The “Coverage Packaging Promotional Power Factor†That Can Solve CX Brand Packaging Problems
The CX brand, like many private brands under pressure from the crisis, is moving very fast. After confirming that the product packaging needs to be changed, CX will be looking for advertising design companies in the local area to bid for the new packaging. When the four drafts of the package design that were selected for the initial selection of the program were placed in front of the desk, CX was again in a difficult position. Because these packages have their own lengths; because, before you have conducted market inspections, you simply cannot know the market feedback effect of a specific package. If, on the basis of aesthetics, likes and dislikes and so-called market experience, they choose a package that looks good on their own, and consumers do not accept it, how can we do it?
Like the CX brand's encounter with packaging, I have encountered many similar situations due to the characteristics of the consulting industry. Such as: blindly believe in the so-called professional strength, and professional strength is also lack of awareness and grasp of a promotional power of a certain packaging; according to their own aesthetic taste and the so-called market experience, to impose their own subjective intentions into the packaging or packaging modifications In the face of numerous packaging programs to be decided, hair dizzy, I do not know which one to choose, I do not know which is the most provocative program for product marketing, the final result is to speed up the human packaging, rebate packaging. The existence of these problems, etc., further fully illustrates the need for Chinese companies to quantify and quantify tools for the size of packaging promotional power.
The mission and mission of the consultant is to assist the company in solving the problems it faces, and it is to provide practical solutions to these problems. In order to obtain quantitative and qualitative packaging promotional force inspection tools, the team first analyzed the main problems of the traditional packaging selection methods. And hope to find ways to overcome them from these problems.
First, traditional packaging choices lack market testing and consumer testing before identifying and using a package.
Second, the programs provided by the packaging design force, although it may have been done for competition packaging research, consumer preferences research, research on the effect of the shelves, but more are creative things. Among them, there are often sensible deficits, competition-oriented, consumer-oriented, and human-oriented reasons.
Thirdly, packaging based on the basic requirements of good shelf-effects and the ability to attract consumers' eyeballs, etc., is also present in many cases. It does not allow consumers to clearly identify product features at the moment, and is not conducive to consumers looking for themselves. Most want to try the product and Other defects. That is, this packaging is a "half-baked project", seizing the consumer's eye but failed to seize the consumer's heart.
After clarifying the above major issues, a mathematical model for examining the promotional power of packaging--"the power factor of packaging power for packaging" has gradually become clear. The analysis of the attached coefficient.
"The power of packaging power factor":
Regulatory power factor for political packaging = Attention factor + Product specificity factor + Humanity factor + Attempt to buy rate factor + Memory factor
Explanation:
a. The attention coefficient refers to the surveyed target consumers who may have noticed the tested packaging, and noticed in the survey that the proportion of the surveyed packaging in the total number of participants. Other sub-coefficients and so on. The "characteristic definiteness" in the explicitness coefficient of the product characteristics refers to the definiteness of the nature of the product and the general characteristics of the surveyed target consumer when he/she notices the inspection package. The humanity factor refers to the information that the package conveys to consumers, such as safety, convenience, and application.
b. The larger the promotional force coefficient composed of the sum of the sub-coefficients, the stronger the promotional power of the package.
It can be seen that "the power factor of the packaging power of political power" is actually a tool for selecting, identifying, and verifying the promotional power of marginal products such as packaging and decoration. This tool will be based solely on its own aesthetics and likes and dislikes, the professionalism of the design company, the so-called market experience, and the simple effects of the shelves, to determine their packaging and other marginal products, and more subjective behavior, to the consumption Person-centered, competition-oriented refinement and quantification. This refinement and quantification will make the previously elusive packaging promotion effect clear, and can be predicted and mastered in advance. The size of the promotional force coefficient that is placed on the market for inspection (that is, the predictive effect of this article) is the basis for determining marginal products such as packaging.
In a lecture on marketing, the person in charge of the CX brand came into contact with the author's "policy packaging promotion force coefficient". This factor eventually helped the CX brand make a decision. Below, let us take a look at how the CX brand carries out the practice of "the power of the packaging power of the political package".
Scientific approach creates promotional power
When the CX brand introduces the “regulation power factor of packaging for political power†to select and determine marginal products such as packaging, it mainly starts from the following aspects.
Firstly, the glass bottle factory, printing factory and their representatives who passed the program primaries were summoned to discuss with them, and the glass factory was required to open molds according to the bottle shape drawings under the condition that they bear a certain cost. Bottle making requires the printing house to make proofs based on bottle stickers and pendant design drafts, and finally combine the bottle stickers, pendants, and wine bottles into a complete set of wine packaging. Of course, empty bottles are sure to be filled with wine during the inspection of packaging sales.
Second, the packaging of each competing plum wine and the packaging of some wines are collected. Since the creators of the CX brand started collecting the relevant packaging on the market at the time of the creation of the CX brand, the work was only collected before. Good packaging will come together; invite the target consumer. This work is somewhat more difficult because it involves two issues that have to be resolved in advance:
1 In the context of defining who is the target consumer, how to ensure that the consumers they invite are their own target audiences;
2 In what way will these target consumers participate in their own packaging inspection activities? After several considerations, the CX brand finally decided to use a 500ml wine as the reward for the invited guests. At the JJ supermarket, 30 consumers were randomly invited to patronize the fruit wine shelf. (To be continued)
The CX brand, like many private brands under pressure from the crisis, is moving very fast. After confirming that the product packaging needs to be changed, CX will be looking for advertising design companies in the local area to bid for the new packaging. When the four drafts of the package design that were selected for the initial selection of the program were placed in front of the desk, CX was again in a difficult position. Because these packages have their own lengths; because, before you have conducted market inspections, you simply cannot know the market feedback effect of a specific package. If, on the basis of aesthetics, likes and dislikes and so-called market experience, they choose a package that looks good on their own, and consumers do not accept it, how can we do it?
Like the CX brand's encounter with packaging, I have encountered many similar situations due to the characteristics of the consulting industry. Such as: blindly believe in the so-called professional strength, and professional strength is also lack of awareness and grasp of a promotional power of a certain packaging; according to their own aesthetic taste and the so-called market experience, to impose their own subjective intentions into the packaging or packaging modifications In the face of numerous packaging programs to be decided, hair dizzy, I do not know which one to choose, I do not know which is the most provocative program for product marketing, the final result is to speed up the human packaging, rebate packaging. The existence of these problems, etc., further fully illustrates the need for Chinese companies to quantify and quantify tools for the size of packaging promotional power.
The mission and mission of the consultant is to assist the company in solving the problems it faces, and it is to provide practical solutions to these problems. In order to obtain quantitative and qualitative packaging promotional force inspection tools, the team first analyzed the main problems of the traditional packaging selection methods. And hope to find ways to overcome them from these problems.
First, traditional packaging choices lack market testing and consumer testing before identifying and using a package.
Second, the programs provided by the packaging design force, although it may have been done for competition packaging research, consumer preferences research, research on the effect of the shelves, but more are creative things. Among them, there are often sensible deficits, competition-oriented, consumer-oriented, and human-oriented reasons.
Thirdly, packaging based on the basic requirements of good shelf-effects and the ability to attract consumers' eyeballs, etc., is also present in many cases. It does not allow consumers to clearly identify product features at the moment, and is not conducive to consumers looking for themselves. Most want to try the product and Other defects. That is, this packaging is a "half-baked project", seizing the consumer's eye but failed to seize the consumer's heart.
After clarifying the above major issues, a mathematical model for examining the promotional power of packaging--"the power factor of packaging power for packaging" has gradually become clear. The analysis of the attached coefficient.
"The power of packaging power factor":
Regulatory power factor for political packaging = Attention factor + Product specificity factor + Humanity factor + Attempt to buy rate factor + Memory factor
Explanation:
a. The attention coefficient refers to the surveyed target consumers who may have noticed the tested packaging, and noticed in the survey that the proportion of the surveyed packaging in the total number of participants. Other sub-coefficients and so on. The "characteristic definiteness" in the explicitness coefficient of the product characteristics refers to the definiteness of the nature of the product and the general characteristics of the surveyed target consumer when he/she notices the inspection package. The humanity factor refers to the information that the package conveys to consumers, such as safety, convenience, and application.
b. The larger the promotional force coefficient composed of the sum of the sub-coefficients, the stronger the promotional power of the package.
It can be seen that "the power factor of the packaging power of political power" is actually a tool for selecting, identifying, and verifying the promotional power of marginal products such as packaging and decoration. This tool will be based solely on its own aesthetics and likes and dislikes, the professionalism of the design company, the so-called market experience, and the simple effects of the shelves, to determine their packaging and other marginal products, and more subjective behavior, to the consumption Person-centered, competition-oriented refinement and quantification. This refinement and quantification will make the previously elusive packaging promotion effect clear, and can be predicted and mastered in advance. The size of the promotional force coefficient that is placed on the market for inspection (that is, the predictive effect of this article) is the basis for determining marginal products such as packaging.
In a lecture on marketing, the person in charge of the CX brand came into contact with the author's "policy packaging promotion force coefficient". This factor eventually helped the CX brand make a decision. Below, let us take a look at how the CX brand carries out the practice of "the power of the packaging power of the political package".
Scientific approach creates promotional power
When the CX brand introduces the “regulation power factor of packaging for political power†to select and determine marginal products such as packaging, it mainly starts from the following aspects.
Firstly, the glass bottle factory, printing factory and their representatives who passed the program primaries were summoned to discuss with them, and the glass factory was required to open molds according to the bottle shape drawings under the condition that they bear a certain cost. Bottle making requires the printing house to make proofs based on bottle stickers and pendant design drafts, and finally combine the bottle stickers, pendants, and wine bottles into a complete set of wine packaging. Of course, empty bottles are sure to be filled with wine during the inspection of packaging sales.
Second, the packaging of each competing plum wine and the packaging of some wines are collected. Since the creators of the CX brand started collecting the relevant packaging on the market at the time of the creation of the CX brand, the work was only collected before. Good packaging will come together; invite the target consumer. This work is somewhat more difficult because it involves two issues that have to be resolved in advance:
1 In the context of defining who is the target consumer, how to ensure that the consumers they invite are their own target audiences;
2 In what way will these target consumers participate in their own packaging inspection activities? After several considerations, the CX brand finally decided to use a 500ml wine as the reward for the invited guests. At the JJ supermarket, 30 consumers were randomly invited to patronize the fruit wine shelf. (To be continued)
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