According to my personal perception, most of the wine packaging is now red and gold. “People have walked beside it, always looking back and watching,†and the merchant’s original intention of using red wine on wine packaging is to find a good metaphor. The head is auspicious and lively, and the second is the attention of consumers. However, everyone is doing this way. The golden ocean is really easy to cause aesthetic fatigue and has a sense of vertigo. Why not create new ideas and innovate packaging strategies?
First, study the opponent's packaging strategy
One of the important things to improve the competitiveness of wine is to determine the competitive position. Like the predatory cheetah, you must keep a close eye on your opponent's packaging strategy, status quo, and innovation. There are two aspects of packaging, for consumers, it is flowers and hymns; for competitors, it is a killer. But what needs to be remembered is that packaging avoids imitating and imitating others will not last long. To be a brand in a down-to-earth manner, we must make it the first in a certain area of ​​the minds of consumers. Just like the Olympic Games, people only remember the championship, and few remember the second name.
So, how to choose the entry point of packaging strategy, avoid weaknesses, and avoid disadvantages?
1. Analyze the value and core positioning of rival brands.
2. Analyze the style characteristics of the opponent's main liquor and the strategic features reflected by the package design.
3. Analyze the competitive situation created by the opponent's major brands and packaging strategies and their impact on us.
Why analyze? The reason is to find out the opponent's ignoring blank points, and then enter the gap, get a firm foothold and then become unified.
Second, grasp the law of value
Wine pricing is really a science. I have seen a certain brand of wine. The difference between two different varieties is only 8 yuan. I really don’t know if the price of alcohol is high. We know that the main basis for the pricing of wine is cost and market demand, while the determination of packaging costs is the value of wine. Packaging is for the sake of wine, is a subordinate relationship, and packaging performances have to be wonderful again. The packaging is still convenient and affordable. Of course, if you want to make a luxury price, it's another matter.
Packaging value determination strategy:
1. Rely on the cost of the main liquor. The high-end packaging price is high, the low-end packaging price is low, and the grade is opened.
2. Can be slightly higher than the overall level of the opponent's packaging value.
3. Based on the actual purchasing power of the intended consumer and the brand value.
4. Promotional gifts are properly selected.
Third, grasp the life cycle of wine
Alcohol products have strong homogeneity and over-competition, and the life cycle of alcoholic products is greatly shortened, especially among SMEs. It is precisely "every new wine has emerged from the rivers and lakes, leading the trend in three or two years." In the face of consumers, promotion tricks and means are extremely useful; on the other hand, packaging should actively adapt to market competition and find a living space. This raises higher requirements for packaging: different competitive environments, different life cycles, and different packaging strategies. The packaging's designs, text, logos, shapes, illustrations, designs and other ideas should all focus on the life cycle of a certain brand.
Development period: Packaging for a fast word. The soldiers are quick and fast and they should quickly enter the holiday market. Holidays have further condensed the time, place and content of alcohol marketing. The market is based on festivals. Business opportunities are not to be missed, and packaging design and printing must compete for time.
Introduction period: The staff involved in the design during this period should include marketing experts, strategic designers and packaging designers. Perhaps experts and some consumers of wine culture should be invited to work behind closed doors.
The first impression of packaging products during the introduction period is very important. Therefore, the packaging design should be refreshing, and the opponent's packaging must be targeted and repressive.
Growth: Focus on perfection. Divide the product packaging into several lifecycles, not every cycle. The purpose of packaging is to attract more consumers. If the frequency of packaging changes is too great, it may lose more than the old customers. Once the new products that are rooted are not completely satisfactory, they should not be easily redesigned. A transitional approach should be taken to properly trim the new products. Growing-up packaging requires maintenance and care, and packaging replacements are vulnerable to erosion by rivals and loss of early-stage consumers.
Mature period: At this time, the sales growth rate tends to be stable, and most consumers are happy to use our wine products. The competition for this product is very intense. The competitive function that the packaging plays is not weakened but is urgently needed. As our sales of alcoholic beverages increase, we have also become the target of public criticism. If the estimate is good, follow the trend of the game! What to do at this time is:
1. Let profit. Through a reasonable reduction in packaging costs, lower the price of alcoholic beverages and gain more consumers;
2. More new varieties. If the quality does not change, different packages will have good results;
3. Improve the quality of promotional items for gifts and increase promotional efforts.
The recession period: manage to rejuvenate and provide transitional conditions for new births. The transformation strategy is a theme of packaging. At this time, there are still some firm and persistent brand loyal people. We have weakened our competition for this brand and used this opportunity to realize the change. To improve the function, design, and composition of the existing packaging that does not adapt to the market environment, change competitors, compete in a better position, and improve the competitive environment to make it new. If the possibility and value of new students are not great, they should be eliminated resolutely.
First, study the opponent's packaging strategy
One of the important things to improve the competitiveness of wine is to determine the competitive position. Like the predatory cheetah, you must keep a close eye on your opponent's packaging strategy, status quo, and innovation. There are two aspects of packaging, for consumers, it is flowers and hymns; for competitors, it is a killer. But what needs to be remembered is that packaging avoids imitating and imitating others will not last long. To be a brand in a down-to-earth manner, we must make it the first in a certain area of ​​the minds of consumers. Just like the Olympic Games, people only remember the championship, and few remember the second name.
So, how to choose the entry point of packaging strategy, avoid weaknesses, and avoid disadvantages?
1. Analyze the value and core positioning of rival brands.
2. Analyze the style characteristics of the opponent's main liquor and the strategic features reflected by the package design.
3. Analyze the competitive situation created by the opponent's major brands and packaging strategies and their impact on us.
Why analyze? The reason is to find out the opponent's ignoring blank points, and then enter the gap, get a firm foothold and then become unified.
Second, grasp the law of value
Wine pricing is really a science. I have seen a certain brand of wine. The difference between two different varieties is only 8 yuan. I really don’t know if the price of alcohol is high. We know that the main basis for the pricing of wine is cost and market demand, while the determination of packaging costs is the value of wine. Packaging is for the sake of wine, is a subordinate relationship, and packaging performances have to be wonderful again. The packaging is still convenient and affordable. Of course, if you want to make a luxury price, it's another matter.
Packaging value determination strategy:
1. Rely on the cost of the main liquor. The high-end packaging price is high, the low-end packaging price is low, and the grade is opened.
2. Can be slightly higher than the overall level of the opponent's packaging value.
3. Based on the actual purchasing power of the intended consumer and the brand value.
4. Promotional gifts are properly selected.
Third, grasp the life cycle of wine
Alcohol products have strong homogeneity and over-competition, and the life cycle of alcoholic products is greatly shortened, especially among SMEs. It is precisely "every new wine has emerged from the rivers and lakes, leading the trend in three or two years." In the face of consumers, promotion tricks and means are extremely useful; on the other hand, packaging should actively adapt to market competition and find a living space. This raises higher requirements for packaging: different competitive environments, different life cycles, and different packaging strategies. The packaging's designs, text, logos, shapes, illustrations, designs and other ideas should all focus on the life cycle of a certain brand.
Development period: Packaging for a fast word. The soldiers are quick and fast and they should quickly enter the holiday market. Holidays have further condensed the time, place and content of alcohol marketing. The market is based on festivals. Business opportunities are not to be missed, and packaging design and printing must compete for time.
Introduction period: The staff involved in the design during this period should include marketing experts, strategic designers and packaging designers. Perhaps experts and some consumers of wine culture should be invited to work behind closed doors.
The first impression of packaging products during the introduction period is very important. Therefore, the packaging design should be refreshing, and the opponent's packaging must be targeted and repressive.
Growth: Focus on perfection. Divide the product packaging into several lifecycles, not every cycle. The purpose of packaging is to attract more consumers. If the frequency of packaging changes is too great, it may lose more than the old customers. Once the new products that are rooted are not completely satisfactory, they should not be easily redesigned. A transitional approach should be taken to properly trim the new products. Growing-up packaging requires maintenance and care, and packaging replacements are vulnerable to erosion by rivals and loss of early-stage consumers.
Mature period: At this time, the sales growth rate tends to be stable, and most consumers are happy to use our wine products. The competition for this product is very intense. The competitive function that the packaging plays is not weakened but is urgently needed. As our sales of alcoholic beverages increase, we have also become the target of public criticism. If the estimate is good, follow the trend of the game! What to do at this time is:
1. Let profit. Through a reasonable reduction in packaging costs, lower the price of alcoholic beverages and gain more consumers;
2. More new varieties. If the quality does not change, different packages will have good results;
3. Improve the quality of promotional items for gifts and increase promotional efforts.
The recession period: manage to rejuvenate and provide transitional conditions for new births. The transformation strategy is a theme of packaging. At this time, there are still some firm and persistent brand loyal people. We have weakened our competition for this brand and used this opportunity to realize the change. To improve the function, design, and composition of the existing packaging that does not adapt to the market environment, change competitors, compete in a better position, and improve the competitive environment to make it new. If the possibility and value of new students are not great, they should be eliminated resolutely.