Clever Use Of Packaging Marketing Skills &Nbsp; Improve Product Value

commodity

The marketing staff of DuPont Co, the world's largest chemical company, has developed the famous DuPont law after careful market research. That is, 63% of the consumers make purchase decisions based on the packaging and decoration of the goods; the housewives who go to the supermarket to buy, because of the attractive packaging and sulphur attraction, usually buy more than the 45%. they intend to purchase when they go out.

(1) undeniable facts - heavy costs, expensive tuition fees.

In the past, Chinese enterprises did not pay enough attention to packaging, and packaging technology was backward, causing billions of losses to the country every year.

According to the statistics of China Packaging Technology Association, the economic loss caused by poor packing in China is more than 15 billion yuan a year, of which 70% is caused by pport packaging.

For example, the breakage rate of cement is 15%, 20%, 3 million tons per year, the average breakage rate of glass is 20%, and the annual loss is 450 million yuan.

According to statistics from the foreign trade department, because of the backwardness of export packaging, the country has reduced its foreign exchange earnings by at least 10% per year.

In the domestic and international marketing, "the first class quality, the two class packaging, the price of three and so on" are painful lessons.

Case I:

China's traditional export products --18 head lotus tea set, because of the packaging problem makes foreign businessmen make a lot of money.

The quality of the 18 lotus tea sets is very good, but because of the use of simple corrugated boxes for packaging, it is easy to break and not beautiful. It is difficult to distinguish what commodities are, and also gives people a sense of low price and low price, so the sales have not been good.

Later, a smart foreign businessman bought the product and added a fine art package to the original packaging, which tied up a ribbon to make the product look elegant and luxurious. At that time, the sale price increased sharply, and the selling price was raised from a set of 1.7 pounds to a set of 8.99 pounds.

Case II:

As we all know, ginseng is a rare and rare medicinal material, which is expensive.

However, before the reform and opening up, when the relevant units were exporting ginseng, it was like bundling radish to tie up ginseng and pack them in gunny bags or wooden boxes (10 kilograms).

It is conceivable that this "straw wrapped pearl" packaging method can not help people doubt the authenticity of their products, but also greatly reduces the ginseng's social status.

In this case, although the price is very low, sales are still poor.

After the market gave us a lively "marketing" course and foreign businessmen made huge profits, our units finally changed the packaging strategy wisely -- using small packages (one to two pieces), with silk boxes, or using wooden box covers and glass paper covers, so that the costumes of "costumes" were elegant and generous, so that the rare and precious values of ginseng were fully manifested.

As a result, not only is the market opening, but the price per ton has increased by 23 thousand yuan, which has doubled the profit of commodities.

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Case III:

When the Sichuan people sold their "fist" product, pickled mustard tuber, they sold their products to Shanghai people with large jars and big baskets at the very beginning. The smart Shanghai pickled mustard tuber was exported to Japan after the small jar, and under the condition of poor sales, Japanese merchants sold the mustard tuber imported from Shanghai to the Hongkong businessmen in an original way. But the Hongkong businessmen who were keen on their brains and innovative spirit were divided into pieces of vacuum and pouch in block, slice and silk, and then sold back to Japan.

From the "journey" process of pickled mustard tuber, it is easy to see that businessmen from all sides have made money, but Hongkong businessmen are making big money by packaging.

At present, most enterprises in China have the idea of "selling a piece of leather", while attaching importance to the protection function of packaging, they also attach importance to the promotional function and value-added function of packaging, and recognize the role of packaging as a silent salesman, but after all, they pay a heavy price and pay high tuition fees.

(two) the three story that gives people inspiration: a new interpretation of "buying a coin and returning a pearl", Moutai's "golden list nomination", brandy "Rong Hua day is expensive".

Story I:

"Han Fei Zi Chu Yu Zuo Zuo Shang" records a story of "buying the bamboo and returning the Pearl": a Zheng man bought a pearl with beautiful wooden boxes from the Chu merchants, leaving the box behind, and returned the Pearl to the merchant of Chu.

The reason is that "the cabinet for Mulan", "smoked with cinnamon", and "beautifully decorated with jewels", "covers" the gloss of the treasures in the box.

It is no wonder that Zheng loves beauty rather than treasures.

The purpose of this story is to satirize the foolish behavior of the honest people. However, today we can interpret the story from the point of view of marketing: we should always pay attention to the packaging of commodities in marketing, and we should be good at using the magic packaging effect of "Jing Mei and Mei Zhu" to please buyers, attract customers, and achieve the goal of expanding sales of commodities by "love and Pearl".

Story II:

In the 1915 Panama international exposition, the famous Chinese liquor Moutai liquor was looked down upon by foreigners because of its rough packaging and indecent shape.

At this critical juncture, a businessman who participated in the exhibition in China was in a rush of wisdom. "Carelessly" smashed a bottle of Moutai to the ground, and suddenly the fragrance was overflowing, attracting all the people and conquering the judge's heart, so that the Moutai wine "nominated" and "laughing at the international market".

It tells us that in modern marketing, we should grasp the internal quality and external quality, and make sure that "good horses should be matched with gold saddles". Good products must have good packaging.

If we still insist on the old concept of "good quality and good sales," we must persist in the practice of "gold and jade, which will lead to the loss of the outside world". The result will inevitably follow the same mistakes of Moutai.

Story 3:

France is famous for its production of cognac brandy, which has been producing brandy for Royal and grand hotel banquet in 1715.

In order to keep such treasures from reducing their social status, the company has given corresponding packaging.

The brandy --XO, which they sell, is packed in crystal bottles, and the bottle is in the exquisite box printed with Jin Yu. The other brandy is better than XO, the outer packing box is velvet, and it can be opened like a jewelry box.

Such packaging and loading sulphur, in turn, set off the value of famous brand goods and greatly increase the added value of the goods. The purpose is to make people feel that they are rare and beautiful wines and win customers who pursue famous brands and pursue luxury.

In addition, in order to make customers familiar with and like their products, in order to retain customers, the company maintains its traditional packaging in the past hundred years and insists on changing the packaging strategy.

(three) the skills of winning the package -- the expression, the contingency, the psychological strategy and the clever use of color.

Skill I: is as follows.

It is to set up the correct concept of commodity packaging, to prevent the phenomenon of "Jinyu", and to prevent "gold and jade from outside."

If you use a "embroidered pillow" trick to deceive a customer, it will end up as "lifting a rock to hit your own feet". Please keep the advice of a marketing expert: "once bitten by a snake, ten years shy of a well string", the last time the customer would not do it again second times, meanwhile, the customers who would be cheated would say bad things about the product to 11 acquaintances, while the satisfied customers would only say good things to 3 people.

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Tip II: expediency and contingency.

Packaging should vary with the use of the commodity itself.

The famous French perfume industry has a famous saying: "beautifully designed perfume bottles are the best salesmen for perfume.

"French perfume is divided into five flavors, each perfume with different fragrances, its packaging bottles have different shapes.

If there is a perfume for men, similar to forest and wood, its packaging bottle is designed to be tall and tree like, with the outer packing of the natural and thin carton that can remind people of wood. Another perfume called "high mountain" is designed to rotate and ascend.

These unique and imaginative packaging can naturally stimulate customers' desire to buy.

Packaging should vary according to the way of sale.

If your merchandise is sold in open shelves supermarkets, chain stores and convenience stores, it is selected by customers themselves from the shelves. Then the packaging of commodities should be emphasized from two aspects: first, packaging should be attractive, so that customers can take care of it when they walk by the shelf, and want to take it off the shelf; two, because no one sells, so the product manual must make the customer understand and see it when it looks at it, otherwise, the customer can not see how to use it, and how dare he buy it?

Packaging should be commensurate with the value of goods.

That is, according to the size of commodity value, it is divided into three grades: high, medium and low, designed separately, matching the packaging materials and packaging sulphur with their value, so as to meet the needs of consumers at different consumption levels.

We advocate appropriate commodity packaging, oppose excessive packaging, and oppose big packaging of small commodities.

Suitable packaging can reflect the value of goods and increase the added value of goods.

Skill III: psychological strategy.

Consumers' preferences for commodity packaging directly affect their purchase behavior. As time passes, they will also form an inertial purchasing psychology. Therefore, in the aspects of the shape, volume, weight, color and pattern of commodity packaging, we should strive to match the individual psychology of consumers, and get the coordination between packaging and commodities in I, so that consumers can understand the characteristics of commodities in a certain image.

For example, feminine packaging should be gentle and elegant, exquisite and unique, highlighting artistry and popularity.

The packaging of male products must be bold, bold, bold and unrestrained, and highlight the practicality and scientificity; children's products should be vivid, colorful, and interesting and knowledgeable, so as to arouse children's curiosity and curiosity; the packaging of youth products should be beautiful, generous, novel and unique, highlighting the popularity and novelty, so as to satisfy the young people's novelty and psychology.

Tip 4: skillful use of color.

In commodity packaging design, the use of color is very important, because different colors can cause different visual reactions, resulting in different psychological activities.

For example, black, red and orange give people a heavy feeling. Green and blue give people a sense of lightness. Therefore, heavy objects will be lighter and more generous if they are packaged in light colors. Light weight items are packed in strong colors to give people a sense of solemnity and sturdy.

The American Center for color research once conducted a test. The researchers put the boiled coffee in three cups of red, yellow and green coffee cups, so that more than ten people could taste and compare them.

As a result, tasting people agree that coffee tastes different -- caffeic acid in green cup, coffee in red cup, and coffee in yellow cup.

On the basis of a series of experiments, experts concluded that the color of packaging can influence people's perception of products.

Medicines are suitable for packaging with white text, which is clean, hygienic and reliable. Cosmetics are suitable for packaging with intermediate colors (such as cream, cream, pink and so on). They are elegant, luxuriant and of high quality. The food is suitable for packaging in red, yellow and orange, showing beautiful colors, delicate flavors and fine processing.

In addition, it should be pointed out that the color design of packaging should take into account the preferences and taboos of different nationalities, especially those entering the international market.