As a complete product, it should include two aspects, one is the product and the other is the packaging. Both are indispensable and have inseparable relations. Therefore, packaging plays a very important role in the overall product concept. In modern marketing, the position of packaging not only plays an important role in the protection of goods, but also has special self-promotional effects, establishes corporate image, and promotes and expands the important role of “silent salesman” in sales of goods. In particular, in recent years, large shopping malls and supermarkets have rapidly emerged in the sales market. Commodity packaging on open shelves has become a direct channel for communicating with consumers and establishing a channel for purchase emotions. This emotional behavior is often due to consumers. For the first time the good and bad feelings of the packaging of goods are formed, consumers have a strong appeal to those who have a strong sense of novelty, including packaging and decoration design, and have a strong visual impact. Things are clear at a glance, and there is a strong desire to buy. A successful packaging can also bring additional benefits to consumers and increase the price of goods, especially for high-end, exported consumer goods and handicrafts. The role of packaging in decision-making is even more important. According to relevant market survey reports in the UK, women who purchase goods in supermarkets generally are attracted by the exquisite packaging and decorating, and often purchase more than 45% of their purchases.
To this end, according to Maslow's different levels of needs of the famous psychologists theory, companies should be based on different marketing methods of the market, using different commodity packaging strategies to meet the needs of different levels of consumers, so that goods in the marketing initiative The adoption of packaging strategies is multi-faceted, and generally has the following strategies.
First, a series of packaging strategies
That is, the company's product packaging uses the same materials, shapes, patterns, colors (or similar and different product colors), showing common characteristics. This kind of commodity packaging decision is the same as the group brand decision. The group brand decision mainly highlights the advantages of mobilizing the family brand, establishes the brand reputation, drives the series of products produced by the company, enhances the prestige of the company in the minds of consumers, and establishes the public image of the company. The same series of packaging strategies, in addition to the above advantages, can save design and printing غير مجاز مي باشدts, improve corporate reputation, promote the promotion of new products, have a stronger visual impact on the sales shelves, and easily attract consumers to choose.
In the packaging of common beverages, Huiyuan juice packaging is one example. It consists of a number of packages consisting of family-type series packaging, such as fresh orange juice, apple juice, etc., composed of different beverage juices. In the monolithic packaging group, several similar packaging series form a unified whole, among many beverage products, The effect of "stand out from the flock" has shown itself to consumers and played a very good promotional role.
Second, heterogeneous packaging strategies
That is, a company produces a variety of products. Because the company has strong production capacity and resource advantages, it has continuously developed new products to meet the needs of the society. The new packaging products on the market for new products also appeared along with it. According to the characteristics of various products produced by the enterprises, their unique packaging was adopted. Different styles, different patterns, and different packaging materials were used in the positioning of the packaging design. Achieve different marketing results.
For example, the Wahaha Group in Hangzhou produces different kinds of children's beverages and is deeply loved by children. After business science and rationalization of the market, children's beverages are taken as the main target market. At the same time, the needs of other beverages at different levels of society are also considered as the target market. Various beverages are developed to meet the needs of consumers. Therefore, various kinds of products are produced. Different types of bottled juice, cola, purified water and other foods, their packaging style positioning according to the different beverages and food sales targets, there are plastic, paper products, metal packaging, etc., to form a multi-faceted packaging beverages and food, to attract different levels of consumer needs . As all-round access to the market, in the sales market will soon have a strong dominant market position, enhance the visibility of companies, improve corporate branding, and companies through the different types of self-promotion packaging, in the consumer market has a strong competitive advantage.
Third, supporting packaging strategy
Package packaging is convenient for consumers, saves consumers time for shopping, matches a variety of related products in the same package, satisfies the purchase and use of consumers, and at the same time seeks to increase sales of goods in an effective form of sales packaging . At present, foreign and domestic shopping malls and supermarkets widely use this kind of packaging sales methods, and promote the sale of a variety of products, in particular, is conducive to the promotion of new products. The matching packages can be roughly divided into three categories: one is the matching of commodities of the same species and different specifications; the other is the matching of commodities of different varieties but of closely related uses; and the other is the category of goods not related to the same species or of non-use. Supporting. Nowadays, there are many kinds of goods that are packaged in packages. In the marketing, there are various types of wine, daily consumer goods, toys, hardware tools, stationery, غير مجاز مي باشدmetics, clothing, porcelain, and home appliances. Supporting packaging is also based on the psychological characteristics of consumers shopping, induce consumers to buy desires, thereby expanding product sales.
Shaoxing, Zhejiang—The packaging designer has designed a novel packaging that combines six different kinds of wines, including rice wine, Huadiao wine, good wine, Yuan wine, Shaoxing wine, and Tushao wine, in a box. In addition, it is matched with six wine bottles to form a petal-shaped pattern and can be packaged in a portable corrugated box with a window-opening lid. This not only enables consumers to see the package at a glance, but also has a beautifully designed exterior design that allows consumers to taste different flavors of wine. There is no need to find another inconvenience for the sake of wine tasting, and it is convenient and convenient to carry, which fully meets the requirements of consumers and is highly favored by consumers. Package packaging should strictly distinguish those unfair business practices that use brands of high-quality goods to coerce the inferior goods.
Fourth, reuse packaging strategy
Also called dual-use packaging strategy. After the contents of the package are used, they are reused for the purpose of reusing the characteristics of their packaging, giving full play to the use value of the package, increasing the utilization rate of the package, and increasing the consumers' interest in buying products by giving consumers additional benefits. So as to promote the sale of goods.
For example, a winery in Longquan, Zhejiang Province, uses local celebrity made of celadon to make wine. Its shape resembles an antique vase. It is beautifully shaped and unique, has a high appreciation and collection value, so after the wine is used, it can be used as a pair of celadon vases. Decoration, become a good craft decorations. The combination of packaging design and handicrafts not only improves the grade and added value of wine, but also increases people’s cultural tastes. On the other hand, it enhances the popularity of the company through the preservation of company name or logo on the packaging and enhances the competition in marketing. force. Reusable packaging can often be seen in the sales market. For example, printed iron and tin cans for food and wine packaging can be reused.
(to be continued)
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