Talking about Modern Packaging Strategy

A survey by DuPont, the largest chemical industry company in the United States, showed that 63% of consumers buy goods based on their packaging. This discovery is known as the "Dupont Law." A well-designed package embodies a company's marketing strategy in a materialized form. The company's target market, the company's product prices and distribution strategies are reflected in the packaging. The French sociologist Jan Podtrière has pointed out: "The object wants to be transformed into a consumer product must be a mark." Modern packaging strategy is to strengthen this mark, and the means of reinforcement is mainly achieved through packaging design links of. Enterprises usually adopt corresponding packaging strategies according to different marketing factors. The main strategies and methods include the following aspects.

1 Series Packaging Strategy

Enterprises use the same or similar colors, designs, and arrangement methods for the same type of products produced in the packaging design to highlight the unity of the visual image so that consumers recognize that this is the product of the same company, the products and the enterprise The image is combined and it feels like it's gone. This can greatly save the design and printing production costs, but also save the huge promotional expenses required for the promotion of new products, both to help products quickly open up sales, but also enhance the corporate image. For example, a lot of instant noodle packaging on the market, similar to the same brand of packaging, but different flavors of the product in the packaging are different.

2 Hierarchical packaging strategies

Due to differences in consumer economic income, consumption habits, education, aesthetic standards, and age, the psychological needs for packaging are also different. In general, high-income earners and people with higher education levels, especially the middle-aged and young people, pay more attention to the exquisite design and production, require unique shapes, tastes, and personalities; while low-income consumers prefer the benefits of economy and simplicity. Convenient packaging design. Therefore, the company formulates different levels of packaging strategies for different levels of consumer demand characteristics in order to compete for consumer groups at all levels and increase market share.

3 Convenient packaging strategy

This is targeted planning and design to meet the requirements of easy portability and storage of goods, ease of opening and re-sealing, such as bag-type, bag-style, trunk-type, backpack-type and other portable packaging, and pull ring , Buttons, pull-tabs, roll-open, tear-open and easy-to-open packaging to meet customer requirements and promote sales.

4 supporting packaging strategy

The company sells the related series of products in complete sets for consumer convenience. Such as travel kits, make-up boxes, traditional four treasures - pen, ink, paper, ink, etc., are packaged. This packaging strategy is conducive to driving the sale of a variety of products, improve product quality.

5 Packaging Strategies for Bonus Items

Gifts are included in the package to stimulate consumers' desire to buy. The forms of gifts are various, and may be lottery tickets or related merchandise. For example, a washing kit may be provided on a washing liquid package, or a gift may be enough to attract consumers regardless of the content of the product. It is common for merchants to include play-type toys and cartoons in children's food. Many children buy products not because of the food itself but because of gifts. Such as Master Kong instant noodles in the package attached to the Tigers cyclone card, each pack of instant noodles are placed in a different Tornado card, such as baby tiger, clever tiger, tiger, Tornado tiger, Warrior tiger, tiger and so on. The children can't put it down, they are eager to have a full set of Tornado cards, and they often have to buy instant noodles with such cards. For a time, different tastes of Master Kong instant noodles, with a variety of colorful Tornado cards, went into millions of households.

6 Update Packaging Strategy

Update packaging, on the one hand, is to rejuvenate people's desire to purchase by improving packaging to make poorly-sold merchandise. On the other hand, through improvement, products should be adapted to market changes. It is more difficult for some products to improve their quality, but if they are consistent for several years, they will always be old faces and consumers will become bored again. Often changing and packaging, it brings a sense of freshness, sales may go up.

7 Reuse packaging strategy

Reuse refers to the value of packaging reuse, which can basically be divided into two categories according to the purpose and purpose: One is from the perspective of recycling, such as product turnover, beer bottles, beverage bottles, etc. Reuse can significantly reduce packaging costs, facilitate commodity turnover, and help reduce environmental pollution. The other is from the consumer point of view, after the use of goods, its packaging can also be used for other purposes, in order to achieve the purpose of turning waste into treasure, and corporate identity on the packaging can also play a continuing promotional effect. This requires that in the design of packaging, taking into account the characteristics of reuse, in order to ensure the possibility of reuse and convenience. For example, porcelain vases are used as wine bottles, and vases can be made after drinking. Another example is a plastic container with pistols, pandas, monkeys, etc. to pack candy. After the candy is eaten, its packaging can also be used as a toy.

8 Packaging Strategies for Enterprise Collaboration

When a company develops a new market, its popularity may not be high due to publicity and other reasons, and the required advertising input costs are too large, and it is difficult to immediately take effect. At this time, local companies with good reputation and popularity can jointly launch new products and focus on the image of joint enterprises in packaging design. This is a very practical and effective strategy, and it is more common in developed countries such as Europe, America and Japan. way of doing. For example, Japanese electronic products were slow-moving when they entered the US market, and later used the Sears trademark to occupy the US market.

9 Green Packaging Strategy

With the increase of environmental protection awareness of consumers, green environmental protection has become the theme of social development. Green concept marketing methods that accompany green industry and green consumption have become the mainstream of business operations. Therefore, when designing packaging, choose packaging materials that can be reused or recycled, easy to recycle, and environmentally friendly, which will easily win consumers' favor and recognition, and also help the environment and integrate with international packaging technology standards. The development of the company brings good prospects. Such as using paper packaging instead of plastic bags, wool material in the folder to place a soft pad to replace the hard liner, not only beautify the packaging, but also follow the development trend, kill two birds with one stone.

In summary, various packaging strategies in marketing all correspond with marketing factors. The ultimate goal is to use appropriate packaging to promote products, expand the market, increase market share, and achieve the company's marketing goals.

Author: Zhang Yan

Reprinted from: Print World