Product packaging is one of the non-price competition strategies other than price factors, and its status and role in modern marketing activities are more and more noticeable. The concept of a broad product is a whole consisting of three levels: physical product, formal product, and extended product. The product packaging that we want to analyze belongs to the second level - the scope of the formal product. Formal products refer to the shapes and methods through which real products are implemented. What a real product describes is just a concept, effect, or benefit that can only be achieved through certain forms. Formal products mainly in five aspects: quality, characteristics, style, brand and packaging.
In marketing, some scholars refer to the package as the 5th P in parallel with the 4P (Product, Promotion, Price, Place) combination. In marketing practice, companies use packaging to bring thousands of The goods are colorful and seductive.
DuPont's marketing staff, the world's largest chemical company, after thorough market research, discovered the famous DuPont law. That is, 63% of consumers make product decisions based on the packaging and decorating of their products; housewives who buy in supermarkets are often more than 45% of their purchases when they go out because of the attractive packaging and decoration. It can be seen that the packaging is the face and clothing of the commodity. It enters the eyes of consumers as the "first impression" of the commodity, and hits the psychological balance of whether the consumer purchases or not. After all, purposeful purchases are rare; in the face of hypermarkets, there are a variety of goods on supermarket shelves, and the degree of homogeneity is gradually increasing. It is not an easy task to make choices quickly, let alone a considerable amount due to advertising budgets. The new products that take the terminal route and struggle with the appearance of the packaging appear to be very important at this time. After all, companies that can promote their products are the few.
The role of packaging
Packaging has five main functions:
1. The packaging is a silent salesman (the silent temptation)
Japanese scholar Gana Guang believes that there are three basic conditions for packaging to become a “salesmanâ€: brand, brand, image, and differentiatement. He called it the BID principle. Trademarks are the signs of goods. A product without a trademark is just like a person without a name.
To make packaging a salesman, you must first highlight the goods on the packaging. Expanding the gap refers to the conscious expansion of the differences in quality through trademarks and packaging.
Someone once did an experiment and put the same detergent in several packages of different brands and shapes to try it out for consumers. As a result, they thought it was several kinds of detergents with different qualities. This experiment shows that trademarks and package styling can play a prominent role in product characteristics.
The result of widening the gap is to make consumers form a relatively fixed impression on a certain commodity—a trademark or a packaging impression. The trademark or packaging impression gives the individual character of the product a specific image and the product is more attractive.
2. What are the features of the magnifying glass products that are featured in the package? It is not easy to understand if they do not personally use it. So for many commodities, especially new products, letting people understand their characteristics has become an important issue for companies. The packaging can capture the characteristics of the product through engaging styling, pictures and text printed on the packaging, enabling consumers to have a general understanding of the product they are selling at the moment they come into contact with the product.
3. Packaging can provide convenience
For the same kind of wine, if two or three bottles are bundled together, it is convenient for customers to carry two or three bottles. Therefore, to change the packaging of goods and provide convenience to consumers, it is possible to win customers who are hesitant and unwilling to carry their goods and thus promote product sales.
4. Packaging is a microcosm of marketing strategy
A well-designed package embodies a company's marketing strategy and the company's target market in a materialized form. The product price and distribution strategy adopted by the company should be reflected in the packaging. If the company’s target market is a lower-income consumer, then the packaging should be simple and unpretentious. Otherwise, the target customers will not dare to enquire. If the product is to establish a high-quality image, the packaging must first be of high quality.
5. Packaging can bring security
The most primitive and basic function of commodity packaging is to protect the goods and prevent them from being damaged, leaked, decayed, etc. With the development of economy, the change of market concept, the protection function of packaging itself has changed, and the protection function of packaging itself has also changed. It promotes sales by giving consumers a sense of security, especially for those goods that are easily damaged, leaky and easily moldy. (To be continued)
In marketing, some scholars refer to the package as the 5th P in parallel with the 4P (Product, Promotion, Price, Place) combination. In marketing practice, companies use packaging to bring thousands of The goods are colorful and seductive.
DuPont's marketing staff, the world's largest chemical company, after thorough market research, discovered the famous DuPont law. That is, 63% of consumers make product decisions based on the packaging and decorating of their products; housewives who buy in supermarkets are often more than 45% of their purchases when they go out because of the attractive packaging and decoration. It can be seen that the packaging is the face and clothing of the commodity. It enters the eyes of consumers as the "first impression" of the commodity, and hits the psychological balance of whether the consumer purchases or not. After all, purposeful purchases are rare; in the face of hypermarkets, there are a variety of goods on supermarket shelves, and the degree of homogeneity is gradually increasing. It is not an easy task to make choices quickly, let alone a considerable amount due to advertising budgets. The new products that take the terminal route and struggle with the appearance of the packaging appear to be very important at this time. After all, companies that can promote their products are the few.
The role of packaging
Packaging has five main functions:
1. The packaging is a silent salesman (the silent temptation)
Japanese scholar Gana Guang believes that there are three basic conditions for packaging to become a “salesmanâ€: brand, brand, image, and differentiatement. He called it the BID principle. Trademarks are the signs of goods. A product without a trademark is just like a person without a name.
To make packaging a salesman, you must first highlight the goods on the packaging. Expanding the gap refers to the conscious expansion of the differences in quality through trademarks and packaging.
Someone once did an experiment and put the same detergent in several packages of different brands and shapes to try it out for consumers. As a result, they thought it was several kinds of detergents with different qualities. This experiment shows that trademarks and package styling can play a prominent role in product characteristics.
The result of widening the gap is to make consumers form a relatively fixed impression on a certain commodity—a trademark or a packaging impression. The trademark or packaging impression gives the individual character of the product a specific image and the product is more attractive.
2. What are the features of the magnifying glass products that are featured in the package? It is not easy to understand if they do not personally use it. So for many commodities, especially new products, letting people understand their characteristics has become an important issue for companies. The packaging can capture the characteristics of the product through engaging styling, pictures and text printed on the packaging, enabling consumers to have a general understanding of the product they are selling at the moment they come into contact with the product.
3. Packaging can provide convenience
For the same kind of wine, if two or three bottles are bundled together, it is convenient for customers to carry two or three bottles. Therefore, to change the packaging of goods and provide convenience to consumers, it is possible to win customers who are hesitant and unwilling to carry their goods and thus promote product sales.
4. Packaging is a microcosm of marketing strategy
A well-designed package embodies a company's marketing strategy and the company's target market in a materialized form. The product price and distribution strategy adopted by the company should be reflected in the packaging. If the company’s target market is a lower-income consumer, then the packaging should be simple and unpretentious. Otherwise, the target customers will not dare to enquire. If the product is to establish a high-quality image, the packaging must first be of high quality.
5. Packaging can bring security
The most primitive and basic function of commodity packaging is to protect the goods and prevent them from being damaged, leaked, decayed, etc. With the development of economy, the change of market concept, the protection function of packaging itself has changed, and the protection function of packaging itself has also changed. It promotes sales by giving consumers a sense of security, especially for those goods that are easily damaged, leaky and easily moldy. (To be continued)
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