This book explores how packaging is more than simply changing the label or translating the brand into vernacular language. With in-depth interviews with brand managers of several major Western CPG brands and retailers, and analysis of emerging trends in Asia, this book will interest academics in market research and product design.
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.
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
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.
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