Product Strategy and Product Purchase Strategy (2)

The packaging of a commodity is not a simple decoration but it can achieve its purpose. It has many functions. In general, the packaging of goods can be used to facilitate transportation, storage, sales, protection of goods from damage, to avoid pollution, display the value of goods and other functions. Specifically there are four major functions:

(l) Protecting goods. The direct purpose of packaging is to protect the intrinsic quality of goods from damage, which is its most basic function.

(2) It is convenient for efficient storage and transportation. The outer packaging of goods can make the body shape regular, weight and volume reasonable, not only to facilitate handling and handling, but also make full use of transport equipment and warehouses. The uniquely designed package that suits the needs of consumers is easy to carry, transport, store, bring convenience to consumers, and accelerate the circulation of goods.

(3) Easy to sell and use. The inner package (small package) of the product enables the consumer to easily identify its content, quality, composition, quantity, usage, and facilitate purchase and use.

(4) Beautify commodities and increase their value. The beautiful and pleasing shape of the packaging and the vivid image will give people a sense of art and interest.

5. Packaging strategy:

Commodity packaging is to increase the attractiveness of products and promote sales. In marketing activities, there are several packaging strategy companies to choose from:

(l) Consistent packaging strategy. This strategy means that all products produced by the same company use the same packaging pattern, the same color, and the same appearance, so that consumers can identify which company's products are from the packaging, or associate with the same company. other products. Adopting such a strategy can save packaging design costs, improve the company's reputation, give consumers a sense of trust in new products, and create conditions for new products to open up the market. But when adopting this strategy, it must be guaranteed

The quality of a product must pass, otherwise, the quality of a certain product will lead to a sharp decline in the reputation of the entire company, thus affecting the sales of other products of the company.

(2) Combination packaging strategy. This strategy refers to the sale of several different attributes, but the associated organic combination of goods in a single package. Such as family medicine boxes, containing cotton, gauze, red medicine, iodine and so on. The travel box contains toothpaste, razor, nail clippers, soap, toothbrush, and other travel essentials. The most commonly used packaging is a gift.

(3) One-time packaging strategy. This strategy is based on the ease of use of consumers, according to the amount of each product for a small amount of packaging, so as to win the user favor. For example, coffee, tea, etc. are packed in small quantities in one use. A single box (bag) is filled with several single-use packages, which is both hygienic and convenient, and is a trend in the development of packaging.

(4) Bonus packaging strategy. This strategy is mainly through the gift of money to consumers' purchase motives and desires. There are two forms of complimentary packaging. One is that the package itself is a bonus. The object of this kind of gift is often the salesperson of the store, which can prompt them to sell more of the goods of the company; the other is that the package contains gifts. For example, in the packing box of the recorder, a number of tape cassettes and the like are loaded with the host. Some of the bonus packs are also serial in nature, that is, when a certain amount of a certain commodity is purchased, the gifts that are obtained can constitute a commodity.

(5) Reuse packaging strategy. This packaging strategy refers to the versatility of packaging. That is, after the original packaged product is used, the empty package can be used for other purposes. This kind of packaging strategy can arouse the customer's interest in buying. At the same time, it can use the opportunity of reusing the packaging to carry out advertising. There are two forms of reuse packaging strategies. One is to recycle the package several times and reuse it to attract consumers to purchase the product repeatedly; the other is to design the package and use it for other purposes. For example, Nestle coffee glass can be used as a cup. Sometimes the customer will also purchase the product for the purpose of purchasing the package.

(6) System design packaging strategy. This strategy is to systematize product design and packaging design so that they can coordinate with each other.

6. Trademarks and roles:

A trademark is a mark of a commodity and is used to indicate the special nature of a commodity. It is the name of the product and it is also the brand of the manufacturer. A trademark generally consists of two parts: 1 The spoken word or number, called the name of the product. 2 can not pronounce the symbols, patterns, known as the standard. Both must be combined to form a trademark. Trademarks are property rights that can be transferred and traded. However, once the trademark is registered by the trademark management department, it will be protected by law and other companies must not forge or copy it.

The important role of trademarks in the commodity economy:

(l) Through the concise words and designs of trademarks, it is easy for people to identify a certain commodity in order to distinguish between similar products of other commodities or other enterprises. A good product with a good trademark will leave a deep impression. Most brand-name products rely on years of trademark changes to hear their names. Therefore, the first important role of the trademark is to help create brand names and promote sales.

(2) Trademarks can play a role in supervising product quality and protecting consumer interests. In order to maintain the reputation of brand-name products, or create brand-name products, companies need long-term efforts to improve the quality of products, and quality declines. It is the reputation of production companies that suffers the greatest loss or losses first. In order to maintain the credibility of its trademark, companies often dare not to shuffle well and reduce quality. Therefore, trademarks are an important part of consumers' supervision of product quality and consumer protection.

(3) The use of trademarks can protect the legitimate rights and economic interests of enterprises. Registered trademarks enjoy exclusive rights and are protected by national laws. Criminals are responsible for counterfeiting forged registered trademarks. In this way, fish balls can be avoided. Enterprises create famous brand products, can enjoy their benefits, and other manufacturers can not share.

(4) The use of trademarks facilitates competition and promotes the production companies to compete to improve product quality.

Source: Jiangsu Radio and TV University