Product Packaging and Enterprise Competitiveness (II)

Packaging strategy

Packaging strategies that are compatible with the product

1. Series packaging strategy

That is, the series of products produced by companies with similar quality and similar uses have the same pattern and similar color 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, and can closely link products with corporate image, 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 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 convenient for consumers to purchase and use, it is conducive to driving the sale of a variety of products, improve product quality, but also provides consumers with a consumption model.

Packaging strategies that are commensurate with 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 selecting a package, the entire process of packaging should be considered. The package should be scientifically designed. The implementation of standardized materials ensures the packaging function while minimizing the packaging materials and reducing the cost of packaging. Reduce overall product costs and enhance product competitiveness.

2. Packing strategies adapted to 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 susceptible to deterioration. Foods, if used in long-distance distribution channels, should be vacuum-packed or refrigerated, in order to meet the packaging conditions required for food shelf life.

3. Packing strategies that are commensurate with the price

In the analysis of marketing mix mentioned earlier, the first is to develop products, then to find distribution channels, followed by promotions, and finally to determine prices based on market expectations and the level of production costs. Therefore, the author believes that various packaging strategies that are compatible with product elements, distribution channel elements, and promotional elements must be compatible with price elements.

4. Convenient packaging strategy

It is a convenient package that is easy to carry, store, easy to open and re-seal, such as bag-type, bag-type, case-type, backpack-type and other portable packaging, as well as pull ring, button, roll-open type, tear off Open and easy-to-open packaging, in order to cause customers to repeat purchases and promote sales.

5. 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 young and middle-aged people with a high level of education, are very demanding about packaging, like the packaging of unique shapes, vivid images, and tasteful packaging; while those with low income or low education levels are Loves affordable, simple and convenient packaging. Therefore, enterprises 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.

6. 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 used here or used for other purposes. This packaging strategy is to expand the sales of goods by giving the consumers some extra benefits in the form of products, but it cannot be overpacked because the functions of the package exceed the needs of the users.

7. 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. For instance, Kangshifu instant noodles are accompanied by the Tigers' wind cards in the package, and the characters in each bag are different. The children can't put it down. For a time, various flavors of Master Kong instant noodles, along with colorful whirlwind cards into millions of households.

8. 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 a serious investigation of the psychological trends of consumers' purchases, Henan Huihui Food Noodle Factory developed from the original individual variety to the current three series of multiple varieties. In spite of product updates, the packaging remains the same, and the product sales are still not ideal. The factory hired relevant experts to redesign the product packaging. 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 momentum of supply shortage.

Green Packaging Strategy Adapted to the Times

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 implementation of green packaging strategies is conducive to environmental protection and integration with international packaging, and it is easy for consumers to identify and promote sales.

In summary, good product packaging can improve the competitiveness of enterprises, and various packaging strategies in marketing are compatible with market factors. The ultimate goal is to use this form of packaging products to expand the market and increase market share. To achieve the company's marketing objectives.

(China Packaging Technology Association)