{"id":9599,"date":"2017-06-14T11:21:32","date_gmt":"2017-06-14T09:21:32","guid":{"rendered":"http:\/\/obaloviny.rajapack.cz\/?p=9599"},"modified":"2023-05-17T15:40:09","modified_gmt":"2023-05-17T13:40:09","slug":"jak-udelat-vas-produkt-zajimavejsim","status":"publish","type":"post","link":"https:\/\/www.rajapack.cz\/blog-cz\/jak-udelat-vas-produkt-zajimavejsim","title":{"rendered":"Jak ud\u011blat v\u00e1\u0161 produkt zaj\u00edmav\u011bj\u0161\u00edm, aneb na \u010dem z\u00e1kazn\u00edk\u016fm skute\u010dn\u011b z\u00e1le\u017e\u00ed"},"content":{"rendered":"

Prodejn\u00e9 metody zalo\u017eeny na prezentov\u00e1n\u00ed produktu jako nejlep\u0161\u00edho na sv\u011bt\u011b u\u017e \u017e\u00e1dn\u00e9ho z\u00e1kazn\u00edka nep\u0159esv\u011bd\u010d\u00ed. \u00dasp\u011bch produktu, kter\u00fd se prod\u00e1v\u00e1 s\u00e1m, z\u00e1vis\u00ed od kombinace prom\u011bnn\u00fdch, zejm\u00e9na od kvality v\u00fdrobku, samotn\u00e9ho vyu\u017eit\u00ed, konkurence, zna\u010dky, ceny, l\u00edbivosti, marketingu, imid\u017eu a obalov\u00e9mu dizajnu. Jak navrhnout produkt, kter\u00fd by p\u0159inutil z\u00e1kazn\u00edky \u0159\u00edct: \u201eTo je bo\u017e\u00ed, chci to!<\/em>\u201c<\/p>\n

Na to, aby se v\u00e1\u0161 produkt dob\u0159e prod\u00e1val, a to nejl\u00e9pe s\u00e1m, nesta\u010d\u00ed vyrobit produkt v ligotav\u00e9m balen\u00ed a prod\u00e1vat ho levn\u011bji ne\u017e konkurence. Va\u0161e snahy a investice sm\u011bruj\u00edc\u00ed k hlavn\u00edmu c\u00edli vybudovat obl\u00edbenou zna\u010dku a dos\u00e1hnout vysokou prodejnost, by m\u011bli vych\u00e1zet z p\u011bti z\u00e1kladn\u00edch p\u0159\u00edstup\u016f.<\/p>\n

1. Propojte v\u00fdhody produktu s v\u00fdsledky, kter\u00e9 z\u00e1kazn\u00edci cht\u011bj\u00ed nebo o\u010dek\u00e1vaj\u00ed.<\/h2>\n

Z\u00e1kazn\u00edci si cht\u011bj\u00ed koupit v\u00e1\u0161 v\u00fdrobek, aby s n\u00edm dos\u00e1hli n\u011bjak\u00fd v\u00fdsledek. Mo\u017en\u00e1 tou\u017e\u00ed zhubnout, zabavit se, b\u00fdt trendy, vyd\u011blat pen\u00edze, nebo naj\u00edt psychickou rovnov\u00e1hu. Va\u0161\u00edm \u00fakolem je z\u00e1kazn\u00edkovi prodat v\u00fdsledek, kter\u00fd d\u00edky va\u0161emu v\u00fdrobku dos\u00e1hne. Reklamn\u00ed a prezenta\u010dn\u00ed slogany, kter\u00e9 za\u010d\u00ednaj\u00ed na \u201eJak b\u00fdt\u2026<\/em><\/strong>\u201c jsou obl\u00edben\u00e9 a efektivn\u00ed, proto\u017ee jsou zam\u011b\u0159eny na v\u00fdsledek, ne na samotn\u00fd produkt. Pro propojen\u00ed v\u00fdhod produktu s v\u00fdsledky by m\u011bl v\u00e1\u0161 e-shop, webov\u00e1 str\u00e1nka, reklamy a dal\u0161\u00ed komunika\u010dn\u00ed kan\u00e1ly se z\u00e1kazn\u00edky obsahovat jasn\u00e9 informace o dos\u00e1hnut\u00ed konkr\u00e9tn\u00edho v\u00fdsledku.<\/p>\n

2. Navrhn\u011bte sv\u016fj produkt tak, aby odpov\u00eddal zku\u0161enostem, kter\u00e9 va\u0161e hlavn\u00ed c\u00edlov\u00e1 skupina z\u00e1kazn\u00edk\u016f p\u0159i pou\u017e\u00edv\u00e1n\u00ed produktu chce.<\/h2>\n

V\u00e1\u0161 produkt by m\u011bl b\u00fdt jednodu\u0161\u0161\u00ed na pou\u017e\u00edv\u00e1n\u00ed ne\u017e konkuren\u010dn\u00ed produkty. V ide\u00e1ln\u00edm p\u0159\u00edpad\u011b by s n\u00edm m\u011bla um\u011bt zach\u00e1zet v\u011bt\u0161ina va\u0161ich z\u00e1kazn\u00edku bez toho, aby studovali manu\u00e1l. V opa\u010dn\u00e9m p\u0159\u00edpad\u011b v nich vyvol\u00e1te negativn\u00ed zku\u0161enosti. Jak m\u016f\u017eete vylep\u0161it zku\u0161enost z\u00e1kazn\u00edk\u016f p\u0159i pou\u017e\u00edv\u00e1n\u00ed va\u0161eho produktu?<\/p>\n

    \n
  • Nab\u00eddn\u011bte jim element\u00e1rn\u00ed podporu,<\/li>\n
  • odpov\u011bzte na v\u0161echny dotazy, kter\u00e9 z\u00e1kazn\u00edci maj\u00ed,<\/li>\n
  • k produktu p\u0159ibalte srozumiteln\u00fd manu\u00e1l,<\/li>\n
  • nato\u010dte kr\u00e1tk\u00e9 instrukt\u00e1\u017en\u00ed video,<\/li>\n
  • ud\u011blejte produkt dostate\u010dn\u011b zaj\u00edmav\u00fdm, aby z\u00e1kazn\u00edky nenudil,<\/li>\n
  • p\u0159edstavte nov\u00e9 z\u00e1kazn\u00edky komunit\u011b, kter\u00e1 produkt pou\u017e\u00edv\u00e1.<\/li>\n<\/ul>\n

    3. Uka\u017ete potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm, \u017ee jejich obavy jsou zbyte\u010dn\u00e9.<\/h2>\n

    P\u0159i marketingov\u00fdch aktivit\u00e1ch mus\u00edte myslet na to, abyste minimalizovali vn\u00edm\u00e1n\u00ed rizik, kter\u00e9 nep\u0159esv\u011bd\u010den\u00ed z\u00e1kazn\u00edci v souvislosti s va\u0161im produktem m\u016f\u017eou poci\u0165ovat. Obal p\u0159edstavuje jeden z n\u00e1stroj\u016f, kter\u00fd slou\u017e\u00ed jako d\u016fkaz, \u017ee jde skute\u010dn\u011b o produkt s vlastnostmi, s kter\u00fdmi je z\u00e1kazn\u00edkovi nab\u00edzen a \u017ee z\u00e1kazn\u00edk nebude podveden v ot\u00e1zce kvality nebo vyu\u017eit\u00ed, zejm\u00e9na p\u0159i luxusn\u011bj\u0161\u00edch v\u00fdrobc\u00edch.<\/p>\n

    4. U\u010dte se od sv\u00e9 konkurence a hledejte zp\u016fsoby, jak nad n\u00ed zv\u00edt\u011bzit.<\/h2>\n

    Po \u00fasp\u011b\u0161n\u00e9 eliminaci obav z\u00e1kazn\u00edk\u016f je c\u00edlem p\u0159ekonat o\u010dek\u00e1v\u00e1n\u00ed a maximalizovat hodnotu produktu. Z\u00e1kazn\u00edci produkty porovn\u00e1vaj\u00ed. S nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed existuje minim\u00e1ln\u011b jeden p\u0159\u00edbuzn\u00fd produkt, s kter\u00fdm dovedou ten v\u00e1\u0161 srovnat. Vznik\u00e1 tak jist\u00e1 m\u00edra o\u010dek\u00e1v\u00e1n\u00ed, kterou va\u0161i z\u00e1kazn\u00edci maj\u00ed.<\/p>\n

    Identifikujte svou konkurenci a jej\u00ed slab\u00e9 str\u00e1nky. Je d\u016fle\u017eit\u00e9 porozum\u011bt kvalit\u011b konkuren\u010dn\u00edch produkt\u016f a taky, kde v rozmez\u00ed kvality, se nach\u00e1zej\u00ed ty va\u0161e. Nejen\u017ee v\u00e1m konkurence napov\u00ed, jak dobr\u00fd mus\u00ed b\u00fdt v\u00e1\u0161 produkt, aby usp\u011bl, ale napov\u00ed v\u00e1m, kolik by m\u011bl st\u00e1t a jak by m\u011bl b\u00fdt zabalen. Zjist\u011bte, jak\u00e9 aktivity d\u011bl\u00e1 konkurence, aby produkt prodala a co je nejd\u016fle\u017eit\u011bj\u0161\u00ed, v \u010dem spo\u010d\u00edvaj\u00ed nedostatky konkurence, kter\u00e9 jsou va\u0161\u00ed vstupn\u00ed br\u00e1nou k odli\u0161en\u00ed se a k \u00fasp\u011bchu.<\/p>\n

    Pr\u016fzkum konkurence m\u016f\u017ee odhalit nedostatky nejen v samotn\u00e9m produktu, ale tak\u00e9 v zp\u016fsobu, jak je prezentov\u00e1n a do \u010deho je zabalen. Obal je nejv\u00fdrazn\u011bj\u0161\u00edm n\u00e1strojem pro odli\u0161en\u00ed a unik\u00e1tn\u00ed identifikaci produktu se zna\u010dkou. Tak, jako si z\u00e1kazn\u00edci p\u0159i pohledu na elegantn\u00ed obal se st\u0159\u00edbrn\u00fdm jablkem produkt okam\u017eit\u011b spoj\u00ed se zna\u010dkou Apple, tak se mus\u00ed ka\u017ed\u00fd prodejce a market\u00e9r na obal sv\u00fdch vlastn\u00edch produkt\u016f d\u00edvat jako na hlavn\u00ed prodejn\u00ed n\u00e1stroj. Jak bal\u00ed konkurence sv\u00e9 produkty? V jak\u00fdch velkostech, objemech a typech obal\u016f? Odpov\u011b\u010f na tuhle z\u00e1kladn\u00ed ot\u00e1zku v\u00e1m napov\u00ed, co d\u011blat jinak a l\u00e9pe.<\/p>\n

    5. Bu\u010fte si v\u011bdomi hodnoty atraktivn\u00edho obalu a vyu\u017eijte je na maximum.<\/h2>\n

    Produkt m\u016f\u017ee chutnat nebo vypadat skv\u011ble, ale jen m\u00e1lo lid\u00ed si ho koup\u00ed, pokud je p\u0159\u00edli\u0161 drah\u00fd, v nep\u011bkn\u00e9m nebo nedostate\u010dn\u00e9m balen\u00ed, nebo pokud jsou \u0161t\u00edtky a etikety neatraktivn\u00ed a neinforma\u010dn\u00ed. Obal mus\u00ed odpov\u00eddat produktu ve v\u0161ech sm\u011brech. Kdy\u017e je produkt luxusn\u00ed, levn\u00e9 a nekvalitn\u00ed balen\u00ed by nazna\u010dovalo p\u0159esn\u00fd opak. Jestli je nejv\u00fdznamn\u011bj\u0161\u00ed charakteristikou produktu jeho ekologick\u00e1 str\u00e1nka, plastov\u00e9 balen\u00ed by j\u00ed pop\u0159elo.<\/p>\n

    Produktov\u00fd obal a jeho etiketa m\u00e1 krom\u011b z\u00e1kladn\u00ed ochrann\u00ed a transportn\u00ed\u00a0funkce nem\u00e9n\u011b d\u016fle\u017eit\u00fd \u00fakol, a to:<\/p>\n

      \n
    • p\u0159esv\u011bd\u010dit z\u00e1kazn\u00edka, aby v\u00fdrobek koupil,<\/li>\n
    • z\u00e1kazn\u00edka informovat,<\/li>\n
    • asistovat prodejc\u016fm p\u0159i prodeji,<\/li>\n
    • poradit z\u00e1kazn\u00edkovi, jak v\u00fdrobek spr\u00e1vn\u011b pou\u017e\u00edvat.<\/li>\n<\/ul>\n

      Vytvo\u0159en\u00ed zaj\u00edmav\u00e9ho produktu, kter\u00fd si z\u00e1kazn\u00edci obl\u00edb\u00ed, p\u0159edstavuje p\u0159evt\u011blen\u00ed se z pozice prodejce do pozice z\u00e1kazn\u00edka a nalezen\u00ed t\u00e9 spr\u00e1vn\u00e9 kombinace mezi cenov\u011b dostupnou v\u00fdrobou, spr\u00e1vn\u011b zvolenou cenou, atraktivn\u00edm obalem, chytr\u00fdm a efektivn\u00edm marketingem a v neposledn\u00edm \u0159ade otev\u0159en\u00e9 komunikac\u00ed se z\u00e1kazn\u00edky.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Prodejn\u00e9 metody zalo\u017eeny na prezentov\u00e1n\u00ed produktu jako nejlep\u0161\u00edho na sv\u011bt\u011b u\u017e \u017e\u00e1dn\u00e9ho z\u00e1kazn\u00edka nep\u0159esv\u011bd\u010d\u00ed. \u00dasp\u011bch produktu, kter\u00fd se prod\u00e1v\u00e1 s\u00e1m, z\u00e1vis\u00ed od kombinace prom\u011bnn\u00fdch, zejm\u00e9na od kvality v\u00fdrobku, samotn\u00e9ho vyu\u017eit\u00ed, […]<\/p>\n","protected":false},"author":25,"featured_media":11781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1205,1206],"tags":[1207,1084],"class_list":["post-9599","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nase-obaly-a-novinky","category-tipy-a-navody","tag-navody","tag-produkty"],"acf":[],"yoast_head":"\nJak ud\u011blat v\u00e1\u0161 produkt zaj\u00edmav\u011bj\u0161\u00edm<\/title>\n<meta name=\"robots\" content=\"index, follow, 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