Packaging Strategy and Measuring Criteria for Good or Bad Packaging

According to survey data, more than 60% of consumers in consumer terminals make product decisions based on their packaging and decorating, while housewives who buy in supermarkets tend to consume more than they consume because of their attractive packaging and decoration. They originally expected 45%. It can thus be seen that the packaging of the "first impression" of goods has played an increasingly important role in the actual market battle. Therefore, it is possible to design the packaging as a 5th P in parallel with marketing 4P so as to collectively call 5P theory of new marketing.

Examining the current needle cotton fabric industry, although the role of packaging has received the attention of many companies, due to the lack of a systematic packaging strategy, there has been a "marketed in a packaging" misunderstanding area of ​​marketing. In this paper, we will use the inverse 4P theory of marketing 4P and new marketing as a starting point to explain packaging strategies and measure the quality of packaging.

Packaging and Products

The interpretation of the word "packaging" means that "packages" are parcels, and "packing" means decorating. Talking about packaging and products, the "package" in the word "packaging" is the key, and good packaging must meet the requirements of "package" products. For example, in practice, the anti-wrinkle, anti-mildew, and moisture-proof functions of the package are enhanced to extend the shelf life of the product in view of the characteristics of the needle-spun fabric. In order to make the product a commodity, we must fully integrate business information, product identification, functional description, and instructions for use into the packaging design.

Combining the attributes of the product, select the packaging materials and use the internal and external packaging in a targeted manner.

The traditional 4P theory emphasizes observing products from the perspective of the enterprise, while the inverse 4P theory of new marketing emphasizes observing products from the perspective of consumption. For packaging, we need to consider the following points from the perspective of consumers:

Packaging and price

Prices are often oriented based on the cost of goods and the consumer's price. In terms of "money" for packaging, it also includes both cost and added value of goods.

In fact, good packaging does not necessarily require high costs, and good packaging design often adds a lot of commodity value to the goods. The packaging is designed from the consumer's point of view, which facilitates its use and portability, facilitates its use after handling, and provides packaging and brand culture with ingenuity and packaging concepts that meet the brand's philosophy.

High-cost packaging is not the same as high-value packaging, and packaging design that caters to green and environmental protection trends can be unique charm of the product.

Packaging and Channels

Although packaging is faced with consumers, the channel is the transition from packaging to the market. Therefore, through the "packaging" of this carrier, there are necessary channels to strengthen the brand, corporate business elements and human colors.

In order to save logistics costs and circulation consumption, it is necessary to shorten the circulation time and links of packaging. Under the circumstances of strength, it is possible to set up its own logistics center and distribution center, and sincerely, openly and objectively accept the recommendations of the channel providers on commodity packaging, so that the channel providers and the enterprise are in the same boat and become the masters of the business, and receive the consumers through the channels. Packaging evaluation, timely adjustment of packaging strategies.

Packaging and Promotions

In the inverse 4P theory of new marketing, promoting glory is understood as how to communicate effectively with consumers. In terms of packaging, it is also an important carrier for communication with the market. Carry out product promotion combinations of different categories and different grades and unify them through packaging.

It is true that the strategic points of this paper are only the key part of the packaging strategy. When the company is in use, it still needs specific analysis. The new 5P marketing theory still requires everyone to experience in actual situations, specific issues, and specific analysis.