Packing strategy and product packaging strategy
1. The series packaging strategy means that the products produced by the company are of similar quality and similar in use. The same patterns and similar colors are used on the packaging to reflect the common characteristics of the products of the company. This packaging strategy allows consumers to know which company's products they see at a glance, and can closely link products with corporate image, save design and printing costs, establish corporate image, improve corporate reputation, and benefit various products. It is the promotion of new products.
2. Grade packaging strategy products have different grades, different grades of different products, different costs, their value is not the same; even if the same kind of product, different grades, its quality and value are also different. Packaging is the overall product shape, must be consistent with the product's inherent quality and value, the use of high-quality high-quality packaging products, general products using ordinary packaging, in order to appropriately enhance the product's internal quality, effectively establish product image and promote sales.
3. Supporting packaging strategy The company puts a variety of related products, or products of the same variety with different specifications and designs in the same container, such as packaged packages of cosmetics, skin care products, tea sets, cooking utensils, and toys. This kind of packaging can be convenient for consumers to purchase and use, which is conducive to the promotion of sales of multiple products and improve the quality of goods. It also provides consumers with a consumption model and can cultivate new consumption habits. Shanghai Jinhua Craft Toys Factory changed the original unsold plastic packaging toy into a combination of novelty and beautifully decorated toys. The four plush toys of dogs, bears, rabbits and cats were skillfully matched and packaged into an assembly box. The side was bright cellophane. The four vivid, lively and lovely animal toys are clearly visible. The toy after changing the packaging is very beautiful and extremely popular.
Packaging strategies that are commensurate with promotions
1. Appropriate Packaging Strategy Appropriate packaging is the proper function of packaging, and its role, benefits and various costs of packaging are in a coordinated and stable state. The cost of packaging is reflected in all stages of packaging and waste disposal. When selecting a package, the entire process of packaging should be considered. Scientifically designing the packaging. Implementing standardized products while ensuring the packaging function, minimize packaging materials and reduce packaging costs. Reduce overall product costs and enhance product competitiveness.
2. Packaging strategies adapted to distribution channels Whether the products produced by enterprises can be delivered to consumers in a timely manner are closely related to the choice of distribution channels. The selection of distribution channels should fully consider product characteristics, consumer characteristics, and types of distribution channels adopted by competitors. At the same time, the packaging strategies adopted by the company should also be different according to the distribution channels chosen by the company, for example, it is easy to degenerate. Foods, if used in long-distance distribution channels, should be vacuum-packed or refrigerated, in order to meet the packaging conditions required for food shelf life.
3. Packaging strategies that are commensurate with the price When it comes to analyzing marketing mixes, the first is to develop products, then to find distribution channels, followed by promotions, and finally to determine prices based on market expectations and the level of production costs. Therefore, the author believes that various packaging strategies that are compatible with product elements, distribution channel elements, and promotional elements must be commensurate with price elements.
4. Convenient packaging strategy is to use convenient packaging such as bag-type, bag-style, luggage-type, backpack-type, etc., as well as easy-to-carry and store, easy to open and re-seal, and pull-rings, buttons, etc. Roll-open, tear-open and easy-to-open packaging to encourage customers to repeat purchases and promote sales.
5. Different packaging strategies Due to differences in economic income, consumption levels, education levels, and age levels, different consumers have different needs for product packaging. In general, high-income earners, especially high-income middle-aged and young people with high education level, are exquisite about packaging, like the packaging of unique shapes, vivid pictures, and tasteful packaging; while those with low income or low education level are Loves affordable, simple and convenient packaging. Therefore, enterprises should use different levels of water packaging strategies based on different levels of consumer demand in order to win more customers and open up markets.
6. Reuse packaging strategy is also called multi-purpose packaging strategy. After the core products in the package are used by consumers, their packaging can be used here or used for other purposes. For example, a porcelain bowl type packaging with donkey skin glue and blood granules, after the drink of blood granules is finished, the remaining porcelain bowls can be used as children's toy bowls to play other items. In addition, such packaging is engraved with the company's mark, can enhance the consumer's impression of the product, stimulate consumers to repeat purchases, virtually played a certain role in the promotion. This packaging strategy is to expand the sales of goods by giving the consumers some extra benefits in the form of products, but it cannot be overpacked because the functionality of the package exceeds the user's needs.
7. Gift Packaging Strategy In order to stimulate the desire of customers to purchase, in addition to the core product, the package also contains pictures, real objects, lottery tickets and other things to the consumer. For example, Master Kong instant noodles are packaged with the tigers' wind cards in the package, and the characters in each bag are different. The children can't put it down and they are eager to have a full set of whirlwind cards. They often have to buy instant noodles with such cards. For a time, various flavors of Master Kong instant noodles, along with colorful whirlwind cards into millions of households.
8. Update packaging strategy refers to the adoption of innovative packaging by companies to change the original product image and promote the sale of goods. Wei Hui Food Noodle Factory of Henan Province has seriously investigated the psychological trends of consumers' purchases and actively developed new varieties, from the original individual varieties to the current three series of multiple varieties. The product has changed from low-grade to high-grade and medical health-type noodle. In spite of product updates, the packaging remains the same, and the product sales are still not ideal. The factory hired relevant experts to re-design product packaging, change the paper packaging into plastic bag packaging, from the ordinary carton-type packaging to portable gift-type color box, and change the original large box packaging to different weights of small boxes, all The new products developed have a unique packaging style. As a result of the change in packaging, the sales volume has increased significantly. The factory's products have been sold to Beijing, Guangzhou, and other places, and are exported to Hong Kong and Japan. There has been a good momentum of supply shortage.
The Green Packaging Strategy Adaptable to the Times The green packaging strategy, also called the ecological packaging strategy, refers to packaging materials that can be reused or recycled, recycled, and packaged waste can be easily disposed of or harmless to the environment. The concept of business management has gone through several stages of development: concept of production, concept of product, concept of marketing, concept of marketing, and social concepts. At the end of the last century, it was positioned as a concept of green marketing. Today's consumer awareness of environmental protection is increasing day by day. Green marketing accompanied by green technologies, green industries and green consumption has become the new mainstream of corporate marketing. The green packaging adapted to green marketing has become the trend of packaging development in the world today. Therefore, implementing a green packaging strategy is conducive to environmental protection and integration with international packaging, and it is easy for consumers to identify and promote sales.
In summary, good product packaging can improve the competitiveness of enterprises, and various packaging strategies in marketing are compatible with market factors. The ultimate goal is to use this form of packaging products to broaden the market and increase market share. To achieve the company's marketing objectives.
Source: China Printing Machinery Network