4P'S: Packaging Strategy (I)

First, the combination of marketing factors
MarketingMix (MarketingMix) is the specific application of system engineering theory in corporate marketing activities. It refers to the comprehensive application of various market means that can be controlled within a certain range according to the needs of the target market.
The products, distribution locations, promotions, and prices included in the combination of marketing factors are also referred to as 4P'S. The so-called combination of marketing factors is the appropriate combination and match of the four "P". The marketing combination factor is a “controllable factor” for the enterprise, that is, according to the needs of the target market, the company can determine its own product structure, product price, distribution location and promotion methods, and use and match these marketing methods. The company has autonomy. However, such autonomy is not absolute. It must not only be constrained by the company's own resources and goals, but also subject to various macro-environmental factors, which are "uncontrollable factors" for the company.
The combination of marketing factors is a dynamic combination of changes, and each combination of factors is constantly changing, while at the same time it is mutually affecting. The change of each factor will cause the change of the entire marketing mix to form a new group stage. The combination of marketing factors is a large combination of 4P's, and each P includes many factors, forming a sub-combination of each P. For an enterprise to carry out overall marketing activities, it must coordinate internal resources such as manpower, material resources, and financial resources to meet the needs of the target market, consider the external environmental factors, and select the best combination from among them.
When analyzing the combination of marketing factors, we should first develop a "product" that can meet the target market demand, and then find a way ("location") to make the product successfully reach the target customer; then start "promotion" to inform the target customer Information, and efforts to convince them to spend; Finally, according to the customer's expected response to the overall product and the cost of production to set the "price." It can be seen that product strategy, location strategy, promotion strategy and pricing strategy are the basic items of marketing mix. In a dynamic marketing environment, they are interdependent and influence each other. Among them, product strategy occupies a very important position in the corporate marketing strategy. When any company plans a strategic plan, the first problem to be solved is what kind of products and services the company uses to meet the needs of the target market. Therefore, product strategy is the basis of the entire marketing mix strategy.
Second, the overall product strategy
To formulate a good product strategy, it is necessary to understand the concept of the overall product. A product is any tangible item or intangible service that people provide to the market to meet the consumer's or user's needs. Tangible items mainly include product entities and their quality, characteristics, brands and packaging; intangible services include after-sales services, product image, and reputation that can bring additional benefits and psychological satisfaction to consumers. This is the overall product concept. The overall product consists of three basic levels: core products, formal products, and expanded products.
The core product refers to the use value of the product, provides the customer with the most basic utility and benefits, and can meet a certain specific requirement of the consumer. It is the most basic level of the overall product. Formal products, also known as physical products, are the physical structure and appearance of the product, the specific satisfaction form of a certain consumer's demand in the target market, and are generally reflected in the product's quality, characteristics, style, and product packaging and brand. The expansion of products, also called additional products, is the sum of various additional benefits of the products. Usually refers to various after-sales services, such as the provision of product manuals, guarantees, installation, maintenance, delivery, technical training. If consumers purchase audio, their purpose is to be able to enjoy entertainment at any time, enjoy music, and be nurtured. This is the core benefit for users to purchase audio, and is the core product of the overall product. (To be continued)