Wandering in rum parties or strolling through malls, a wide variety of wines can always attract people's attention. However, without a beautiful outerwear-packaging, the charm of wine will be greatly reduced.
First, the unique value of packaging in the alcohol marketing strategy
1. Unique to the main product
According to the overall concept of modern products, the product as a whole includes product entities and services. The product entity also includes the main product (wine) and the packaging as well as accessories accompanying the overall product - prizes. Packaging in the traditional sense refers to a container for storing enterprise products. Its meaning is narrow, and packaging in the sense of large-scale marketing is not only a category of modern product concept, but also unique to the main product.
The function of wine packaging is gradually upgraded, from storage to anti-counterfeiting, from convenient to practical, until it serves as a weapon of competition. It is not only active in the price war with its price elasticity enhancement function, but also appears in a fast-changing face, becoming a trump card for dealing with fierce brand battles. Not only that, but it also makes consumers take advantage of the attractive shadows.
Each object in the package highlights its unique value. Bottles, stoppers, caps, accessories, inner packagings, and outer packagings express their feelings of wine to consumers with their versatile and personalized designs and ideas. Packaging is the description, promotion and presentation of the main wine. It is the existence of the main product wine. Wine is the content to be packaged. The value of the packaging is proportional to the value of the wine. The author made a thorough investigation on several major brands that are selling well on the market. The results show that the value ratio of low-grade wine packaging and main product wine costs is 20% to 80%, and the ratio of mid-range wine is 100% to 150%. The ratio of high-grade wine is greater than 200%. If we compare the technological advancement and technological achievements such as the cost ratio of blending wine, it will be even greater. Who does not know that a good horse is equipped with a good saddle, who does not know what to eat? 2. The packaging unique to other products is unique to other products, including alcoholic beverages other than this brand. Wine culture is unique in the food culture and it is particularly dazzling. It is determined by its personality. First, it is not easy to degenerate, storage time is long; Second, it has a collection value; Third, it is a spiritual product to help the world to live out the state; Fourth, the fine wine process is complex. Naturally, the artistic and cultural quality of packaging, such as wine and wine bottles, that are part of the packaging category are comparable to non-general products, and the packaging and value are therefore clearly unique to other products.
The wine culture is heavy, and the packaging culture that is part of the wine culture is as charming as the main product wine culture. The strong culture is the important difference between wine packaging and other product packaging. The texture and shape of the inner packaging bottle, the trademark, text, color, materials, and specifications of the outer packaging all have aesthetic creativity, full of cultural heritage and artistic qualities. The calligraphy art of just the product name is very much liked. With all the above-mentioned functions, the packaging consumes as much effort as making wine. Compared with other products, how much is overshadowed. The author visited some businesses and learned that about 70% of consumers’ purchase decisions are decided on-the-spot, that is, through the on-the-spot comparisons, they were originally sympathetic to certain brands, but they were more satisfied with the packaging. Another brand is different.
3. Unique to history
Uniqueness to history is determined by the law of value and the level of science and technology. In the history of the dynasty, the people of the Limin people mostly drank wine. The function of the packaging was limited to the preservation of the wine, and the sake was nothing more than an altar. After the founding of the People's Republic, the people's consumption level was low, and the liquor industry and its packaging industry did not have a fundamental change in quality and quantity. Until the reform and opening up, the follow-up function of packaging and personalization are only urging them to become a new spring. Especially in the packaging industry, there has been a technological revolution. The new packaging has not only greatly promoted the competition in the wine market, but also fully met the needs of consumers. The packaging industry has driven the rapid development of related industries. The progress of wine packaging is the prosperity of the wine industry, and the wine culture includes the inevitable prosperity of packaging culture.
4. Unique to advertising
The improvement of the wine packaging function and further personalization have greatly brought the distance between the wine and the consumer. Wine exists for the consumer. The wine packaging appears in different faces. It is mostly the confession of affection and friendship. The various brands of wines that are branded outside the packaging can meet the needs of different consumers. Packaging is the first advertisement for corporate image and brand image.
1 Immediately face the consumer and establish concepts. Face to face self-explanation introduction, visual reality, emotional harmony.
2 Compared with various advertisements, promotion costs are the lowest. In supermarkets, such as wine can attract attention of every consumer for five or six minutes. This alone is equivalent to more than ten thousand and several hundred thousand of millions of dollars in advertising fees each year. The excellent packaging strategy can not only greatly save costs, but also improve product competitiveness and product profitability, which can be described as a multiplier.
3 High rate of return, easy to stimulate potential demand, impromptu purchases. The company’s pursuit of a shelf rate is still far from enough, and it is necessary to keep the eyes of the customers at the moment when the wine and the customers’ eyes are connected. Liquor packaging puts the company's products in the best possible position. This makes it easier for customers to have a sense of trust and a sense of affinity. The distance between time and space is within easy reach, and it is difficult for ordinary advertising to allow viewers to see how many times they return.
Second, how to innovate packaging strategies
1. Good flowers need gold leaf lining - grasp the law of value
The main basis for the pricing of wine is cost and demand, and the basis for determining the value of packaging cost is the value of the main product wine and the relationship between supply and demand. To obtain a long-term and stable market share and profitability, it is of utmost importance to determine a ratio coefficient and the extent of change of a relatively reasonable package and the main liquor. Packaging match wine, after all, is an affiliation, and after all, packaging is wonderful supporting role. The ratio coefficient, its range of variation, and the relationship between supply and demand are the principles that should be followed in determining the packaging value strategy. Contrary to this principle, the brand value will be harmed and eventually discarded by consumers. To ensure that the interests of consumers must be effectively guaranteed, we must work hard on the value of packaging.
The strategy for determining the value of packaging can be started from the following aspects: 1 Relying on the cost of the main alcohol. High-end high value-added, low-grade and low-value-added, can not be too far apart; 2 as a reference to the overall level of packaging brand value of the competition; 3 as the standard of the actual purchasing power and brand value of the target market consumers; 4 as the support of product quality, high The quality of wine can greatly increase the value of the product, which is an important factor in determining the value of the package and the price of the product. 5 wine culture content. This is not perceivable. It depends on the perception and spirituality of the operator. 6 The prize value in the wine box should be set by referring to factors related to the ratio coefficient.
2. On the sedan married to the lang - the introduction of different needs
The packaging and promotion function manifests itself in urging consumers to immediately and soon to purchase. Clearly convey company information, product information, and marketing information to consumers, shortening the time consumers decide to purchase. The decomposition process is roughly as follows: arouse attention, sparking interest, guiding desires, and putting into action.
Consumers can't read information about businesses and products over and over again, or decide after tasting them. Therefore, the design of middle packaging is particularly important for consumers who are new to the market. Design innovation is not only a place where people can stand out from the crowd. , should also communicate with different consumers to meet their needs. To establish their own packaging concept - packaging and wine, and consumer relations. To clearly identify the most favorable position for the appeal, and to win nod and return rates, it is necessary to achieve physical and psychological positioning and the unity of the two.
Physical location. The physical factors such as the design, composition, cultural content, function, cost, ratio of the cost to the main wine, and the ratio of the selling price should be combined with the different types of consumers into corresponding quadrants in order to accurately position .
Mental positioning. Psychological orientation is based on the type of consumer and can be developed according to actual needs. Such as: According to the purchase has been divided: innovative, early identification type, most adopted type, late conservative type, etc.; by location points: hotels, restaurants, supermarkets, families; according to consumer demand points: married Ding Qing He type, good day Jiji anniversary type , Feasting and pro-infants contact type, Minhang dust-fighting welcome type, laid-off treatment and reassurance, self-drinking lyrics, and by age, by income, by the nature of the holiday ... ... successful psychological positioning will win wide applause.
The marketing principles followed by the unified entity positioning and psychological positioning are 4C strategies—the desire of consumers, the cost of requirements, convenience, and communication. For example, packaging specifications, packaging materials should first make a small sample, seriously observe the judges and amendments, should take the consumer's mass route - from which to come, which will reduce the product backlog, the loss of the backlog of the packaging.
3. Yellow robes add - coat culture coat
China's wine culture has a long history and profound knowledge. How to make China's wine board the modern marketing golden temple and put on a cultural yellow robe is undoubtedly a wise move. Establishing the asset concept of the packaging culture will not be a culture and culture, but will be packaged and packaged. Only inflow of intangible assets will become wealth. In Chinese wine culture, packaging accounts for a third of its share. If the packaging is a cultural flag of the company, then the inner packaging, that is, the container and the equipment used for drinking, can be regarded as exquisite cultural and artistic treasures.
In the design of packaging, attention should be paid to the cultural understanding of the factual part of the wine and the psychology of the consumer. In this tacit understanding, the collocation of art and the breakthrough of art are sought. Art-infected packaging can make people think. From the perspective of the level of the wine, the image of the brand, etc., Lenovo will determine the status of the culture on the packaging and in the market.
Accurately tailoring a certain brand of cultural attire is arrogant. This requires the industry to quit all culture and marketing impetuousness, abandon the short-sighted behavior of quick success and instant benefits, and seriously study wine culture and modern marketing.
First, the unique value of packaging in the alcohol marketing strategy
1. Unique to the main product
According to the overall concept of modern products, the product as a whole includes product entities and services. The product entity also includes the main product (wine) and the packaging as well as accessories accompanying the overall product - prizes. Packaging in the traditional sense refers to a container for storing enterprise products. Its meaning is narrow, and packaging in the sense of large-scale marketing is not only a category of modern product concept, but also unique to the main product.
The function of wine packaging is gradually upgraded, from storage to anti-counterfeiting, from convenient to practical, until it serves as a weapon of competition. It is not only active in the price war with its price elasticity enhancement function, but also appears in a fast-changing face, becoming a trump card for dealing with fierce brand battles. Not only that, but it also makes consumers take advantage of the attractive shadows.
Each object in the package highlights its unique value. Bottles, stoppers, caps, accessories, inner packagings, and outer packagings express their feelings of wine to consumers with their versatile and personalized designs and ideas. Packaging is the description, promotion and presentation of the main wine. It is the existence of the main product wine. Wine is the content to be packaged. The value of the packaging is proportional to the value of the wine. The author made a thorough investigation on several major brands that are selling well on the market. The results show that the value ratio of low-grade wine packaging and main product wine costs is 20% to 80%, and the ratio of mid-range wine is 100% to 150%. The ratio of high-grade wine is greater than 200%. If we compare the technological advancement and technological achievements such as the cost ratio of blending wine, it will be even greater. Who does not know that a good horse is equipped with a good saddle, who does not know what to eat? 2. The packaging unique to other products is unique to other products, including alcoholic beverages other than this brand. Wine culture is unique in the food culture and it is particularly dazzling. It is determined by its personality. First, it is not easy to degenerate, storage time is long; Second, it has a collection value; Third, it is a spiritual product to help the world to live out the state; Fourth, the fine wine process is complex. Naturally, the artistic and cultural quality of packaging, such as wine and wine bottles, that are part of the packaging category are comparable to non-general products, and the packaging and value are therefore clearly unique to other products.
The wine culture is heavy, and the packaging culture that is part of the wine culture is as charming as the main product wine culture. The strong culture is the important difference between wine packaging and other product packaging. The texture and shape of the inner packaging bottle, the trademark, text, color, materials, and specifications of the outer packaging all have aesthetic creativity, full of cultural heritage and artistic qualities. The calligraphy art of just the product name is very much liked. With all the above-mentioned functions, the packaging consumes as much effort as making wine. Compared with other products, how much is overshadowed. The author visited some businesses and learned that about 70% of consumers’ purchase decisions are decided on-the-spot, that is, through the on-the-spot comparisons, they were originally sympathetic to certain brands, but they were more satisfied with the packaging. Another brand is different.
3. Unique to history
Uniqueness to history is determined by the law of value and the level of science and technology. In the history of the dynasty, the people of the Limin people mostly drank wine. The function of the packaging was limited to the preservation of the wine, and the sake was nothing more than an altar. After the founding of the People's Republic, the people's consumption level was low, and the liquor industry and its packaging industry did not have a fundamental change in quality and quantity. Until the reform and opening up, the follow-up function of packaging and personalization are only urging them to become a new spring. Especially in the packaging industry, there has been a technological revolution. The new packaging has not only greatly promoted the competition in the wine market, but also fully met the needs of consumers. The packaging industry has driven the rapid development of related industries. The progress of wine packaging is the prosperity of the wine industry, and the wine culture includes the inevitable prosperity of packaging culture.
4. Unique to advertising
The improvement of the wine packaging function and further personalization have greatly brought the distance between the wine and the consumer. Wine exists for the consumer. The wine packaging appears in different faces. It is mostly the confession of affection and friendship. The various brands of wines that are branded outside the packaging can meet the needs of different consumers. Packaging is the first advertisement for corporate image and brand image.
1 Immediately face the consumer and establish concepts. Face to face self-explanation introduction, visual reality, emotional harmony.
2 Compared with various advertisements, promotion costs are the lowest. In supermarkets, such as wine can attract attention of every consumer for five or six minutes. This alone is equivalent to more than ten thousand and several hundred thousand of millions of dollars in advertising fees each year. The excellent packaging strategy can not only greatly save costs, but also improve product competitiveness and product profitability, which can be described as a multiplier.
3 High rate of return, easy to stimulate potential demand, impromptu purchases. The company’s pursuit of a shelf rate is still far from enough, and it is necessary to keep the eyes of the customers at the moment when the wine and the customers’ eyes are connected. Liquor packaging puts the company's products in the best possible position. This makes it easier for customers to have a sense of trust and a sense of affinity. The distance between time and space is within easy reach, and it is difficult for ordinary advertising to allow viewers to see how many times they return.
Second, how to innovate packaging strategies
1. Good flowers need gold leaf lining - grasp the law of value
The main basis for the pricing of wine is cost and demand, and the basis for determining the value of packaging cost is the value of the main product wine and the relationship between supply and demand. To obtain a long-term and stable market share and profitability, it is of utmost importance to determine a ratio coefficient and the extent of change of a relatively reasonable package and the main liquor. Packaging match wine, after all, is an affiliation, and after all, packaging is wonderful supporting role. The ratio coefficient, its range of variation, and the relationship between supply and demand are the principles that should be followed in determining the packaging value strategy. Contrary to this principle, the brand value will be harmed and eventually discarded by consumers. To ensure that the interests of consumers must be effectively guaranteed, we must work hard on the value of packaging.
The strategy for determining the value of packaging can be started from the following aspects: 1 Relying on the cost of the main alcohol. High-end high value-added, low-grade and low-value-added, can not be too far apart; 2 as a reference to the overall level of packaging brand value of the competition; 3 as the standard of the actual purchasing power and brand value of the target market consumers; 4 as the support of product quality, high The quality of wine can greatly increase the value of the product, which is an important factor in determining the value of the package and the price of the product. 5 wine culture content. This is not perceivable. It depends on the perception and spirituality of the operator. 6 The prize value in the wine box should be set by referring to factors related to the ratio coefficient.
2. On the sedan married to the lang - the introduction of different needs
The packaging and promotion function manifests itself in urging consumers to immediately and soon to purchase. Clearly convey company information, product information, and marketing information to consumers, shortening the time consumers decide to purchase. The decomposition process is roughly as follows: arouse attention, sparking interest, guiding desires, and putting into action.
Consumers can't read information about businesses and products over and over again, or decide after tasting them. Therefore, the design of middle packaging is particularly important for consumers who are new to the market. Design innovation is not only a place where people can stand out from the crowd. , should also communicate with different consumers to meet their needs. To establish their own packaging concept - packaging and wine, and consumer relations. To clearly identify the most favorable position for the appeal, and to win nod and return rates, it is necessary to achieve physical and psychological positioning and the unity of the two.
Physical location. The physical factors such as the design, composition, cultural content, function, cost, ratio of the cost to the main wine, and the ratio of the selling price should be combined with the different types of consumers into corresponding quadrants in order to accurately position .
Mental positioning. Psychological orientation is based on the type of consumer and can be developed according to actual needs. Such as: According to the purchase has been divided: innovative, early identification type, most adopted type, late conservative type, etc.; by location points: hotels, restaurants, supermarkets, families; according to consumer demand points: married Ding Qing He type, good day Jiji anniversary type , Feasting and pro-infants contact type, Minhang dust-fighting welcome type, laid-off treatment and reassurance, self-drinking lyrics, and by age, by income, by the nature of the holiday ... ... successful psychological positioning will win wide applause.
The marketing principles followed by the unified entity positioning and psychological positioning are 4C strategies—the desire of consumers, the cost of requirements, convenience, and communication. For example, packaging specifications, packaging materials should first make a small sample, seriously observe the judges and amendments, should take the consumer's mass route - from which to come, which will reduce the product backlog, the loss of the backlog of the packaging.
3. Yellow robes add - coat culture coat
China's wine culture has a long history and profound knowledge. How to make China's wine board the modern marketing golden temple and put on a cultural yellow robe is undoubtedly a wise move. Establishing the asset concept of the packaging culture will not be a culture and culture, but will be packaged and packaged. Only inflow of intangible assets will become wealth. In Chinese wine culture, packaging accounts for a third of its share. If the packaging is a cultural flag of the company, then the inner packaging, that is, the container and the equipment used for drinking, can be regarded as exquisite cultural and artistic treasures.
In the design of packaging, attention should be paid to the cultural understanding of the factual part of the wine and the psychology of the consumer. In this tacit understanding, the collocation of art and the breakthrough of art are sought. Art-infected packaging can make people think. From the perspective of the level of the wine, the image of the brand, etc., Lenovo will determine the status of the culture on the packaging and in the market.
Accurately tailoring a certain brand of cultural attire is arrogant. This requires the industry to quit all culture and marketing impetuousness, abandon the short-sighted behavior of quick success and instant benefits, and seriously study wine culture and modern marketing.
Shanghai Liuyuan Trading Co. , Ltd. , https://www.ly-weighing.com