"Kwaiweiwei Kang Ling, six boxes of a course of treatment" - Sunflower Pharmaceutical.
"Three fine, blue bottles" - calcium trisodium citrate oral solution.
"And its positive, bottled more enjoyable" - Daly Park and its right herbal tea.
"Wang Lao Ji, there are boxes" - Wang Lao Ji herbal tea.
"Old products, new packaging, or that taste" - big treasure SOD honey.
"Change bags, diao brand natural soap powder" - Nais carved soap powder.
......
Highly homogenized products are abundant in the market, and each enterprise planning community colleagues for their own products to sell out, sell well selling, in short supply, day and night racking their brains to seek differentiation, following the corporate image segmentation, product function segmentation After the consumer felt separated, recently the packaging was used as a selling point to separate the competing products. The more they did it, the more they intensified.
Packaging is a part of a product and has its own product sales appeal. When the function of packaging is infinitely enlarged and used as the main selling point for marketing, enterprises use packaging features as a selling point to create unified information and disseminate it to target audiences. The following conditions are roughly classified according to the company's operating practices and purposes.
First, the industry is highly mature. The average consumer is familiar with the chest and has many brands. In order to pursue the effect of Wan Cong's greenery, the decisive play of packaging cards is different from competitors.
Kwaiweiweikangling, calcium trisodium citrate oral solution is such a situation, after many years of market cultivation of many brands, the industry cake is large enough, ordinary people are aware of the pain of stomach problems, the importance of protecting the liver, the body of calcium is also this reason .
After the market was fully competitive and baptized, a variety of stomach medicines were dazzling, and the sunflower pharmacy ran up the banner to highlight the encirclement. So "Kwaiweiweikangling, six boxes and one course of treatment" turned out to be born, at the same price, competing products. Selling a box and selling six boxes of sunflowers. Why? The ad said, six boxes of a course of treatment; the doctor said, treatment to ensure efficacy! Therefore, consumers buy at least six boxes, or multiples of six boxes. Therefore, the number of packaging here as a selling point not only distinguishes competing products, but also directly expands sales.
Then analyze the calcium trisodium citrate oral solution. After many years of strong publicity in television advertising, the packaging industry has set an industry standard for packaging blue bottles. Other brands of calcium oral liquids are designed to be non-blue, and consumers believe that they are not orthodox; If you follow it, you can also turn it into a blue one. You can't wait for it, but you can't wait for it. Look, how many have a heel brand and take the initiative to make a green leaf.
Second, take advantage of the force, hit the cattle across the mountain, following the first brand to grab food.
Gatoro Wang Laoji Herbal Tea has recently become the target of herbal tea competitions. How many imitations are copied by the brand? Dali Park shot, and its right herbal tea with large-capacity (600ml and 1500ml) PET packaging directly PK Wang Lao Yi cans (310ml), Earth people know that herbal tea function is to get angry, of course, this is thanks to Wang Laoji hundreds of millions of ads Propaganda, therefore, and its understatement, He Qizheng’s herbal tea, to revive their vitality, but the key appeal is to make bottles even more enjoyable. As a result, it is implicitly implied that, instead of Wang Laoji, a small mouthful of cans and cans, it is better to drink large bottles and its Herbal tea is more refreshing and more enjoyable! When we poured the two herbal teas into two cups at the same time, we tasted them and it was difficult to tell each other. And it is from the packaging materials and specifications capacity to avoid as the first brand Wong Lo Kat, your old man is the leader of herbal tea, I can not sell cans, I will push the main package, not into?
As we all know, JDB is only a licensed user of the Wong Lo Kat can brand. As the owner of the brand, Wang Lao Ji Pharmaceutical also follows the trend to introduce Tetra Pak Herbal Tea. I don't know if he has been inspired by Hezheng Herbal Tea. Wang Lao Ji Pharmaceutical Tetra Pak Direct appeal - "Wang Lao Ji, there is boxed," you are a metal can packaging, I was a carton packaging, hey, more direct, more clear, simple!
Third, product upgrades, packaging endorsements, continued brand promotion.
The upgrading of new materials and new technologies, the aesthetic fatigue of consumers, and the life cycle of products are inevitable. Directly changing packaging is a good choice.
The implication of “Daily Bag Changing†of Diaz Brand Soap Powder is that everyone will replace it. Is the family condition better? Consumers will also have to upgrade their products. The first is to call the company’s low-end users to convert ordinary powdered powder to high-end natural soap powder. Everyone knows that the role of low-end products is to sell sales. The role of high-end products is to make money; the other meaning is even more obvious. Those users who loudly savor the consumption of Tide, Qiqiang and Libai have come to buy Diabolo Soap. Powder, directly revolutionizing the lives of competitors, prompts consumers to change the court.
What should be noticed when packing and refining into selling points?
As long as everyone is looking for, the packaging color, capacity, specifications, color, style, material texture, etc. can all be refined into selling points, and after finding the breakthrough point, they can focus on the strong demolition of resources, set up barriers, and distance from the competing products. It is recommended that you do not follow the trend to imitate the boss of the industry. Otherwise, you will only have one way to get into the game rules of others. You must courageously make your own decisions based on your own resource conditions and bold innovation.
From an industry point of view, consumer goods are closely related to consumers. This type of product packaging is relatively easy to find the entry point. A few years ago, the TCL mobile phone was the most popular product. Its core selling point was that the product was inlaid with a diamond, and the quality was still from the packaging. Industrial design on the force; Qi brand clothing is different from competing products, no doubt thanks to the successful promotion of the Chinese collar, stand collar - is the selling point of the product. In other industries, there are few precedents for extracting selling points from the packaging industry. However, this only shows that no one in other industries has done so for the time being. It does not mean that it cannot be done. It will wait and see what will happen later.
After determining the packaging selling point, it must be combined with other promotion methods, otherwise it will be hard to become a forest and difficult to become a climate. Various advertising campaigns, celebrity endorsements, terminal images, consumer experiences, and online communication that is currently prevalent are spreading out selling point information into the minds of consumers, generating desires for purchases and completing sales activities. Remember, only the selling points that produce results have promotional value.
An aftertaste of an old story that prevailed many years ago reinterpreted the gist of the article. The sales of a toothpaste factory have stagnated for many years. The chairman of the company confessed that anyone who has a way to raise sales will reward him with 100,000 U.S. dollars. As a result, a child has received this reward. The child's solution has only one sentence: extend the toothpaste's diameter by one centimeter!
Re-emphasizing this point of view, you can immediately increase the sales of the packaging selling point is the most valuable!
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