4P'S: Packaging Strategy (Chinese)

The quality, appearance, color, trademark, packaging, and decoration of the audio system are the tangible products of the overall product, and together with the core products form a complete product to evoke the consumer's desire to purchase. The same sound is the core product, different physical products, that is, different quality, appearance, packaging and trademarks, can evoke different consumers' desire to buy. Although there is no direct link between an add-on product and the product entity itself, it is an inseparable part of the overall product that satisfies customers' specific requirements, promotes product sales, and ensures product consumption. If you can not provide additional products such as delivery, installation, commissioning and maintenance to your customers, even the best core products and physical products will give customers a worry, and it will not necessarily guarantee the realization of consumer behavior. visible. The three basic levels of the overall product complement each other and are indispensable.
The packaging occupies an important position in the overall product towel and is part of the overall product. Packaging includes three levels: the inner package, which is the container or package that closely follows the product; the middle package, which protects the inner package and increases sales opportunities; the outer package, also called the transport package, facilitates storage, transportation, and handling. All kinds of packaging, especially sales packaging, can beautify the goods and increase the price of the goods, and play an effective promotion role.
III. Packaging Strategies in Marketing In marketing, companies often use different packaging strategies based on different marketing factors.
(1) Packing strategies that are compatible with product requirements 1. Series packaging strategy
That is to say, all kinds of products with similar quality and similar uses produced by the company use the same pattern and similar colors on the packaging to reflect the common characteristics of the products of the company. This packaging strategy allows consumers to see what the company’s products are. It can closely link products with corporate image, greatly 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 matching products of different specifications and designs in the same container, such as packaged packages of cosmetics, skin care products, tea drinking equipment, and toys. This kind of packaging can be easily purchased and used by consumers, which is conducive to the promotion of sales of multiple products and improves the quality of goods. It also provides consumers with a consumption model and cultivates new consumption habits. Shanghai Jinhua Craft Toys Factory changed the original unsold plastic packaging toy into a combination of novelty designs and beautifully decorated toys. The four plush animal toys of dogs, bears, rabbits and cats were skillfully matched and packaged into an assembly box. The side was bright. Cellophane, four sheds, lively and lovely animals are clearly visible. The toy after changing the package is very beautiful and extremely popular.
(b) Packing strategies adapted to promotional elements 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 packaging cost is reflected in the various stages of packaging and waste disposal. When choosing the packaging, the whole process of packaging should be considered. Scientifically design and standardize the packaging. While guaranteeing the function of the packaging, minimize the packaging materials and reduce the cost of packaging. Reduce overall product costs and enhance product competitiveness.
2. The convenient packaging strategy is to carry out convenient packaging such as bag-type, bag-type, case-type, backpack-type, etc., as well as easy-to-carry, easy-to-carry, easy-to-open and re-seal packages for goods, as well as pull-tabs and buttons. Pull-type, roll-open, tear-open, etc. easy-to-open packaging to cause customers to repeat purchases and promote sales. (To be continued)