Packaging rational appeal.docVIP

 PAGE \* MERGEFORMAT 19 Packaging rational appeal A business package, not just image, it is not the image alone to earn an indirect economic benefits for the enterprise. Packaging is a direct profit for the enterprise, that is packed with sales force itself. Packaging enterprise that, for an enterprise product packaging even more so. Because the company’s products, its load of material interests and moral interests of both consumers to buy things, but also a business communication tool to face the consumer. It can be said that packaging has a clear target audience for a product, its material and spiritual interests of product commitments and reflects the pros and cons, and its customers before the communication shown by the size of the force on the direct impact on a The quality of product market conditions. However, many companies failed to well aware of this, or recognize, but can not figure out what to do in the end. CX brand experience in this area, might be able to bring some of these enterprises enlightened see the meaning of the useful suggestions. CX Brand difficult CX is a fruit wine brand in the emerging brands. The brand of Yunnan ‘Plum township’ Dali Eryuan quality plum air force base, using all the advanced craft brewing fermented juice out of fresh elegant, alcohol and soft high-quality fragrant plum wine. Listed at the beginning, after more than two months after the promotion period of strong, CX brand sales in the first three months, rushed on more than 70 million success, but in a strong promotional period, the first four months of sales then the amount of downward trend, in the first five months, CX is the brand sales fell to 30 million. CX has already reached the necessary stage of diagnosis and adjustment. After some market research found that monthly sales decline caused by CX culprit is: 500ml packs down sales slip. Meanwhile, CX brand reflected in the early going-rate in the process of the problem, even several and its packaging ha