This article describes various packaging strategies that are compatible with marketing factors such as products, distribution channels, promotions, and prices, and believes that the ultimate goal of the research packaging strategy is to use packaging to promote the overall product, broaden the market, and achieve the company’s marketing goals. .
1. Marketing Mix Marketing Mix is ​​the specific application of system engineering theory in corporate marketing activities. It refers to the various types of enterprises that can exert their subjective initiative within a certain range according to the needs of the target market. Comprehensive use of market instruments.
Marketing mix includes products, distribution channels, promotions, prices. Each factor of the marketing mix is ​​a “controllable factor†for the enterprise, that is, the company can determine its own product structure, product price, distribution channels, and promotion methods according to the needs of the target market. With regard to the use and collocation of these marketing methods, enterprises have autonomy, but such autonomy is not absolute. It is not only constrained by the resources and goals of the enterprise itself, but also affected and constrained by various macro-environmental factors. These are The company's "uncontrollable factors."
The marketing mix is ​​a dynamic combination of changes, each combination of factors is constantly changing, while at the same time it is mutually influenced. Each change of the factors will cause the change of the entire marketing mix to form a new combination. The marketing mix is ​​a large portfolio of crickets, and each cricket includes many factors that form the sub-combination of each cricket. For enterprises to conduct overall marketing activities, they must coordinate internal resources such as manpower, material resources, and financial resources, and consider the external environmental factors to select the best combination for the needs of the target market.
In the analysis of marketing mix, we should first develop a product that can meet the needs of the target market, and then look for distribution channels so that the product can reach the target customer smoothly, then start the promotion, tell the target customer about the information, and try to convince them to spend, Finally, the price is determined based on the customer's expected response to the overall product and the cost of production. It can be seen that the product strategy, location strategy, promotion strategy, and pricing strategy are the basic items of the marketing mix. In the dynamic marketing environment, they are interdependent and influence each other. Among them, product strategy occupies a very important position in the company's marketing strategy, because any company in the formulation of a strategic plan, the first thing to solve is what kind of products and services companies use to meet the needs of the target market. Therefore, product strategy is the basis of the entire marketing mix strategy.
Second, the overall product strategy
To formulate a good product strategy, it is necessary to understand the concept of the overall product. A product is any tangible item or intangible service that people provide to the market to meet the consumer's or user's needs. Tangible items mainly include product entities and their quality, characteristics, brands and packaging; intangible services include after-sales services, product image, and reputation that can bring additional benefits and psychological satisfaction to consumers. This is the overall product concept. The overall product consists of three basic levels: core products, formal products, and expanded products.
The core product refers to the use value of the product, provides the customer with the most basic utility and benefits, and can meet a certain specific requirement of the consumer. It is the most basic level of the overall product. Formal products, also known as physical products, are the physical structure and appearance of a product. They are the specific forms of satisfaction for a certain consumer in the target market, and are generally reflected in the product's quality, characteristics, style, and product packaging and brand. The expansion of products, also known as additional products, is the sum of various additional benefits of products, usually referring to various after-sales services, such as providing product manuals, guarantees, installation, maintenance, delivery, and technical training. If consumers purchase audio, their purpose is to be able to entertain, enjoy music, and be nurtured at any time. This is the core interest of users in purchasing audio and is the core product of the overall product. The quality, appearance, color, logo, packaging and decoration of the audio system are the product of the overall product. It forms a complete product together with the core product to evoke the consumer's desire to purchase. The same sound is the core product. Different physical products, namely different quality, appearance, packaging and trademarks, can evoke different consumers' desire to purchase. Although there is no direct connection between the additional product and the product entity itself, it can meet the specific requirements of the customer, and it can promote product sales and ensure the realization of product consumption. It is an inseparable part of the overall product. 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. It can be seen that the three basic levels of the overall product complement each other and are indispensable.
Packaging plays an important role in the overall product 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, as detailed below:
(I) Packing strategies that are compatible with the product
1 Series Packaging Strategy
In other words, the series of products produced by companies with similar quality and similar uses have the same patterns and similar colors 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. 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 level 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 places a variety of related products, or products of the same variety with different specifications and designs, in the same container, such as packages of cosmetics, skin care products, tea sets, cooking utensils, 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 improved product quality. It also provides consumers with a consumption model that can cultivate new consumption habits. Shanghai Jinhua Craft Toys Factory changed the original unsold plastic packaging toys into novelty and beautifully assembled toy combinations. The four types of plush animal toys such as dogs, bears, rabbits and cats were skillfully matched and packaged into an assembly box. The sides were bright. The cellophane, four vivid, lively and lovely animals are clearly visible. The toy after changing the package is very beautiful and extremely popular.
(B) Packing strategies adapted to promotions
1 Moderate packaging strategy
Appropriate packaging is a proper role in the pursuit 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 choosing a package, the entire process of packaging should be considered. Scientifically design the packaging and implement standardization. While ensuring the packaging function, minimize packaging materials and reduce packaging costs. Reduce overall product costs and enhance product competitiveness.
2 Convenient packaging strategy
It is easy to carry, store, easy to open and re-seal, and other convenience packaging such as bag-type, bag-type, case-style, backpack-style and other portable packaging, as well as pull rings, buttons, pull tabs, roll open Easy-to-open packaging, such as type, tear-open, etc., to induce customers to repeat purchases and promote sales.
3 Differential Packaging Strategy
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, exquisite about packaging, like the unique shape, vivid screen, and tasteful packaging; while those with low income or low education level, Loves affordable, simple and convenient packaging. Therefore, companies should adopt different grades of differential packaging strategies based on different levels of consumer demand in order to win more customers and open up markets.
4 Reuse packaging strategy
Also called multi-purpose packaging strategy, that is, after the core products in the package are used by consumers, their packaging can be reused or used for other purposes. For example, in the porcelain bowl type packaging with donkey gel and blood granules, the remaining porcelain bowls can be used as children's toy bowls to play after the blood granules have been consumed. In addition, such packages are engraved with corporate logos, which can enhance the consumer's impression of the product and stimulate consumers to repeat purchases, virtually playing a certain promotional role. This packaging strategy is to expand the sales of goods by giving consumers some additional benefits in the form of products, but it cannot be excessively packaged to exceed the user's needs.
5 Gift Packaging Strategy
In order to stimulate the desire of customers to purchase, in addition to the core products, the packaging is also accompanied by other things such as pictures, objects, lottery tickets and other gifts to consumers. 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 cyclone card, such as baby tiger, clever tiger, tigers, Tornado tiger, Yong Shi tiger, tiger and other cards. 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 whirlwind cards, went into millions of households.
6 Green Packaging Strategy
The green packaging strategy, also called 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 concept of social marketing. It has been positioned in the concept of green marketing in the 21st century. Today's consumer awareness of environmental protection is increasing, and green marketing that accompanies green technology, green industry, and green consumption has become the new mainstream of corporate marketing today. The green packaging adapted to green marketing has become the trend of packaging development in the world today, because the implementation of green packaging strategies is conducive to environmental protection and integration with international packaging, and is easily recognized by consumers, resulting in sales promotion.
7 Update Packaging Strategy
Refers to the company's use of innovative packaging to change the original product image and promote the sale of goods. After earnestly investigating consumer psychology trends, Weihui Food Noodle Factory of Henan Province has actively developed new varieties, from the original single species to the current three series and multiple varieties, achieving products from low to medium-grade and The direction of medical and health-type noodle changes. However, the product is updated, 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 to plastic bag packaging, from the general carton-style packaging to portable gift-type color box, change each box 牪ç‰kg 牨ç‰kg, 牨牥kg and ç‰kg All 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 trend of supply shortage.
(c) Packing strategies adapted to distribution channels
Whether the products produced by enterprises can be delivered to consumers in a timely manner is 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 strategy adopted by the company should also be different according to the distribution channels selected by the company, for example, it is easy to degenerate. Foods, if used in long distribution channels, should be in the form of vacuum packaging or refrigerated packaging
1. Marketing Mix Marketing Mix is ​​the specific application of system engineering theory in corporate marketing activities. It refers to the various types of enterprises that can exert their subjective initiative within a certain range according to the needs of the target market. Comprehensive use of market instruments.
Marketing mix includes products, distribution channels, promotions, prices. Each factor of the marketing mix is ​​a “controllable factor†for the enterprise, that is, the company can determine its own product structure, product price, distribution channels, and promotion methods according to the needs of the target market. With regard to the use and collocation of these marketing methods, enterprises have autonomy, but such autonomy is not absolute. It is not only constrained by the resources and goals of the enterprise itself, but also affected and constrained by various macro-environmental factors. These are The company's "uncontrollable factors."
The marketing mix is ​​a dynamic combination of changes, each combination of factors is constantly changing, while at the same time it is mutually influenced. Each change of the factors will cause the change of the entire marketing mix to form a new combination. The marketing mix is ​​a large portfolio of crickets, and each cricket includes many factors that form the sub-combination of each cricket. For enterprises to conduct overall marketing activities, they must coordinate internal resources such as manpower, material resources, and financial resources, and consider the external environmental factors to select the best combination for the needs of the target market.
In the analysis of marketing mix, we should first develop a product that can meet the needs of the target market, and then look for distribution channels so that the product can reach the target customer smoothly, then start the promotion, tell the target customer about the information, and try to convince them to spend, Finally, the price is determined based on the customer's expected response to the overall product and the cost of production. It can be seen that the product strategy, location strategy, promotion strategy, and pricing strategy are the basic items of the marketing mix. In the dynamic marketing environment, they are interdependent and influence each other. Among them, product strategy occupies a very important position in the company's marketing strategy, because any company in the formulation of a strategic plan, the first thing to solve is what kind of products and services companies use to meet the needs of the target market. Therefore, product strategy is the basis of the entire marketing mix strategy.
Second, the overall product strategy
To formulate a good product strategy, it is necessary to understand the concept of the overall product. A product is any tangible item or intangible service that people provide to the market to meet the consumer's or user's needs. Tangible items mainly include product entities and their quality, characteristics, brands and packaging; intangible services include after-sales services, product image, and reputation that can bring additional benefits and psychological satisfaction to consumers. This is the overall product concept. The overall product consists of three basic levels: core products, formal products, and expanded products.
The core product refers to the use value of the product, provides the customer with the most basic utility and benefits, and can meet a certain specific requirement of the consumer. It is the most basic level of the overall product. Formal products, also known as physical products, are the physical structure and appearance of a product. They are the specific forms of satisfaction for a certain consumer in the target market, and are generally reflected in the product's quality, characteristics, style, and product packaging and brand. The expansion of products, also known as additional products, is the sum of various additional benefits of products, usually referring to various after-sales services, such as providing product manuals, guarantees, installation, maintenance, delivery, and technical training. If consumers purchase audio, their purpose is to be able to entertain, enjoy music, and be nurtured at any time. This is the core interest of users in purchasing audio and is the core product of the overall product. The quality, appearance, color, logo, packaging and decoration of the audio system are the product of the overall product. It forms a complete product together with the core product to evoke the consumer's desire to purchase. The same sound is the core product. Different physical products, namely different quality, appearance, packaging and trademarks, can evoke different consumers' desire to purchase. Although there is no direct connection between the additional product and the product entity itself, it can meet the specific requirements of the customer, and it can promote product sales and ensure the realization of product consumption. It is an inseparable part of the overall product. 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. It can be seen that the three basic levels of the overall product complement each other and are indispensable.
Packaging plays an important role in the overall product 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, as detailed below:
(I) Packing strategies that are compatible with the product
1 Series Packaging Strategy
In other words, the series of products produced by companies with similar quality and similar uses have the same patterns and similar colors 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. 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 level 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 places a variety of related products, or products of the same variety with different specifications and designs, in the same container, such as packages of cosmetics, skin care products, tea sets, cooking utensils, 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 improved product quality. It also provides consumers with a consumption model that can cultivate new consumption habits. Shanghai Jinhua Craft Toys Factory changed the original unsold plastic packaging toys into novelty and beautifully assembled toy combinations. The four types of plush animal toys such as dogs, bears, rabbits and cats were skillfully matched and packaged into an assembly box. The sides were bright. The cellophane, four vivid, lively and lovely animals are clearly visible. The toy after changing the package is very beautiful and extremely popular.
(B) Packing strategies adapted to promotions
1 Moderate packaging strategy
Appropriate packaging is a proper role in the pursuit 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 choosing a package, the entire process of packaging should be considered. Scientifically design the packaging and implement standardization. While ensuring the packaging function, minimize packaging materials and reduce packaging costs. Reduce overall product costs and enhance product competitiveness.
2 Convenient packaging strategy
It is easy to carry, store, easy to open and re-seal, and other convenience packaging such as bag-type, bag-type, case-style, backpack-style and other portable packaging, as well as pull rings, buttons, pull tabs, roll open Easy-to-open packaging, such as type, tear-open, etc., to induce customers to repeat purchases and promote sales.
3 Differential Packaging Strategy
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, exquisite about packaging, like the unique shape, vivid screen, and tasteful packaging; while those with low income or low education level, Loves affordable, simple and convenient packaging. Therefore, companies should adopt different grades of differential packaging strategies based on different levels of consumer demand in order to win more customers and open up markets.
4 Reuse packaging strategy
Also called multi-purpose packaging strategy, that is, after the core products in the package are used by consumers, their packaging can be reused or used for other purposes. For example, in the porcelain bowl type packaging with donkey gel and blood granules, the remaining porcelain bowls can be used as children's toy bowls to play after the blood granules have been consumed. In addition, such packages are engraved with corporate logos, which can enhance the consumer's impression of the product and stimulate consumers to repeat purchases, virtually playing a certain promotional role. This packaging strategy is to expand the sales of goods by giving consumers some additional benefits in the form of products, but it cannot be excessively packaged to exceed the user's needs.
5 Gift Packaging Strategy
In order to stimulate the desire of customers to purchase, in addition to the core products, the packaging is also accompanied by other things such as pictures, objects, lottery tickets and other gifts to consumers. 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 cyclone card, such as baby tiger, clever tiger, tigers, Tornado tiger, Yong Shi tiger, tiger and other cards. 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 whirlwind cards, went into millions of households.
6 Green Packaging Strategy
The green packaging strategy, also called 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 concept of social marketing. It has been positioned in the concept of green marketing in the 21st century. Today's consumer awareness of environmental protection is increasing, and green marketing that accompanies green technology, green industry, and green consumption has become the new mainstream of corporate marketing today. The green packaging adapted to green marketing has become the trend of packaging development in the world today, because the implementation of green packaging strategies is conducive to environmental protection and integration with international packaging, and is easily recognized by consumers, resulting in sales promotion.
7 Update Packaging Strategy
Refers to the company's use of innovative packaging to change the original product image and promote the sale of goods. After earnestly investigating consumer psychology trends, Weihui Food Noodle Factory of Henan Province has actively developed new varieties, from the original single species to the current three series and multiple varieties, achieving products from low to medium-grade and The direction of medical and health-type noodle changes. However, the product is updated, 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 to plastic bag packaging, from the general carton-style packaging to portable gift-type color box, change each box 牪ç‰kg 牨ç‰kg, 牨牥kg and ç‰kg All 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 trend of supply shortage.
(c) Packing strategies adapted to distribution channels
Whether the products produced by enterprises can be delivered to consumers in a timely manner is 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 strategy adopted by the company should also be different according to the distribution channels selected by the company, for example, it is easy to degenerate. Foods, if used in long distribution channels, should be in the form of vacuum packaging or refrigerated packaging