Consumer Packaging Strategy: Localisation in Asian Markets

$15.99

Consumer Packaging Strategy: Localisation in Asian Markets
Authors: Huda Khan
Year: 2022
Publisher: Routledge
Language: english
ISBN 13: 9781032324036
ISBN 10: 1032324031
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition:

Availability: 5000 in stock

SKU: 9781032324036 Categories: ,

Consumer Packaging Strategy: Localisation in Asian Markets Huda Khan, Richard Lee, Polymeros Chrysochou
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. Categories:
Business & Economics – Sales & Marketing
Year:
2022
Publisher:
Routledge
Language:
english
Pages:
164 / 165
ISBN 10:
1032324031
ISBN 13:
9781032324036
ISBN:
2022009635
Series:
Routledge Advances in Management and Business Studies
File:
113 MB

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Consumer Packaging Strategy: Localisation in Asian Markets
$15.99

Availability: 5000 in stock