Consumer packaging strategy : localisation in Asian markets

著者

    • Khan, Huda
    • Lee, Richard (Professor of marketing)
    • Chrysochou, Polymeros

書誌事項

Consumer packaging strategy : localisation in Asian markets

Huda Khan, Richard Lee and Polymeros Chrysochou

（Routledge advances in management and business studies）

Routledge, 2023

1 Edition

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注記

Content Type: text (rdacontent), Media Type: unmediated (rdamedia), Carrier Type: volume (rdacarrier)

Includes bibliographical references and index

Summary: "The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to Asian burgeoning 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 seve

内容説明・目次

内容説明

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.

目次

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

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