Tea Corner

New Terminal Tea Packaging Design Strategy

Last summer, Shanghai is unbearably hot, the majority of businesses, the fall is not a bad thing. Soft drink consumption is up. At present, in Shanghai in the beverage market, product range, and the brightest elite competition. Taking advantage of this season, who do not want to raise point performance to win market share points, ah.

This, we PIS (Product Image System) point of view, the main tea beverage in Shanghai to do a scan, by order, know how to end the promotion of small and medium food enterprises.

Tea can be a dark horse in recent years. Suntory Oolong tea from the initial start since unknowingly flash has four years. Four years, the tea beverage can be described as earth-shaking changes have emerged, just in the number of brands, this family out on a lot of swelling, just a list of major brands and products, as follows:

Lin Qi Corporation (KIRIN): afternoon tea, health tea, tea news

Uni: ice tea, ice tea, Tie Guan Yin

Master Kong (Ting Hsin International Group): ice tea, ice tea

Wahaha: iced tea, organic green tea, Longjing tea

Suntory (SUNTORY): Oolong tea, green tea

Other: Keemun black tea, barley tea, tea etc

Tea beverage market in China, Suntory Oolong be earlier brands. Over the past four years, it had survived, had seen enough to accurately foreseen. China has a long tea culture. Tea, especially Southerners have a special on drinking preferences. Tea industrialization process as fast moving consumer goods to meet the requirements of modern people to pursue a simple life. So in addition to the restaurant, tea house and home, tea, and no longer need to fine chemicals, the real rush of passers-by into the hands of a landscape.

Homogeneous high tea, making consumers in the selection process by the increasing influence of advertising. According to the survey data, 70% of people think that advertisements influence their purchase of the final purchase, and brand loyalty is low, most people do not oppose the attempt to introduce new purchase tea drinks, in line with the lower unit price of the sale of fast moving consumer goods categories law.

As difficult for consumers to loyalty, then how to speed up shipping rates, increase the amount of running into companies eager to solve the problem. Point in strengthening the retail shop, wholesale marketing tool, the image system for the terminal building can not be ignored, the terminal image of the system can successfully establish the prerequisite to the development of product strategy is correct.

1, new product development strategy New product development seems to be simple, in fact, policy makers should be cautious. Start with a vision of predictability. Tea Expo two years by the feedback, people start drinking tea upward trend. Description used to drinking traditional green tea, scented tea in consumer tastes began to change, it is inevitable. So naturally we can see that many of the market as raw material oolong tea to drink. The most typical is the Suntory Oolong Tea (low sugar, sugar-free series), closely followed by the uniform introduction of the “Iron Goddess of Mercy”, is oolong tea, but its appearance on the bottle affixed to strengthen another unique message?? Purple steep bubble, which will separate themselves, the USP makes it more identifiable. Lin Qi successful new products is the company (KIRIN) launched this year, “Wen tea”, in After the launch of black tea (afternoon tea), Green Tea (Health Tea), the smell of tea’s introduction of its products in the category structure become more complete, thus occupy more market share possible.

Second, new packaging design strategy Packaging is an important part of the terminal extension. Good packaging is the silent salesman, no one understand this truth, but really relies on good packaging to improve sales performance, it is not much. There is a concept in need of special note: Do not expect a well-designed packaging alone would produce good sales, but a well-designed packaging can certainly fueled the sales.

Packaging design strategy is a strategy first and then a design. Soft drink packaging

now there is a phenomenon that the bottle design to large-scale development of paste. Most of the original bottle posted here in the bottle the first half of this style afternoon tea with family and Suntory Oolong tea family as a representative. But now the company to express more content, for maximum advertising display area, almost surrounded by the whole bottle of paste bottle. The approach to the KIRIN tea company news, health tea represented. Although this increase in production costs, but increase costs and therefore the publicity generated will not be compared to what effect. Obviously, this approach is more market-proven, so we can find, Suntory also changed the way the original paste tea bottles, new “tea” is also posted by the whole body bottle, and the ways he has done more the depth. Matt materials used in the local font polishing, to obtain more refined results, a market that is attracting people’s attention.

Third, advertising strategies Mentioned earlier most of the fast moving consumer goods sales force is closely related to its spread. High product homogeneity, comparable small, so in advertising, brands can be considered dynamic enough brains. From the selected broadcast time brand ambassador and both were very careful planning.

Suntory tea: Huang Doudou, to light the dance embodies the lightness of tea itself. The main battlefield in SUNTORY?? Shanghai, Huang Doudou good reputation, to use him to do voice, it is wise to do the regional market.

Afternoon tea: Audrey. Hepburn, and Frightening to the dead back to life, great creativity.

Wahaha Longjing tea: Feng & Stephen Chow, star moving in unison, easy humor, and when relying on broadcast “Shaolin Soccer” while Wei, just hot market.

KIRIN health tea: Nanako Matsushima, Japanese TV drama queen, subtle and elegant temperament characteristics consistent with products

Unified Ice Tea: Stefanie Sun, a very busy popular new new youth icon

Master Kong Ice Tea: Richie Jen; Master Kong green tea ice: Alec Su. Are to cool and bright, healthy image, capture the hearts of boys and girls fashion, target specific consumer groups.

Brands are selected above several stars to do voice, select the star appeal of the benefits is large, but also a lot of money invested.

There is also an image of ordinary people speak for the ad, a typical Suntory Oolong tea is the new ad, the old version of the ad selection Xu Jinglei to perform a new era of tea, and take the emotional route, fresh romance. But the second half of 2002 changed the soft line, with working women as the main character deliberately promote self-confidence. To “cha-cha-cha tea” as the voice recognition identity, combined with the image of the same campaign made good publicity.

About the Author

I am an expert from Frbiz Site, usually analyzes all kind of industries situation, such as wholesale christmas tree ornaments , snowflake pendant.

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