Class practice 4.pptVIP

Class Practice 4Packaging and Labeling 2011-10-12/13 Individual Product Decisions Product attributes Branding Packaging Labeling Product support services Quality, Features, Style and design Name Term Sign Symbol Design Hold and protect product Attracting attention Identify the products Describe the information of product Introduction Case of Packaging Using packaging strategy to expand the sale Packaging The activities of designing and producing the container or wrapper for a product. inner packaging outer packing shipping package Roles of Packaging To hold and protect the product To convenience for movement To identify the product To advance sales tasks To attract attention To describe the product To establish the image of company or product Innovative promotion （创新促销） Principle of Packaging 外形和结构 要与产品的价值和消费水平相适应 图案、色彩要符合民族习惯、宗教信仰及消费者心理 节省费用、减少污染 包装要能显示商品的特点或独特风格 包装上文句的设计要求能增加顾客的信任感并能引导消费 Packaging strategies similar packaging strategies （类似包装策略） Supporting packaging strategies （配套包装策略） Re-use of packaging strategies （再使用包装策略） Bundled products packaging strategies （附赠品包装策略） Packaging change strategies （改变包装策略） Different size packaging strategies （不同容量包装策略） 可烘烤的食品盒 Packaging change strategies Labeling Class Practice 4-1 运用包装策略的知识，分析高露洁为何在中国销售大获成功。 Class Practice 4-2 中秋节吃月饼是中国人自古以来的风俗。 你如何看待如今的月饼包装？ 假如你是月饼生产公司 的包装设计人员，你认 为月饼应该怎么包装？ Class Practice 4-3 自选一产品（如：饮料、牙膏、洗发水、化妆品等）进行包装设计。 Group Assignment (Presentation 2) 制作一份品牌定位策划书； 设计某一品牌的名称和标志（品牌标识）； 对某一产品进行包装设计； 为某一品牌设计新产品组合策略，实现品牌延伸。 Present in week 8th