Consumer Packaging Strategy: Localisation in Asian Markets

by Richard Lee, Huda Khan, Polymeros Chrysochou

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,...

• Format: Hardcover
• Language: English
• ISBN: 0367430363
• ISBN13: 9780367430368
• Release Date: August 2022
• Publisher: Routledge
• Length: 150 Pages
• Weight: 0.91 lbs.
• Dimensions: 0.4" x 6.1" x 9.2"