Alchemy Packaging Talk

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 enlightenment.

CX brand

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, monthly sales of the CX brand rushed to more than 700,000 yuan in the third month, but after the strong promotion period, the fourth month of sales As the volume declined, in the fifth month, the sales volume of the CX brand even fell to over 300,000 yuan. CX has come to the stage where it needs to be diagnosed and adjusted.

After some market research, it was found that the chief culprit in the drop in CX's monthly sales was the decline in the sales volume of 500ml loaded products. At the same time, the problems reflected in the CX brand's pre-marketing process are actually 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 will also face the first challenge from the market of wine and wine markets. The overall market share of plum wine expands. This is not what the CX brand can do, and the CX brand does not yet have such strength. But there is a bit of CX that 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 consumer clearly aware: This is plum wine, CX plum wine, which is how you resemble “don't eat noodles to eat rolls Powder" choice. However, 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 country of Nanxun-Dali, which is the source of Cangshan water from the source of the Bohai Sea. The characteristics of these raw materials themselves have given CX some distinctive product qualities. In addition, the legend of “Omei’s wine-making heroism” that has been circulating for nearly three thousand years has added more cultural connotations to CX. In addition, the characteristics of the product itself are fresh and elegant, alcohol and soft, and it is 100% plum juice brewing, but unfortunately, CX's packaging did not highlight any of the features of the product in the foregoing, the product itself. 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 was not put together with a wide range of wines, when it appeared on the same shelf as Beijing Harvest and Zhejiang Taoda, 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. Obviously, CX's packaging has not formed a difference with the wine, but also failed to form effective and attract the attention of consumers. The effect of such a shelf is naturally difficult to obtain satisfactory sales revenue.

Fourth, the above-mentioned comprehensive factors are the main reasons for the lack of CX brand's ability to attract consumers' attention, promote accidental consumption, be remembered, accepted, and engage in long-term consumption. 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 in the absence of marketing support.

Obviously, CX's packaging: bottles, bottle stickers, etc. have already reached the time of change, 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 The key point is: for the selection of packaging and inspection of packaging sales force, to find an index that can quantify the relevant data indicators, you can easily package the program, you can use a qualitative tool for a packaging program. If CX brand packaging It is through the test of this tool to win. Then the marketing performance of the CX brand will be due to the strong promotional power of the packaging, making it difficult to make a big difference.

The “Coverage Packaging Promotional Power Factor” That Can Solve CX Brand Packaging Problems

The CX brand, like many private brands under pressure from the crisis, is moving very fast. After confirming that the product packaging needs to be changed, CX will look for advertising design companies in the local area to conduct the tender for new packaging. However, when the four drafts of the package design that 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?

As the CX brand's encounter with packaging, due to the characteristics of the consulting industry, I have encountered many similar situations. For example: blindly believe that the so-called professional strength, and professional strength is also lack of promotion of a certain packaging Cognize and grasp; based on their own aesthetic taste and so-called market experience, impose their own subjective intentions into the packaging or packaging changes; in the face of numerous package pending programs, hair dizzy, do not know which one to choose, I do not know Which is the most provocative solution for product marketing, the final result is the acceleration of human packaging, the emergence of rebate packaging, etc. The existence of these problems, which further fully illustrates the need for Chinese companies to promote the size of packaging The necessity of quantitative and qualitative tools.

The mission and mission of the consultant is to assist the company in solving the problems it has encountered, 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 traditional packaging selection methods. There are major problems and hope to find ways to overcome them from these problems.

First, traditional packaging selection methods lack market testing and consumer testing before identifying and using a certain packaging.

Secondly, the package design strengths provided by the program, although it may have been done for competitive product packaging research, consumer preferences research, research on the effect of shelves, etc., but more are creative things. Excessive sensibility, competition-oriented, consumer-oriented, and human-oriented rationality.

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. The most want to want to try the product and other defects. That is, this package is a "half project", seized the consumer's eye but failed to seize the consumer's heart.

After clarifying the above major issues, a mathematical model for examining the promotional power of packaging--"the power factor of packaging power for packaging" has gradually become clear.
"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 lecture on marketing, the person in charge of the CX brand came into contact with the author's "policy packaging promotion force coefficient". 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".

Scientific approach creates promotional power

When the CX brand introduces the “regulation power factor of packaging for political power” to select and determine marginal products such as packaging, it mainly starts from the following aspects.

Firstly, the glass bottle factory, printing factory and their representatives who passed the program primaries were summoned to discuss with them, and the glass factory was required to open molds according to the bottle shape drawings under the condition that they bear a certain cost. Bottle making requires the printing house to make proofs based on bottle stickers and pendant design drafts, and finally combine the bottle stickers, pendants, and wine bottles into a complete set of wine packaging. Of course, empty bottles are sure to be filled with wine during the inspection of packaging sales.

Second, the packaging of each competing plum wine and the packaging of some wines are collected. Since the creators of the CX brand started collecting the relevant packaging on the market at the time of the creation of the CX brand, the work was only collected before. Good packaging will come together; invite the target consumer. This task is correspondingly more difficult, because it involves two problems that have to be resolved in advance: 1 In the case of clear who is their target consumer, how to ensure that their invited consumers are their own goals Audience; 2 What kind of ways do these target consumers participate in their own packaging inspection activities? After several considerations, the CX brand finally decided to use a 500ml wine as the reward for the invited guests. At the JJ supermarket, 30 consumers were randomly invited to patronize the fruit wine shelf.

Third, the decision of time and place. In conjunction with the timing of the first invitee, the CX brand will introduce the “Coverage Promotional Power Factor” this time to test and determine the product packaging activities and arrange it on a Saturday. In order to ensure the authenticity and referability of the venue as much as possible, the CX brand chose a food supermarket of about 500 square meters as an event venue in order not to affect the effect of excessive activities.

Fourth, test the design of the questionnaire. According to the sub-coefficient elements in the “Capitalization Packaging Promotional Power Coefficient,” CX has designed a complete questionnaire for its own activities. The main content of the questionnaire includes: What kind of wine (attention) will attract you the most attention? You know what types of wines are the specific types of wines. What are their greatest characteristics (