According to a survey conducted by DuPont, the largest chemical industry company in the United States, 63% of consumers choose products based on their packaging. Different packaging makes people have different understanding and understanding of products and companies, many consumers are optimistic about the packaging before buying. The commercial value presented by packaging is increasingly apparent.
In the marketing practice, different companies attach great importance to the degree of emphasis and level of control of the packaging. Both domestic and foreign well-known enterprises such as Bright Dairy, Yili Group and Procter & Gamble Company attach importance to the design, printing and production of product packaging, and there are also a large number of The company's "first-rate products, second-rate packaging, third-rate prices," this situation. For many small and medium-sized enterprises, packaging is an important means of contending with big companies. Compared to raw materials, technology, and talents, packaging should be a small company. The author had visited a winery in a county in the previous stage. The marketing director of the company presented the company's new and improved packaging, and compared it with a health-conscious wine in the northwest region that has been in great demand for nearly two years. This kind of packaging is more dignified and more graded. This is why Wu Ying has formed the competitive advantage of this seemingly small company.
A typical packaging can not be separated from the trademark, product name, company name, site, production date, shelf life, implementation of standards and product specifications, grades contained in the name and content of the main components and other necessary information. The author believes that in order to enhance the competitiveness of products, in addition to the above basic elements and to enhance the design of the art and the advanced nature of the production materials, there are many valuable content that can demonstrate the competitiveness of the company should also be filled in due course. When it comes to packaging, consumers will be admired.
Honor logo. Some valuable and honorable titles allowed by relevant laws and regulations should be reflected in the product packaging, which can form a distinction with similar products and enhance consumers' desire to purchase. Such as China's well-known trademarks, local famous trademarks, green food, pollution-free food, national varieties of traditional Chinese medicine protection and through the ISO9000 series quality system certification and so on.
The logo of the company's progress and development. For example, the words “new product†and “second generation†all provide consumers with information on product improvement and quality improvement, and consumers will naturally choose this.
Product featured logo. For some products, the concept of the specificity of the display function is extracted, and special products, special songs, special products, refined products, and quality products are used to express the uniqueness of the product, which can enhance the deep and uniqueness of the product and contribute to its own Market status, such as the Luhua brand edible oil has created a special fragrance concept to enhance the impact of the product. The “Herbal extract essence†on the two-sided Chinese medicine toothpaste packaging box is also to strengthen the characteristics of the product.
In food, it belongs to various specialty products. It needs to be reflected and it should be emphasized. For example, “Beijing specialty products†and “Shandong specialty products†are marked, if not specifically marked, the product image will be greatly reduced; in addition, if the product itself has bright spots and there are qualitative differences with similar products, such differences need to be reflected, such as A type of sugar produced by the US-based joint venture Kraft-Tianmei Foods Co., Ltd. is marked with “real fruit juice†in Chinese and English at the conspicuous place of packaging, and the patented product should be specifically noted on the packaging, mainly the patent number.
Encouraging logo. Through the use of appropriate words or patterns to stimulate consumption, it can be used to attract attention and stimulate consumption. Such as a certain brand of hot sauce, the word "sweet enough" is the word, causing consumer questions and thinking, consumers did not realize it to make the initial purchase, if the quality is really as the package said, then it may be Cause consumers to buy again. Linyi, a food company in Linyi, Shandong Province, which uses the trademark “Lao Sun-Sun†as the trademark of Shanshan Mountain, has boldly stopped the words “Let's taste the good craftsmanship of Lao Sun†on the lid of the packaging bottle. This is similar to the chili sauce product mentioned earlier. The best. In addition, such as “Kang Shi Fu†instant noodles on the packaging of "taste, is this taste" are very powerful language, can play a very good role in attracting consumption.
Environmental protection logo. On the packaging, a certain pattern can be used to reflect the corporate social responsibility awareness of protecting the environment. This will be loved by consumers. With the gradual increase of public environmental awareness, the company’s initiatives in this area should be further increased.
Promotional tips. The promotion itself is an important means of leading consumption. It highlights the direct purchase interest of consumers and marks the implementation of the promotion by describing promotion tips on the packaging. For example, Nongfu Springs has printed a bottle of Nongfu Spring on plastic bottles. "I donated a penny for Hope Project". The content of promotional activities is directly printed on the tight packaging of space and can play a role in stimulating consumption.
(to be continued)