New product packaging design should have brand strategy guidance

What are the requirements for first-class product packaging? <br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br Good creative design; Second-rate product packaging design needs to have two conditions: 1, there is a unique creative strategy guide, 2, there is a good creative design; third-rate product packaging design needs to have a condition: only good creative design; Fourth-rate product packaging design does not require the above three conditions. It is not difficult to see from the above criteria that if the packaging design of a new product of a food company is not guided by an accurate brand strategy, even if there is no better graphic design skill, only a second-rate product packaging design can be made.

New Marketing Mistakes food companies in product packaging design aspects of <br> <br> new food product packaging design companies in the link is very easy to fall into Marketing Mistakes. Many new food companies do not know how to design the best product packaging design before the new product goes on the market, or that the new product packaging design is not enough. The more common practice is: 1, just looking for a graphic design company to design packaging for new products; 2, let the printing plant free or basically do not spend money to do product packaging design; 3, the design of acquaintances to do product packaging design; Shop for roadside advertising to design new product packaging; 5, ask the school's graphic design teacher or student to design the packaging; 6, own company to recruit a designer for new product packaging and so on. The packaging design of the product thus made apparently saves a lot of money and does not require much time. The packaging design was quickly made, and the colorfulness seems to be good. However, from a professional point of view, this type of product packaging design can not have an accurate brand strategy guidance, or even a lack of good creative strategy guidance, can only be second-, third-, or fourth-stream product packaging design. In the fierce market competition of many products of the same kind, it is very difficult for this kind of packaging design product to sell.

How to design a sales force packaging <br> <br> sales force is a good product packaging product packaging design. Product packaging design is also an important part of integrated marketing planning. It forms a complete combination with target consumer definition, brand positioning, product selling point refinement, brand advertisement language, product sales terminal promotional product design, graphic and film advertisement creative. Marketing strategy and creative design system. Before new products are listed on the market, they can't directly begin packaging design of products. They need to understand the needs of consumers first, formulate clear brand strategies and marketing strategies for new products, and design sales force products under the guidance of marketing strategy system. package.

The contents of product packaging creativity and design mainly include:

(I) Product Brand Strategy Thinking: 1. Product Brand Planning Thinking 2. Product Brand Positioning Thinking 3. Product Target Consumer Group Definition 4. Product Series Selling Point Refinement 5. Product Price Strategy Thinking 6. Product Brand Image Strategy ; 7, product brand strategy thinking; 8, product branding and promotion methods to think and so on.

(b) product packaging design strategy: 1, product line planning strategy; 2, product category collocation; 3, product price collocation; 4, product capacity collocation; 5, product packaging collocation; 6, product packaging design main color thinking; , product packaging material selection; 8, product packaging design and other strategies.

(III) Product packaging design content: 1. Product brand name; 2. Product brand positioning; 3. Product communication slogan; 4. Product packaging structure collocation; 5. Color matching of product packaging; 6. Series copywriting of product packaging; , product consumption instructions; 8, product QS and other related certification; 9, product packaging needs other content; 10, product packaging design overall visual effects and so on.

Good packaging design in product marketing can play a role <br> <br> good packaging design in new product marketing major can play an important role in the following: 1, in all kinds of product sales have exceeded competing terminal The visual impact of the product attracts the consumer's first purchase; 2. The good product packaging can interact with the terminal promotional materials and product promotions to promote the sales of the product; 3. It can help the brand to leave a deeper impression in the consumer's mind. Memory; 4, increase the frequency of repeated purchases of consumers; 5, so that new food companies reduce marketing communications costs and reduce marketing risks; 6, good packaging and even do not advertise, in the terminal itself has sales force.

A successful case of Beijing's precise planning and packaging design: Hunan Zhongcao Oil Industry Co., Ltd. had signed a cooperation agreement with a well-known graphic design company in Changsha several months before cooperating with Beijing's precision planning. The company's high-level and project team The members also had in-depth and meticulous communication, but the logo of the "KFC" product brand and the packaging design of "KFC" edible oil products were always unsatisfactory. The design company repeatedly modified several times and still did not make what the customer wanted. In desperation, China Tea Grain Oil interrupted the cooperation with the Changsha design company.

Then Mr. Zhang, general manager assistant of China Tea Grain & Oil Company, found two senior teachers in the graphic design profession of Hunan Normal University. He hoped to use the professional design level of the university to make the company's satisfied brand identity and product packaging design. After more than a month of communication and work, the design results are still far from the best “Home Comfortable” logo and packaging design of edible oil products that Zhongcao Ceyou wants.

In the packaging design of edible oil products, Golden Arowana is currently the best, not only supporting the packaging design strategy, but also packaging the product into a series, with creativity; followed by the packaging design of Fulinmen edible oil, highlighting the blessing character, as well as Creative; Luhua peanut oil tastes good, but the product packaging design is poor.

The core strategy of Beijing's precision planning and packaging design for Jiakefu edible oil products is “hoarding at home”. The standard color of product packaging is China Red, which highlights the festive atmosphere and uses traditional Chinese culture to spread the brand. The product is divided into two series: oil blending, red in the house, roof color change, pure oil series, red roof, and color change in the house. The packaging design strategy is clear and accurate, and there are also very outstanding creative performances. At the same time, sufficient space is reserved for Jia Kefu's future product line extension. From the overall level of product packaging design, it is already on top of Jin Long Yu. Peng Zong, chairman of Hunan Zhongcao Oil Co., Ltd., said that Beijing's precision packaging design for “Jia Kefu” edible oil is the best in China's edible oil products for 30 years.

Beijing Precision Planning and Packaging Design Success Story II When Chairman of Shaanxi Hanzhong Yijin Jinben Oil Company's Li Qiang, General Manager Li Jiahong and Marketing Director Jiang Wentao and others arrived at the Beijing Precision Planning Project at Jinyanlong Building, Xisanqi, North Wuhuan The second floor office is at the end of October. Autumn is the season of harvest, but it is rare for Mitsujin, and the company is about to face the next cold winter.

The main product of Suijin Company is the wild camellia seed oil packaged in a gift box. The raw material of the product is from 33 degrees north latitude, 800 meters above sea level in the source of the South-to-North Water Diversion project, and the pollution-free Qinba Mountain in Hanzhong. The high latitude, high altitude, and natural growth environment have created the excellent product quality and very high nutritional value of wild Jinshan wild camellia seed oil. But it is such a high-quality product that has entered the market for more than six months and only sold a total of less than 300,000 yuan in sales. In addition, the investment in the purchase of land, plants, equipment, office buildings, and the introduction of technology and talents is close to ten million yuan. The half-year sales of Rongjin Wild Camellia Seed Oil products are not enough to pay for the company's cost for one month, and the Ruijin Company has fallen into the dilemma of dilemma.

Li Dong brought all three kinds of gift packaging products of Rujin Mountain Tea Seed Oil, and told us that the product packaging was designed by a professional graphic design company in Shenzhen. And ask us directly: How can we improve the sales of such products in the short term? The answer to precision planning is also straightforward and positive. Not only does the Rujinshan Camellia seed oil have a lack of overall marketing strategy, but the products packaged in these three gift boxes have neither the guidance of the brand strategy nor the guidance of the creative strategy, nor does the packaging design. System, who can not do big sales, and the longer the time, the greater the loss of the company. Precise planning believes that it is not the fault of the salesperson to sell the product.

The wild Camellia seed oil and green tea seed oil are from 33 degrees north latitude, 800 meters above sea level at high latitude and high altitude, and the high quality wild Camellia seed oil in the Bashan non-polluted forest area in the Qinling Mountains can lower cholesterol and prevent arteriosclerosis, effectively preventing and improving Cardiovascular disease and "three high" symptoms are the preferred health good oil for the elderly. Therefore, there are significant differences in the target consumer groups of Rujin Jincha Seed Oil and olive oil, walnut oil, peanut oil and blend oil.

The consumption methods of Rujin Jinchayou gift box products: family gifts, public business gifts, unit benefits, etc.; the core purchase groups are civil servants, white-collar workers, office workers, and business owners aged 26-45; the core consumer groups are 46-75 years old. Middle and old aged people. Precise planning makes an accurate and detailed description of the target purchase groups and target consumer groups of Rujin Tianjin Tea Seed Oil in order to realize the match between Yijin brand personality and target purchase, and the personality of consumer groups. The brand is truly humanized. The dissemination makes the Ruijin brand occupy a clear and stable brand position in the consumer's mind.

Beijing Precision Planning, after deeply subdividing the target consumer groups of tea seed oil products, found the difference between the purchase group and the consumer groups of Qijin tea seed oil, and refined the “care for the elders’ dietary health--Jinjinhao Tea Oil”. The core product selling points and brand advertisements of the products have enabled tea seed oils to achieve effective market segmentation for edible oil products such as olive oil, walnut oil, peanut oil, and blend oil, and have fully surpassed tea seed oil in terms of marketing strategies and packaging design. The market's first brand, Jin Hao, has provided a good reference for other tea seed oil companies in China for professional marketing planning and product packaging design.

Beijing Successful Planning and Packaging Design Success Story Three Hubei Daohua Group, the main industry, is liquor, when the group's sales exceeded 7 billion yuan. To achieve the annual sales target of more than 10 billion yuan, it is difficult to rely solely on the growth of liquor, so it is decided to extend the beverage industry. Registered a wholly-owned subsidiary, Hubei Daohua Green Food Co., Ltd., to run a series of beverage products such as herbal tea beverages, corn syrup beverages and plant protein beverages. The Daohua Group "Ningqing" herbal tea hired a local graphic design company in Yichang to do marketing planning. As a result, during the year when the herbal tea products entered the market, Dahua spent a total of 10 million yuan in advertising and marketing in markets such as Yichang, Hubei and Wuhan. Cost, "Jingqing" brand herbal tea products sold only 8 million yuan in sales, the company has a huge loss, Hubei Daohua Green Food Co., Ltd. into a dilemma.

Rice flower fragrance “Qingqing” herbal tea beverage adopts a blue-and-white porcelain design style. The packaging design of the product is elegant and noble. It conforms to the product characteristics of herbal tea. It is very good from the perspective of graphic design. So, why are such "excellent" packaging products sold? The core reason is the lack of guidance on brand strategy, specifically the target consumer groups who have not identified the herbal tea products. Most of the packaging of green tea and blue-and-white porcelain herbal tea is like the middle-aged and elderly consumers over the age of 36. The core consumer groups of herbal tea beverages are young people aged 16-35, including students, white-collar workers and office workers. In other words, consumers who want to sell products that do not buy herbal tea beverages are like selling lipstick to a young man and selling a shaver to a little girl. Of course, they can't sell it.

Based on the brand positioning of "Fashion Herbal Tea," Beijing Precision Planning has created a brand name for herbal tea products that young people like very much, namely Aishang Yin, for the company's herbal tea products. The core benefit of herbal tea products to consumers is to go to the fire, taste good and quench their thirst, and our brand slogan for “love to drink” creative herbal tea is “to think about it and to kiss it”. It is recommended that Dahua Fragrance Co., Ltd. also introduce three packaging formats: cans, PET and Tetra Pak, four types: sweet (red), cool (blue), lemon (yellow) and xylitol (green). Four kinds of packaging colors and creative "heart" shape packaging design style "love still drink" series of herbal tea products, forming a complete product line to meet the different needs of young consumers of different ages. Aishangyin Herbal Tea Beverages The innovative product packaging design has a powerful visual impact at the sales terminal. It forms an effective market segment with the traditional herbal teas such as Wanglaoji, Hezheng and Bawang. It really treats herbal tea as a favorite herbal tea beverage product for young people. To operate. Beijing Precision Planning has established a core link for brand strategy and product creative design series of "Ai Shang Yin" Herbal Tea of ​​Dao Hua Xiang in brand positioning, brand name, product line planning and brand advertising language, product packaging design, and product sales terminal promotional product design. Perfect marketing planning system.

Food packaging design new product must go beyond the well-known brands <br> <br> from Beijing precise planning is more than three success stories of creative new food product packaging design companies can be found, good or bad product packaging design criterion is to look at the packaging Whether the design has the guidance of brand strategies and creative strategies, that is to say whether the product packaging design has ideas. A good packaging design needs to reflect the needs of target consumers, the brand positioning of the product, the selling point and advertising language of the product, the guidance of creative planning, and the need for innovative creative design support. Food companies face more and more competing products as they enter the market, and their marketing risks are also increasing. The packaging design of a product is like the face of a person. In the process of product sales, the first thing consumers face is the packaging of the product. Food companies can only increase their chances of successful marketing by designing first-class products for their new product ideas and surpassing the packaging designs of well-known brands in their products.

Concluding remarks: Our understanding of precision planning is based on the overall understanding of the food market, using precise market segmentation strategies, accurate brand strategies, accurate product strategies, accurate pricing strategies, accurate channel strategies, and accurate advertising. Delivery strategies, precise sales promotion strategies, etc., focus on the accurate dissemination of corporate resources to segmented markets and target consumer groups, effectively reduce the waste of resources and costs of food companies, and rapidly increase the integrated marketing planning model for brand and product sales.

After eighteen years of actual marketing tests, we will start a new era of precision planning in the food marketing field in China starting in August 2008. We can stably earn profits for food companies and be responsible for the results of marketing planning, and truly realize the company's philosophy of low-cost, risk-free marketing planning for food companies. Precise planning solemn promise: Marketing plan customers are not satisfied with 100% refund. 1. Providing China's top-ranking marketing planning services for food companies; 2. Making food marketing companies do the best in similar competitive products; 3. Giving food companies an equivalent of 10-100 times the cost of marketing planning. The economic benefits.

Beijing precision planning - the first brand of Chinese food industry market research and integrated marketing planning. For a comprehensive solution to the marketing problems or problems of food companies, please visit the website of Beijing Precision Planning Company.