Product packaging marketing strategy

The so-called product packaging refers to a comprehensive technical and economic measures for the storage and packing of products in order to preserve their value and use value, protect products and beautify products in the process of transportation, storage and sales. The packaging is generally divided into inner packaging and outer packaging. The inner packaging generally refers to the packaging of the contact product, and the outer packaging refers to the packaging attached to the outer packaging.

Product packaging directly affects the product's value and sales prospects, and plays the role of a "silent salesman." Well-designed packaging not only plays a role in protecting the product, facilitating transportation and carrying, but also facilitating the use, beautifying the product, promoting sales, and bringing good economic benefits to the enterprise. In the process of designing product packaging, it is necessary to prevent under-packaging and over-packaging. Under-packaging can result in loss of quality or quality in the process of loading and unloading because of poor packaging quality; overpacking can result in unnecessary losses due to a significant increase in the cost of the product.

In order to give full play to the promotional role of product packaging, enterprises took various measures in packaging design and formed different packaging strategies. There are mainly the following.

Similar packaging strategy

Companies use the same patterns, colors, or other common features in the various products they produce to make it easy for customers to discover the same company's products. Especially for companies with a certain reputation, using similar packaging strategies to promote the product has a certain role, but also save packaging design costs, you can also eliminate and reduce consumer distrust of new products, quickly open the market for new products Create conditions.

2. Combination packaging strategy

In order to promote sales, companies combine multiple products that are related to each other in a single packaging container. For example, travel toothbrushes, toothpastes, razors, etc. are assembled together, as well as packages of cosmetics and toys.

3. Use packaging strategy again

This strategy is also known as a double packaging strategy. After the original packaged product is used up, the empty packaging container can be moved to other uses. Such as: sacks, bottles and so on. This strategy can save significant resources.

4. Complementary product packaging strategy

The complimentary product packaging strategy, also known as the kaleidoscope packaging strategy, is one of the most important promotional strategies for modern packaging. This strategy involves enlarging sales by attaching coupons, items or using the packaging itself to exchange gifts in order to stimulate consumer purchases or repeated purchases.

5. Improve packaging strategy

Improved packaging strategy refers to the purpose of expanding sales by improving the packaging of goods. When a product is sold poorly due to poor packaging, the design of the product is unattractive, or it is obsolete, the market is often expanded by changing the new packaging.

In short, the packaging strategy is not isolated, but an organic whole, interconnected and infiltrated with each other. Packaging strategy and product brand strategy, price strategy, marketing strategy and other services to serve the company's business strategy. In order to survive and develop in a complex and ever-changing market economic environment, enterprises must develop effective marketing activities under the guidance of correct marketing concepts and adopt effective marketing strategies so that enterprises can more effectively participate in market competition and expand markets. Share.

Author: Wei Jun

Reprinted from: Printing Technology