The role of product packaging in marketing (below)

Second, product packaging is a reflection of marketing intentions

1, unified with marketing identity.

A: Unity with the basic color of marketing. The basic color used in packaging is a designated color used to represent the characteristics of the company or product. In the process of product information transmission, there is a clear visual recognition effect in the market competition and consumers. Packing gives full play to the conveying function of the basic color. It embodies the relationship between color and marketing concept, reflects a product information transmission, and reflects the company's business philosophy and product characteristics. Through the use of the basic color, the package will enhance the visual impact, make the packaging effect infective, and maximize the creation of visual induction.

B: Consistent with the marketing's logotype. The marketing logo has the function of visual cognition and identification of the product. Product packaging uses unique personal identification to differentiate between competing companies and their products. Product packaging adopts visual symbols of overall planning and design to create unique personalities and strong impacts, enabling packaging to reflect the company’s business philosophy and corporate culture. Features and product content directly affect the consumer's confidence in the quality of the product and the recognition of the company's image.

2, with the era of marketing unity. In the face of fast-growing society, ever-changing life and ideology, and constant market competition, modern enterprises must have distinctive characteristics of the times.

3. Uniformity with marketing differences. To highlight the differences between competing companies, there must be new and unique ideas, the characteristics of corporate personality, but also expressed in a visual art language. Packaging should be injected into the corporate culture of ideas and concepts, in order to convey a distinctive and outstanding corporate image, to achieve the purpose of differentiation strategy. Packaging is not only a pattern design, but it is necessary to transform the conceptual image of the product into a visual image, and to experience the concept through the visual, to create both commercial value and artistic appreciation value, with a vivid and concrete emotional image. It manifests itself in promoting the deepening of the logo theme, so as to achieve the purpose of accurately transmitting corporate information.

4, with the appeal of marketing unified. Product packaging should be suitable for consumer psychology, have a clear descriptive nature, directly to the product or brand to the audience, and visual, auditory information simultaneously, strengthen the corporate image and brand appeal to enhance the image of the logo, the meaning of the standard font more Completeness, easy to identify. Every detail is carefully considered, reflecting a personality, an attitude, and even a belief in the brand. To achieve this goal depends on the packaging that is designed after scientific analysis and positioning. It is best to test it on the shelf of the shopping mall in advance and see if the packaging can enter the mind of the target consumer, and continue to improve until the trend Perfect.

Third, the marketing point of view beer packaging

1, the miniaturization of capacity. Domestic beer packaging has been dominated by large bottles of 640ml, and small bottles of beer below 500ml accounted for a small proportion. However, from the perspective of convenience and safety, the vials are no doubt better than the big ones. Du Lujun, secretary general of the Brewery Branch of the China Brewery Industry Association, pointed out that the development trend in the future is that the beer bottle will develop to small capacity, with 300 to 500 ml as the main component.

The vial of beer has many advantages. In a test of taste, we took out a vial of 330ML and a beer of 640ML. The actual content was the same, but the result of the review was that the vial had better taste and the product was of higher quality. The vial first gives a delicate feeling, and it is this feeling that determines its grade and taste. The grade and taste are important factors that determine the purchasing power of beer. The packaging of small bottled beer will dominate the trend of beer.

2, the diversification of packaging materials. Liquor can be packaged in a retro style that reflects the history of culture and the quality of cellaring, bringing back consumers' memories of wine culture for thousands of years. Unlike liquor, the positioning of beer is nothing more than fashion, passion, and dignity. These orientations require packaging to set off, and these packagings are time-sensitive. In order to reflect fashion, passion, and dignity, they need constant development to update beer packaging, outdated packaging. More and more consumers are not favored. In order to reflect the difference and characteristics between itself and the competition products, the beer companies will make extensive use of new packaging technologies and new technologies to try to present novel packaging for high-end beer, such as the popular transparent white bottle, transparent color logo, and visually Intuitive impact, giving a new high-end feeling. This novel pursuit of beer packaging will create a diversity of beer packaging.

3, innovative packaging methods. Innovation is the driving force behind the development of product packaging. The army of beer consumption is a young generation. Most beer companies target them as target consumers. The characteristics of this group of consumers are to catch up with the trend, to have curiosity and freshness with new things, and to Staying in them means seizing the market. Many successful companies have created a new bright spot through product packaging innovation, so as to gain market initiative. The beer company is a foreign culture, and it is difficult to use the connotation of the time in the brand appeal. It is necessary to adopt a variety of new technologies on the basis of preserving the old image and make the packaging more distinctive in terms of the times. The update of packaging represents the spirit of innovation, innovation, and excellence in the company, and avoids the increasingly rigid and obsolete image left by consumers.

Fourth, the role of product packaging in marketing will become increasingly important

The promotion of beer products in the traditional marketing concept is nothing more than from the aspects of taste, quality, price, promotion methods, etc., but due to this sobering view, the beer industry developed to today, the products are increasingly homogenized, the taste difference between beer It has even made the average consumer difficult to distinguish. According to the current consumption trend, the rational consumption characteristics are increasingly diluted, more purchases take place in the emotional impact, if your taste is not much different from other competitors, the packaging is still a few decades, no one What are the reasons why you have to make consumers take care of your products? In this case, perfecting the packaging of beer is the key to gaining market initiative.

Product packaging has been seen as an early stage of marketing, which in turn determines the outcome of marketing. Therefore, we need a package that is consistent with products, companies, and their ethos. We need a package that has a distinct personality and is easy to identify. We need a package that meets the quality and connotation of our products or companies. We need a product that meets market needs. Packaging requires a unique package compared to competitors.

Using this packaged product will bring an unexpected gain in the market.



Source: Internet