Packaging Strategy: Timeless Promotions

Recently, McDonald's launched a "Colorful Cup", which not only boosted sales of its Coca-Cola, but some customers also made a similar "buy and return" campaign, with only 200,000 cups put on the Henan market. Within 26 days, Coke sold an increase of 75% compared to the same period last year.

What are the reasons for the popularity of the cup? We interviewed a few consumers at random. Some people said that there are more Coke cups than regular cups, and the most important thing is that the cups can be reused - take home and drink water. Very cost-effective. A few girls said directly: "I just like this cup to buy Coke."

According to industry insiders, the company's cup-led promotional campaign was originally planned to last for six weeks from July 16. However, due to the sell-out of the cup, the company had to end prematurely.

Selling Coke with cups and using packaging to drive sales of products is not a new topic. However, according to its good market results, it is also an eternal topic that can be innovated.

Packing: Aim at the target's point of interest

In the early days of reform and opening up, the Chinese business community conducted a "packaging revolution" in response to the status of "first-class, second-class, third-class" prices for Chinese products. At that time, the industry's research on packaging was also very hot. Judging from the current level of market competition, packaging should not be ignored, but the focus should be changed.

The former task was to arouse the enterprises to correctly understand and value the role of packaging in enhancing the value of products. At present, enterprises should consider the role of female Dho effectively using or packaging the "silent salesman."

Experts believe that from the simplest aspect, McDonald's company's promotion is just using a "reuse packaging strategy", that is, the product packaging can be used for other purposes after the product is consumed. Today's products are extremely rich and diversified. A simple reusable package does not necessarily attract customers. "Who is missing a cup?" he said. "But everyone will always lack a strange cup. "So, now the competition of enterprises in packaging promotion strategy is not a general concept, but whether they can more accurately capture the interest of the target customers, and can be more creative than others. McDonald's company launched the so-called "colorful cup" color bright, large capacity, modern style and some exaggeration, is in line with its young customer group tend to publicity personality.

Some experts believe that the effectiveness of packaging strategies depends on the degree of sensitivity of the target customers at the time of consumption. The main customers of McDonald's are young people, and their emotional sensibility is obvious. Therefore, the role of packaging in enhancing product appeal is also significant. In the current food, cosmetics and other markets, after the increase in income levels, the rational consumption characteristics have become more and more dilute, and the promotional role of packaging will increase. Enterprises can do a lot in this regard.

Moreover, for many companies, the role of packaging strategies is not limited to promoting sales.

Packaging: The overall strategy of the enterprise

Because the packaging can use color, shape, material and other elements, it will form a more intuitive visual impact on consumers, and then affect the consumer's impression of products and companies, so companies can further use packaging to achieve their overall image promotion. From the perspective of market planning, packaging should be part of this overall plan. Some experts once compared the company's various marketing programs to street lights at night. Packaging is one of them. If only this light is on, consumers can only see the space nearby. Only when the street lights are all on, In order to make consumers step by step closer to the real core of the company. In other words, from a long-term perspective, packaging must serve to promote the overall image of the company.

For example, if the overall image that a company wants to establish is innovation, its packaging materials and shapes can be considered novelty and fashion. If the overall image that a company wants to establish is plain, its packaging should not be luxurious and exaggerated. From this perspective, McDonald's company's promotional activities using packaging may be a prelude to its overall image project.

(Wang Wenxuan)

Reprinted from: "China Food News"