A company's packaging is not merely an image. It does not depend solely on the image to indirectly earn economic benefits for the company. Packaging can directly make profits for the company, which means that the packaging itself has sales force. This is true for the packaging of companies, and even more so for the packaging of a company's products. For the company’s products, the material and spiritual benefits it carries are not only what the consumer buys, but also a communication tool for the company to face consumers directly. It can be said that packaging has a clear product for a target audience. Its commitment to the product's material and spiritual interests and the strengths and weaknesses of its manifestation, as well as the strength of its communication in front of consumers, have a direct impact on one. Product market conditions are good or bad. However, many companies have not been able to recognize this well, or have realized it, but they have not been able to figure out exactly what to do. The practical experience of the cx brand in this area may give these companies some enlightened useful insights. Cx brand problem The cx brand is a new brand in the fruit wine industry. The brand relies on the high-quality plum base of Dali Wuyuan, the “hometown of plums†in Yunnan, and uses the advanced technology of full-fruit juice fermentation to produce a fresh, elegant, mellow and soft plum wine. At the beginning of the listing, after a period of more than two months of strong promotion, the monthly sales volume of cx brand rushed to more than 700,000 yuan in the third month, but after the strong promotion period, the fourth month of sales The volume has declined, and in the fifth month, the sales volume of the cx brand has fallen to more than 300,000 yuan. Cx has come to a stage where it needs to be diagnosed and adjusted. After some market research, it was found that the chief culprit for the drop in sales of CMX in the month was the fall in the sales volume of 500 ml bottles. At the same time, many of the issues reflected in the cx brand pre-marketing process are related to its packaging. First, personalized products appeal to individual consumers. In the fruit wine market, wine is large, plum wine is a relatively personalized product. In other words, in the plum wine market, in addition to direct competition with more than a dozen domestic and international plum wine brands, such as Japan Butterfly Loss, Beijing Harvest, and Zhejiang Taoda, the cx brand is also facing how to start from the wine market in the world. The overall market share of plum wine expands. This is not what the cx brand can do. The cx brand does not yet have such strength. But a little cx can and should do it. That is, in the packaging of bottles and other products, it is necessary to make a clear distinction with the product packaging of wine in order to make the target consumers clearly aware: This is plum wine, cx plum wine, which is what you are like “do not eat noodles to eat rolls Powder" choice. But cx at the time did not do this. It also uses the “orthodox†bottle shape that most wines use, and the bottle labels and colors are similar. Second, it is not consistent with the product characteristics. The cx brand uses high-quality plums from the ancient city of Nanxun and Dali, and takes the Cangshan water from the source of the Bohai Sea. The characteristics of these raw materials themselves give cx some distinctive product qualities. In addition, the legend of "Omei, the hero of brewing wine," which has been circulated for almost three thousand years, has added more cultural connotations to cx. In addition, the product itself is characterized by its freshness, elegance, alcohol, and softness. It is made from 100% plum juice, but it is a pity that the packaging of cx failed to highlight any of the features of the product in the foregoing content. In particular, the features have been diluted to have no sense of touch and touch. Third, there is no effective difference with the opponent, and the effect on the shelves is poor. Although cx plum wine has not been put together with a wide range of wines, when it appeared on the same shelf as Beijing Harvest and Zhejiang Tao Da, cx had no place for success. Because Beijing Harvest uses white fine-sanded glass, which is crystal clear; because Zhejiang Tao uses a bottle that is thicker than the average bottle. In contrast, cx plum wine and they are together, like a foiled clown, mediocre and unobtrusive. It is very clear that the packaging of cx has not formed a difference with the wine, but also failed to form effective and attractive differences with the direct competitors. The effect of such a shelf is naturally difficult to obtain satisfactory sales revenue. Fourth, the above-mentioned comprehensive factors are the main reasons why the CX brand lacks the ability to attract consumers' attention, promote occasional consumption, be memorized, accepted and have long-term spending power. The objective existence of these reasons has a direct impact on the market performance of the cx brand, which is an important reason for cx's monthly sales drop with no marketing support. Obviously, the packaging of cx: bottles, bottle stickers, etc. have already been changed, but in the end how to change it? In fact, through the foregoing analysis, it is not difficult to see that to make packaging have enough promotional power, we have to overcome one of the difficulties: how to make packaging design packaging style so traditional sense of a very emotional thing, become truly rational stand up. The key point is: for the selection of packaging and inspection of packaging promotion power, we can find a tool that can quantify relevant data indicators, can facilitate the packaging program, and can provide a qualitative tool for a packaging program. If the cx brand's packaging is won through the inspection of this tool. Then the marketing performance of the cx brand will be due to the strong promotional power of the packaging, which makes it possible that the current difficulties may change greatly. ] The “Coverage Packaging Promotional Power Factor†that can solve the cx brand packaging problem The cx brand is as fast as many private brands that are under crisis. After confirming that the product packaging needs to be changed, cx would be looking for advertising design companies in the local area to bid for the new packaging. However, when the four drafts of the package design, which were selected through the program, were placed in front of the desk, cx was again in trouble. Because these packages have their own lengths; because, before you have conducted market inspections, you simply cannot know the market feedback effect of a specific package. If, on the basis of aesthetics, likes and dislikes and so-called market experience, they choose a package that looks good on their own, and consumers do not accept it, how can we do it? Like the cx brand's encounter with packaging, I have encountered many similar situations due to the characteristics of the consulting industry. Such as: blindly believe in the so-called professional strength, and professional strength is also lack of awareness and grasp of a promotional power of a certain packaging; according to their own aesthetic taste and the so-called market experience, to impose their own subjective intentions into the packaging or packaging modifications In the face of numerous packaging plans to be decided, hair dizzy, I do not know what to choose, I do not know which is the most provocative program for product marketing, the final result is to speed up the human packaging, rebate packaging. The existence of these problems, etc., further fully illustrates the need for Chinese companies to quantify and quantify tools for the size of packaging promotional power. The mission and mission of the consultant is to assist the company in solving the problems it faces, and it is to provide practical solutions to these problems. In order to obtain quantitative and qualitative packaging promotional force inspection tools, the team first analyzed the main problems of the traditional packaging selection methods. And hope to find ways to overcome them from these problems. First, traditional packaging choices lack market testing and consumer testing before identifying and using a package. Second, the programs provided by the packaging design force, although it may have been done for competition packaging research, consumer preferences research, research on the effect of the shelves, but more are creative things. Among them, there are often sensible deficits, competition-oriented, consumer-oriented, and human-oriented reasons. Thirdly, packaging based on the basic requirements of good shelf-effects and the ability to attract consumers' eyeballs, etc., is also present in many cases. It does not allow consumers to clearly identify product features at the moment, and is not conducive to consumers looking for themselves. Most want to try the product and other defects. That is, this package is a "half-layer project," which caught the eye of the consumer but failed to capture the consumer's heart. After clarifying the above major issues, a mathematical model for examining the promotional power of packaging--"the power factor of the packaging power of the regime" has gradually become clear. The analysis of the attached coefficient. "The power of packaging power factor": Regulatory power factor for political packaging = Attention factor + Product specificity factor + Humanity factor + Attempt to buy rate factor + Memory factor Explanation: a. The attention coefficient refers to the surveyed target consumers who may have noticed the tested packaging, and noticed in the survey that the proportion of the surveyed packaging in the total number of participants. Other sub-coefficients and so on. The "characteristic definiteness" in the explicitness coefficient of the product characteristics refers to the definiteness of the nature of the product and the general characteristics of the surveyed target consumer when he/she notices the inspection package. The humanity factor refers to the information that the package conveys to consumers, such as safety, convenience, and application. b. The larger the promotional force coefficient composed of the sum of the sub-coefficients, the stronger the promotional power of the package. It can be seen that "the power factor of the packaging power of political power" is actually a tool for selecting, identifying, and verifying the promotional power of marginal products such as packaging and decoration. This tool will be based solely on its own aesthetics and likes and dislikes, the professionalism of the design company, the so-called market experience, and the simple effects of the shelves, to determine their packaging and other marginal products, and more subjective behavior, to the consumption Person-centered, competition-oriented refinement and quantification. This refinement and quantification will make the previously elusive packaging promotion effect clear, and can be predicted and mastered in advance. The size of the promotional force coefficient that is placed on the market for inspection (that is, the predictive effect of this article) is the basis for determining marginal products such as packaging. In a related marketing lecture, the person in charge of the cx brand came into contact with the author's “policy package promotion force coefficientâ€. This factor eventually helped the cx brand make a decision. Below, let us take a look at how the CX brand carries out the practice of "regulation of political power package promotion power".
The rational charm of packaging (on)