CX Brand: Rational Charm Analysis of Packaging (3)

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 task is correspondingly more difficult, because it involves two problems that have to be resolved in advance: 1 In the case of clear who is their target consumer, how to ensure that their invited consumers are their own goals Audience; 2 What kind of ways do 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.

Third, the decision of time and place. In conjunction with the timing of the first invitee, the CX brand will introduce the “Coverage Promotional Power Factor” this time to test and determine the product packaging activities and arrange it on a Saturday. In order to ensure the authenticity and referability of the venue as much as possible, the CX brand chose a food supermarket of about 500 square meters as an event venue in order not to affect the effect of excessive activities.

Fourth, test the design of the questionnaire. According to the sub-coefficient elements in the “Capitalization Packaging Promotional Power Coefficient,” CX has designed a complete questionnaire for its own activities. The main content of the questionnaire includes: What kind of wine (attention) will attract you the most attention? Do you know what types of wines are the specific types of wines and what are their greatest characteristics (definition of product characteristics)? Which kind of wine is the most convenient (humanity level)? Which types of fruit wines are you most interested in (this question has a certain value in reflecting the attempts to attract consumers to try out)? Now that the activity has passed for 24 hours, what kind of wine (memory) do you remember now? Here, it is worth to add that: in order to prevent some well-known brands from interfering with the attention and memory of the invitees and affecting the authenticity of the event, some brands were excluded from the scope of the wine packaging display. In addition, in order not to allow the invitees to bear to pay attention to an element in an exhibitor's packaging or packaging, the designed problems are not revealed to the invitees in advance, so that the invitees can maintain their usual shopping-like psychological and behavioral status.

At the same time, due to the invitee may appear: similar to the attention of a product, but can not call the name of the product of the occurrence of the situation, so in the design of the problem, the CX brand is also the main factor involved in a certain sub-factor The problem was that some score components were designed. If you notice a product and can describe some features of the product but cannot name it, the single invitee notices that the product's attention factor will be deducted by 0.02 points. This deduction point will be subtracted from the final overall attention factor (depending on the size of the problem's influence on product marketing, deduction points are set, the maximum deductible value for a single issue does not exceed 0.05 points, and the minimum score The value is not less than 0.01 points. For convenience of calculation, and all the way to the decimal point is the principle of division.

Fifth, the formulation of game rules. Let the invitees search for fruit racks at the event supermarket themselves; the time spent in front of the fruit rack is now one minute.

Preparations are in place and activities are planned. After the event, after statistics and analysis of data, a set of high white refined sand glass for the bottle material, the Cangshan, Bohai pen painting for the silver-gray bottle paste the main pattern; brand name and product name is the same, "100% pure plum The brewing of the “Fine Brewing” font, which is about 5 cm higher than a normal wine bottle, won the undisputed victory. The last data shows:

The attention coefficient of the pack was 0.98 because, although 30 invitees were all aware of the pack, one invitee could not call out the brand's virtual name on the pack and deducted 0.02 points. .

· The product feature clarity factor is 0.81. In fact, there were a total of 27 invitees who specified product features, but only 3 of the invitees only partially identified product features, so they were subtracted by the corresponding deduction score by 0.09 points.

· Humanity coefficient is 0.78. Of the 30 invited, a total of 24 approved the packaging for humanity, but two of them thought that the thin packaging would have an inconvenient storage effect on them, so the corresponding deduction was 0.02 points.

· The try-to-buy rate coefficient was 0.92. All 30 invitees expressed that if they drink plum wine, they will try to buy it. However, the attitude of the four of them is "may be purchased" and "may be of interest", so the corresponding minus 0.08 points [now look back, if the CX brand changes the way to test the sub-coefficient, such as: You choose the two kinds of wine you want to try on the shelf (each bottle is limited to 1 bottle) and we will pay you 1/3 of the purchase price. Then the result of this sub-coefficient may be more true. Of course, if this is done, it is necessary to control the wine on the shelf according to the price level, otherwise the manufacturer will have to "bleed".

• The memory factor is 0.90. That is to say, after 24 hours of activity, there are 27 invitees who remember the information passed by the package.

By summing up the scores of the above sub-coefficients, the sum of the coefficients, that is, the finally obtained “policy packaging sales promotion coefficient” of the package is as high as 4.39.

Later facts proved that the CX brand's decision was correct. Because, since the CX brand started using the new packaging, new packaging has helped CX's monthly sales to rise rapidly without any support from advertising and promotion. From the second month after adopting new packaging, the CX brand's monthly sales have been well maintained at about 600,000 yuan.

In fact, for many companies, it is not necessary to construct a deduction factor and score for the specific score of a certain sub-factor. Because this is not only very complicated and inconvenient to grasp, but more importantly, even if it does not pass the analogy: whether it has noticed the package and noticed, and whether it can call out the virtual brand name on the package to distinguish, can also pass the last "Fuzzy" coefficient scores, in the packaging plan to be selected for a certain package of clear qualitative and trade-offs, but also from the candidate program to choose the most promotional programs. If the packaging promotion power is tested according to this method without deducting points, then the final “Courtage Packaging Promotional Force Coefficient” selected and packaged by the CX brand is: 4.6. Of course, if not only to choose the most promotional program in the packaging plan to be selected, but also to see the specific advantages and disadvantages of the winning package, and to determine the direction of change, it should be another matter. However, it is easy for many companies to fall into another difficulty with the use of packaging. The saying is both: On the one hand, the strength is strong, and on the other hand, the power is very likely to be weak. How to grasp it depends on the specific strengths of certain sub-factors in the “coefficient of sales force of the political power package”, which is important in the marketing thinking of an enterprise.

In addition to this, we can also see from the above that “the power factor of the packaging power of the political power” is not only applicable to the enterprises that are to be selected for packaging and to be tested, but also applicable to the design power of design services; it is not only suitable for packaging. The predictability and inspection of promotional force and the choice of packaging solutions are also suitable for the diagnosis and targeted improvement of packaging. If the product features have a low degree of clarity, you will need to make improvements and try to improve it. If the CX brand feels that its memory coefficient is not strong enough, which may affect the appeal of its products among target consumers, it has virtualized a brand history for itself and expressed it in the contents of the pendant on the bottle. Let us relax now.

According to legend, the ancient Dali King Duanyu went out hunting on one day, and his interest was high. Shematy played hard through the forest and the valley, and his men were separated and lost in the forest. When hunger and thirst are hard to come by, a rich plum wine aroma comes along with the mountain breeze. Duan Yu traveled through alcohol and finally came to the road. He came to a wine shop named “xue”.

The store housed a sea bowl and brewed plum wine from Bingzu's secret recipe. Duan Yu licked a mouthful and called him "extremely brewing." Inquiries to the store, knowing that there is no name, to drink wine Cang Shanmei, Wuyuan brewing to become, by book wine name "CX". Liquor is strong, see a beautiful maid woman into the neighbors, familiar, he invited "CX plum wine in the United States," the chivalrous woman is not astringent and insulted, "departure is also a perfect match," immediately toast, return to the small Wang Ye's "Omei is a hero of cooking wine," and Duan Yu was shocked by his talented appearance. He smiled and smiled and talked about the romantic mood...

Source: China Brand Marketing Management Network Author: Lee regime