"5P Theory" of Packaging Strategy

According to the survey data of multinational corporations, 63% of consumers in consumer terminals make product decisions based on their packaging and decorating; while housewives who buy in supermarkets are consumed due to their attractive packaging and decoration. The amount often exceeds their original forecast of 45%. It can thus be seen that the packaging with the "first impression" of commodities is playing an increasingly important role in the actual combat of the market. Therefore, it is no exaggeration to refer to Package as the 5th P parallel to the combination of Product, Promotion, Price, Place, and 4P.

Examining the existing needle cotton fabric industry, although the role of packaging has received the attention of many companies, due to the lack of a systematic packaging strategy, there has been a "marketed in a packaging" misunderstanding area of ​​marketing. In this paper, the marketing 4P and the inverse 4P theory of new marketing will be used as the starting point to elaborate the packaging strategy and measure the standard of good and bad packaging.

Package and Product

Check the "Ci Hai", "packaging" is a parallel structure, "package" is parcels, "installed" that is decorated. Talking about packaging and products, the "package" in the word "packaging" is the focus. Good packaging must meet the requirements of "packaged" products. In actual operations, we should pay attention to the following points:
For the characteristics of needle cotton fabrics, to strengthen the package wrinkle, mold, moisture function to extend the shelf life of goods;

In order to make the product feathered into a commodity, the packaging design is fully integrated with business information, product identification, functional descriptions, and instructions for use.
Combine the attributes of the product (size, raw materials, selling points), select the packaging material, and use the internal and external packaging in a targeted manner.

The traditional 4P theory emphasizes observing products from the perspective of the enterprise, while the inverse 4P theory of new marketing emphasizes observing products from the perspective of consumption. For packaging, we need to consider the following points from the perspective of consumers:

In response to consumer awareness of the same type of product packaging (packaging appearance, color, typesetting, materials, specifications, etc.), according to the map designed to meet consumer cognitive habits of packaging, in order to save information dissemination costs;

In the face of disruption in market information, creative packaging can be made in an open space, but the premise is to fully express the attributes of the product, so that consumers can see at a glance which product is the creative packaging;

Package and Price (Price)

Prices, which are often based on the cost of goods and the consumer's price, are oriented. In terms of "money" for packaging, it also includes both cost and added value of goods. The cost of good packaging involves the following aspects:

Package costs and design costs: Different materials, specifications and workmanship have a direct impact on costs. The design fees of different stall design companies are not the same, but do not reduce design costs in order to reduce costs, because regardless of the cost of the cost of packaging materials, it must be reflected through the design cost and make it value-added;
Production costs and logistics costs: Whether it is hand-made or machine production is inseparable from the cost, and after packaging the finished product, its transportation costs in logistics can not be ignored;

In fact, a good package does not necessarily require a very high cost, and a good package design often adds a lot of product value to a product. The following is a simple explanation of the ways that packaging adds value to a product:

Creative packaging that meets consumer cognition habits (shape, color, typesetting, material, specification, etc.) is the most expensive way to add value to products;

Design packaging from the consumer's point of view, to facilitate its use and carry, to facilitate its use after treatment;

Ingenuity and packaging design in line with the brand concept add value and brand culture to the brand;

High-cost packaging does not equate to high-value packaging, and packaging design that caters to green and environmental protection trends can be unique charm of the product.

Package and Place

Although packaging is faced with consumers, the channel is an excessive part of packaging to the market. Therefore, through the "packaging" of this carrier, it is necessary to strengthen the brand, the commercial elements of the company, and the color of humanity.

In order to save logistics costs and circulation consumption, it is necessary to shorten the circulation time and links of packaging. With the ability to allow, you can set up your own logistics center and distribution center;

In the process of channel circulation, commodities have their own fixed-quantity packaging. Do not ignore the role of “big packaging”, humanize them from the perspective of channel providers (such as facilitating disassembly), and design “big packaging” by branding. Because this is also one of the ways companies communicate their brands to the channel.

Sincerely, openly, and objectively accepting the suggestions made by channel distributors on the packaging of goods, so that channel providers and enterprises are in the same boat and take ownership;

Through the channel dealers to receive consumer evaluation of packaging, timely adjustment of packaging strategies.

Package and Promotion

In the inverse 4P theory of new marketing, promotion is understood as how to communicate effectively with consumers. In terms of packaging, it is also an important carrier for communication with the market.

Carry out product promotion combinations of different categories and different grades and unify them through packaging;

Add promotional gifts or coupons to the package to enhance consumer motivation;

Integrate a simple market survey questionnaire and communicate with consumers in a timely manner;

Place a fashion information booklet to enrich the soft spread of the brand;

Place a simple and practical product to use with other merchandise to use the booklet; (such as socks can match shoes, pants, skirts)

It is true that the above strategic points are only the key part of the packaging strategy. When enterprises use them, they still need to analyze specific situations. There is no end to learning, and the new 5P marketing theory still needs everyone to experience and appreciate in actual combat.

Author: Li Zhipeng