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(s): Huda Khan, Richard Lee, Polymeros Chrysochou
Series: Routledge Advances in Management and Business Studies
Publisher: Routledge
Year: 2022
Language: English
Pages: 164
City: London
Cover
Half Title
Series Information
Title Page
Copyright Page
Table of Contents
Figures
Tables
Contributors
Abbreviations
1 The Consumer Packaged Goods Industry in Asia
Growth of Asian Consumer Packaged Goods Markets
Packaging Localisation as a Marketing Strategy
Structure of This Book
Note
Part I Packaging Design and Localisation Strategy
2 Marketing Role of Packaging
Functions of Packaging
Packaging as a Marketing Communication Tool
Packaging Cues
3 Conceptualising Packaging Design
Holistic Versus Atomistic Perspectives of Packaging Design
Holistic Perspective of Packaging Design
Atomistic Perspective of Packaging Design
Informational Elements
Graphic Elements
Structural Elements
Technology as a Packaging Design Element
Classifying Packaging Design Cues
A Case Example: Organic Food Packaging Designs
Discussion
4 Methods of Measuring Packaging Effectiveness
Packaging Effectiveness
What Is Packaging Effectiveness?
Principles of Effective Packaging Design
Methodological Approaches to Assess Packaging Effectiveness
Qualitative Methods
Survey Research
Experimental Research
Panel and Sales Data
Neuromarketing Methods
Sensory Measures
Deciding On the Method
Cross-Cultural Considerations in Measuring Packaging Effectiveness
5 Packaging Localisation: A Case Study of Supermarkets in China
Packaging Localisation as a Marketing Strategy
Packaging Elements in Localisation Practices
Informational Elements
Graphic Elements
Structural Elements
A Case Study of Packaging Localisation of Consumer Packaged Goods in China
Data Collection Procedure
Data Coding and Analysis
Results
Informational Dimension
Graphic Dimension
Structural Dimension
Discussion
Part II Effects of Packaging Localisation in Asian Markets
6 Effects of Product Type and Brand Familiarity in Packaging Localisation
Role of Product Type in Packaging Localisation
Role of Brand Familiarity in Packaging Localisation
A Study On the Pakistani Consumer Packaged Goods Market
Method
Results
Discussion
7 Additional Effects of Price in Packaging Localisation
Role of Price and Packaging
Method
Results of Attitudinal Measures
Results of Discrete Choice Experiment
Discussion
Note
8 Effects of Consumption Situation and Price Premium in Packaging Localisation
Influence of Consumption Situation
Influence of Price Premium
Method: In-Store Choice Experiment
Results
Discussion
9 Language as a Graphic Element in Packaging Localisation
Dual Role of Language as a Packaging Element
Language Associations
The Markedness Model
Method
Pretest 1—Brand Selection and Language Expectancy
Pretest 2—Determining Language Associations
Main Survey Questionnaires
Survey Participants
Results
Language Associations
The Markedness Model
Discussion
Note
10 How Consumers’ Psychological Dispositions of Need for Affect and Need for Cognition May Influence Packaging Localisation ...
Study 1: Individual Consumer Differences, Brand Familiarity and Localisation Strategies
Need for Cognition and Need for Affect
Need for Cognition and Need for Affect May Influence Packaging Evaluation
Method
Results
High-NFC Individuals’ Choice Preference
High-NFA Individuals’ Choice Preference
Discussion
Study 2: Choices Under Limited Time
Method
Results
High-NFC Individuals’ Preference
High-NFA Individuals’ Preference
Discussion
11 Managers’ Perspectives On Packaging Localisation
In-Depth Interviews With Brand Managers
Conclusion
References
Index
