Although the matter is small, the inconvenience it brings is obvious. Traditional market theory defines packaging as the following: The product is contained within a container or package. As of today, the role of packaging is no longer simply to accommodate and protect. It has very rich content. First of all, packaging should ensure the safety and cleanliness of the product, prevent the loss, incompleteness, deterioration and destruction of the product. This is the most basic role of packaging. Second, with the function of advertising and promotion, customers can understand the product through packaging, thus inspiring purchase motivation. Finally, good packaging should maximize product efficacy and reduce product loss.
It can be seen that the role of packaging cannot be underestimated. At present, in the extremely fierce competition in the same industry, not attaching importance to packaging is tantamount to self-reliant consumers and pushing products to their competitors. Although the self-protection awareness of Chinese consumers is not strong, most of them will not quarrel with manufacturers for packaging problems. However, in the long run, the negative impact caused by rough and harsh packaging is extremely harmful to the product. Consumers will be extra cautious when purchasing the product, and will even pay attention to other brands of similar products. On the contrary, if you work hard at this subtle place, you will really have an extraordinary effect for the sake of your customers.
In this regard, Coca-Cola can be said to be a model. As a kind of popular beverage, there are not many types of Coca-Cola. The reason why people are liked by people at all levels, one of the secrets of success is that the packaging of products used by different consumers is also different. The previous glass bottle packaging has its fatal weaknesses: the price is single and does not meet the consumer psychology at all levels; it is not portable and is easily broken. In order to win more consumers at all levels, Coca-Cola Company has changed the past single packaging form: low-income class consumers can buy 1.25 liters of plastic bottles of Coca-Cola, this package has a low cost, storage-resistant characteristics; Consumers in the income class can choose to use cans, which are easy to carry and stylish. For scattered consumers, Coca-Cola has also prepared bulk Coca-Cola. In addition, the company launched Sprite, Fanta and other beverages for different tastes of male and female consumers. The most valuable thing is Cola's red, Sprite's green, Fanta's orange, which gives people excellent visual effects and is very much in line with the characteristics of the product itself. Rich and varied packaging forms meet different needs from all aspects, and market share has naturally increased.
Modern marketing theory is consumer-centered, and any marketing behavior is centered on consumers. The same is true of packaging. Different packaging should be designed for different consumers. The Coca-Cola Company achieved great success because it aimed at the psychological characteristics, social psychological characteristics, and taste characteristics of different consumers and made great efforts in packaging.
However, it is very difficult to change inappropriate packaging. The biggest obstacle is the high cost, which may be the main reason why many manufacturers are unwilling to change the packaging. The previous packaging had to be redesigned, the mechanical equipment used for packaging had to be changed accordingly, and the packaging materials would be changed due to different packaging forms, which would increase the cost. Many manufacturers believe that the increase in costs will inevitably lead to higher prices, which will eventually lead to a decline in competitiveness. This is a pessimistic attitude. The cost increase must be carefully confirmed: whether it is an effective promotion increase or an increase in invalid suppression. The cost of new packaging, if it can greatly promote the marketing of the product, then this increase in cost is an effective promotion of increase. Just like Coca Cola cans. Although packaging costs are high, due to consumers' preference and even a fashion, the increase in sales naturally reduces costs. Therefore, we must adopt a positive and optimistic attitude to increase the cost without blindly rejecting it.
At present, packaging has become more and more widely appreciated. However, compared with foreign countries, our product packaging is still in its infancy. To do marketing is not just a vigorous exhibition, or overwhelming advertising campaigns. It should be remembered that opportunities can occur anywhere, anytime. This requires that every marketing person should start from the subtleties, which also requires the manufacturer to establish that marketing is started from the processing of raw materials, rather than starting from the concept of products. Although the packaging is only one of the links, but through the above analysis, it is not difficult to find that there are many articles to do.