Common packaging strategies

Product packaging is a powerful weapon in marketing, so companies must choose a packaging strategy for packaging design. Common packaging strategies include the following:

1, similar packaging strategy. A similar packaging strategy refers to the various products that a company produces and operates. Use the same pattern, color or other common features on the package, so that the entire package is similar in appearance. It is easy to notice that it is a product produced by the same company. The main advantages of this strategy are: 1) It can save packaging design costs. 2) Can increase business momentum and improve corporate reputation. A series of uniform product packaging is bound to make consumers suffer from repeated visual impact and form a deep impression. 3) A variety of new products can be put on the market, and similar products can be used to make use of the company's existing reputation, so that new products will soon have a place on the market. Similar packages are selected for products with the same level of quality, and do not create products with widely different quality levels. Otherwise, they will adversely affect high-end quality products and endanger corporate reputation.

2. Grade packaging strategy. The grade packaging strategy refers to the products that the company produces and operates, and implements different packaging according to different quality levels. After separating high-end, mid-range, and low-end products from each other, the corresponding packaging is adopted so that the product's price must be beautifully packaged.

3. Comprehensive packaging. Comprehensive packaging, or a variety of packaging. Matching packaging means that companies use a variety of goods that are related to each other to be incorporated into a single packaging container and sold at the same time. This strategy provides convenience for consumers to purchase, carry, use, and store, and helps companies expand their sales, promote new products, such as tool kits, household kits, kits, makeup cases, and so on. .

4. Reuse packaging strategies. Reuse of packaging, also called multi-purpose packaging, means that after the goods in the user's packaging container have been made, this packaging container can continue to be used for the original product or other purposes. If the oil bottle is used to copy the original biscuits, it can also hold candy, and can also be used to hold stationery items, etc. This kind of strategy helps to arouse the user's buying interest, and may also promote its repeated purchases to play the role of advertising.

5. Bonus packaging strategy. This is a more popular packaging strategy in the foreign market, and it is currently used in the Chinese market. This strategy is for companies to attach some gifts to the packaging of a certain product in order to attract purchase interest. Such as children's toys, candy, and other goods packaged with comics, literacy cards, sticky, cosmetic packaging with coupons, species tired of a number of different gifts. Some products are accompanied by a lottery ticket, winning a prize after winning the prize;

6. Reform packaging strategy. The reform packaging strategy refers to the enterprise's reform of packaging design accordingly with product updates and changes in the market. In the modern market operation, the improvement of commodity packaging, like the improvement of the product itself, plays a role in marketing. If the quality of similar products is similar to the intrinsic quality of similar products, and the sales are not smooth, the packaging design may be unwelcome. Should pay attention to change packaging, introduce innovative packaging, may create excellent sales performance. At the same time, we should collect more information about the packaging performance in the market, continuously improve the product packaging, adopt new materials and new technologies in a timely manner, carefully design new shapes, and create novel and unique packaging to perform various functions of packaging. Of course, this does not mean that as long as we pay attention to the change of packaging, we can promote sales. The internal quality of goods should also be continuously improved, and at least to meet the requirements is the most basic prerequisite.

7. Packaging strategy selection points. The role of product packaging is to protect the product itself, to facilitate consumer use, beautify the product, increase product added value and sales promotion. Reasonable product packaging strategies have a very important influence on the company's product marketing activities. Specific attention should be paid to the following points:

(1) Points to note when changing the shape of the package. In general, the shape of the package is determined by the geometry of the product, but in some cases, special considerations are needed, for example, to specifically reflect the inner beauty of the product, companies need to change the external shape of the product. If companies need to change their original packaging, they must first understand consumer spending and usage habits. Do they have conflicts with them? Also pay attention to consumers' line of sight habits. Do you agree with the circular packaging consumers? Why do you like flat or square packaging?

(2) Whether using family packaging or individual packaging, so-called family packaging means that all product items use the same or substantially similar packaging. The advantage of this is that it reduces the design of the packaging and printing costs; it promotes other products as a result of the promotion of one product item, which can reduce advertising expenses; it can also use the successful product projects of the company to drive the sales of other product items. However, the disadvantage is that if one or several products have problems, it will also affect other product projects. If a single package is used, packaging costs and promotion costs are high, but it will not have a concomitant effect on other product items due to a problem with a product project. This requires companies to decide based on marketing goals and marketing risk.

(3) Use a combination package. Within the same package, the packaging series is the associated product, which is a combination package. A toothpaste and a toothbrush are packaged together; a set of cosmetics is packaged together and so on. The advantage of combination packaging is that it can increase the sales volume of the company's products. When customers need to purchase related products, they do not only recognize the purchase of one company's products. In most cases, they buy the products of several companies. When using a combination package to allow customers to purchase a series of products, try to buy the company's products; at the same time, it is also suitable for customers to purchase for the purpose of gifts.

(4) Multi-purpose packaging is used. Multi-purpose packaging means that the packaging can be used for other purposes after the product is consumed or used. Such as medicine bottles for drinking cups, plastic bags for handbags. Multi-purpose packaging can make the package play the role of long-term advertising; so that customers have the effect of relatively cheap and willing to buy.