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Consumer Packaging Strategy
- Localisation in Asian Markets
Engelsk
Bogcover for Consumer Packaging Strategy af Polymeros Chrysochou, Richard Lee, Huda Khan, 9781032324036
Specifikationer
Sprog:
Engelsk
Sider:
150
ISBN-13:
9781032324036
Indbinding:
Paperback
ISBN-10:
1032324031
Udg. Dato:
8 okt 2024
Størrelse i cm:
23,4 x 15,6
Serie:
Routledge Advances in Management and Business Studies
Oplagsdato:
8 okt 2024
Paperback 2024
Format:

Bog beskrivelse

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.

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Specifikationer
Sprog:
Engelsk
Sider:
150
ISBN-13:
9781032324036
Indbinding:
Paperback
ISBN-10:
1032324031
Udg. Dato:
8 okt 2024
Størrelse i cm:
23,4 x 15,6
Serie:
Routledge Advances in Management and Business Studies
Oplagsdato:
8 okt 2024
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