The perception and marketing strategy Perception is the human brain whole reflect about the stimulus various attributes and each part. The perceptual process can be divided into revealed, pay pay attention attention to to and and and understand understand the the three three stages. Products, Products, advertising, advertising, packaging packaging and and and marketing marketing marketing stimulation stimulation stimulation will will will influence influence influence consumers consumers consumers behavior behavior behavior only only when their brains brains produce produce produce perception.Understand perception.Understand perception.Understand consumers' consumers' consumers' perception perception process, can help company to better grasp the consumer psychology, can help enterprises to better design and producing products, can help enterprises to formulate more suitable marketing strategy, it's has vital significance about the enterprise. Retail Strategy:Exposure Exposure occurs occurs occurs when when when a a a stimulus stimulus stimulus is is is placed placed placed within within within a a a person’s person’s person’s relevant relevant environment and comes within range of their sensory receptor nerves. Retail often use exposure very effectively attract consumers interesting and curiosity. Example Example The The The United United United States States States Pepsi Pepsi Pepsi company, company, company, Pepsi Pepsi Pepsi company company company produce produce produce many many difference difference products products products that that that based based based on on on the different age the different age a nd and and need of consumers, need of consumers, such as fashion relaxed drink Hepy, sport drink Gatorade,the taste is numerous Mirinda, and the earliest Pepsi, etc. And these goods at a retail store put the position will also be different, such as teenagers like to drink Hedy and Pepsi will put more conspicuous place revealed out. This kind of retail strategy the product show in front of consumers, successfully attracted the attention of consumers and interest, let consumers have the purchase desire and motivation,stimulate consumption. Brand name and logo developmentBrand Brand name name name can can can influence influence influence anything anything anything from from from food food food taste taste taste to to to color color color preference. preference. Example Pepsi is have a long history brand name even in 1890 in the United States States has has has been been been widely widely widely known.Because known.Because known.Because of of of its its its brand brand brand influence influence influence many many many people people joined the drink coke ranks, now the American people even drink Pepsi cola every day.Today ,The United States Pepsi company has push-off in addition to coke outside more new beverage, we see is the company will also want to try to drink, this is the so-called brand strategies.A nd it’s also very important of a And it’s also very important of a company that the logo design and Typographics. And the company use and . And the company use and Pepsi the same trademark, let when people think of PepsiCo will think of Pepsi, see see Pepsi Pepsi Pepsi can can can think think think of of of PepsiCo, PepsiCo, PepsiCo, let let let the the the brand brand brand image image image promotion promotion promotion the the the crowd crowd influence. Media strategyThe The explosion explosion explosion of of of media media media alternatives alternatives alternatives makes makes makes it it it difficult difficult difficult and and and expensive expensive expensive to to to gain gain exposure exposure to to to key key key target target target audiences.Consumer audiences.Consumer audiences.Consumer involvement involvement involvement can can can drive drive drive media media exposure exposure and and and strategy. strategy. strategy. Example Example Example Pepic Pepic Pepic company company company according according according to to to the the the different different product consumer degree of intervention for the different media strategy, such as as Pepsi Pepsi Pepsi propaganda propaganda propaganda bigger bigger bigger than than than hedy. hedy. In In addition, addition, addition, the the the pepic pepic pepic company company company often often collaborate with other companies, such as KFC the coka only use pepic ,and pepic always as as sponsorship sponsorship sponsorship about about about some some some activity activity activity like like like Olympic Olympic Olympic Games Games Games , , , this this this way way way is is is called called called ambush ambush marketing, and some TV programs, magazine, newspaper , website promotion,all for the consumer to cause s ubliminal subliminal stimuli , attract consumer. AdvertisementsAdvertisements could capture consumers attention and convey meaning,this is the second step in the process of of perception.Increase perception.Increase attention have have many many many different different way,some stimulus stimulus is is is very very very important important important like like like size, size, size, intensity, intensity, intensity, repetition, repetition, repetition, attractive attractive attractive visuals, visuals, visuals, color color color and and movement, interestingness...Pepsi advertisements Let people have a deep memory, like some very famous football stars team up with PepsiCo's cooperation, including football star hands Pepsi and all kinds of fluent luxuriant scene let a person have a high interest, at the same time advertising pages is the use of Pepsi packaging blue, memory is very profound.There are some other very humorous advertising, such as hedy advertising in humorous humorous funny funny funny humor humor humor is is is given given given priority priority priority to. to. to. PepsiCo PepsiCo PepsiCo in in in advertising advertising advertising joined joined joined the the the different different stimulating factors, and success has attracted the attention of consumers and to convey the product information Package design and labelingPackaging has functional and perceptual components, it ’s also must attract attention and convey information. In the Pepsi company, each product has different packaging. Such as Pepsi company according to different products have different packing, example Mirinda have many taste so the packing is very beautiful. Different sizes have different packing, miniature miniature more more more convenient, convenient, convenient, and and and large large large bottle bottle bottle more more more benefits. benefits. benefits. But But But the the the packing packing packing will will will have have PepsiCo's trademark, such as Pepsi packing is blue is given priority to, a Pepsi trademark, this kind of packing already let the people remember and can realize when they see the logo. PepsiCo let consumer attention and understand its product information, to participate in the whole process of feeling, so its marketing means very successful. TANG YIDONG 2012.10.9 。
