Sales strategy of beer packaging attractiveness

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Beer packaging attractive sales strategy

beer sales cannot be separated from packaging, which is closely related to consumers' purchase behavior. Actively do a good job in the packaging of beer to improve its appeal to consumers, which plays an important role in improving the grade of products, enhancing competitive advantage and promoting market sales

I. The relationship between beer packaging and consumption

1. Beer packaging reflects the value

beer packaging is a part of the product. Like beer brands, it plays a role of perceptual clues to consumers. However, at present, product packaging does not seem to have attracted enough attention in many beer enterprises. Some trademark fonts are not beautiful, and the quality of label paper is easy to wrinkle and ugly. The products of some beer enterprises still have some problems, such as poor quality of packaging cartons, moisture absorption of internal spacer plates, gray trademarks and easy to fall off, and bottle caps are easy to rust, which will affect the realization of the value of beer products

many consumers buy a certain brand of beer repeatedly because they have accepted the packaging method and quality of the beer. Obviously, if the packaging can't satisfy them, it will certainly affect the desire to buy and the subsequent drinking mood, and even lead to consumers paying homage to the brand of beer

2. Design method of beer packaging

in terms of the vision of beer packaging design, color precedes shape, and color plays a preconceived role in beer product packaging. Therefore, in order to achieve obvious packaging effect, color must be regarded as the content that can not be ignored in the packaging design of beer products. The carton color of "golden overlord" beer developed and produced by a beer company in Jiangsu takes golden yellow as the tone, showing a noble self-confidence and the overlord spirit of sacrificing oneself. It is very popular with consumers in medium and high-end hotels and restaurants. Some beer brands are marked with green, which reflects the meaning of pollution-free and pollution-free products, and meets the needs of some consumers to pay attention to green and pursue health and safety; The use of different specifications of special-shaped bottle packaging, such as 528ml, 550ml, 500ml, etc., on the one hand, can bring more choices to consumers. On the other hand, it can also cater to consumers' psychology of novelty and difference. Compared with ordinary 640ml bottled beer, these special-shaped packaged beer often give people a higher feeling and price. Therefore, the correct use of different packaging forms and color matching methods plays a good role in maintaining the style of beer products and inducing consumers' psychology

In order to make a successful beer packaging decision and achieve good results, enterprises must pay attention to and do a good job in the following aspects

1. Ensure the basic quality of packaging

although a lot of research and innovation have been carried out on the packaging of beer, the basic aspects have not changed much. For example, the basic composition of ordinary boxed beer is as follows: A. Cartons printed with the name of beer manufacturer, product variety and specification, warnings, etc; B. Melting plate and paper pad in the box; C. Beer head label, neck label, back label and front label; D. Beer bottle and bottle cap. Ensuring the quality of the basic composition of the above packaging is the most basic requirement to improve the attractiveness of the beer packaging barrel. In this regard, we must strictly control procurement, strengthen process control, improve testing methods, and prevent unqualified products from mixing into the market

2 the excess part will cover the original data in sequence, and the packaging must meet the emotional and aesthetic needs of consumers

generally, when consumers buy beer, for unfamiliar brands, they always like to choose products that look in line with their needs, that is to say, they prefer products whose packaging image is consistent with their aesthetic habits and taste requirements. At present, the outer packaging of beer is mainly green and white, and some are brown, which is mainly corresponding to the color of liquor, which is easy for consumers to accept. Just think, if the green bottled Brown warm beer, it will be difficult for the vast majority of consumers to accept. Similarly, the main capacity of tinned beer now is 330ml, which is relatively moderate. If the capacity becomes large cans, it is obviously contrary to the current trend of beer consumers towards high-quality and small packaging. Therefore, beer packaging can and should be innovative, but it must meet the emotional and aesthetic needs of consumers

3. The product packaging image cannot be easily changed

beer is a popular consumer product. Consumers like to buy according to their familiar packaging image. Once the packaging of beer forms a deep impression in consumers' memory, changing this packaging will take a great risk, because any change in packaging image may make consumers have an opinion on the product image, It is considered that the beer products with changed packaging are different from those before the change. Purchase may lead to dissatisfaction with the quality, thus leading to consumption interruption. Therefore, before deciding to change the product packaging, beer enterprises must analyze whether changing and stopping the oil pump motor to change the packaging has a positive or negative impact on consumers' purchase, analyze the impact of changing the packaging on product profits and market sales, and make scientific decisions on the basis of weighing the advantages and disadvantages

improving the attractiveness of beer packaging is a systematic process, which needs comprehensive consideration and joint efforts, because it can achieve the goal not only by doing well in beer packaging. In the current beer packaging decision-making, similar packaging strategies, multiple packaging strategies and gift packaging strategies are often used by breweries. Only by adopting the organic combination of the above packaging strategies and marketing tools such as advertising, promotional activities and price can we improve the packaging attraction of beer and strengthen consumers' purchase psychology, so as to induce the realization of their purchase behavior and promote the improvement of manufacturers' sales performance

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