Consumer Packaging Strategy

Name: Consumer Packaging Strategy
SKU: 35691653
Price: 446.00 NZD
Availability: InStock

Localisation in Asian Markets

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Format:

Hardback

Series:

Routledge Advances in Management and Business Studies

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$446.00

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Description

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.

Author Biography:

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.

Release date NZ

August 18th, 2022

Author

Audience

Tertiary Education (US: College)

Illustrations

29 Tables, black and white; 15 Halftones, black and white; 15 Illustrations, black and white

Pages

150

Series

Routledge Advances in Management and Business Studies

ISBN-13

9780367430368

Product ID

35691653

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