The role of product packaging in marketing

With the homogenization of the product, what is more attractive to consumers? Famous Dupont law states that approximately 63 percent of consumers make a purchase decision based on packaging and decoration goods, precisely because of this, and now the market economy is Known as the eyeball economy, only attract consumers' attention, brands can be accepted by consumers, and products can be purchased by consumers. Packaging has determined the consumer's buying behavior, and a sophisticated dealer picks up new products. look at packaging can determine how its pre-market performance, therefore, companies must take advantage of the impact of packaging in order to complete their product promotion and branding.

Beer companies are relatively lacking in perfecting product packaging. They pay more attention to late-stage market operations, and more often use marketing techniques such as promotional and marketing campaigns to impress consumers. They think that consumers can make sure that consumers do not see the product before they see it. The decision to purchase can be made. Under the influence of this idea, the product packaging is disconnected from the follow-up marketing activities and the beer packaging is formed. The glass beer bottle has an absolute advantage, and the capacity and style has always been 640ML standard. Individually, there are some patterns on the neck and the bottom; the trademark is finally a stiff image that gets rid of the neck mark and body mark, and is marked by the aluminum foil to lead the fashion. This kind of domestic mainstream packaging method has been eliminated in other countries. The backwardness has become the biggest gap between domestic beer and imported beer.

Seeing the exquisite beer on the counter, but let me have the same impression of deja vu, pick and choose is ultimately difficult to choose, this loss of consumer psychology is the negation of the existing packaging of beer. Re-understanding the role of product packaging , is closely related to future marketing.

First, the role of product packaging in product sales

1, Packaging is a kind of sales force. <<Hanfeizi said the left side of the top>> records a "buy 椟 椟 的 的 亊" 亊 亊: A Zheng Guoren bought from the Chu merchants only a beautiful wooden box The pearls actually left the box and returned the pearls to the Chu merchants. In a sense, it was the magical packaging effect of “fine blending with the bead,” attracting customers and successfully attracting consumers’ attention. And to make it have the urge to buy, if the pearl is placed in a broken bag, pearls are precious, I believe no one will ask.

In today's extremely rich commodities, consumers pay very little attention to each product. They must seize the eyes of consumers and scan through the shelves. Only packaging can use colors, shapes, materials and other elements simultaneously. The connotation and information of products, brands and other enterprises highlight the common points of products and consumers' interests, and form a more intuitive impact on consumers, which in turn affects the impression of consumers on products and enterprises, and makes the products stand out on the shelves. On the other hand, it effectively fulfills the purpose of attracting consumers. The packaging of products first shows the sales force and bears the main function of attracting consumers.

This summer, a streamlined large-capacity cup with bright colors and exaggerated style made a lot of eyeballs. Many people in the street hold this cup slowly and leisurely. In fact, these cups are used by McDonald's in this summer's promotion activities. The container, due to its unique shape, set off an upsurge in the market, the original six-week event was planned to end prematurely because the cup was used up. The reason for the success of McDonald's was to use the sales force generated by the packaging. The simple shape of beverage packaging has become a habit. McDonald's used the so-called “colorful cup” to successfully seize the eyes of consumers and succeed.

2. Packaging is a kind of identification power. The reason why “Buying and Returning the Pearl” is considered to be a joke. This means that the packaging function of “椟” has been deviated due to the fact that it is “the cabinet of Mulan” and then “smoked”. “Guijiao” and “jewelry” beautiful box “椟” “covered” the brilliance of the treasures in the box. No wonder that Zheng did not love treasures and loved it. Although it successfully attracted consumers, After buying the packaging and leaving the product left, the fundamental reason is that the core of the packaging does not highlight the appeal of pearls (products). This kind of product packaging is also a failure. Although consumers do not buy anything, they still have beer. Dump, take away the bottle, the same need to allow consumers to see the packaging, to fully understand the product's features and features. A product packaging can not only require a beautiful design, more able to let the product speak for themselves, the product's function, The characteristics are expressed appropriately. The size of the communication power it displays in front of consumers directly affects the performance of a product in the market.

3, Packaging is a brand power. The 21st century has entered the era of brand consumption, and has entered a personalized consumer era, consumers buy goods in order to meet the needs of the material, but more emphasis on the personality of the goods can bring their own Satisfaction and spiritual pleasure are reflected in the senses through packaging. The external performance of packaging as a brand is what the company wants its own brand to give to consumers. The difference it produces and the performance it shows. The "brand characteristics" make it a dominant factor in attracting consumers. The material and spiritual benefits that packaging carries are what consumers buy. Brands that are represented by packaging must be branded in the mind and fully represent the brand. Connotation. If the connotation is not or not prominent, consumers hear and see that the packaging does not produce associations, making the brand a passive source of water.

4. Packaging is a kind of cultural force. The core of packaging is not only reflected in the appearance of the image, it is important to show the integration between personality and affinity, and to effectively display the bearing culture.

For example, in the marketing of mineral water, it is difficult to distinguish the taste of the mineral water, and various manufacturers have adopted packaging to attract consumers. Some trendy exteriors and brightly colored bottled water have been favored by consumers. However, with its unique portable carrying function and convenient drinking, it has gained the recognition of a specific consumer group - the youth consumer group. The contemporary young people's "new and new human", the "Gone with the Wind" is characterized by Zhang Qi's personality, self-expression, Cool and stylish are synonymous with them, so that the "new and new humans" have a more practical and dazzling way. It is only natural that they are accepted. Here, the product packaging once again explains "who caters to the consumer culture." "Get the market" concept.

5, Packaging is an affinity. Product packaging is consumer-centric, to meet the different needs of consumers, while bringing affinity to consumers.

As can be seen from the above, packaging plays an increasingly important role in marketing, has been given more features, packaging is no longer considered to be a waste of resources, become an important part of the marketing strategy. To make a good performance of their product packaging in the market, must reflect the intention of marketing on the packaging.

Second, product packaging is a reflection of marketing intentions

1, unified with marketing identity.

A: Unity with the basic color of marketing. The basic color used in packaging is a specific color used to represent the characteristics of a company or product. In the process of product information delivery, there is a clear visual recognition effect in the market competition and consumers. Packing gives full play to the conveying function of the basic color, it reflects the relationship between color and marketing concept, reflects a product information transmission, reflects the company's business philosophy and product characteristics. Through the use of the basic color, the package enhances the visual impact. , Make the packaging effect infective, maximize the creation of visual induction.

B: Consistent with the marketing's logotype. The marketing logo has the product's visual cognition and the information transmission function of the identification. The product packaging distinguishes the competitive enterprise and its products with the unique personality logo. The product packaging passes the overall planning and design vision. Symbols, forming a unique personality and strong impact, so that packaging reflects the company's business philosophy, the company's cultural characteristics, product content and characteristics, a direct impact on consumer confidence in product quality and corporate identity.

2, with the unification of the era of marketing. Modern enterprises in the face of rapid development of society, the ever-changing life and ideology, continuous market competition, packaging must have distinctive characteristics of the times.

3. Unify the differences with marketing. To highlight the differences between competitive companies, we must have novel and unique ideas, express the personality characteristics of enterprises, and express them in visual art language. The packaging should be injected into the corporate culture. , can convey the distinctive and outstanding corporate image and achieve the purpose of differentiation strategy. Packaging is not only a pattern design, but it is necessary to transform the conceptual image of the product into a visual image, and to be able to feel the concept through visual It not only has commercial value, but also has artistic appreciation value. It is represented by a vivid and concrete emotional image, which promotes the deepening of the logo theme and achieves the purpose of accurately transmitting enterprise information.

4, with the appeal of marketing unified. Product packaging should be suitable for consumer psychology, with a clear descriptive, direct product or brand to the audience, and visual, auditory simultaneous transmission of information, strengthen corporate image and brand appeal to enhance the image of the Makes the logo, the meaning of the standard fonts more complete and easy to identify. Every detail is carefully considered, reflecting a brand's personality, an attitude, even a belief. To achieve this goal is to rely on After scientifically analyzing and positioning the packaging, it is best to test it on the shelf of the shopping mall first, and to see if the packaging can enter the mind of the target consumer and continue to improve until it is perfect.

Third, the marketing point of view beer packaging

1. The miniaturization of capacity. Domestic beer packaging has been dominated by large bottles of 640ml, and the proportion of vials of beer below 500ml is very small. However, from the point of view of convenience and safety, small bottles are undoubtedly better than large bottles. China Brewing Industry Association Du Lujun, Secretary-General of the Beer Branch pointed out that the future development trend is: beer bottles to small capacity development, mainly to 300 ~ 500ml.

The vial of beer has many advantages. In a test of taste, we took out a vial of 330ML and a beer of 640ML. The actual contents were the same, but the result of the review was that the vial had better taste and the product was of higher quality. First of all, it gives a sensuous feeling. It is this feeling that determines the influence of its grade and taste. The grade and taste are important factors that determine the purchasing power of beer. The small packaged beer with fine packaging will dominate the trend of beer.

2. Diversification of packaging materials. Liquor can be packaged in a retro style that reflects the history and culture and the quality of cellaring. It reminds consumers of the recollection of wine culture for thousands of years. The positioning of beer is nothing more than fashion, passion, and exclusivity. These orientations require packaging to set off, and these packagings are time-sensitive. To reflect fashion, passion, and respect, they need constant development to update the packaging of beer. Outdated packaging is increasingly Can not get the favor of consumers. In order to reflect the difference and characteristics of their own and competitive products, beer companies will use a lot of new packaging technology, new technologies try to make high-end beer presents a new packaging, such as the now popular transparent white bottle, transparent Colorful labels give people a visually intuitive impact, giving people a trendy and upscale feel. This novel pursuit of beer packaging will create a diversity of beer packaging.

3, Innovative packaging methods. Innovation is the source of product packaging development, beer consumption is the young generation, the majority of beer companies target them as target consumers, this group of consumers is characterized by catching up with the trend, the new Things have a sense of curiosity, freshness, and capture them, it is tantamount to seizing the market. Many successful companies are creating a new bright spot through product packaging innovation, so as to gain market initiative. Beer company is an imported culture in the brand It is difficult to make use of the connotation of a long time ago in the appeal. This requires the adoption of various new technologies on the basis of preserving the old image, so that the packaging will have more distinctive characteristics of the times. The packaging update represents the company's innovation and innovation, and the courage to create , The spirit of pursuing excellence, avoiding the ever-rigid and ossified products left by consumers, stale and outdated images.

Fourth, the role of product packaging in marketing will become increasingly important

The promotion of beer products in the traditional marketing concept is nothing more than from the aspects of taste, quality, price, promotion methods, etc., but due to this sobering view, the beer industry developed to today, the products are increasingly homogenized, the taste between beer