Point of Purchase Market and Rotational Molding

Rotational molding is continuing to expand into new markets as traditional ones such as tanks mature and become less profitable. New applications are discovered as designers creatively apply the unique benefits of the rotational molding process to previously untapped markets. One of these is point of purchase displays, or POPs, which are a goldmine of opportunity for rotational molders. POPs store and display items to be purchased by consumers at the retail level. They are intended to enhance product sales by attracting customers with appealing graphics, clever designs and unique display of merchandise. These products can range from displaying potato chips to hand tools.

POP products are ideal for rotational molding because of the following common requirements:

1. POP are typically large
2. POP must be eye catching and attractive
3. POP always requires exciting graphics
4. POP is typically constructed from many materials and manufacturing processes
5. POP must be manufactured with short lead times
6. POP is usually designed with complex shapes
7. POP must be cost effective
8. POP production volumes are usually limited to specific promotions

These requirements are perfectly suited to rotational molding which is ideal for molding large parts in virtually any shape with low cost tooling. Furthermore, rotational molding allows designers to consolidate parts which reduces labor and provides a more robust one piece design.

This month’s featured article of a backpack meat pie dispenser is an excellent example of how rotational molding can be applied to a POP product that would have otherwise been manufactured with more costly materials and processes. This meat pie dispenser had to be durable, light weight, attractive and most importantly cost effective. Alternative manufacturing processes such as injection molding would have required higher tooling investment and many more parts. Other processes such as vacuum forming, sheet metal or fabric would require higher labor content with compromised aesthetics.

POP items are often underestimated in their complexity. They are frequently required to withstand significant loads, extreme environmental conditions and human factors considerations while complying with stringent aesthetic requirements. Successful designs typically develop for a close collaboration between marketing, engineering and manufacturing disciplines. POPs require advertising, branding and market details in the overall design. In addition, they must be cost effectively manufactured to satisfy a specific purpose. In the case of the meat pie backpack, many of the benefits inherent in the rotational molding process resulted in a highly successful as well as functional POP.

POP products are either developed by internal design staffs within the OEM, by outside advertising agencies or by POP companies. They are typically designed as part of a promotional campaign to increase product sales. Successful designs require imaginative graphics and iconic images that highlight the product being sold. Surprisingly rotational molding is not as well known in the POP industry as injection molding, sheet metal and vacuum forming. This condition offers a great opportunity for molders and designers within the rotational molding community to approach POP and advertising agencies with fresh ideas based on the unique benefits of the process.

Molders and designers can collaboratively develop and present designs based on rotational molding that would appeal to market oriented individuals within these organizations. Decision making facts pertaining to part cost, function, appearance, shipping and installation can all be included in a comprehensive presentation. The investment in a professional presentation could yield highly profitable production runs for a virtually exclusive application.

POP products are usually sold at a premium, since they are bundled into a marketing program to promote the sales of high volume retail products. Examples include food, batteries, hand tools, automotive supplies and just about anything you may see in a store. POP products offers molders higher profits with value added assembly and quality parts while designers will benefit from the design budgets allocated for such products. Progressive molders should not limit themselves to rotational molding since assembly of sheet metal and many other components are frequently required to manufacture a fully functional POP display. Complex POP assemblies are more costly, commanding a higher selling price as well as more sophisticated designs.

My recommendation is to look into the POP industry market by collaborating with a talented design or design firm within a specific market area. Presentations can be made to merchandising executives within the retail stores such as Walmart as well as OEM’s such as Duracell Battery, Lay’s Potato Chip or Black an Decker. You opportunities are as limitless as your imagination.

Michael Paloian, Integrated Design Systems, Inc.