Packaging's Unique Culture and Strategic Innovation (2)

Packaging strategy is known as the 5P strategy. In terms of product strategy, the design and setup of internal and external packaging and its accessories are part of the product, but it is to effectively extend the product life cycle. The competition at the main product level has been excessive, and the packaging and accessories have created a second line of defense with sufficient space to fight. Just built-in prizes are amazing.

In terms of price, the value of inner packaging and prizes facilitates the pricing of the entire product. If there is no value support for packaging, the price system of wine with strong homogeneity can hardly be imagined to be established, even more so the competitiveness of the brand. .

From the perspective of access, packaging design is not only full of the painstaking efforts of manufacturers, but also often contains the wisdom of middlemen, retailers and even consumers. Therefore, the main content of this brand buyout and joint venture is that the factory provides high-quality wine, and the middlemen design different packaging according to their own network resources and put the product into different markets.

As far as sales promotion is concerned, promotion is the sport of product promotion, and the packaging strategy is based on static braking and moving in quietness. Innovation in packaging strategy is to face consumers, and to achieve tacit interaction with them, and everything is based on consumer satisfaction as the ultimate destination. 5P and the new marketing strategy 4C - the customer's needs, customer costs, convenience, communication form a coincidence.

How to innovate packaging strategies?

(A) The competitors can be used as a mirror to examine the packaging strategy of competitors.

Another aspect of improving the competitiveness of wine is to determine the competitive position. For the packaging of products, it is not enough just to know, but also to grasp the competitors' packaging strategies, packaging status and innovation trends. There are two aspects of packaging, for consumers, it is flowers and hymns, but for competitors, it is killer copper. Misunderstandings of common packaging strategies are: First, only focusing on the intrinsic quality and flavor of competitive products, ignoring packaging competition and promotion; Second, even focusing on the opponent's packaging strategy, it only stays in the imitation stage. Packing taboo imitation, imitation who must die.

How to choose the entry point of packaging strategy, avoid weaknesses, and avoid disadvantages?

a. Analyze the type of hand. b. The life cycle of the value of the opponent's brand and the main alcoholic product that poses a direct threat to us. C. The characteristics of style and flavor of the opponent's main liquor, as well as the strategic characteristics of consumers and competitors reflected in the internal and external packaging design settings. d. The competitive situation formed by the major competitors’ main brands and their packaging strategies and their impact on us.

(b) Good flowers must also be lined with gold leaves - a handful of values.

The main basis for the pricing of wine is cost and demand, and the basis for determining the cost of packaging is the value of the main product wine and the relationship between supply and demand. To obtain a long-term and stable market share and profitability, it is of utmost importance to determine a ratio coefficient and the extent of change of a relatively reasonable package and the main liquor. Packaging and matching wine, after all, is an affiliated packaging show again wonderful supporting role. The ratio coefficient, its range of variation, and the relationship between supply and demand are the principles that should be followed in determining the packaging value strategy. Contrary to this principle, the packaging value seriously deviates from the value of the main product wine, which will harm the brand value and eventually be discarded by consumers. To ensure that the interests of consumers must be effectively guaranteed, we must work hard on the value of packaging.

The value-determining strategy of packaging can be started from the following aspects: a. Relying on the cost of the main wine. High-end high value-added, low-grade and low-value-added, can not be too far apart; b. Take the overall level of packaging brand value as the reference; C. Take the actual purchasing power and brand value of the target market as the standard; d. Use product quality In order to support, high quality wine can greatly increase the added value of the product, which is an important factor in determining the packaging value and the selling price of the product. e. The content of wine culture. This is perceivable and depends on the perception and spirituality of the operator. f. The value of the prize in the wine box should be set with reference to factors related to the ratio coefficient.