In many markets, even if a product is popular, if the product is unreasonably packaged, its sales volume will be adversely affected. Product packaging plays two key roles in marketing. One is that product packaging can promote product sales, and the other is that product packaging can protect products. The packaging of products that require long-distance transportation must be able to withstand bumps on long journeys. After many companies spent a lot of effort to export their products abroad, they found that the boxes were crushed and only half of the goods were left. Many companies don't realize that the transportation of rented vehicles is too long to transport perishable goods. It takes months to reach their destination and the goods are completely destroyed. There are also companies that place their goods in boxes that are not moisture-proof or that do not meet certain other conditions of transport. For example, a company in Taiwan transports glasses to the Middle East. They use wooden boxes as packing boxes and use hay as a filler. However, when the goods arrive at their destination, most of the glasses are broken. Because the weather in the Middle East was relatively dry, when the wooden box arrived in the Middle East, the moisture in the hay in the wooden box as a filler was all released and the volume became smaller. As a result, there was excess space in the box. The back and forth bumps caused the glasses to crash into each other. This shows that an effective method in one place is ineffective in another.
In some climatic conditions, the packaging must be specially designed to ensure that the product is intact. For example, Quaker Oats exclusively uses a special vacuum sealed tin can to package its products sold to hot and humid countries.
Since the storage conditions in different regions are also different, the size and shape of the product packaging must also be changed according to the specific circumstances. Coca-Cola had tried to introduce a product to Spain that was packaged in two litre plastic bottles, but the market did not respond well. Coca-Cola immediately discovered that in Spanish homes, the compartments on the refrigerator doors are generally small and cannot accommodate such large bottles.
Sometimes, product labels that seemingly have no problem can also put the company in a very embarrassing situation, and even hurt the feelings of potential customers. For example, a soft drink company accidentally offended many customers in some Arab countries. The company’s product label has six stars with sharp corners. The company’s intention is simply to use these stars as decoration and ornament on the packaging. Arabs believe that this pattern has a strong religious color, reflecting the Arab-Israeli conflict. Naturally, this tag had to be modified at the end.
Many people do not know that the cross mark used by the Nazi Party was not created by the Nazi Party. In fact, the prototype of this mark has been used in many countries for hundreds of years. In these countries, the prototype of this mark is a symbol of good luck. In India, MP Beer Products Ltd. has printed this pattern on the packaging of many of its products and used it as a logo for the company. However, when the company’s managers decided to launch a new type of beer product called “German Pilsnerâ€, and put the name of the new beer and the prototypical mark of the Nazi mark on the same product label, the market This new product is not very welcome.
In areas where many people are still illiterate, manufacturers usually also put the product in the package on the product packaging. However, this reasonable approach has made a big company confused. It promotes a baby food product in an African country. Its product label has a small child and several lines of text explaining the type of food contained in the jar. The company has been using this label, but unfortunately local people took a look at the label and interpreted it as a jar containing several newly born babies. Obviously, the sales of the product are very bad.
Some European dry-hot manufacturers have solved their marketing problems in the United States by modifying their product labels. Instead of trying to improve the product itself, they simply proposed some other uses of the product and wrote these new uses on the product's label. Both the American and European soups use the same packaging, but the labels on the packaging are different. U.S. product packaging emphasizes the use of the product as a condiment or licking to eat. Later, when American cognac soup companies also emphasized the use of other non-flavored products on the label, sales quickly improved.