Product packaging promotion

In modern enterprise marketing, packaging must be considered as an important part of the product. It not only plays a significant role in promoting the sales of products, but also reflects the level of business management of the company to some extent. With the exception of a few products, most products need to be packaged. With the ever-changing packaging materials and packaging technology, packaging has become a specialized technology, forming a new discipline and industry.

According to the role of packaging, packaging should be protected, merchandise, display, convenience and other characteristics, the design of the packaging from the protection of goods and promote sales from two aspects to consider. Packaging can be classified into large categories, which can be divided into transportation packaging (big packs, outer packs) and sales packs (small packs, inner packs). In order to meet the requirements for packaging of goods, attention should be paid to the research of packaging technology. Packaging technologies include: construction technology, shape design, size analysis, and materials.

In order to more effectively meet the needs of consumers and achieve good promotional results, a packaging strategy should be formulated. When products are just put into the market, the focus of packaging should be on communicating with consumers and highlighting the promotion of brand names. Once the product enters the growth stage, opening up the market becomes an important task, and a differentiated strategy will be introduced to suit different levels of consumption. When the product develops into a mature period, in order to maintain market share and achieve stable sales, it is necessary to focus on facilitating customer use. In the later period, efforts should be made to reduce costs, and packaging should be based on the protection of products so that products can remain competitive in the market.

The following packaging strategies are commonly used:

1, similar to the packaging. The various products produced by the company adopt a uniform exterior packaging. Since the patterns are the same and the colors are similar, it is easy for customers to think of products that are produced by the same manufacturer. The use of this packaging strategy will help reduce packaging costs and expand the company's momentum, especially for promoting the rapid opening of new products, has a significant effect.

2, a variety of packaging. It means that all kinds of related products are placed in the same container so that customers can meet the needs of multiple consumers in one purchase, or they can provide more convenience for customers. For example, home small tool boxes, home standing hygiene boxes, and “travel packages”, “gift packages”, and “matching packages” that combine many products belong to a variety of packages. Adopting this packaging strategy can play a role in promoting sales. Sometimes packing new products and old products will help promote new products.

In addition to considerations of practicality, various packaging strategies can also attract consumers from interesting designs. “Black Girl” children's transparent toothpaste uses a box of four packaging methods. The design of the box is novel and vivid. The four small toothpastes in the box are in four colors: yellow, green, red and orange. It has four unique aromas: banana flavor, pineapple aroma, strawberry flavor, and melon melon. At the same time, it is known as banana sister, pineapple brother, strawberry girl, and haha ​​boy. Products are very popular with children and young children.

3, then use the packaging. It means that the package has other uses after the product is used. Such as the bottle of honey, honey can be used as a tea cup when used up; bottle can be used as a vase. Some have printed patterns of clothing and cutting instructions on the packaging paper of the fabric. This can, on the one hand, cause the consumer to purchase more and more, and at the same time, because the trademark is printed on the packaging, it can also play an advertising effect.

4, gift packaging. Refers to the packaging to add some gifts to the consumer's buying interest.

From the overall development trend of packaging, compact, lightweight, easy-to-use, safe and hygienic and novel and exquisite packaging has a good promotional effect. However, it is not advisable to pay attention to overpacking. Imitation of packaging will lose its own characteristics. Counterfeit packaging is even more illegal and unethical. Packaging should also pay attention to corporate social responsibility, because any product needs packaging, it will cause a lot of packaging waste. Based on the requirements of environmental protection, packaging should also be reduced, reused and regenerated as much as possible.

Reprinted from: Packaging Expo