Brand and Packaging Decision (3)

Section III Packaging Strategy

First, the concept of packaging

Packaging is an important part of product strategy. The so-called packaging refers to the product container or external dressing. Product packaging generally includes the following three parts:

(1) Primary packaging: direct packaging of the product.

(2) Minor packaging: This is to protect the packaging of the primary packaging.

(3) Shipping packaging: It is to facilitate the storage and transportation and identify the packaging of certain products.

Second, the role of packaging

It can beautify the product, protect the product, and protect the product's use value during the marketing process and during the consumer's preservation of the product. It can promote sales and increase profits. It can also increase the value of goods.

Third, packaging design

When designing packaging, companies should consider the following requirements:

(1) Packaging should be compatible with the value or quality of the goods.

(2) The package should be able to show the characteristics or unique style of the product.

(3) Packaging should be easy for consumers to purchase, carry and use.

(4) The written description on the package should be realistic.

(5) Packaging and decoration should give people a sense of beauty.

(6) The text, patterns, colors, etc. on the packaging and decoration cannot conflict with the customs, religious beliefs of the target market.

Fourth, the packaging strategy

(1) Similar packaging decisions: All kinds of products produced by enterprises adopt similar patterns and colors on the packaging to reflect common features.

(2) Differential packaging decision: The various products of the company have their own unique packaging. Different styles, colors and materials are used in the design.

(3) Relevant packaging decisions: A variety of related product packages will be sold in the same package.

(4) Reusable packaging decisions or dual-use packaging decisions: After packaging products have been used, the packaging can be used for other purposes.

(5) Graded packaging decisions: that is, using different grades of packaging for the same product to suit different levels of purchasing power.

(6) Packing product packaging decision: that is, a lottery or physical item is included on the package or in the package to attract consumers to purchase.

(7) Change packaging decisions: When a product is poorly marketed or uses a package, companies can change packaging design, packaging materials, and use new packaging.

Source: Department of Economics and Business Administration