Consumer Packaging Strategy: Localisation in Asian Markets
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Book Overview The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning...
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.
Book Details Format: Hardcover | Pages: 150 | Language: English | Publisher: ROUTLEDGE | ISBN: 0367430363
FormatHardcover
Pages150
LanguageEnglish
ISBN0367430363
EAN9780367430368
PublisherROUTLEDGE
Publication Date2022-08-18
Edition1
AccessoriesNo Accessory
ConditionNew
Product TypeHARD COVER BOOKS
Weight0.91 Pounds
Length9.21 Inches
Width6.14 Inches
Height0.44 Inches
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