Consumer Packaging Strategy: Localisation in Asian Markets (Routledge Advances in Management and Business Studies) - Hardcover

Khan, Huda; Lee, Richard; Chrysochou, Polymeros

Hardcover

ISBN 10: 0367430363 ISBN 13: 9780367430368

Publisher: Routledge, 2022

Synopsis

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.

About this title

About the Author

Huda Khan is Senior Lecturer in Marketing and Associate Director of Africa Asia Centre of Sustainability Research at the University of Aberdeen, UK.

Richard Lee is Associate Professor of Marketing at the University of South Australia and Senior Research Associate at the Ehrenberg Bass Institute.

Polymeros Chrysochou is Professor of Marketing at the Department of Management, Aarhus University, Denmark.

Edition details

• Publisher: Routledge
• Publication date: 2022
• Language: English
• ISBN 10: 0367430363
• ISBN 13: 9780367430368
• Binding: Hardcover
• Edition number: 1
• Number of pages: 164