Product packaging: first impression is very important

According to survey data, more than 60% of consumers in consumer terminals make product decisions based on the packaging and decorating of their products. Housewives who go shopping in supermarkets tend to consume more than 45% of what they originally expected because of the attractive packaging and decoration. From this we can see that packaging with the name of “first impression” of goods has played an increasingly important role in the actual combat of the market. Therefore, the packaging can be used as the fifth P parallel to the marketing 4P combination, so that they are collectively called the 5P theory of new marketing.

Examining the current needle cotton fabric industry, although the role of packaging has received the attention of many companies, due to the lack of a systematic packaging strategy, there has been a "marketed in a packaging" misunderstanding area of ​​marketing. In this paper, the marketing 4P and the inverse 4P theory of new marketing will be used as the starting point to elaborate the packaging strategy and measure the standard of good and bad packaging.

Packaging and Products

The interpretation of the word "packaging" means that "packages" are parcels, and "packing" means decoration. Talking about packaging and products, the "package" in the word "packaging" is the key, and good packaging must meet the requirements of "package" products. For example, in practice, for the characteristics of needle cotton fabrics, the wrinkle-repelling, mildew-proof and moisture-proof functions of the package should be enhanced to extend the shelf life of the products. In order to make the product a commodity, it is necessary to fully integrate business information, product identification, functional description, and usage instructions into the packaging design.

Combining the attributes of the product, select the packaging materials and use the internal and external packaging in a targeted manner.

The traditional 4P theory emphasizes observing products from the perspective of the enterprise, while the inverse 4P theory of new marketing emphasizes observing products from the perspective of consumption. For packaging, we need to consider the following points from the perspective of consumers:

Packaging and price

Prices are often oriented based on the cost of goods and the consumer's price. In terms of "money" for packaging, it also includes both cost and added value of goods.

In fact, good packaging does not necessarily require high costs, and good packaging design often adds a lot of commodity value to the goods. The packaging is designed from the consumer's point of view, which facilitates its use and portability, and facilitates its use after handling. Unconstrained and in line with the concept of the brand, packaging design will add value and brand culture to the product.

High-cost packaging does not mean high-value packaging. Packaging designs that cater to green and environmental trends can bring unique charm to products.

Packaging and Channels

Although packaging is faced with consumers, the channel is the transition from packaging to the market. Therefore, through the "packaging" of this carrier, there are necessary channels to strengthen the brand, corporate business elements and human colors.

In order to save logistics costs and circulation consumption, it is necessary to shorten the circulation time and links of packaging. Under the circumstances of strength, it is possible to set up its own logistics center and distribution center, and sincerely, openly and objectively accept the recommendations of the channel providers on commodity packaging, so that the channel providers and the enterprise are in the same boat and become the masters of the game and receive the consumer through the channels. Packaging evaluation, timely adjustment of packaging strategies.

Packaging and Promotions

In the inverse 4P theory of new marketing, promotion is understood as how to communicate effectively with consumers. In terms of packaging, it is also an important carrier for communicating with the market. Carry out product promotion combinations of different categories and different grades and unify them through packaging.

It is true that the strategic points of this paper are only the key part of the packaging strategy. When the company is in use, it still needs specific analysis. The new 5P marketing theory still requires everyone to experience in actual situations, specific issues, and specific analysis.

Source: Shenzhen Enterprise Information Network