Relevant packaging strategies in the marketing of

2022-10-16
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Relevant packaging strategies in product marketing (Part 1)

as a complete commodity, it should include two aspects, one is product, and the other is packaging. Both are indispensable and have an inseparable complementary relationship. 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 protecting commodities, but also has a special self promotion effect. It plays an important role in establishing a corporate image and promoting and expanding the "silent salesman" of commodity sales

In recent years, shopping malls and supermarkets have risen rapidly in the sales market. Commodity packaging on open shelves has become a channel for direct communication with consumers and the establishment of purchasing emotions. This emotional behavior is often formed by the good and bad moments of consumers' first feelings about commodity packaging. Consumers have strong attraction for those, including the novelty and uniqueness of packaging and decoration design, It has a strong visual impact, so that consumers can see the contents at a glance through packaging, and have a strong desire to buy. A successful packaging can also bring additional benefits to consumers and improve the price of goods. Especially for some high-end and exported consumer goods and handicrafts, the decision-making role of packaging is even more important. According to a British market survey, generally, women who buy goods in supermarkets often buy more than 45% of what they want to buy when they go out due to the attraction of exquisite packaging and decoration

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therefore, according to the famous psychologist Maslow's theory of different levels of needs, enterprises should adopt different commodity packaging strategies according to different marketing methods in the market, meet the needs of consumers at different levels, and make commodities in an active position in marketing. There are many ways to adopt packaging strategies, generally including the following strategies

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first, a series of packaging strategies

that is, the product packaging of the enterprise adopts the same materials, shapes, patterns, colors (or similar and different product colors), showing common characteristics. Like group brand decision-making, group brand decision-making is mainly to show the advantages of family brand, establish brand reputation, drive the series of products produced by the enterprise, improve the prestige of the enterprise in the hearts of consumers, and establish the public image of the enterprise. In addition to the above advantages, the same serialized packaging strategy can save design and printing costs, improve corporate reputation, facilitate the promotion of new products, and have a stronger visual impact on the sales shelves, which is easy to attract consumer choice

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in the packaging of common beverages, such as Huiyuan juice packaging is one example. It is a family series of packaging composed of multiple packages, such as fresh orange juice, apple juice and other different beverage juices. In the monomer packaging group, multiple approximate packaging series form a unified whole. Among many beverage commodities, it has the effect of "standing out from the crowd", showing in front of consumers and playing a good promotional role

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Second, different type packaging strategy

that is, an enterprise produces a variety of products. Because the enterprise has strong production capacity and resource advantages, it continues to develop new products to meet social needs. The launch of new products and the supporting new packaging also appear. According to the characteristics of various products produced by the enterprise, they adopt their own unique packaging, and adopt different styles, different patterns, and different packaging materials in the design and positioning of each packaging, so as to achieve different marketing effects

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for example, Hangzhou Wahaha Group produces different children's drinks, which are deeply loved by children. After the enterprise scientifically and rationalizes the market, it takes children's drinks as the main target market. At the same time, considering the demand of different levels of society for other drinks as the target market, it develops various drinks to meet the needs of consumers. Therefore, it produces various types of bottled fruit juice, cola, purified water and other foods. Its packaging style positioning depends on the different sales objects of beverages and foods, including plastic, paper products, metal packaging, etc, Form a multi-directional packaging of beverages and food to attract the needs of consumers at different levels. As a result of entering the market in an all-round way, it will soon occupy a strong leading market position in the sales market, enhance the popularity of the enterprise and improve the brand effect of the enterprise. Through the self publicity of different types of packaging, the enterprise has a strong competitive advantage in the consumer market

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III. supporting packaging strategy

supporting packaging is an effective form of sales packaging that facilitates consumers, saves consumers' shopping time, and matches a variety of related goods in the same package to meet consumers' purchase and use, while trying to increase commodity sales. At present, foreign and domestic shopping malls and supermarkets widely use this kind of packaging sales means, and drive the sales of a variety of products, especially conducive to the promotion of new products. Supporting packaging can be roughly divided into three categories: one is the matching of goods of the same variety but different specifications; The other is the matching of commodities with different varieties but closely related uses; There is also a kind of commodity matching that is neither related to the same variety nor use. Nowadays, there are many commodities with supporting packaging, and the supporting packaging of all kinds of alcohol, daily consumer goods, toys, hardware tools, stationery, cosmetics, clothing, porcelain, household appliances and other commodities is common in marketing. In terms of investment, the matching package is also installed according to the psychological characteristics of consumers, inducing consumers' desire to buy, so as to expand commodity sales

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a packaging designer in Shaoxing, Zhejiang Province, once designed a novel packaging, which combines six different flavors of Shaoxing famous wines, including Jiafan wine, Huadiao wine, Shanjiu wine, yuan red wine, Shaoxing wine, and tushao wine, into a packaging box, which is matched with six wine cups to form a petal shaped pattern, and adopts a portable thin corrugated packaging with a windowed box cover, which not only makes consumers see the packaging at a glance, The appearance design is beautiful and generous, which is convenient for consumers to taste different flavors of wine, and there is no need to find another wine cup for wine tasting. At the same time, it is convenient to carry, which fully meets the requirements of consumers and is deeply favored by consumers. The supporting packaging should strictly distinguish those improper business behaviors that use brand high-quality goods to forcibly match low-quality goods

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IV. reuse packaging strategy

is also known as dual-use packaging strategy. That is, after the contents of the package are used up, they can reuse the characteristics of their packaging for other purposes, give full play to the use value of their packaging, and improve the utilization rate of packaging. Through the additional benefits brought to consumers, they can improve consumers' purchase interest, so as to promote the sales of goods

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for example, a distillery in Longquan, Zhejiang Province has used local water to make it easier for water to enter the packaging of wine made of prestigious celadon. The plastic recycling situation of many local authorities is extremely chaotic. Its shape is like an antique vase, which is beautiful and unique, and has high appreciation and collection value. Therefore, after the wine is used, it can be used as a pair of celadon vase decorations and become a good craft decoration. The combination of packaging design and handicrafts can not only improve the grade and added value of wine, but also increase people's cultural interest. On the other hand, by leaving the name of the enterprise on the packaging, the machine will be restored and the on-site scale or logo will be cleared to improve the popularity of the enterprise and enhance the competitiveness of products in marketing. Reusable packaging can often be seen in the sales market, such as iron printing and canning packaging of food, alcohol packaging, etc. can be reused

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