Impact Of Product Packaging On The Brand Image|Water In The Box Case

Added on - 04 Feb 2020

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PROPOSAL“An analysis of the impact of product packaging onthe brand image of products: case scenario of Waterin a Box”
TABLE OF CONTENTSTITLE..............................................................................................................................................1INTRODUCTION...........................................................................................................................1RATIONALE FOR THIS STUDY..................................................................................................1What is the research issue?.....................................................................................................1Why is it an issue, and why now?..........................................................................................2How and when it is going to be investigated?........................................................................2What could this research shed light on?.................................................................................2REFERENCES................................................................................................................................3
TITLEAn analysis of the impact of product packaging on the brand image of products: case scenarioof “Water in a Box”INTRODUCTIONPackaging can be defined as a process through which goods are being coordinated forsales, warehousing, end use and transport. According toMcNeill, Brose and Hitchman (2014),packaging can be determined as a process in which goods are covered in such a way that it aimsat attracting customers. In other words, it can be stated as a tool through which organizationspromote their goods. There are different researches done on packaging and it was found thatbehaviour of customers stimulates with the packaging colour, quality or any other characteristics.Through packaging, firm gets highly benefited as it helps them to increase the sales and marketshare but does increase the promotional cost.As perAdam and Ali (2014),“packaging is veryhelpful in increasing attentiveness of customers towards the brand and improving the brandimage as well as helps in stimulating perception of customers towards the product”. Presentresearch is about a company named “Water in a Box” which aims at providing pure water tocustomers. It started with a small idea in which they developed packaged water which is kinderto environment. This organization understood the importance of packaging and accordingly, theydesigned packages in which they provided water to customers. The unique designing ofpackaging enabled them to develop confidence and trust among customers and this helped inincreasing their sales and profitability. Moreover, packaging acted as an instrument fordifferentiation for the cited firm and helps customers to decide on the product from a wide rangeof parallel goods.Present thesis is done so as to know the impact of packaging on the brand image ofproducts. In this context, the reason for conducting this research has been stated below.RATIONALE FOR THIS STUDYWhat is the research issue?The current business scenario is very competitive and developing strong brand image isone of the major issues which are affecting financial and overall performance of organizations.Earlier, Water in a box was facing issue of poor brand image and due to this reason, company1
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