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Case Study Of Pringles(P&G): Role Of Packaging In Brand Building

Added on - 27 Jan 2020

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To Analyse the role of packaging inbuilding a brand of the product: A casestudy of Pringles (P&G)
ACKNOWLEDGEMENTThe report presented here shows the efforts that have been made by various persons whohelped me in accomplishing this research topic and for which I am humbly thankful to all ofthem. Besides this, I am very grateful towards my mentor who gave me a proper guidance incompleting the study. Further, for completing this dissertation, there was a great contribution ofmy team members, friends and my family members as well who aided in me in work in their bestcapability. In addition, I want to thank my parents who supported me in conducting this entirestudy. Finally I want to give my gratitude to god as well who helped me in completing theresearch in proper manner.
ABSTRACTPackaging can be explained as the process of safeguarding a product so that it can beused for the long period of time. In order to bring innovation in the selling process, packagingplays an essential role for attracting the consumer attention. It is the area through which acustomer’s forms an image in their mind towards a product. If the packaging of the product isattractive then it will effectively catch the attention of the customers. With the help of thiselement, a product get contained where it includes labelling, shape, design and the use ofmaterial. The present study has been conducted with a major focus on the role of packaging inbrand building for which the research has been done and various techniques have been applied.The research methodology used for this purpose is Inductive approach with primary andsecondary sources of data collection. Besides this, questionnaire from customers and interviewfrom managers of P&G has been taken to make the study reliable and valid. From the study, ithas been found that the packaging is an aspect that should be focussed upon as it is the firstaspect that catches the eyes of customers. Besides this, because of increased health issues peopleconsider packed products more. Hence, the business firms can make developments in this regardto offer differentiation in their packaging elements.
Table of Contents1.1 Background of the research................................................................................................................................61.2 Rationale of the study.........................................................................................................................................71.3 Research aim and objectives...............................................................................................................................8OBJECTIVE..................................................................................................................................................................81.4 Significance of the study....................................................................................................................................91.5 Research structure..............................................................................................................................................9CHAPTER 2 LITERATURE RIVIEW........................................................................................................................112.1 Introduction......................................................................................................................................................112.2 Range of factors that builds brand of business..................................................................................................112.3 Concept of branding..........................................................................................................................................132.4 Different elements of packaging......................................................................................................................142.5 Significance of packaging in building product brand.......................................................................................162.6 Major elements of packaging in Pringles..........................................................................................................17§§§...........................................................................................................................................................................182.7 Conceptual Framework.....................................................................................................................................19.................................................................................................................................................................................19CHAPTER 3: RESEARCH METHODOLOGY..........................................................................................................203.1 Introduction.......................................................................................................................................................203.2 Research philosophy..........................................................................................................................................203.3 Research approach.............................................................................................................................................213.4 Research design.................................................................................................................................................223.5 Research type....................................................................................................................................................233.6 Data collection...................................................................................................................................................243.7 Selection of sample............................................................................................................................................253.8 Sample size........................................................................................................................................................253.9 Data analysis......................................................................................................................................................263.10 Validity and reliability.....................................................................................................................................263.11 Ethical issues..................................................................................................................................................273.12 Limitations.......................................................................................................................................................27CHAPTER 4- DATA ANALYSIS...............................................................................................................................294.1 Introduction.......................................................................................................................................................294.2 Data analysis......................................................................................................................................................294.3 Data analysis- Interview....................................................................................................................................50CHAPTER 5- CONCLUSION AND RECOMMENDATION....................................................................................535.1 Introduction.......................................................................................................................................................53
5.2 Conclusion.........................................................................................................................................................535.3 Recommendations.............................................................................................................................................55REFERENCES..............................................................................................................................................................57
CHAPTER 1: INTRODUCTION1.1 Background of the researchPackaging can be explained as the process of safeguarding a product so that it can beused for the long period of time. In order to bring innovation in the selling process, packagingplays an essential role for attracting the consumer attention. It is the area through which acustomer’s forms an image in their mind towards a product. If the packaging of the product isattractive then it will effectively catch the attention of the customers (Loose, Pesche andGrebitus, 2013). With the help of this element, a product gets contained where it includeslabelling, shape, design and the use of material. Earlier, packaging was considered as the tool ofcontaining a product but with the implementation of different factors this step has been used forthe marketing and promotion of a product. However, packaging of a product must be effective sothat it can effectually attract the attention of the customers. In addition to this, packaging can alsobe one known as one of the most important element in order to organize a business (Roberts,2014). With the adoption of this concept, the objects are enclosed so that it can be further soldfor the selling purpose. This concept is one of the most requisite part of present marketingsituations.Branding is a process whereby organizations make an attempt to build their brandrecognizable among consumers. This helps customers to identify a particular brand so that theycan chose original product they wish for. Thus, branding helps in creating an image in minds ofcustomers. On other hand, Packaging helps in marketing of products by attracting more numberof customers. Through attractive packaging, many organizations attempt to increase sales ofgoods so that customers can also feel something new and different in the product. Agariya, A. K.and et.al. (2012) states, by doing innovations in packaging like changing colour or packet,changing material used in packing etc. can be some of the ways that can help in increasing salesof product. Here, it is clear that branding and packaging both use to complement each other aspackage of product contains logo of company thereby, creating unique identity amongconsumers. Apart from this, it also makes the product easily identifiable by customers and theycan easily check it for originality.Branding can be done with innovations by changing its colour or look to make it moreattractive. But it is also significant that brand or logo of company should not be changedfrequently. It should maintain stability for longer terms so that a trust can be built among6
customers. Hence, it necessary that companies focus on branding and packaging equally to makean identifiable product with a positive image among customers. Moreover, it depends on firmsthat in which way they are developing brand and package of product as it can have aconsiderable impact on sales and productivity of enterprise (Ambrose and Harris, 2011).The present research has made an attempt to analyze impacts of packaging and brandingof a product. Here, various effects of both branding and packaging in relation to boosting sales ofproduct has also been studied. For this purpose, Proctor and Gamble has been referred which is awell-known company who use to produce different ranges of products at a global level. There area large number of customers of this brand all across the world as it offers a wide range ofproducts. With the reference of said organization, the research will be carried out to understandthe importance of packaging in building brand of company. For a deeper analysis, Pringles havebeen taken as a chosen product among various products of Proctor and gamble.1.2 Rationale of the studyWhat is the research issue?Packaging of the product is one of the most essential elements of brand identity forcompanies. It has been analysed that present competitive market demands different strategies,which can help companies in developing a significant brand image within the economy.Packaging of a product is an element, which is first noticed by an individual and help companiesin creating a well-defined growth and development measure in the market (Bick, 2009). Thisleads to the necessity of developing a reliable and secured packaging, which specifically caters tothe need of the product and is able to attract maximum number of consumers. Thus buildingbrand through effective packaging is a crucial research issue in current market situation. Thestudy will focus on analysing and identifying the same.Why is it an issue now?The present global economy has posed significant product identification challenges inFMCG industry. The industry deals into perfectly competitive market. Unique productrecognition and product identification is significant for enhancing sales and growth of thecompany (Chrysochou, 2010). Moreover effective packaging helps in building strong brandidentity for the business unit. Every organization is currently focusing on building competitiveedge by introducing innovative and creative business ideas. Packaging is one of the most7
significant marketing tools, which has created a significant impact on brand identification andproduct differentiation within the market.What could this research shed light on?The present research will illustrate differentattributes, whichthe companies shouldincorporate in their packing style, in order to build a brand name. There are variedfactors, whichinfluence the process of branding,and the companies should necessarily take into account. Inpursuance to the same, the importance posed by these factors in various decision of the businesshas been illustrated. Further the study will highlight all thebenefits, whichmay be realized bythe corporate by framing an effective packaging of the product. Specific benefits have beenmentioned which can be enjoyed by the companies in the event they are able to implement aninnovative or creative style in their packaging.1.3 Research aim and objectivesThe aim for carrying out the present study is “To analyse the role of packaging in building abrand of the product: A case study of Pringles (P&G)”. The overall study will focus oneffectively analyse the issues related to the subject and investigate about the topic to attainreliable results.OBJECTIVEThe objectives of the study help in specifying the research issue for the study thusattaining a clear picture for the analysis. The main objectives, which developed for the study, areas follows:To identify the features of packaging of PringlesTo analyse the factors that contribute in building brand of productTo assess the role of packaging in building brand of a productTo recommend the effective ways through which Pringles can design effective packagingfor developing its brandResearch questionsResearch questions are the crucial aspect of the study as it helps in effectively identifyingthe research problems thus helps in structuring the research in a specified manner. The researchquestions for the present study are:What are the elements of packaging, which are used by Pringles?What are the factors that contribute in building brand of a product?8
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