Consumer Packaging Strategy: Localisation in Asian Markets

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.