Packaging Strategy and Design (I)

First, the packaging content

(a) Meaning

Packaging can be defined as "the activities of designing and producing containers or packages for products". Containers or packages (bottles, cans, drums, bags, boxes, boxes) contain products in them and are called packaging.

(b) Function of packaging

1. Protection and Transportation

Traditionally, packaging has been considered an incidental marketing decision. The packaging contains the material of the enamel layer. The eye shadow of Shiseido is packed in plastic boxes (basic packaging), then carton (secondary packaging), and six dozen eye shadow boxes are then packaged in corrugated carton (transport packaging).

The packaging has a wide range of protection functions and its purpose is to maintain the original quality and functionality of the product. For example, for the protection of general household appliances, only a strong outer box is required to avoid damage during handling. The packaging of foods need to enhance the preservation of the function, vacuum packaging is a widely used method. For products such as ready-to-eat seaweed and biscuits, it is necessary to add a desiccant to the package to maintain the crispness of the product. Alcohol, perfume, organic solvents and other volatile products, if the package is not fully sealed, will gradually reduce or lose flavor due to volatilization.

(1) Basic packaging: Some products are liquid, granular, or other detachable, must be wrapped and protected, ie the direct container of the product, such as perfume, toothpaste, beverage, chicken, lecithin, candy, etc. Bottle, Tetra Pak or Hose.

(2) Sub-packaging: The purpose of the product to protect the basic packaging, decorative landscaping; for example, the carton outside the hose. The secondary packaging can be described as "commercial packaging."

(3) Shipping packaging: used for transportation, identification; it can be said to be "industrial packaging." For example, delicate and fragile perfumes are often protected by a material such as styrofoam, or each corrugated box with 6 toothpastes.

2. The use of packaging makes the product easy to use and re-storage, and sometimes the package can be reused even after the product is used up.

3. A well-communicated package also makes it easier for consumers to identify the brand and increase the effectiveness of on-site promotions. Product and brand images often rely on packaging to communicate, and even content components, usage instructions and window displays rely on packaging to maintain a consistent image. This is the case with department store and supermarket products.

4. Market segmentation Many of the daily necessities communicate the same content components, but the company often develops different brands and packaging for different market segments and markets them through non-substantial differences. For example, personal or family use.

5. The packaging of pathway cooperation products must take into account the needs of retailers and wholesalers during transportation, storage, and promotion in order to obtain the cooperation of access providers. Use wholesale packaging or retail packaging especially for transportation.

6. The planning of new products for new packaging or new packaging materials may have special meaning for consumers and companies, and strengthen corporate image and increase turnover.

Second, packaging marketing and job management functions

(I) Marketing and promotion through packaging

1. The packaging of convenience products is even more important: Because the purchase of convenience products is often done by consumers themselves on the shelf, the first thing they see is for shoppers.
2. Packaging can be considered as the best point-of-sale advertising: Appropriate packaging can attract shoppers' attention, increase consumers' psychological satisfaction, and induce purchases. Japanese biscuit makers are good at this. Whether it is Japanese traditional Zen paper patterns, cute cartoon characters, or sophisticated printing techniques, they directly attract the attention of shoppers, and the used cases are often retained. Become a tool for advertising.
3. Small self-service: Many factors have prompted packaging to become an important marketing tool in recent years. Supermarkets, discount stores, and mass merchandisers sell goods in a self-service manner. The packaging of products requires many sales tasks - it must attract customers' attention, describe the product's features, give customers confidence, influence their purchase intentions, and make Products have a good impression in the minds of customers, highlight corporate image, or enhance the added value of products. For example, on average, about 15,000 to 17,000 items are stored in a supermarket, while a typical shopper browses an average of 30 items per minute, and shoppers instantly decide to buy about 5.3%. In a highly competitive environment, packaging allows the seller to play an important role in the final decision of the purchaser. Some people say that packaging is "a five-second commercial advertisement." According to Herbalife's estimates, shoppers will see that they are familiar with red and white canned packaging products, an average of about 76 times a year, which is equivalent to creating $26 million worth of advertising.
4. For example: China's cake industry also has a fairly good packaging design; the prominent packaging design is also easily noticed on the shelf. The theme of Eveready’s battery in TV commercials is to put a toy rabbit on a battery forever, and to match the design of the product packaging, so that consumers can easily recall the product appeal in TV commercials. However, it is considered that the battery is more durable than other brands of batteries.
5. Promotions: Some promotional activities can also be printed on the packaging. These instructions have the opportunity to be read when consumers use the product. The "Buy 2 Get 1 Free" and "Buy 1 Get 1 Free" feedback methods can also package the gifted product directly. Many of the activities that accumulate shopping exchange gifts are calculated by packaging all or part of the empty box. Another example is that children's toys are packaged in transparent materials and even cut open a small mouth so that consumers can see and test the product to increase their willingness to buy. There are many promotions like these.
6. Increase customer interest in repurchasing: For routinely purchased products, packaging is a tool that increases repetitive purchases and even cultivates habitual purchases. For example, if a special packaging container is designed, customers can use the old container to add new products and receive a small discount. The skin care products and cleaning products of the body shop are used in this way. This is also a way of saving resources and is very much in line with the modern concept of marketing.

(B) Increase product benefits and company image through packaging

1. Good packaging design can increase product functionality, or increase the value of the original: The biscuits are packed together in two or three pieces, one or a few packets at a time, do not let all the cookies come into contact with the air, In order to avoid easy to damp and soften. The use of small soft cans makes the instant noodles richer in content. The use of ice cream in Baolilong material can prolong the melting time.

2. Consumer Wealth: The more affluent consumers are, they are willing to pay more for the convenience, appearance, reliability, and fame of better packaging.

3. Enhancing company and brand image: The company has gradually agreed that the packaging design is exquisite, and that the company or brand can gain immediate cognitive influence and can not be underestimated. Compbell Soup estimates that average American shoppers see the company’s red and white cans about 76 times a year, creating an advertising value equivalent to US$26 million.

4. Packaging for Service Marketing: Companies in the service industry will try to put their services on a more perfect package. For example, the American Express card's gold card means that the holder of a representative can enjoy a high level of spending power. The color of the credit card at this time becomes a package of quality and benefits, symbolizing the services provided by the company. As for Disneyland, Daxie emphasizes that it has a vast playground and is a good place for family vacations. (Premium wine attaches its own photo on the label) $ Page break $

(叁) Appearance of the packaged landscaping product

1. To increase the beauty of appearance: It can be seen as a kind of increase in product benefits. The customer may judge the quality of the product based on the quality of the package. In order to give the shopper a high-quality product, it should pay attention to the issue of packaging and beautification. However, when the product is positioned as a cheap product, it is not appropriate to use a package that is too beautified, because customers will think that such a package will increase the selling price.

2. The packaging itself can also become the main part of the product: for example, high-class liquors, perfumes and other products use crystal glass, porcelain, gold plating, etc., so that buyers not only pay attention to the quality of the product itself, I believe it is better. Increase the sense of value of the product.

3. Many beautified packaging products can be used at different times: general products such as toilet paper, candy, peanuts, etc., originally needed to be placed in another container to be more suitable for living in the living room, but packed in exquisitely printed packaging. The box fits directly in the living room.

4. Decision-making: The packaging of superior products and luxury goods is more prudent and stressful, and the added value created by its packaging is high; the percentage of cosmetics packaging is not high. Therefore, in the packaging decision-making stage, the enterprise must comprehensively consider the task of packaging in this product, the cost the enterprise must pay, the social environment, and the response requirements for packaging in the market.

(d) Creating opportunities for innovation

1. The new packaging can add a finishing touch to new marketing strategies, allowing customers to feel refreshed. Not only can they take care of customer needs, they can also make products more secure or easier to use. The so-called new packaging, in the product's box, packaging paper, cans or bottles, etc., strive to change, and even create a new product or a new market. Whether it is the service industry or the manufacturing industry, as long as you know how to change the packaging or use of the product, you can increase the value of the product and create new marketing opportunities.

2. Innovative packaging: It can bring benefits to consumers and bring considerable profits to the company beyond competitors. For example, liquid Tide immediately gained a 10% market share of strong detergents, partly because of its innovative leak-proof nozzle and lid packaging. The Quaker State gas station modified the refueling gun to a twisted type to facilitate self-help customers. In addition, many pharmaceutical and food manufacturers use special seals on the caps to prevent contamination of the products.

3. Examples: The first company to use cans of soft drinks and liquid sprays of sprayers (such as chlorpheniramine and spray insecticides) can attract many new customers. Tirco spray paint, due to the use of a package with a nozzle, creates convenience for customers and is preferred by consumers. John Walker recently launched the extended product Honor, whose packaging design conveys and enhances the brand's high price positioning. When listed on the Asian market in particular, the product uses a classical English spelling, using an exclusive bottle type, and an embossed box lined with fur and satin.

4. Failure of innovation: Improperly designed packaging can also cause consumer problems, and it will cause huge losses in company sales. For example, Planters recently tried innovative packaging to create associations between freshly baked peanuts and freshly roasted coffee. It packages peanuts in a vacuum bag similar to the one used for ground coffee packaging. Unfortunately, this coffee-like packaging is too perfect; consumers mistakenly believe that this peanut product is another new brand of flavoured coffee and is ground into a supermarket coffee grinder. The pile of powder disappointed the customer and made many store managers angry.

(5) Improve operational management efficiency and reduce distribution costs

1. For manufacturers and wholesalers, good packaging protects the product from damage. If the product is damaged during the transportation, it will inevitably delay the production operation, or lead to the loss of sales, and these are usually the costs that the manufacturer must bear.

2. Retailers also need good product packaging to reduce product damage, corruption, and theft to reduce the cost of inventory. Well-processed packaging will increase the retailer’s price tag and make it easier to display. The establishment of common product barcodes can speed up the processing speed of products. In order to accelerate the sales and processing speed of products, U.S. government and industry have developed a universal product code (UPC) that can use electronic scanners to read the packaging of various products. UPC bar code printed on, and