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Term |
Definition |
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1. Packaging Aesthetics consider in marketing
2. Product design criteria to be considered in
marketing. |
Packaging aesthetics are referred to the design of
the external look of the product. It was usually the first layer that attract
the new consumer and create the impression on the consumer.
Packaging aesthetics could be: Color / shape / texture / language / theme
/ positioning /tone / atmosphere /material
Packaging aesthetics are focused on giving consumers a stronger sensory experience and allows users to remember the product better. A
good design could enhance impact from color, appeal of words, and stimulate
consumer purchase intention to certain product.
Function of packaging aesthetics: ·
Protect product ·
Information transfer ·
Positioning the product ·
Added economic and artistic value ·
Convenient use ·
Fulfill consumer psychological needs and aesthetic
taste.
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Function
of brand in marketing
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Create and enhance awareness 创造和提高意识 Build user trust (authenticity product or service) 建立用户信任（真实性产品或服务） To strengthen product identity 加强产品识别 To reinforce the value. 强化价值。 To create sources of loyalty and sense of belonging. 创造忠诚和归属感的来源。 To create uniquely and differentiate your product 创造独特和差异化您的产品 Strong brand as the foundation of brand expansion 强势品牌是品牌扩张的基础
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Dimension of the global marketing strategy
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Product Unified brand name / Similar products / Consistent
packaging design / Harmonized products / product function and other element
Services Synchronized product release cadence /
business-consumer communication / after sales service / before-sales service
Pricing Similar pricing / exchange rate issues / economic
level / pricing strategy / competition / rule and regulations / cost
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laws
and regulations can have an impact in global marketing.
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Restriction of the input Limitation on resources transfer, such as the
capital, technology access, capital (exchange rate), human resources.
For
example: Tariff, quota, boycotts, duties, trade
barrier, non-disclosure agreement, embargo
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4 types of leverage in global marketing |
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Scale economies ·
Global strategy ·
Resources utilization ·
Experience transfer
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