Kana makambani mazhinji ataura kukwidziridzwa kwemhando, ivo vanowanzo taura nezve kurongedza, maitiro ekuratidza pfungwa yegiredhi uye yepamusoro-yekupedzisira yezvigadzirwa.Packaging upgrade yave chikamu chakakosha chekusimudzira brand.Makambani mazhinji ari kufunga nezve maitiro ekugadzira zvirinani kurongedza, maitiro ekugadzira zvigadzirwa zvakanyanya kufarirwa kuburikidza nekurongedza, uye maitiro ekugadzira akasiyaniswa uye akakurumbira chigadzirwa kurongedza.Zvadaro, ngatitsanangurei kubva pamapfundo matatu anotevera.
- Ndezvipi zvigadzirwa zvinoda kubhadhara zvakanyanya kurongedza
Kudzidzira kwakaona kuti, kungave kuchengetedza chigadzirwa, kufambisa chekufambisa, kana kushandisa, zvese zvigadzirwa zvinoda kurongedzwa nevechitatu-bato zvinhu zvinoda kutarisisa kurongedza.Pamusoro pezvinhu zviri pamusoro apa, indasitiri iyi inosanganisira zvinhu zvakawanda zvevatengi zvakadai sezvizoro, zvigadzirwa zvekuchengetedza ganda, chikafu, zvinwiwa, mukaka, soy muto, vhiniga, nezvimwewo. Vazhinji vatengi vezvinhu zvevatengi vazhinji ndivo vanoita sarudzo uye vanonzwisisa vatengi.Iko kukanganisa kwekurongedza pakutengesa kwezvigadzirwa pamasherufu ekupedzisira (supermarket masherufu, e-commerce mapuratifomu) yakakosha zvakanyanya.
- Popular kurongedza
Iyo yakanaka uye yakakurumbira kurongedza inogona kutanga kukwezva kutarisa kwevanogona kuve vatengi, kechipiri, inogona kuendesa yakasarudzika nzvimbo yekutengesa yemhando, uye chechitatu, nhanho yeruzivo rwemhando yakajeka, uye inogona kutsanangura nekukurumidza izvo brand uye ine.musiyano wakadini.
Kumakambani mazhinji ezvigadzirwa zvevatengi, kurongedza ndiyo inonyanya kukosha uye yakakosha kubata kwevatengi.Packaging chishandiso chekutengesa chechiratidzo, zvakare chiratidziro chemhando yemhando, uye zvakare iri "self-media" iyo mabhizinesi anofanirwa kutarisisa.
Vazhinji vatengi havanyatso kunyatsoziva chigadzirwa, senge kuumbwa uye kwakabva Coca-Cola, uye vatengi vazhinji vanoziva chigadzirwa kuburikidza nekurongedza kwacho.Muchokwadi, kurongedza kwakava chikamu chakakosha chechigadzirwa.
Kana bhizinesi richirongedza, harigone kungotarisa kurongedza pacharo, asi kune rimwe divi, rinofanirwa kufunga nezve maitiro ekuratidzira ruzivo rwemhando kubva pamaonero ehurongwa;kune rimwe divi, nzira yekumisikidza inopindirana yehurongwa hwekushanda system kuburikidza nekurongedza uye zvimwe zviito zvebhizinesi.Mune mamwe mazwi: Kuita kurongedza kunofanirwa kunge kwakavakirwa pachinzvimbo chemhando, uye zvinokwanisika kuvandudza kugona kwekutengesa kwezvigadzirwa.
- Shanu matanho ekugadzira yakakurumbira kurongedza
3.1Gadzira mafungiro epasi rose ekugadzira
Packaging inoita seyakapusa, asi kutaura zvazviri, kune rimwe divi, inoenderana zvakanyanya neiyo brand strategy, brand positioning, product positioning, marketing strategy, channel strategy uye marketing strategy, uye ndiyo kiyi yekuitwa kwebrand strategy;kune rumwe rutivi, kurongedza kunosanganisira kugadzira dhizaini, kugadzira uye kugadzira tekinoroji.Kuvhiya kwacho kwakaoma.
Kana kufunga kwese kwangogadzikwa, kutanga kubva pazvido zvese zvepurojekiti, tarisa dambudziko kubva pakuona kwepasirese, funga uye uwane nzwisiso yezvinodiwa nevatengi uye zvinodiwa nevatengi, ongorora uye kuyera hukama pakati peumwe neumwe, nzwisisa hunhu hwe dambudziko, uye funga nezvekugadzirisa dambudziko racho.Kubva pamaonero ezvese bhizinesi nemaitiro emhando, isu tinofanirwa kufunga nezve nzira yekubatsira mabhizinesi kuwedzera kukosha kwekusiyanisa mhando zvichienderana nemhando yemhando, nzira yechiteshi uye nharaunda yemakwikwi ekupedzisira.
Panyaya yekuita zano rekuita, kufunga kwepasirese kunogona kubatsira kubata kiyi kubva kune yese kusvika kune yemuno, kubva pazano repfungwa kusvika pakuita kwekugadzira, uye kudzivirira kubatwa mune zvenzvimbo.
3.2Vaka Sherufu Kufunga Kwekugadzira
Izvo zvakakosha zvekufunga kwesherufu ndeyekufunga nezve chaiyo yekutengesa nharaunda yechigadzirwa.Sherufu iyi inogona kunge iri sherufu hombe yesupermarket, sherufu yechitoro chiri nyore, kana peji rekutsvaga rekutsvaga papuratifomu e-commerce.Kufunga nezve kurongedza pasina masherufu kwakafanana nekushanda kuseri kwemasuo akavharwa uye kunze kwechokwadi.Kufunga pasherufu ndeyekufunga nezve marongedzero emhando yezvinhu uye maitiro ekugadzira ruzivo rwemhando kubva kune chaiwo ekutengesa mamiriro.
Kudzidzira kwakaona kuti pane matatu mapoinzi makuru musherufu yekufunga:
Yekutanga ndeyekunzwisisa nharaunda yekushandisa yeiyo chaiyo terminal, iyo mutengi kutenga maitiro, kurongedza kwezvinhu zvikuru zvinokwikwidza zvigadzirwa, uye kuongorora hunhu hwekushandisa kwevatengi.
Chechipiri ndechekuona dambudziko, kurongeka zvakarongeka zviyero zvese, zvimiro zvesarudzo, strategic concepts uye mazano mukugadzira maitiro, ongorora yega yega dhizaini link kuburikidza nekuona maturusi ekuona, uye kuona kuti ndedzipi pfungwa dzinoda kukwidziridzwa nekusimbiswa.
Chechitatu ndechekufananidza nzvimbo yekutengesa.Nekutevedzera masherufu chaiwo uye kuratidza izvo zvinonyanya kukwikwidza zvigadzirwa, ongorora kuti ndeupi ruzivo rusina kujekeswa kubva pakuona kwevatengi.Nekutevedzera masherufu chaiwo, zvinokwanisika kuyedza kana ruzivo rwemhando yakakosha runogona kuzivikanwa uye nekuyeukwa nevanogona vatengi.
3.3Gadzira mafungiro matatu-dimensional ekugadzira
Iwo musimboti wehutatu-dimensional kufunga kugadzira kurongedza kuburikidza neakawanda-ekona kufunga uye kuratidza hunhu hwekurongedza.Mazhinji ekurongedzerwa kwechigadzirwa atinobata ane akawanda mativi ekuendesa ruzivo, kusanganisira iyo yekurongedza, kumberi, kumashure kana mativi, pamwe nepamusoro uye kunyangwe makona.Chimiro, kubata kwezvinhu, uye magirafu ekuona epakeji pachayo zvese zvakakosha zvinhu zvinoumba kukosha kwakasiyaniswa kweiyo brand.
3.4Tsvakurudza zvizere uye unzwisise musika
Packaging haifanire kungove muhofisi, asi kutarisa uye kufunga nezve mhando, chigadzirwa, chiteshi uye hukama hwevatengi mumusika wemutsara wekutanga, uye unzwisise kuti mhando inofanirwa kuve papi uye kuti inogona sei kukanganisa zvakanyanya vatengi vangangove vatengi.Pasina tsvakurudzo, hapana kodzero yekutaura, iyo yakakodzerawo kurongedza chigadzirwa.Chero pasuru haipo yakazvimirira, asi inoonekwa pasherufu imwechete sezvigadzirwa zvakawanda.Maitiro ekutsvaga akasiyaniswa zvinhu zvinogona kujekeswa kune iyo brand yave kiyi yekurongedza dhizaini.Somewang ichaenda kumusika wekutanga wekutsvaga zvakadzama usati wagadzira chigadzirwa chega chega chevatengi.
Usati watanga dhizaini chaiyo, vese strategists uye vagadziri veprojekiti vanofanirwa kuenda kumusika kuti vanzwisise chaiyo inokwikwidza nharaunda yeiyo terminal.
Kana mugadziri akasaenda kumberi kwemusika, zviri nyore kuwira mune yako yapfuura dhizaini ruzivo.Chete kuburikidza nekutanga-mutsara kutsvagisa uye kuwanikwa ndipo pazvinogoneka kugadzira yakasarudzika uye yakakurumbira kurongedza.
3.5Kusarudza iyo brand meseji hierarchy
Iyo yakanyanya kujeka nhanho yeruzivo uye nekusimba kweiyo pfungwa, iyo inogona kubatsira vangangove vatengi kukurumidza kunzwisisa ruzivo rwemhando uye rega vatengi vayeuke ruzivo rwakakosha rwechiratidzo pakatarisa.Chero kurongedzerwa kwechigadzirwa kune zvinhu zvinotevera, zvinosanganisira iyo main brand color, brand logo, zita rechigadzirwa, zita rechikamu, core selling point, zvigadzirwa mifananidzo, etc. Kuti vakwanise vatengi kurangarira meseji yemhando, mabhizinesi anofanirwa kutanga aronga izvo zvirimo.
Ruzivo rwekurongedza chigadzirwa rwakakamurwa kuita zvikamu zvitatu.Chikamu chekutanga cheruzivo: zita rechigadzirwa, ruzivo rwechikamu chechigadzirwa, ruzivo rwebasa, zvinyorwa zvemukati;chikamu chechipiri cheruzivo: ruzivo rwemhando, kusanganisira brand core value, brand trust certificate, nezvimwewo;chikamu chechitatu cheruzivo: ruzivo rwekutanga bhizinesi, rondedzero yezvinyorwa, mirairo yekushandisa.
Kune maviri macores, imwe ndiyo musimboti wekutaurirana zvemukati, kusanganisira kukosha kweiyo brand, kusiyanisa zvigadzirwa zvekutengesa mapoinzi, uye brand's main trust certificate, uye imwe yacho ndiyo musimboti wekutaurirana kwekuona, maitiro ekunyatsoenderana nemhando kuburikidza nedhizaini.
Iyo yekurongedza yekugadzira zano haisi yekungo ratidza mavara uye chidimbu chekopi, asi kufunga nezve nzira yekuvandudza kukwikwidza kwezvigadzirwa mune terminal kuburikidza nekurongedza dhizaini.Kusanganisira iyo yakazara toni yekuona yekurongedza, yakakosha yekuona zvinhu, yekuwedzera yekuona zvinhu senge mutsara, yepuraimari uye yechipiri saizi, font kunzwa, nezvimwe, kurongedza zvinhu chimiro, saizi, nezvimwe.
Zvichienderana nerudzi, chikamu, kukosha kwemhando, chitupa chekuvimba, zita rechigadzirwa, mhando huru yerudzi, kuronga ruzivo rwakakosha rwemhando.
Pfupisa
Kumakambani mazhinji, kukwidziridzwa kwekurongedza ndiko kwakanyanya kukosha uye kwakajairwa kukwidziridzwa, asi makambani mazhinji anongosimudzira panzvimbo imwe chete, kungoita kuti ive yakanaka uye yemhando yepamusoro.Kuti ugadzire kurongedza kwakanaka kunogona kugamuchirwa, iwe unofanirwa kutanga watevera mashoma akakosha matanho ataurwa pamusoro apa.Chete nekufunga nezve maitiro ekuita kuti kurongedza kuparadzire iyo yakasarudzika kukosha kweiyo brand kubva pakuona kweiyo system uye nekukwirira kweiyo zano zvinogoneka kuvandudza chigadzirwa chekutengesa simba pane terminal.
Somewang ine chinangwa chekupa vatengi vane-yekumira-yekumira yekushongedza yekurongedza masevhisi ekugadzira.
Somewang inoita kuti kurongedza kuve nyore!
Mamwe ruzivo rwechigadzirwa painquiry@somewang.com
Nguva yekutumira: Aug-18-2022