Consumer Packaging Strategy: Localisation in Asian Markets

The consumer packaged goods (CPG) industry is dominated by major Western brands, who often rely on packaging as a strategic tool to entice Asian consumers. This book explores how packaging as a marketing tool is more than just changing the label or translating the brand into vernacular language, and how different packaging elements can help to communicate product values to Asian consumers. It 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.

Format: Hardback
Length: 150 pages
Publication date: 18 August 2022
Publisher: Taylor & Francis Ltd

The consumer packaged goods (CPG) industry is a realm dominated by prominent Western brands, whose influence extends even to burgeoning Asian markets. These conglomerates often employ packaging as a strategic tool to captivate Asian consumers. This book delves into the multifaceted role of packaging as a marketing tool, surpassing mere label alterations or brand translations. It explores how various packaging elements, such as information, imagery, and packaging type, can effectively convey product values to Asian consumers.

Drawing upon extensive knowledge of the Asian CPG markets, complemented by comprehensive fieldworks in key Asian markets, this book elucidates how Western brands are localizing their packaging design to cater to the unique preferences and cultural nuances of Asian consumers. It offers invaluable insights into how major Western CPG brands have harnessed their packaging strategies to not only compete against domestic brands but also against other foreign brands.

The book includes in-depth interviews with brand managers of several prominent Western CPG brands and retailers, providing a firsthand perspective on emerging trends in CPG packaging in Asia. By examining the interplay between packaging, consumer behavior, and market dynamics, this book offers valuable guidance for businesses seeking to tap into the vast opportunities of the Asian market.

Weight: 460g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367430368