Marketing mix factors and product packaging

[Abstract] In order to realize the marketing strategy, enterprises must fully control all kinds of controllable marketing combination elements through the special visual appeal language of commodity packaging, so as to comprehensively play a role and obtain a good marketing effect.

The elements of marketing mix refer to the elements that enterprises can use to control a variety of marketing tools. Even if the marketing staff of the company adopts a systematic approach, according to the external environment of the company, the various elements of marketing are combined so that they can coordinate and cooperate with each other and function comprehensively so as to realize the marketing strategic goals of the company.

After an enterprise analyzes the market and decides its own target market, it must design the company’s marketing strategy according to the requirements of the target market, and formulate the optimal marketing mix factor plan so as to achieve the company’s target of occupying the market. Today, the company operates The success or failure of the company depends to a large extent on the marketing mix decision and the corresponding merchandising strategy.

1 Marketing Combination Factors

The marketing mix factor mainly refers to the factors in the process of marketing activities. However, in the marketing activities of enterprises, there are many controllable factors, and the breakdown is also very complicated. In order to facilitate the analysis and application, people have put forward various classification methods, among which the "4P'' 1) The most popular categories are Product, Price, Place, and Promotion, because these English words all have P, so they are simply referred to as 4P.

The following "4P" combination elements are briefly described as follows:

a. Product represents the products and services provided by the company to its target market. Including: product quality, appearance, style, brand name, trademarks, packaging, purchase and sale rights, services, guarantees, etc. Product design and development must be established under the premise of meeting consumer needs.

b. Price The price that the customer purchases on behalf of the customer. These include: the price listed in the price list, discount discounts, payment terms, credit conditions, etc. It is a very sensitive factor in the marketing mix. First, the price must be set to generate profits. Second, when competitors launch similar products, the price must be adjusted and competitive.

c. Placement or marketing channel refers to the entire process of transferring a product entity from a producer to a consumer (or user). It is a product distribution network consisting of all manufacturing manufacturers and middlemen. If it is a consumer product, it generally takes several links such as wholesalers, distributors and retailers. It is a long and wide channel; the channels through which industrial production materials pass are usually through dealers to users or directly by manufacturers. To users, it is a shorter channel.

d. Promotion refers to the promotion of the product's merits and the various activities that persuade customers to purchase their products, such as promotion of personnel, promotion of advertising, business promotion, etc. Here, it is important to organically combine various methods in order to produce overall good results.

In short, the marketing mix uses system analysis methods to view the company as a system. The various marketing factors and means within the company are subsystems of this system. According to the conditions of the target market and the external environment, the company should make The subsystems of this system interact and coordinate with each other in a dynamic and complex operation process to achieve the optimization of the overall strategy.

2 Marketing Mix Factors and Product Packaging

The concept of modern marketing advocates that the overall use of marketing mix factors to determine the decision to carry out marketing activities, that is, product (Product), Price (Price) and promotion (Promofion) and other aspects of decision-making. The function and role of commodity packaging are precisely reflected in the marketing combination factors in the above aspects, and at the same time, they are represented by different promotional features.

2.1 Packaging strategies that are compatible with the product package

In market economy conditions, product packaging is an integral part of the product. Unpackaged products are not products that marketing says, because most products are packaged and the production process is completed. So what kind of product packaging strategy can be adopted in conjunction with the marketing element of the product? In summary, there are three main types:

a. Grade packaging strategy. Divide the product into several grades, use high-quality packaging for high-grade and high-quality products, and use common packaging for general products.

b. Similar packaging strategy. The company uses the same patterns, similar colors, similar shapes and other common features of the various products it produces. This kind of similar packaging, such as Wuliangye, Wuliangchun liquor, etc., makes users and consumers easily associate products of the same company, through the existing packaging impressions of users and consumers, to achieve a good product image.

c. Combining packaging strategies. The company combines a variety of related products together in the same packaging container, such as daily ceramic pottery tea sets, glass tea sets, and cutlery sets. This package obviously considers the use of complementary products and their sales characteristics. With a single container and a different sort of packaging can be adapted to the sale of the product.

2.2 Packing strategy suitable for price matching

The price is the currency performance of the value of the commodity. Under market economy conditions, determining the price of a product is a necessary condition for realizing market exchange, and price strategy is one of the main factors of a marketing mix. The basic requirement of a marketing price strategy is that the pricing of a product must be able to adapt to the competition and comparison of product prices in the market in order to increase the market share of the product. The price strategy is subject to the influence and constraints of commodity packaging. on the one hand. The cost of packaging or the cost of repackaging and refitting directly affects the cost of the entire product; on the other hand, whether the package is fine or not directly affects the consumer’s judgment on the price of the product.

Specifically, there are three kinds of packaging strategies that are compatible with the product price strategy:

a. High-end packaging strategy. As mentioned in the previous level packaging strategy, high-end quality products, the use of advanced packaging materials, beautifully designed package shapes and beautiful packaging and decoration, give people the feeling of high quality products, in order to help improve product pricing.

b. Gorgeous packaging strategy. For valuable products, such as gold and silver jewelry, diamond jewelry, fine clothing, antique antiques, exquisite works of art and so on. Generally, the magnificent and noble packaging is used to match the actual price of the product with the “identity price” displayed by the packaging and decoration. This gorgeous packaging is conducive to promoting consumer recognition of the pricing of valuable commodities.

c. Subassembly and modification strategies. Change the original large package of the product to a small package, or change the original package. In addition to facilitating sales, repackaging and refitting can also increase the pricing of existing products. For example, Hong Kong distributors changed the country's honey exported to Hong Kong from original jars and cans to scattered vials for sale, and the price was increased by three times than the original price.

2.3 Packing strategies adapted to promotional measures

Promotions are also called sales promotion. It refers to people or non-personnel means to transfer information, evoke demand, persuade consumers to buy their own goods, and continue to expand sales of marketing activities. Under market economy conditions. It is another important factor in the marketing mix, which occupies an important position in the company's overall marketing activities. As a non-personal promotion product packaging, it can play a good role in promoting goods and promoting sales. Then, with the promotion of this marketing element. What packaging strategies can be adopted? There are four main categories.

a. Transparent and "windowed" packaging strategies. This type of transparent packaging is fully transparent and partially transparent. "Window-opening" packaging is to open a "window" in a certain part of the packaging of goods, sealed with cellophane or transparent film, and display the part of the commodity layer suitable for exhibition and sale. Transparent packaging and window packaging are fully used to promote the form, texture, color, etc. of the product itself. The “window opening” and the transparent part are coordinated with the entire decoration of the packaging and decorating, the pattern, and the textual description. The person plays a good guiding role.

b. Easy open packaging strategy. For ease of use, the packaging container (continued on page 62) (continued from page 57) is generally fitted with an additional easy-open device. Common easy to open cans, easy to open bottles, easy to rise the box, the scientific structure of the packaging container is ingenious, including pull ring, pull tab, button, twist off, roll open, tear open and so on. Commodity packaging facilitates consumption and is also a promotional strategy.

c. Bonus packaging strategy. Bonus Packing refers to gifts, lotteries, pictures, etc. that are included in product packaging to attract consumers.

d. Reusable packaging strategy. That is, after the packaged product is consumed by the consumer, its packaging can be reused or transferred for other uses. Such as small-scale barrel-type washing agricultural powder packaging, after the use of washing powder, its small bucket can hold other items, can also be used to mention buckets. However, it should also be pointed out that if the second use, or reuse, is used as the purpose of packaging, it will result in the waste of materials and result in the over-packaging of the host. It is harmful to stress reusable packaging to an inappropriate degree and it is detrimental to the interests of consumers.

Today, packaging in a market economy conditions sales to a considerable extent. We must make full use of packaging strategies and carry out marketing activities. Enterprises must not only produce products that are marketable, but they must also strive to design and produce packaged goods that have a clear purpose of marketing and sales.