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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