macsa presentation for the ukti innovation award at the european business awards


Contents

01 About Macsa ID

02 Our history of innovation

03 Innovation is in our DNA

04 The recent 18 months

05 Later this year

06 Our ambition


• MACSA ID provides solutions to meet the coding, identification and traceability needs

of its end-user customers. We combine different technologies, both hardware and

software, services, consumables, and other supplies for manufacturing enterprises in

sectors as diverse as food, cosmetics, pharmaceutical, automotive and electronics.

01 About Macsa ID

Macsa is a privately owned Spanish company

• MACSA ID’s headquarters and its production plants are located in Barcelona (Spain). It

also has a sales office in Portugal and offices for its international business in Mexico,

China and Singapore.

• Macsa ID comprises 3 business units:

• Macsa solutions

• Macsa laser

• Macsa P&A


01 About Macsa ID

Macsa Solutions Market Position

• Leading total solution provider in direct markets.

• Standard and customized in house solutions capabilities.

• Macsa has developed software to integrate our equipment and others from different

suppliers.

• A solutions-provider business model for 18 years with leading customers in all

packaging sectors.

MACSA SOLUTIONS MARKET POSITION

• Leading total solution provider in direct markets.

• Standard and customized in house solutions capabilities.

• Macsa has developed software to integrate our equipment and others from different

suppliers.

• A solutions-provider business model for 18 years with leading customers in all

packaging sectors.

Macsa Solutions

Macsa solutions serves all marking, coding and tracing needs for the manufacturers,

putting together the necessary technologies including hardware, software, consumables

and services for their product and packaging identification needs.

Hardware Software Consumables Services

http://www.macsa.com/img/consumibles-01.jpg


01 About Macsa ID


• One of top 3 suppliers worldwide.

• Complete product range in laser marking and coding.

• Selling direct and through strong distribution network.

• Competitive performance and price.

• Good global position in packaging.

• Developing global position on industrial marking.

Macsa Laser

Macsa laser business develops, manufactures and sells laser marking equipment for

different applications for a wide range of different market sectors.



• Unique modular offering.

• Wide product range in P&A.

• Leading position in direct markets.

• Selling potential through our international distribution network being developed.

• Mid and high end range in P&A markets.

• Customized, in house applications capabilities.

• Competitive performance and price.

01 About Macsa ID

Macsa P&A

Macsa P&A develops, manufactures and sells label printer applicators equipment for the

product and packaging identification market.


2013

We extend our

services to the

label business in

our new labeling

production center

of Sabadell. We

open our own

office in China.

2009

We launch the

iCON laser, a

specialist small

character coding

laser. We

introduce a new

laser technology:

fiber lasers.

1989

We patented the

first dynamic

laser system

worldwide.

1996

We expand

our sales into

international

markets. First

distributor:

Germany.

1999

We add more

countries to our

distributor

network.

2006

We increase our

distributor

network adding

new countries-

2011

We introduce 2

new products in

our laser range.

We open our new

industrial

facilities; we

open offices in

Singapore and

Mexico.

2012

We introduce 4

new products in

our product

range: Nano, K-

1000 HPD,

Software Optima

and Software

Serial.

Macsa has an innovation heritage which goes back to 1908

Macsa traces its origins back almost a hundred years to Framun which, in its own way, was an

innovator. Macsa was born in 1983.

01 About Macsa ID

TECHNOFRAMUNFRAMUN1908 - 2014

Framun, founded with the height

of technology at that time: rubber

stamps. FRAMUN, the original

company, is divided in 3 different

companies: Framun, Techno-

Framun and MACSA.


Macsa worldwide

• We compete in a global market and have sales on over 70 countries. Macsa works with

distributors in each country and provides a consistent service offering to their

affiliates wherever they may be.

• Macsa is one of the top 3 in unit laser sales and has enjoyed double digit growth.

Macsa market share is over 10% & with more than 10,000 units installed.

• Our competitors are big companies. They have big budgets, big research groups and

big presence.

01 About Macsa ID


In laser our track record of innovation has been continuous

• Macsa has developed a broad range of lasers to meet complex and diverse customer

needs and has launched several innovative products throughout the years.

• Macsa invest more than 8% of its turnover in R&D to ensure leadership in the

technologies of laser, coding and marking. It has a wide product range for

coding, marking and traceability applications.

1989

The first dynamic

laser system

worldwide.

1995

The first laser

system based on

scanners for

dynamic

applications.

1999

Scriptmark: the

first air-cooled

laser system.

2007

F-9000 series. A

new laser

technology: fiber

lasers.

2001

Flymark: the first

low cost laser

system for the

packaged goods

market.

2005

The New K1000

series, a big

success for

MACSA.

2011

iLABEL: the first

labelling system

with laser

technology.

iLASERBOX:

compact and

affordable marking

workstations that

enable YAG and

fiber lasers to be

operated safely .

2009

iCON series: the

specific small

caracter laser

coder to

compete with

small character

inkjets.

2012

We introduce 4

new products in

our product

range: NANO, HPD

Series, Software

Optima and

Software Serial.



Key customers who trust in Macsa solutions

We are present in several Major Accounts.

Food

Beverage

Household Care /Personal Care



Key customers who trust in Macsa solutions

Automotive

Pharmaceutical

Industrial

Others



Then innovation drives New Product Development

QUALITY PLANDesign and Implementation of quality processes

CUSTOMER

NEEDS

PRODUCT

CONCEPTPRODUCT’S

DEFINITION

TECHNICAL

VIABILITY

PRODUCT

DEVELOPMENT

PLAN

COSTS

ANALYSIS

CEO R+D PURCHASING

ECONOMICAL AND

PRODUCTIVE

VIABILITY

R+D

PRODUCT

DEVELOPMENT

FUNCTIONAL

PROTOTYPE

ALPHA TEST

PRODUCT ENG.

PRODUCT

INDUSTRIALIZ

ATION

PRODUCT

CERTIFICATIO

N

BETA TEST

INDUSTRIAL

PROCESS DEF. SALES

PROMOTIONPRE-PRODUCTION

OBTAINING OF

PATENTS

APPROVED

PRE-SERIE

PRODUCTION

DOSSIER

SERIAL

PRODUCTION

MARKETING PRODUCTION

PROMOTIONA

L MATERIAL

PRODUCT READY

TO SERVE

EVALUATION DEVELOPMENT INDUSTRIALIZATION LAUNCH

LEADS:

SUPPORTS:R+D, PRODUCT

ENG. PURCH., R+D

PROCESSES ENG.

PRODUCTIONMARKETING,

R+D, PMSUPPLY/

MATERIALSPURCHASING

PM

MARKET

REQUIREMENTS

SPECIFICATIONS



Innovation begins outside the company

We continuously, regularly and frequently talk to the market: to end-users and our

distributors.

We do this:

• On an ad hoc basis, with customer contact and area managers regularly visiting

distributors, and

• formally through structured surveys and through a formal distributor council which

comprises our top distributors.

We are willing to respond to particular customers and to adapt to their needs. Our

closeness to and success in the Spanish market enables us to rapidly respond to changes

and to evaluate our responses.

However we do not just do what the market tell us to do, we do what we believe the

market needs. It’s not a bandwagon, it’s our judgment of the market realities that

allow us to select projects. And we turn them into state-of-the-art technological

products.



But we need a solid technology base

We have close relationships with our technology suppliers and these enable us to

anticipate opportunities for new product development.

We support this with a continuous program to keep our technology current and to fuel

innovation. This involves:

• Technology vigilance: searching for information that leads to innovation

opportunities.

• Idea generation/creativity: capturing ideas and internal/external improvement

proposals that can lead to innovation opportunities.

• Technology forecast: selecting innovation opportunities.

• Innovation analysis: analyzing these selected opportunities in order to generate

innovation projects.

• Patents and designs: protecting the intellectual property of these innovation

projects.



And there has to be an innovation environment internally

Everyone in the company is involved in innovation.

We brainstorm internally and test the input which we get from outside. We hold open

meetings which go across function and challenge the views of the experts.

We drive this from the top down. All CEOs have a business process that defines them.

Often its engineering, finance or marketing. For Macsa it’s innovation.



5 reasons why this has been successful at Macsa

• It’s a strategic imperative; with bigger and better resource competitors we have to

innovate to survive.

• It’s recognized as a process and managed accordingly.

• We’ve been consistent over time. We’ve built a technology and retained our

people.

• We never forget that the customer must benefit. We don’t pursue innovation for its

own sake but as a means of delivering value to our customers.

• The advantage of being small; when we need to we can respond quickly and with

short approval processes we can respond rapidly when necessary.



The Nano lasers built on the success of the iCON

The NANO lasers are small and compact, affordable lasers for marking and engraving a

range of plastic and metal substrates. They are also cost competitive with traditional

marking technologies. NANO lasers are easy to install and integrate.

This innovation was motivated by Macsa’s success with the iCON, a specialist small

character coding laser, which was based on close collaboration with Macsa’s suppliers

to deliver a product at a different price point.

The NANO lasers were developed in close partnership with the suppliers of the laser

sources and several were tested before the final decisions were made. The result is

lower cost industrial marking lasers.



We developed the iLASERBOX to complement the NANO

As it brought the NANO lasers to market Macsa realised that potential customers

needed more than just the laser in order to operate safely and confidently with what

was for some of them a new technology.

The iLASERBOX was developed not just to provide a safe operating environment but

also one in which the end-user has more freedom to respond to its changing needs and

to accommodate articles which may sometimes be difficult to mark.

iLASERBOX marking workstations are compact, affordable, fully equipped workstations

that enable YAG and fiber lasers to be operated safely to class I standard. They are

used in industrial markets for marking a range of metals and plastics.

iLASERBOX workstations are complete, fully equipped and intuitive. An on-board

computer runs Marca software and there is a built-in touch screen controller. There is

no need for connection to an external PC. iLASERBOX workstations are fully network

enabled.



The HPD series meet very specific customer needs

The driver for this development was the need to code PVC irrigation pipes at high

speed in India. This is an emerging market need and Macsa’s Indian distributor

highlighted the challenge.

But Macsa’s response was not just a product with limited market application but a

laser with a performance profile which would enable it to address a range of

applications which need a laser capable of delivering a high power density laser

beam. So out of the product innovation we have seen market innovation with the

Macsa HPD lasers having the potential to mark and code difficult substrates.

HPD Series CO2 lasers deliver exceptionally high power density which enables them to

be effective in cutting and perforating flexible plastic films and foils and other

materials, marking high resolution images onto several non-metallic substrates and

coding difficult to code substrates. Because of their unique optics HPD lasers are able

to precisely cut just the top one or two layers of a multilayer film.

Macsa´s market innovation with the HPD series has continued with opportunities

identified in the textile sector where a QR code can be marked on denim to aid

traceability and to build brand relationships with the final supplier of the jeans.



Optima software enables our customers to do more

The Optima software was developed by Macsa Solutions and is used to enable Macsa’s

customers to integrate their various coding, marking and labelling devices, to enable

centralised control and thereby increase confidence.

Optima is packaged software that centralizes the whole coding and marking process to

one point and drastically reduces the number of mistakes. Optima provides you with

easy implementation, coding without errors, available drivers, integration with most

ERPs and traceability in the coding process.

It has been developed according to the standards of PC and network software and can

be installed quickly and easily with a minimum of technical support. Other products

are technically more challenging and reflect standards previously acceptable in the

production environment.

Macsa is continuing to develop the Optima software so that it can be used by its

distributors which offer a different mix of devices.

The Optima software is an example of how innovation in one Macsa business unit is

able to benefit another.



Serial Pharma Software responds to a changing

regulatory environment

Serial Pharma Software (SPS) is certified software that integrates coding with Macsa

equipment, reading of Data Matrix codes and control of alphanumeric digits for

compliance with the Directive on Falsified Medicines (EU) and the regulations 21 CFR

part 11 (USA).

Macsa has developed the SPS in response to anticipated regulatory changes. Its

pharmaceuticals customers have no choice but to conform with these changes. Because

Macsa has responded in this way its customers have a sensible response which does not

involve them in major process changes.

SPS addresses the pharmaceutical coding challenge from start to end. It encompasses

the interfaces with the regulatory authorities which provide codes at the start of the

process and require proof of conformance at the end.



Later this year we will be launching a new laser platform

After several years of implementing incremental improvements we will be making a

stepwise change which will improve the performance of all our laser products.

This new platform is being developed in partnership with a new partner which is

providing expert input to what is proving to be a very innovative new physical design.

The new platform will not only benefit end-users but it will also enable our distributors

to add move value in the sales process.

Oh and by the way Macsa P&A will also be launching a unique modular print & apply

system which will also enable our distributors to add more value for their customers!

05 Later this year


06 Our ambition

Macsa ID will continue to be a top 5 supplier

But to do so we must continue to innovate to enable our customers to:

• benefit from advances in technology;

• respond to the coding and marking challenges which they need to address; and

• add value to their products and their production processes.

We will continue to be a supplier to our customers world-wide, both small and large.


06 Our ambition

We will help the unemoployed to find their way

• Macsa Solidaria, the charity part of MACSA, collaborated in 2008 with Vicente Ferrer

on the building of 8 houses for disabled people and his families in one of the poorest

regions in India.

• In 2012, it collaborated with the Global Play Foundation on the rehabilitation of the

poor infrastructure of Tioribougou’s Maternity (Mali).

But we wanted to take a step forward and we have created Viuràlia Foundation:

• It will help local people in unemployment risk.

• We will help them through microcredits: with the extension of small loans to

entrepreneurs too poor to qualify for traditional bank loans, enabling poor people to

engage in self-employment projects that generate income.

• We will add value to their own business projects since we will be accompanying them

along every step of the entire process.


European Business Awards 2013/14

Category: The UKTI award for innovation

Recipient: Ruban d’Honneur

Company name: Macsa ID, S.A.

Presented by: Jordi Piñot

Date: 3.03.2014

Number of pages: 15

macsa presentation for the ukti innovation award at the european business awards

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house solutions capabilities

packaging sectors

different suppliers

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