Packaging - The best marketing tool for SME

Terminal extension is normal market behavior must be faced, is also the most direct and effective means of marketing. In the traditional terminal marketing 4P concept, product, price, place, promotion are indispensable and complementary with each other. Now, the terminal marketing theory ushered in the fifth P - packaging, the most conventional concept was proposed and betting enough attention.

After careful market research, marketing analysis experts proposed the famous DuPont's law, namely 63% of consumers make a purchase decision is based on the product packaging. To buy in the supermarket, for example, people attractive to the packaging, the purchase of goods is usually more than 45% of the originally planned number.

Compared with other means of marketing, packaging, the inevitable cost for products, no matter whether a company for marketing, must pay for the product packaging, followed by the light of its influence on the final consumer groups, the packaging is the most effective marketing means advertising. For small and medium-sized enterprises, particularly fast moving consumer goods companies, packaging have to pay more attention. Modern packaging is no longer confined to the container role of commodities, but also assumed the function of promotion, in terms of its shape structure, graphic design and advertising copy, etc., they all require the professional standards of planning and design.

The successful packaging design must meet the following three basic characteristics, the precision flag, the proper image and personality differences. The merchandise without trademark, or there is no good trademark, that is, as no name or excessively dull name to a person, it is difficult to make an impression. A good trademark, not just a symbol or combination of graphics, but should be precisely reflect the value of the goods, the brand connotation. Packaging image focus on specific local conditions, the commercial positioning, pricing strategies, consumer segmentation strategy to the overall vision, and reflected through packaging. Personality differences is the focus and difficulty of commodity packaging. Excellent packaging of goods must be in line with the basic characteristics of this category, but at the same time need to be out of conventional to distinguish it from competing goods.

The packaging has long been out of the single goods container, detached single fine shape meaning and evolution of the terminal for carrying goods captures the essence of optimization, brand culture, aspirations and expression of a number of functions in one marketing tool. Packaging has a strong influence on consumer buying behavior, so companies must make good use of the marketing role of packaging, complete the shape of the promotion of goods and brand. For small and medium enterprises with limited marketing budgets, packaging is the most affordable window for branding.