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With the increasingly fierce market competition and the continuous development of business science, the content of competition among enterprises has shifted from purely physical products to include competition between physical products and serial services. In the fiercely competitive international market, consumers are not only pursuing the intrinsic quality of physical products, but also are very particular about product packaging, brands, and trademarks. With the continuous improvement of the consumption level and the increasingly frequent international exchanges, China's domestic market has also shown a clear trend of service competition. If an enterprise only pays attention to the development of product entities (core products) and neglects the research of the formal products, it is very likely to lose ground in the fierce market competition.
First, the packaging strategy
Products can be recognized by consumers in the market competition, not only have high-quality commodity entities, but also have a packaging appearance of artistic appeal. Therefore, for enterprises, it is very important to choose a packaging strategy rationally.
(A) The function of the packaging
The packaging of a commodity is not a simple decoration but it can achieve its purpose. It has many functions. In general, the packaging of goods can be used to facilitate transportation, storage, sales, protection of goods from damage, to avoid pollution, display the value of goods and other functions. Specifically there are four major functions:
l. Protect the product. The direct purpose of packaging is to protect the intrinsic quality of goods from damage, which is its most basic function.
2. Easy to store and transport effectively. The outer packaging of goods can make the body shape regular, weight and volume reasonable, not only to facilitate handling and handling, but also make full use of transport equipment and warehouses.
3. Easy to sell and use. The inner packaging of the product. Packaging) makes it easy for consumers to identify their content, quality, composition, quantity, usage, convenience of purchase and use.
4. Beautify goods and increase value. The beautiful and pleasing shape of the packaging and the vivid image will give people a sense of art and interest.
(B) Packaging Strategy
Commodity packaging is to increase the attractiveness of products and promote sales. In marketing activities, there are the following packaging strategies available for the company to choose:
1. A consistent packaging strategy means that all products produced by the same company use the same packaging pattern, the same color, and the same appearance, so that the consumer can identify which company's product from the packaging, or associate with the same company. other products. Adopting this strategy can save packaging design costs, improve the company’s reputation, give consumers a sense of trust in new products, and create conditions for new products to be marketed. However, when adopting such a strategy, it is necessary to ensure that the quality of each product must pass. Otherwise, the quality of a certain product will lead to a sharp decline in the reputation of the entire company, which will affect the sales of other products of the company.
2. The combination packaging strategy refers to the combination of several different attributes, but the associated goods are organically combined in one package and sold together. Such as family medicine boxes, containing cotton, gauze, red medicine, iodine and so on. The travel box contains toothpaste, razor, nail clippers, soap, toothbrush, and other travel essentials. The most commonly used packaging is a gift.
3. The one-time packaging strategy refers to the convenience of the consumer, and it is based on the amount of each type of product used for small packaging to win the user's favor. For example, coffee, tea, etc. are packed in small quantities in one use. A single box (bag) is filled with several single-use packages, which is both hygienic and convenient, and is a trend in the development of packaging.
4. With the packaging strategy, it mainly means that consumers' purchase motivation and desire are caused by gifts. There are two forms of bonus packaging: one is that the packaging itself is a bonus. The object of this kind of gift is often the salesperson of the store, which can prompt them to sell more of the goods of the company; the other is that the package contains gifts. For example, in the packing box of the recorder, a number of tape cassettes and the like are loaded with the host. Some of the bonus packs are also serial in nature, that is, when a certain amount of a certain commodity is purchased, the gifts that are obtained can constitute a commodity.
5. Reuse packaging strategy refers to the versatility of packaging. That is, after the original packaged product is used, the empty package can be used for other purposes. This kind of packaging strategy can arouse the customer's interest in buying. At the same time, it can use the opportunity of reusing the packaging to carry out advertising. Re-use packaging strategies have two forms: One is to make the package recycled and reused to attract consumers to repeatedly purchase the product; the other is to design the package for use. For example, Nestle coffee glass can be used as a cup. Sometimes the customer will also purchase the product for the purpose of purchasing the package.
6. The system design packaging strategy refers to systematizing product design and packaging design so that they can coordinate with each other.
(3) Basic requirements for packaging design
Packaging design should be based on the specific requirements of the packaging strategy. But in general, according to the role of the packaging of goods in the circulation process can be divided into transport packaging (outer packaging) and sales packaging (inner packaging).
1. Basic requirements for transport packaging design:
(1) According to the physical and chemical properties of goods, appearance, volume, weight, structure and other factors, choose the appropriate packaging materials and methods to ensure that the goods are not damaged, not deteriorated, and do not leak during transportation.
(2) According to factors such as the transportation distance, transportation mode, and loading and unloading mode of goods, the standardization of packaging shall be sought so as to facilitate loading, unloading and transportation and save freight.
(3) As far as possible, advanced packaging technology is used to increase the quality of packaging and reduce the weight of packaging materials. Such as the use of shrink packaging, vacuum packaging, inflatable packaging, aseptic packaging, etc., in meeting the necessary packaging requirements, and strive to reduce packaging costs.
(4) The packaging of export goods shall be based on foreign taxation, packaging habits and special requirements.
(5) The design is simple, eye-catching and durable. Such as product specifications, batches, pieces, volume, weight, protection signs.
2. Basic requirements for sales packaging design:
(l) The shape, pattern, and color of the packaging should be beautiful, eye-catching, novel, and use new materials as much as possible to increase the attractiveness of the product and achieve good advertising results.
(2) The packaging should be matched with the value of the goods. The precious goods should be packaged with gorgeous and noble materials.
(3) The packaging should be able to reveal the characteristics of the product and the guarantee of use so that the user can choose to purchase.
(4) Artistic and interesting. Use the artwork or masterpieces as a theme to design a series of packaging.
(5) The packaging should be easy to use and carry. With the improvement of people's living standards, the convenience of the use of goods, the higher and higher requirements for portability, and the needs of consumers when designing packaging.
(6) Nationality. The color and pattern of the package must conform to the customs and customs of the nation.
Product Packaging from Product Strategy and Product Purchase Strategy (3)
Section 4 Product Packaging and Trademark Strategy