level of quality, but at a low cost or high quality, but the extraordinary prices?
Of course, not all so terrible. There is a «third way». That is it, and adheres «Printing Ares».
The essence of our approach - in the development of differentiation in order of difficulty. I already wrote (article «Prices or design program?», “Guide for the client” № 1 | 06 `02` 2005), we use the methodology of calculating the cost of the order, which is based on an accurate assessment of run-time of a product. So, this method allows you to define and how to increase this time, depending on the nuances of a particular order (unless, of course, these nuances will lead to such increases).
This approach is complex, it demanded improvement of our major effort. But now we can offer our customers the utmost flexibility with a relatively low base prices.
How does this technique? First, we determined the average price of generic products (even though our prices and slightly higher price of printing-«discount»). Much of the printing order falls under the category of «model». If the product is not a model, becomes effective evaluation system «complexity», automatically calculate the increase in the time of manufacture of the order - and, consequently, the cost increases strictly in proportion to this increase.
This approach allows us not to be afraid of challenging jobs - and do not make printers to ensure the formulation at the expense of quality. In fact, thanks to an accurate assessment of the complexity we allocate time for such orders, to ensure maximum quality. The value of the complex order arises not «abstractly», with the notorious stock (as often occurs in the printing-«boutiques»), but strictly in accordance with the increase in the time of its implementation.
So, if you go back to the «stack» classification, our approach is about the format of «universal store» in the literal sense of the word.
Conclusion
Of course, each category of printing is a client. There is a steady demand for products «discount»; there are customers who are interested in cooperation with «boutiques».