Market Positioning for Packaging
The market needs positioning, as brands, products, and packaging. For a business to excel in product packaging, it must engage in thorough analysis, positioning, and strategic decision-making. This process is crucial for packaging that not only saves costs but also enhances marketing and value-adding capabilities.
1. Functional Classification Positioning
The functional classification of a packaging box can be understood as its purpose or application. This classification helps determine the production quality, effect, and cost. There are four main categories:
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Storage and Transport vs. Sales Packaging
Storage and Transport: Focuses on protection during storage and transit, like packaging and shipping boxes.
Sales Packaging: Also known as marketing packaging, it not only protects the product but also enhances consumer experience and value. -
Exhibition and E-commerce Packaging
Exhibition Packaging: Used in offline stores and supermarkets, focusing on shelf display and promotional functions.
E-commerce Packaging: Designed for online sales, emphasizing the consumer's unboxing experience and first impression. -
Gift vs. Fast-Moving Packaging
Gift Packaging: Targets gifting purposes or higher-priced products.
Fast-Moving Packaging: Focuses on volume sales with lower margins, suitable for fast-moving consumer goods. -
Rational vs. Emotional Packaging
Rational Packaging: For products purchased based on features and functionality, like appliances or pharmaceuticals.
Emotional Packaging: Focuses on the consumer experience, common in industries like cosmetics, food, and beverages.
2. Product Attribute Positioning
Before analyzing product attributes, it's essential to understand the industry category, such as beverages, beauty, food, pharmaceuticals, digital, apparel, etc. Product attributes include material, function, quality, price, colour, and specifications. Products are often categorized as traffic products, image products, profit products, welfare products, and regular sales products. This classification helps in budgeting for packaging costs and choosing between gift-type or fast-moving packaging.
In this regard, when customizing product packaging, businesses can save costs and effectively enhance market marketing value and corporate profits by analyzing product architecture, differentiating product attributes in the company and the market, and formulating strategies based on various packaging costs, functions, purposes, and marketing requirements.
3. Market-Related Positioning
From a marketing and brand planning perspective, market-related positioning should precede product attribute and packaging function positioning. This includes sales channels, target customer demographics, and market pricing strategies.
- Sales Channels: Divided into offline retail, online channels, and special gift channels.
- Target Demographics: Considering factors like gender, age, hobbies, taste, and purchasing power.
- Market Pricing: Involves retail and wholesale pricing strategies in comparison to similar or substitute products.
In conclusion, effective packaging requires a nuanced approach, balancing cost-saving measures with marketing and value-adding capabilities. The choice of packaging should be a strategic decision based on functional classification, product attributes, and market positioning to ensure both cost-effectiveness and enhanced market appeal. So get started with DPW now!