Packaging: Neglected Product Forces (below)

Point of entry

In the process of competing for customers with similar competing products, the Bird's packaging differentiation strategy has achieved remarkable results. This is inextricably linked with the in-depth analysis of T-bird Company, taking targeted measures and effectively blocking the competitors.

The bird decision maker thinks:

1, due to the lack of domestic paint raw material production and manufacturing process technology, if companies want to improve and improve product functionality, is bound to increase the production cost of 30-50%, which will directly increase the factory price and market sales prices, and foreign investment Brands have a competitive advantage over price;

2. Since the users and purchasers of the paint—painters and owners—have different requirements for products, they must have different emphasis on the products. For painters, attention should be paid to the stability of product construction; for owners, brand awareness and intuitive feelings are required;

3. Coating products on the market—whether wood lacquer or latex paint, there are problems with poor packaging design, monotonous packaging, poor packaging materials, and plagiarism among peers. The fundamental reason is that the decision makers of enterprises only have product features. Play concept, ignoring the role and function of product packaging.

4. The problem of product features and stability of the Skybird Company has been solved. The most important thing is to build brand awareness. In the company development stage, there is not much money for promotion and promotion.

After the above analysis, decision-makers decided to choose to transform and upgrade product packaging, enhance the competitiveness of retail outlets in store display, product promotion, outdoor publicity, etc., in order to distinguish competing products and win in the short-sleeved connection. In order to implement the packaging differentiation strategy, TIANYI re-plans and integrates the brand's market and product positioning, internal and external resources, and distribution channel selection.

Market positioning: high-end consumer groups, rational consumers;

Product Positioning: Upgrading current products, while two series of high-end products. Increase product functionality, so that consumers feel "what you see is what you get" - packaging and quality consistent, so as to obtain the owner's approval;

Internal resources: The upgrading of product packaging materials, the image of the store, community display, home improvement, product information and other redesigned and replaced;

Channel selection: The development of a strong brand awareness, marketing experience and management of high-level dealers to join;

The next step is to take specific measures to improve the product power of packaging:

Combine brand positioning for outstanding creative design

First of all: In the launch of the "TianBird" brand, Skybird Company carefully selected and selected Shenzhen's famous industry outside professional brand image design company to cooperate and carefully designed several packaging barrels, packaging box designs, as well as promotional leaflets. VI manual, store image, POP and other complete information. During the design process, the three principles of “eye-catching, easy-to-remember, and affinity” are highlighted. When expressing the eye-catching principle, soft-color contrasts and segmentation are used, such as light yellow and tan, light gray and sub-white solar column background color. Etc.; in expressing the easy-to-remember principle, mainly simplifying the pattern and text on the barrel, highlighting the “bird of heaven” brand LOGO; when expressing the principle of affinity, the cartoon animal image that is rare on the paint bucket is used to pull Closer to the psychological distance between consumers; Second: Establish a brand strategy operation team to build a complete branded operating system from theory to practice. The members of the brand operations team include senior marketing professors from Zhongshan University, Hong Kong senior marketing consultants, company presidents, marketing directors, front line business leaders, production supervisors, quality supervisors, and procurement supervisors. Every employee from the senior management level to the grassroots level has a deep understanding of the strategy of using packaging to increase product power.

Focusing on product packaging, we have continuously introduced high-end products to speed up the replacement of barrels and cartons

Skybird launched the third generation of the Skybird series in the first half of the year, the Tianyu series. Recently, it launched the Sunshine series and began to force users who are at the top of the pyramid to become the market of 20% elite. Regardless of the series, Skybird always makes the outer packaging of the product highlight three principles, such as “eye-catching, easy to remember, and affinity”, so that each series launched has its own characteristics and attracts its own consumers. Of course, the quality of different series of products is first-class, in line with market demand, reflecting the decoration trend, from product health, environmental protection, to dark paint, European style, American coating, and both are in the forefront of the market . Many dealers responded that the branding of the bird brand is different from the similar competing products. It is of high quality, top quality, WYSIWYG. It is easily recognized when introducing the product to the owner or shopping guide. value.

Choose like-minded distribution partners to build alliances of interests

When Skybird developed its distribution partners, it was very cautious. In the Tiancai Investment Promotion Manual, the first section of the dealership standard requires absolute recognition of the company's advantages and consistent market philosophy. The average company's development cycle for a distributor is as short as one week and as long as three months, and the shortest development cycle of the company requires one month. From the number of customer visits, the average customer development is as few as three times, as many as five times -6 times, the bird company requires the salesman to visit at least 10 times or more, not only for the customer to conduct all aspects of inspection, more importantly, require the customer to thoroughly Recognizing the company's core strengths and establishing operational confidence, there is no love at first sight. What is required is a long-lasting, unbreakable partnership. These efforts and requirements are powerful indoctrination of ideas and advantages. Once a partnership with a distributor is established, it is difficult for a competitor to compete with one another on the packaging advantage. The situation at the beginning of this article is an example. One of the deepest points of dealing with the bird dealers is that he can continue to mention the product packaging, characteristics and advantages, proud of the sentiments, and dwarf your products.

Marketers regularly train and instill the company’s core competencies.

Product marketing mainly depends on business system personnel, and the advantages of product packaging rely on business personnel to communicate with customers, so as to obtain recognition, it is not difficult to see. Whether the advantages are effectively played, whether it is recognized and recognized by customers, the first is to unify the business people and establish a unique sense of superiority, so as to ensure good indoctrination to the dealers. Skybird Company has established a sound business training system. The unique feature is that new salesmen enter the company for a one-month training. The most important part is the company's packaging, image display, commentary, and product packaging from a large perspective. Become a core competence, differentiate from competitors, and take a unique development path. From a young age, we will talk about the packaging elements and express what role. The subtleties on the packaging can become bright spots. Because of pertinence and unique advantages, one month's training period ended, the salesman was re-brained, and his mouth was kept closed. Therefore, this core capability was brought to the extreme in the market. The clerk recognizes the company's advantages and the natural loss rate is low.

Block competitors

The decision-makers of Skybird also seriously pondered the issues of follow-up and counterfeiting by competitors. If there are no effective measures to block competitors, then the advantages of packaging will not be reflected, and will be trapped in the "puppy" siege. To this end, Tiaoyuan Company will increase the risk and cost of follow-up from the following three aspects:

The first is to apply for a patent for the product design, increase the counterfeit infringement and increase the legal risk of plagiarism; the second is to replace the material of the packaging: thicken the tin thickness of the packaging barrel, and strengthen the packaging carton; third is the packaging. Absolutely differentiated settings are adopted for key components, such as lids, patented lid structure design, and one-off buyout of patents; fourth is the opening of an 800-phone counterfeit search system.

Take off

It is the creation of product packaging that is the core competitiveness of marketing technology, has won the dealer's high degree of recognition and praise, in the highly competitive coating market, Shenzhen Tian Bird Co., Ltd. has achieved remarkable market in the past four years Achievements:

The sales volume of products has increased rapidly. Since 2001, it has been increasing at a rate of 140% every year. In 2004, it has successfully surpassed the 50 million mark to become a medium-sized paint company. The popularity of the "Tianniao" brand has greatly increased, and it has become quite popular in the industry. A strong brand with influence; dealers' loyalty to the company increases. The scenes at the beginning of this article are actually performed on the stores of many "Tianyuan" dealers. The distributors are proud of the most beautiful "Tiantuo" brands in the distribution industry; the growth momentum is rapid, "The birds "The brand has a strong vitality. Due to the continuous introduction of new product lines, product packaging designed for each time gives people unexpected surprises. This brings unlimited vigor to the company's development and marketing. The sales team is stable. The annual turnover rate of sales personnel is less than 8%. The proportion of elites accounts for 30%. Because of its obvious advantages in product packaging, each salesperson is confident in the market. â–¡(End of the article)

Note: The "bird of paradise" is a fiction in the text

Author: GONG China Communication Network Management