Del i serien Routledge Advances in Management and Business Studies

Consumer Packaging Strategy

Localisation in Asian Markets

Inbunden, Engelska, 2022

AvHuda Khan,Richard Lee,Polymeros Chrysochou

2 809 kr

Beställningsvara. Skickas inom 10-15 vardagar. Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Häftad

779 kr

Skickas inom 10-15 vardagar

The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers.Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands.The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia.

Produktinformation

Utgivningsdatum2022-08-18
Mått156 x 234 x 14 mm
Vikt460 g
FormatInbunden
SpråkEngelska
SerieRoutledge Advances in Management and Business Studies
Antal sidor150
FörlagTaylor & Francis Ltd
ISBN9780367430368

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap
Detaljhandel inom Ekonomi och Ledarskap
Produktdesign inom Kultur
Affärsstrategi inom Ekonomi och Ledarskap

Huda Khan is Senior Lecturer in Marketing and Associate Director of Africa Asia Centre of Sustainability Research at the University of Aberdeen, UK.Richard Lee is Associate Professor of Marketing at the University of South Australia and Senior Research Associate at the Ehrenberg Bass Institute.Polymeros Chrysochou is Professor of Marketing at the Department of Management, Aarhus University, Denmark.

1. The Consumer Packaged Goods Industry in Asia PART I – Packaging Design and Localisation Strategy 2. Marketing Role of Packaging 3. Conceptualising Packaging Design 4. Methods of Measuring Packaging Effectiveness 5. Packaging Localisation: A Case Study of Supermarkets in China PART II – Effects of Packaging Localisation in Asian Markets 6. Effects of Product Type and Brand Familiarity in Packaging Localisation 7. Additional Effects of Price in Packaging Localisation 8. Effects of Consumption Situation and Price Premium in Packaging Localisation 9. Language as a Graphic Element in Packaging Localisation 10. How Consumers’ Psychological Dispositions of Need for Affect and Need for Cognition May Influence Packaging Localisation Effectiveness 11. Managers’ Perspectives on Packaging Localisation Conclusion