The product packaging strategy determines the market destiny of the product

A DuPont survey shows that 63% of consumers buy goods based on their packaging. This discovery is known as the "Dupont Law." A well-designed package embodies a company's marketing strategy in a materialized form. The company's target market, the company's product prices and distribution strategies are reflected in the packaging. The company adopts corresponding packaging strategies according to different marketing factors. The main strategies and methods include the following aspects.

1. A series of packaging strategy companies adopt the same or similar colors, patterns and layout methods for the same category of products produced by the packaging design to highlight the unity of the visual image, so that consumers realize that this is the same enterprise product and product Combined with corporate image. Greatly saves design and printing production costs, and saves the huge publicity expenses required for new product promotion, which not only facilitates the rapid opening of products, but also enhances corporate image.

2. Hierarchical packaging strategies Consumers' psychological needs for packaging are different because of differences in consumer income, consumption habits, education, aesthetic standards, and age. High-income earners and people with higher education levels, especially young and middle-aged consumers, pay more attention to the exquisite design and production, and require unique styles, tastes, and personalities; while low-income consumers prefer affordable, simple and convenient packaging designs. Therefore, the company develops different levels of packaging strategies for different levels of consumer demand in order to compete for consumer groups at all levels and increase market share.

3. Convenient Packaging Strategy This is a targeted planning and design to meet the requirements of easy portability and storage of merchandise, ease of opening and resealing, such as carrying bags, carrying bags, carrying cases, backpacks, etc. , as well as easy-to-open packaging such as pull rings, buttons, pull tabs, roll-open, tear-open, etc.

4. Supporting packaging strategy The company will sell the related series of products in a complete set, which is convenient for consumers. Such as travel kits, make-up boxes, traditional four treasures - pen, ink, paper, ink, etc., are packaged. This packaging strategy is conducive to driving the sale of a variety of products, improve product quality.

5. Packaging Strategies for Bonuses Gifts are included in the packaging to stimulate consumers' desire to purchase. Gifts are available in a variety of formats, such as lottery tickets or related merchandise. For example, washing utensils are provided on a washing liquid package, and giveaways that are unrelated to the content of the product but are sufficient to attract consumers. Businesses include game toys and cartoons in children's food. Many children buy products not because of the food itself but because of gifts.

6. Renewing packaging strategies Update packaging, on the one hand, to rejuvenate people's desire to purchase by improving packaging to make poorly-sold merchandise; on the other hand, to make products conform to market changes through improvement. Some products are difficult to improve quality, change packaging, give a sense of freshness, sales may go up.

7. Reuse packaging strategy reuse refers to the value of packaging reuse, which can be basically divided into two categories according to the purpose and purpose: One is from the perspective of recycling, such as product turnover and turnover containers, beer Reuse of bottles, beverage bottles, etc. can significantly reduce packaging costs, facilitate commodity turnover, and help reduce environmental pollution. The other is from the consumer point of view, after the use of goods, its packaging can also be used for other purposes, in order to achieve the purpose of turning waste into treasure, corporate identity on the packaging can also continue to promote the effect. For example, porcelain vases are used as wine bottles, and vases can be made after drinking.

8. Packaging Strategies for Corporate Collaboration When a company develops a new market, its visibility may not be high due to propaganda and other reasons, and the required advertising input costs are too large to be immediately effective. Combining with local companies with good reputation and popularity to launch new products and highlighting the image of joint enterprises in packaging design, this is a very effective strategy. It is a relatively common practice in developed countries such as Europe, America and Japan. For example, Japanese electronic products are slow-moving when they enter the US market, and later use the Sears trademark to occupy the US market.

9. Green Packaging Strategy As environmental protection awareness of consumers increases, green environmental protection has become the subject of social development. Therefore, in packaging design, packaging materials that are reusable or renewable, easy to recycle, and environmentally friendly are easily selected to win The goodwill of consumers is also conducive to environmental protection and integration with international packaging technology standards. For example, if paper packaging is used instead of plastic bags, lightweight cushion paper is used to replace hard linings in wool materials, which not only beautifies the packaging, but also adapts to the development trend.

Keywords: Packaging/Packaging Strategy/Packaging Design