(I) Packaging Strategy Emphasizing Commodity Traits
This packaging strategy is mainly to highlight the use, nature, and quality of the goods through the packaging, to give the customer a convenience, a sense of time saving, and to clearly bring the added value or remaining use value to the customer, which is highly favored by consumers.
1, a dose of packaging. It refers to the design of challenge packaging according to the consumer's habits, and the contents are for one use only. Such as instant noodles sold in the market, teabags, and a one-time amount of coffee packaging. (One-time use of packaging is very convenient, deeply loved by consumers.) Another example is Zhenjiang balsamic vinegar introduced similar oral liquid packaging, a Box of 12, especially suitable for families who rarely cook. The small package of white sugar is not only convenient to use, but also resistant to moisture and insects, and is well received by consumers.
2, transparent packaging and "window" packaging. Transparent packaging includes transparent packaging and partially transparent packaging. Through transparent packaging materials, some or all of the interior contents of the products are displayed in a transparent form, which enables buyers to directly see the image, color, and quality of the products, which can reflect the natural beauty of the products. It also facilitates customer identification and purchase. Such as Japan's "Epworth" of various models of single, record player, outsourcing with a layer of transparent plastic film, so that consumers can see the inside of the goods at a glance. China's "Golden Emperor" brand chocolate is a rigid transparent Plastic Box packaging, all kinds of chocolate in the box at a glance, so that consumers can not help but take the initiative, sales soared. Open-window packaging is to open a window in a certain part of the outer package, and is sealed with cellophane or transparent film so that the best part of the product is displayed. This method is used more in food, textiles, light industrial products and hardware packaging. For example, the clothing packaging box usually adopts the form of “window-opening†packaging. The position of the “window-opening†is best in the collar. The food can be seen locally and the whole scene can be known. The window can be smaller.
(II) Similar Packaging Strategies
All kinds of goods produced by enterprises use the same patterns, similar colors, and the same features on the package appearance, so that customers realize that this is the same company's products. This packaging strategy is called a similar packaging strategy. This packaging strategy is not only conducive to marketing, enhance the company's reputation, but also save packaging design and production costs, but also help eliminate and reduce consumer distrust of new products, to create conditions for the rapid opening up the market. For example, Panasonic and Aiwa Corporation's series of products all use similar packaging, designs, trademarks, and colors, so that customers can be seen at a glance and the products are selling well. However, the use of this strategy must be a product with similar uses and properties, or it will offset the role of packaging in identifying goods.
(3) Sleeve labeling strategy This packaging strategy mainly uses the same kind of goods whose packaging patterns, shapes, and colors are the same or similar. It divides the mark into several parts and distributes them on a group of goods to put together this group of goods. It is a complete logo or name. Such as a variety of photocopies designed by the tobacco factory, such as exquisite sets of Toppan package. Such as "West Lake" of Hangzhou Tobacco Factory, "Chutian Tour" of Wuhan Tobacco Factory, and "Zhangjiajie" produced by Hunan. These sets of labels have been favored by collectors. In addition, a variety of labels, canned labels, candy packaging, etc., can also use the label strategy.
(4) Packing policy for packaging documents accompanying this packaging strategy is to include a document in the packaging of the goods, or a wedding card, a birthday card, or a celebration speech, etc., to provide convenience for some unsociable social workers. . Such as the invention of the invention of wine packaging documents attached, that is, in the bottle cap placed a small file, according to the different content of the file, respectively, in the bottle cap surface marked, consumers need to buy different Make a choice. This packaging strategy is a relatively new packaging method, and its development prospects are very broad.
(V) Packaging Strategy with Gifts There are two forms of feed-forward packaging, one is that the packaging itself is a bonus item, and the gift is generally a salesperson, which promotes the salesperson to sell more of the company’s merchandise. The other is a gift in the package to stimulate the consumer's desire to buy. It is one of the important packaging strategies for modern marketing. It uses the pictures, photos or other gadgetry included in the package to attract consumers, especially the women and children below middle income who are most likely to arouse their repeated purchases. For example, the "ballet" pearl cream produced in Wuxi, Jiangsu Province, entered the Hong Kong market at one stroke and became a popular item in Hong Kong's cosmetics market. It was because the box contained a "pink" pin and gift. In addition, the packaging of complimentary products can also be used to introduce new products and conduct market research.
(6) Renewing packaging strategies Due to the increasing development of science and technology, new processes, new technologies, and new packaging materials will inevitably replace old packaging processes and materials, creating conditions for companies to open up new markets for their products, followed by changes in people's spending habits. Promote the continuous updating of packaging. For example, due to the acceleration of the rhythm of modern people's life, it requires the reduction of household labor time and labor, and the gradual socialization of housework. Therefore, there are various convenience foods and canned foods. Various new types of packaging have been produced, such as retort food Bags, baked food containers, beverage composite paper cans, and convenience cans. In addition, changes in sales methods have also led to the renewal of packaging. For example, with the advent of supermarkets, customers rely on packaging to “introduce themselves†when selecting products. Therefore, packaging should highlight the image of the product, and trademarks and written descriptions must be very eye-catching.
The purpose of renewing the packaging is to improve the packaging and bring vitality to the products that are at a disadvantage; secondly, to improve the product and update the packaging to make the products that are hot sellers icing on the cake. However, under normal circumstances, when a product is in the hot period, it is not very likely that it will want to improve the packaging, but it is not advisable to begin to realize this problem when the product enters the unsalable period. If you want to keep the momentum of the best-selling products, in addition to the improvement of the products themselves, it is a good idea to constantly improve the packaging. There are usually the following ways to improve and update the packaging: (to be continued)
This packaging strategy is mainly to highlight the use, nature, and quality of the goods through the packaging, to give the customer a convenience, a sense of time saving, and to clearly bring the added value or remaining use value to the customer, which is highly favored by consumers.
1, a dose of packaging. It refers to the design of challenge packaging according to the consumer's habits, and the contents are for one use only. Such as instant noodles sold in the market, teabags, and a one-time amount of coffee packaging. (One-time use of packaging is very convenient, deeply loved by consumers.) Another example is Zhenjiang balsamic vinegar introduced similar oral liquid packaging, a Box of 12, especially suitable for families who rarely cook. The small package of white sugar is not only convenient to use, but also resistant to moisture and insects, and is well received by consumers.
2, transparent packaging and "window" packaging. Transparent packaging includes transparent packaging and partially transparent packaging. Through transparent packaging materials, some or all of the interior contents of the products are displayed in a transparent form, which enables buyers to directly see the image, color, and quality of the products, which can reflect the natural beauty of the products. It also facilitates customer identification and purchase. Such as Japan's "Epworth" of various models of single, record player, outsourcing with a layer of transparent plastic film, so that consumers can see the inside of the goods at a glance. China's "Golden Emperor" brand chocolate is a rigid transparent Plastic Box packaging, all kinds of chocolate in the box at a glance, so that consumers can not help but take the initiative, sales soared. Open-window packaging is to open a window in a certain part of the outer package, and is sealed with cellophane or transparent film so that the best part of the product is displayed. This method is used more in food, textiles, light industrial products and hardware packaging. For example, the clothing packaging box usually adopts the form of “window-opening†packaging. The position of the “window-opening†is best in the collar. The food can be seen locally and the whole scene can be known. The window can be smaller.
(II) Similar Packaging Strategies
All kinds of goods produced by enterprises use the same patterns, similar colors, and the same features on the package appearance, so that customers realize that this is the same company's products. This packaging strategy is called a similar packaging strategy. This packaging strategy is not only conducive to marketing, enhance the company's reputation, but also save packaging design and production costs, but also help eliminate and reduce consumer distrust of new products, to create conditions for the rapid opening up the market. For example, Panasonic and Aiwa Corporation's series of products all use similar packaging, designs, trademarks, and colors, so that customers can be seen at a glance and the products are selling well. However, the use of this strategy must be a product with similar uses and properties, or it will offset the role of packaging in identifying goods.
(3) Sleeve labeling strategy This packaging strategy mainly uses the same kind of goods whose packaging patterns, shapes, and colors are the same or similar. It divides the mark into several parts and distributes them on a group of goods to put together this group of goods. It is a complete logo or name. Such as a variety of photocopies designed by the tobacco factory, such as exquisite sets of Toppan package. Such as "West Lake" of Hangzhou Tobacco Factory, "Chutian Tour" of Wuhan Tobacco Factory, and "Zhangjiajie" produced by Hunan. These sets of labels have been favored by collectors. In addition, a variety of labels, canned labels, candy packaging, etc., can also use the label strategy.
(4) Packing policy for packaging documents accompanying this packaging strategy is to include a document in the packaging of the goods, or a wedding card, a birthday card, or a celebration speech, etc., to provide convenience for some unsociable social workers. . Such as the invention of the invention of wine packaging documents attached, that is, in the bottle cap placed a small file, according to the different content of the file, respectively, in the bottle cap surface marked, consumers need to buy different Make a choice. This packaging strategy is a relatively new packaging method, and its development prospects are very broad.
(V) Packaging Strategy with Gifts There are two forms of feed-forward packaging, one is that the packaging itself is a bonus item, and the gift is generally a salesperson, which promotes the salesperson to sell more of the company’s merchandise. The other is a gift in the package to stimulate the consumer's desire to buy. It is one of the important packaging strategies for modern marketing. It uses the pictures, photos or other gadgetry included in the package to attract consumers, especially the women and children below middle income who are most likely to arouse their repeated purchases. For example, the "ballet" pearl cream produced in Wuxi, Jiangsu Province, entered the Hong Kong market at one stroke and became a popular item in Hong Kong's cosmetics market. It was because the box contained a "pink" pin and gift. In addition, the packaging of complimentary products can also be used to introduce new products and conduct market research.
(6) Renewing packaging strategies Due to the increasing development of science and technology, new processes, new technologies, and new packaging materials will inevitably replace old packaging processes and materials, creating conditions for companies to open up new markets for their products, followed by changes in people's spending habits. Promote the continuous updating of packaging. For example, due to the acceleration of the rhythm of modern people's life, it requires the reduction of household labor time and labor, and the gradual socialization of housework. Therefore, there are various convenience foods and canned foods. Various new types of packaging have been produced, such as retort food Bags, baked food containers, beverage composite paper cans, and convenience cans. In addition, changes in sales methods have also led to the renewal of packaging. For example, with the advent of supermarkets, customers rely on packaging to “introduce themselves†when selecting products. Therefore, packaging should highlight the image of the product, and trademarks and written descriptions must be very eye-catching.
The purpose of renewing the packaging is to improve the packaging and bring vitality to the products that are at a disadvantage; secondly, to improve the product and update the packaging to make the products that are hot sellers icing on the cake. However, under normal circumstances, when a product is in the hot period, it is not very likely that it will want to improve the packaging, but it is not advisable to begin to realize this problem when the product enters the unsalable period. If you want to keep the momentum of the best-selling products, in addition to the improvement of the products themselves, it is a good idea to constantly improve the packaging. There are usually the following ways to improve and update the packaging: (to be continued)
Shoes Package, Shoe Box, Shoe Packing
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