How to position clothing bag design, the top priority!

Positioning plays an extremely important role in the entire operation process of packaging bag design. The creative element of packaging design mainly lies in the strategic and creative design. Creativity, in its most basic sense, refers to a creative idea, a good idea. Of course, this is not created out of nothing, but a recombination of existing experiences. Shunxingyuan Packaging, a professional flexible packaging manufacturer, believes that positioning is a design strategy with a strategic vision; it is characterized by foresight, purpose, targeting, and practicality.

I. Product Positioning Strategy

This refers to determining the position of a company's product in the minds of consumers. Every company's product has its specific market positioning. Specifically, product positioning mainly includes the following types:

1. Product Specialization Strategy

That is, the product portfolio is single, and in the product portfolio coordinate system, the product is at the origin - coordinates. For a considerable period of time, Coca-Cola Company implemented a product specialization strategy, providing the same Coca-Cola to consumers worldwide with unified products, packaging, prices, and promotion. To a certain extent, this strategy treats consumer needs as undifferentiated.

2. Product (Functional) Differentiation Strategy

This is to find the unique characteristics that similar products do not have as the focus of creative design. Research on product functions is the first prerequisite for a brand to enter the market and reach consumers. For example, "Bai Jia Hei" cold medicine: the white pills are taken during the day without drowsiness, and the black pills are taken at night for a good night's sleep. Because it is different from traditional cold medicine in terms of product function and characteristics, especially the pill design and outer packaging design focus on black and white, making the product easier to gain a favorable position in the market compared to other similar products. Some similar products have comparable quality, and their expressions are also very close. How to highlight the unique characteristics? In the design, no minor characteristics should be overlooked. For example, the packaging design of Tide, Wei Bai, and Diaoban detergents. The packaging design of most detergents emphasizes cleanliness, freshness, and purity, so they use green, blue, cyan, and white to highlight their positioning. Tide detergent, however, uses an orange-red series to highlight the product's vitality and efficiency. Since many detergent packaging uses cool colors, a warm-colored product with a strong contrast in color is naturally eye-catching, like "a single red in a sea of green."

3. Product Marginalization Strategy

This refers to the development of product combinations from depth to relevance. Taking Goldlion as an example, its product portfolio initially only produced men's ties of various grades, specifications, and series. Now its products involve men's and women's wallets, bags, clothing, and other fields, satisfying the needs of men and women in many aspects.

4. Product Diversification Strategy

Product diversification strategy refers to the development of product combinations from relevance to breadth; or from depth to breadth.

II. Product Positioning Overview

Positioning refers to determining the image and position of a company or product in the minds of customers or consumers. This image and position should be unique. However, some people believe that positioning is product positioning. Marketing research and competitive practice show that product positioning alone is no longer enough; it must be expanded from product positioning to marketing positioning.

Five questions that product positioning must address:

Whose needs are being met? ？

What are their needs? ？

Do we provide what meets their needs? ？

How to choose the unique combination point of needs and provision? ？

How to effectively achieve these needs? ？

In product positioning, the following content should generally be positioned:

1. Functional Attribute Positioning of the Product

What needs does the product mainly meet for consumers? What are its main product attributes for consumers?

2. Product Line Positioning

This addresses the product's position in the entire enterprise product line and what kind of product line this type of product needs, that is, it solves the problem of the width and depth of the product line.

3. Appearance and Packaging Positioning of the Product

The design style and specifications of the product's appearance and packaging.

4. Product Selling Point Positioning

That is, to extract the product USP (Unique Selling Proposition).

5. Basic Marketing Strategy Positioning of the Product

Determine the basic strategy of the product - to be a market leader, challenger, follower, or niche player? And determine the corresponding product pricing strategy, communication strategy, and channel strategy.

6. Brand Attribute Positioning of the Product

Mainly examines whether the brand attributes determined by the implementation of the above strategies conflict with the attributes of the enterprise's parent brand. If there is a conflict, how to resolve or adjust it?

To find the right product positioning, enterprises must first find the right consumers and their needs, taking the highlighting of product (service) characteristics as the starting point of positioning and the appropriate satisfaction of consumer needs as the destination of positioning. Generally speaking, product positioning includes quality positioning, function positioning, price positioning, and appearance positioning.

III. Five-Step Product Positioning Method

Generally speaking, product positioning uses a five-step method: target market positioning (Who), product needs positioning (What), enterprise product testing positioning (IF), product differentiated value point positioning (Which), and marketing mix positioning (How). This method provides an effective implementation model for our product positioning analysis, as shown in the figure below.

1. Target Market Positioning

Target market positioning is a process of market segmentation and target market selection, that is, understanding who to serve (Who). In today's market differentiation, the target customers of any company and any product cannot be everyone. For the process of selecting target customers, it is necessary to determine the standards of market segmentation to segment the overall market, evaluate the segmented market, and finally determine the selected target market.

Target Market Positioning Strategies:

Ignoring differences, providing only one product to the entire market;

Attaching importance to differences, providing different products for each segmented sub-market;

Selecting only one segmented sub-market and providing the corresponding products.

2. Product Needs Positioning

Product demand positioning is the process of understanding needs, that is, satisfying whose needs (What). The product positioning process is the process of segmenting the target market and selecting sub-markets. Here, the segmentation of the target market is the process of segmenting the selected target market and selecting one or several target sub-markets. The determination of the needs of the target market is not based on the category of the product, nor is it based on the surface characteristics of the consumer, but on the needs and value of the customer.

When purchasing a product, customers always seek to obtain a certain value from the product. The product value combination is realized by the product function combination. Different customers have different value demands for the product, which requires providing products with the same appeal points. In this link, it is necessary to investigate the needs, and the acquisition of these needs can guide new product development or product improvement.

3. Product Test Positioning

Enterprise product test positioning is to conduct product creativity or product testing for the enterprise. That is, to determine what kind of products the enterprise provides or whether the products provided meet the needs (IF). This link mainly involves the design or improvement of the enterprise's own products. By using symbols or physical forms to display the characteristics of products (undeveloped and developed), examine consumers' understanding, preferences, and acceptance of product concepts. This stage of testing research needs to explore deeply from the psychological level to the behavioral level to obtain the overall acceptance of a certain product concept by consumers.

Content Tips:

Investigate the explainability and spreadability of product concepts;

Market development analysis of similar products:

Correlation analysis between product attribute positioning and consumer needs:

Analysis of consumers' selection and purchase intentions.

4. Differentiation Value Point Positioning

Differentiation value point positioning needs to solve the combined problem of target needs, products provided by enterprises, and characteristics of competitors. At the same time, it is necessary to consider how these unique points are integrated with other marketing attributes (Which). Based on the above research, combined with consumer-based competitive research, marketing attribute positioning is carried out. General product unique selling proposition (USP) positioning methods include positioning from product unique value characteristics, positioning from product problem-solving characteristics, positioning from product usage occasions and timing, positioning from consumer types, positioning from competitive brand comparisons, positioning from product category detachment, and comprehensive positioning. On this basis, corresponding differentiated brand image positioning and promotion are needed.

5. Marketing Mix Positioning

Marketing mix positioning is how to meet needs (How). It is the process of carrying out marketing mix positioning. After determining the needs of target customers and the products provided by the enterprise, it is necessary to design a marketing mix plan and implement this plan to ensure that the positioning is in place. This is not only the process of brand promotion, but also the process of organic combination of product price, channel strategy, and communication strategy. As Philip Kotler said, solving the positioning problem can help enterprises solve the marketing mix problem. Marketing mix—product, price, channel, promotion—is the result of the application of positioning strategies and tactics.

Often, the high or low price is used as a measure to evaluate the quality. In this case, determining the price will determine the brand level and also affect the evaluation of other characteristics. "If we summarize the price of a product as a triangle, then in this triangle, it is not the lowest, but the trapezoid in the middle, all of which depends on the product's efficacy, characteristics, target consumer groups, and market positioning of related similar products. The purpose of price positioning is to promote sales and increase profits, because different classes have different consumption levels, and any price level has a corresponding consumer group. For example, "Goldlion, a man's world," from its price positioning, is a mid-to-high-end men's clothing product. The company believes that although the price of the product is a little higher, it is a symbol of a person's identity, and a higher price also has a corresponding consumer group. The product's packaging design should also highlight its brand positioning. Consumers see not only the natural value of the brand owned by the product, but also its spiritual value.

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