(Routledge Advances in Management and Business Studies)
by Huda Khan (Author), Richard Lee (Author), Polymeros Chrysochou (Author)
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.
