Analysis of Bottle Packaging Marketing Strategy of NONGFU SPRING in Chinese Market

Linjiang Zou

doi:10.54691/bcpbm.v20i.1003

Authors

Linjiang Zou

DOI:

https://doi.org/10.54691/bcpbm.v20i.1003

Keywords:

Bottle packaging, Marketing strategy, Chinese market

Abstract

NONGFU SPRING as a popular drinking water brand in China owns success to not only mature marketing strategy but also high quality of product, in which packaging plays a very important role. Though many scalars consider packaging as an important factor, there is little research about packaging of NONGFU SRPING. This paper has classified packaging of NONGFU SPRING and found out what packaging brings to the company. NONGFU SPRING use well-designed packaging to distinguish their products from their competitors’ and promote their brand image. NONGFU SPRING is good at making their products much more precious than water itself. NONFU SPRING mainly uses two ways to promote their packaging, which are shape of bottles and pattern on bottles. Some of them are designed for practical purpose while others have artistic value. Those packaging increase much additional value to products, which is matched with the trend of consumption upgrade in Chinese market.

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