Designing PACKAGING STRATEGIES (1)

Mohammad Suyanto

Abstract

Physical or tangible products require packaging in order to create certain benefits such as protection, convenience, economic benefit and promotion. Marketers should develop a packaging concept, and then test it in terms of function and psychology, in order to achieve the goals to achieve, and in accordance with government policy or regulation. Package should attract attention, because the packaging describes the brand image.
Packaging must be able to provide the product structure information, benefits, and additional information, which encourages consumers to try to buy, encouraged to purchase and provide a way of re-use products. The formation of a good package to have four features. To evaluate the four special packaging can be used model Visibility, Information, Emotional appeal, Workability (VIEW).

Visibility (Visibility) associated with the ability to attract attention. Visibility goal is to have a package that stands out compared to others such as bright colors, sizes, graphics and new forms, such as tea Sosro bottle with a distinctive clear bottle, so the color looks in the bottle of tea and read Sosro above the red circle and the bottom The bottles marked with the symbol R in a white circle and the writing Sosro owned. There is also writing SNI, Composition: extra tea, sugar, water, no dye, no preservatives. Close the bottle labeled red white Sosro.

Information (Information) associated with product use instruction, a variety of advantages, slogans, as well as additional information that is written on the packaging. Useful information in the package to stimulate trial purchases, encourage repeat purchase behavior and provide various instructions. Suppose the plastic packaging from Nu Green Tea coated light green sticker yellowish. Near the neck of the bottle there is a red circle around the bottle labeled Total Rewards Direct Thousands of 1,000,000,000 and made a total cash prize of 1 billion rupiah white. Under the circle is written in red Nu Green Tea Green Tea Beverages green, underneath there are writings and drawings honey bee hive, there are also the materials used and the labels HALAL. On the other hand there are also written in red Nu Green Tea, green and underneath there is a surprise Nu writing and writing 1 Billion Gain 3 great prizes and thousands of IDR 100,000,000 prize draw and direct without writing a way to get the prize. Other information, such as information technology, nutritional value information, company logo, website address and phone number of his customer service. Orange lid, if you do not get a gift, then closed it behind a sign Do not give up.