58 innovative plans for marketing

Chapter 9 Product Planning (2)
Huangxuan wine originates from the famous wine-making area of ​​France, selects excellent local grape varieties, and is brewed by experienced French winemakers.Therefore, this has become the main selling point for Huangxuan Wine to compete with other domestic brands in the Chinese market.From the perspective of the product itself, Huangxuan is a wine produced in France, so the product packaging, especially the wine label design, must follow the wine label design of French wine to reflect its unique identity. "Huangxuan Ribbon Series" wine is a mid-range product for mass consumption.In the design of its wine label, the graphical appeal of the "gift belt" has replaced the complicated textual appeal, which is more intuitive and clear. "Ceremony belt" symbolizes the nobility of quality and gives customers a sense of VIP courtesy. The "Huangxuan" is anthropomorphic, so that the brand name has room for association, and the expression is more direct, suitable for general mass consumers. .Huangxuan wine has exquisite craftsmanship and design, adopts aluminum paper hot stamping technology, emphasizes the sense of quality, and the exquisite packaging also provides consumers with more reasons to buy.The two colors of red and green distinguish red wine from white wine, and the yin and yang interaction between red, green and gold clearly divides ordinary dry red and dry white from high-grade dry red and high-grade dry white.The four wines use the same main graphic, and mainly use the interactive relationship of colors to distinguish products, which is simple and unified in image, which strengthens memory and saves communication costs.Once launched, Huangxuan wine has achieved good sales results in the market.

Of course, the packaging must highlight the selling points of the product, but the packaging should be more people-oriented, starting from the needs of consumers, which plays an important role in the terminal interception effect.Design is communication, how to express the information on the packaging that consumers can understand and accept is very important.With the changes of the times, people have more and more opportunities to get in touch with wine. However, due to the huge difference between domestic drinking habits and foreign countries, most people lack knowledge of wine, so they cannot form a more common drinking habit of wine. .Therefore, Huangxuan Wine has found product packaging that suits and meets the needs of Chinese consumers.

Skillful touch
Product packaging refers to the containers and dressings used in the process of transportation, storage and sales to preserve its value and use value, protect products and beautify products.Packaging is generally divided into inner packaging and outer packaging. Inner packaging generally refers to the packaging that contacts the product, and outer packaging refers to the packaging attached to the inner packaging.

Product packaging directly affects the value and sales prospects of the product, and acts as a "silent salesman".Reasonably designed packaging not only protects the product, facilitates transportation and carrying, but also facilitates use, beautifies the product, and promotes sales, which can bring good economic benefits to the enterprise.In the process of designing product packaging, it is necessary to prevent under-packaging and over-packaging.Under-packaging will cause loss or quality of the product during loading, unloading and sales due to poor packaging quality; over-packaging will greatly increase the cost of the product and cause unnecessary profit loss.

thinking innovation
Product packaging must pay attention to three basic principles. ① Applicable principles.The main purpose of packaging is to protect the product.Therefore, first of all, according to the different properties and characteristics of the product, reasonable selection of packaging materials and packaging technology should be made to ensure that the product is not damaged, deteriorated, or deformed, and try to use packaging materials that meet environmental protection standards; secondly, the packaging must be reasonably designed to facilitate transportation. ②The principle of aesthetics.Product packaging has the function of beautifying commodities, so the design requires a novel, generous, beautiful appearance and strong artistry. ③ Economic principles.Under the premise of conforming to the marketing strategy, the packaging cost should be reduced as much as possible.

Practical points
In order to give full play to the promotional effect of product packaging, enterprises have adopted various measures in packaging design and formed different packaging strategies.There are mainly the following types:

1. Similar packaging strategy.Enterprises use the same pattern, color or other common features on the packaging of various products they produce, so that customers can easily find that they are products of the same enterprise.Especially for well-known enterprises, the use of similar packaging strategies has a greater impact on product promotion, and saves packaging design costs. It can also eliminate and reduce consumers' distrust of new products, and open up new opportunities for new products quickly. The market creates conditions.

2. Combined packaging strategy.In order to promote sales, companies combine multiple products that are related to each other in one packaging container and sell them together.For example, travel toothbrushes, toothpaste, razors, etc. are assembled together, as well as complete packages of cosmetics, toys, etc.

3. Re-use packaging strategies.This strategy is also known as the double packaging strategy.That is, after the goods in the original packaging are used up, the empty packaging containers can be used for other purposes, such as sacks, wine bottles, etc.This strategy saves a lot of resources.

4. Packaging strategy for premium products.The gift packaging strategy, also known as the kaleidoscope packaging strategy, is one of the important strategies of modern packaging.This strategy is to include coupons, items in the packaging, or the packaging itself can be exchanged for gifts, etc., so as to stimulate consumers to purchase or repeat purchases, thereby expanding sales.

5. Improve packaging strategy
The improved packaging strategy refers to the use of improved product packaging to achieve the purpose of expanding sales.When a certain product is affected by poor packaging, the decoration design of the product is unattractive, or it is already old, it is often used to expand the market by replacing it with a new package.

Scene reconstruction
1. Scenarios
The world-renowned beverage company Pepsi-Cola has changed and strengthened its brand image several times by means of packaging renewal, thereby enhancing and consolidating its market position.

Originally known as "Brad's Drink," Pepsi was born 12 years after Coca-Cola.Because of this, in the 20s and 30s, PepsiCo planned to sell itself to Coca-Cola three times, but they were all rejected by Coca-Cola.Shortly thereafter, when Guzzi (then the president of PepsiCo) was desperate, an idea that changed the fortunes of PepsiCo was to update the packaging.Pepsi's first bottling plant was 8 years later than Coca-Cola's, but its packaging bottle volume is the same as Coca-Cola's, both are 6 ounces.The beverages at that time were all packaged in bottles of the same volume.Pepsi believes that if it can be sold in 12-ounce bottles of Pepsi, it will definitely be welcomed by consumers.To cut packaging costs, Guzzi sells Pepsi in recycled beer bottles.This brand packaging update strategy, supported by the advertisement of "Pepsi, a loyal companion, double the quantity, and the price is still 5 cents", has received very good sales results, which has brought Pepsi back to life. In 1936, Pepsi made a profit of $200 million, and in 1937 it made $420 million.

Time entered the mid-20s. In order to challenge the market leader again - "red" Coca-Cola, Pepsi decided to abandon the red, white and blue packaging colors representing Pepsi's visual image in 90, and change the packaging color: uniform change into "blue".

In April 1996, PepsiCo painted a supersonic Concorde jetliner entirely blue with the Pepsi logo at Twick Airport in southern England.Starting from this (prior to this, a preliminary trial was done in a small shopping area in Bahrain), PepsiCo will uniformly change PepsiCo trucks, refrigerated trucks and bottles in more than 4 overseas countries to blue .In order to make this blue packaging strategy receive good results, PepsiCo decided to launch a powerful publicity offensive, and even wanted to send a blue Pepsi flag to Russia's "Mir" space station.Pepsi's unified change to "blue" new packaging has further deepened consumers' visual recognition of Pepsi, and laid a very important foundation for breaking the long-standing "red" (Coca-Cola) encirclement of consumers' vision and mind. Base.

Question: Where is the support point for PepsiCo to implement the packaging update?

2. Role simulation
Assuming that you are the boss of a furniture manufacturer, you belong to a market niche, and in order to occupy the targeted small market, you plan to highlight your advantages with product design and packaging, then how should you highlight this advantage?

3. Thinking Enlightenment
Is the enterprise an isolated and independent operation when implementing the packaging strategy?
4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into two groups, 4 people in each group.Set a specific scene, and two groups will design the packaging of a product (such as beer).

Rules: The time is 30 minutes, and the team that completes quickly and well within the specified time wins.

Objective: Through the game, cultivate the product packaging planning ability of the game participants.

5. Improve plan
Reference answer

1. Scenario case: Quickly adapting to changes in the competitive environment and consumer needs is the support point for PepsiCo to successfully implement packaging updates.

2. Role simulation answer ideas: highlight the hobbies and personalities of the target group.

3. Thinking enlightenment answer ideas: packaging strategy is not isolated, but forms an organic whole with other marketing strategies of the enterprise, and they are interconnected and infiltrated with each other.Packaging strategy and product brand strategy, price strategy, marketing channel strategy, etc. serve the company's business strategy together.In order to survive and develop in a complex and ever-changing market economy environment, enterprises must carry out effective marketing activities and adopt effective marketing strategies under the guidance of correct marketing concepts, so that enterprises can participate in market competition more effectively and expand their markets. share.

Classic look back
For decades, Gillette has set one record after another for the highest profits in corporate America. In 1962, the company broke records for the fourth time in a row, with sales of $2.76 million and net income of $4500 million—a 16.4 percent profit margin.Among the 500 largest industrial companies in the United States listed by "Happiness" magazine, Gillette ranks fourth.What's more striking is that Gillette's return on investment ranks first at 40% - no other large American company dares to claim such a large profitability.

In its main business of making and selling razor blades, Gillette has a monopoly. In 1962 it occupied 70% of the U.S. blade market, with retail sales of $1.75 million, compared to 1946% of the market in 40, with retail sales of $8600 million.

Despite its impeccable past conduct and profits coveted throughout American industry, it was also susceptible to one-off missteps and could not stand up to competition from rivals. In the early 20s, the long-established Gillette Company miscalculated the impact of a new product in the industry (stainless steel blades) and was unwilling to disrupt (take away) an important product from its peers (advanced blue blades). sales), thereby delaying the opportunity to introduce its own stainless steel blades to the market, allowing competitors to take advantage of the opportunity. As a result, Gillette itself lost the market, and it is impossible to regain all the market.

It can be seen from the case that in competition, it is better to carry out an invention experiment even if the result is a failure, than to do nothing at all, but to watch other companies make inventions and new products to achieve great success and become an enterprise. It is far stronger to be helpless than one's own competitors.

Skillful touch
With the advancement of science and technology, the life cycle of products is shortened day by day.If an enterprise wants to occupy the market for a long time, it must constantly adapt to the changes in the market trend and innovate to adapt to the changing market demand.Therefore, enterprise managers should strive to adopt the correct new product development strategy.

In addition to the new products produced by the major discoveries of science and technology in a certain field, new products also include the following aspects: In terms of product sales, as long as the product changes in function or form, it is different from the original product, or even just A product that simply enters a new market from the original market can be regarded as a new product; in terms of consumption, a product that can enter the market to provide consumers with new benefits or new utility and is recognized by consumers.From the perspective of management, it also includes: international new products, national new products, local new products, and new products of the enterprise.The purpose of classifying new products from a management perspective is to encourage companies to actively develop new products.

In general, new products can be divided into the following categories:

Brand-new products refer to products that are unprecedented in the market by applying scientific and technological achievements, using new technologies, new processes and new materials.At the same time, it often requires customers to cultivate new consumption concepts and new consumption patterns.

The replacement of new products refers to the products formed by partially changing the structure and performance of the products that have appeared on the market, which can change and improve the performance of the original products.

Improved new products refer to products produced after improving the quality, performance, materials, styles, packaging, etc. of existing products.

Imitation of new products refers to new products produced by enterprises in imitation of existing products on the market.

Repositioning products refers to developing new uses for existing products, or re-finding consumer groups for existing products to make them sell well.

New products generally have the characteristics of novelty, advancement, economy and risk.

thinking innovation
From research to development to production and sales of new products, it is a process full of risks. This risk not only contains opportunities for enterprise development and profitability, as well as opportunities for obtaining technological and market advantages, but also risks of failure.There are technical risks, production risks and market risks in the development, production and sales of new products. Once the risks fail, the losses to the enterprise will be huge.

In order to make the new products developed succeed in the market, enterprises must carefully analyze the current psychological state of consumer demand and its changing trend.Therefore, the direction of new product development should be considered from the following points:

1. Energy-saving products.Energy shortage is a worldwide and long-term problem.Whether it is an industrial product or a daily consumer product, it should consume as little energy as possible.

2. Small and micro products.People's aesthetic concepts have changed from thick, heavy, long, and large to light, thin, short, and small.

(End of this chapter)