Mondi Transforms Office Paper Portfolio Focused on Consumer Needs
| 30 July, 2018
Packaging and paper manufacturer Mondi, is transforming its office paper portfolio, with focus on the needs of the consumer for a clearly structured premium and universal office paper offering. Therefore, instead of differentiating between B and C paper qualities, Mondi is launching a universal office paper that combines the best features of both grades and holds a unique position on the market in terms of whiteness. The new strategy applies to Mondi’s office paper brands IQ and MAESTRO®, which take two of the top five spots for paper mill brand awareness in Europe according to the latest EMGE cut-size and brand positioning survey.
“With our new approach, we are initiating a significant change in the office paper market,” says Johannes Klumpp, Marketing & Sales Director, Mondi Uncoated Fine Paper. “Through our own market research, we have learned that our consumer care most about the whiteness, the runnability and the appeal of our paper. That was the driving force behind our new office portfolio strategy, which builds on the strengths of our Mondi mills.”
Mondi’s market research across several European countries showed that the difference between universal office papers, traditionally separated into B and C qualities, is becoming smaller and smaller, with the key differentiator being whiteness. Mondi’s new strategy disrupts this outdated classification and instead differentiates between premium papers and a single universal quality. Today’s end-users value premium quality paper for high-end company communication materials, while one universal product is sufficient for everyday office needs. Mondi’s new office portfolio offers customers the best of both worlds.