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Consumer packaging strategy: localisation in Asian markets

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dc.contributor.authorKhan, H.
dc.contributor.authorLee, R.
dc.contributor.authorChrysochou, P.
dc.date.issued2022
dc.description.abstractThe consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to Asian burgeoning 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
dc.identifier.doi10.4324/9781003000822
dc.identifier.isbn9780367430368
dc.identifier.urihttps://hdl.handle.net/11541.2/28781
dc.language.isoen
dc.publisherRoutledge
dc.publisher.placeUK
dc.rightsCopyright 2023 Taylor and Francis
dc.source.urihttps://doi.org/10.4324/9781003000822
dc.subjectpackaging localisation
dc.subjectAsian markets
dc.titleConsumer packaging strategy: localisation in Asian markets
dc.typeBook
pubs.publication-statusPublished
ror.mmsid9916630027101831

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