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A Case Study of Packaging in Building a Brand of the Product: A Case Study of Prin

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Added on  2020-01-07

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To analyse the major role of packaging in building a brand of the product: A case study of Pringles (P&G). Research Question4 Methodologies 5 References 6 Introduction Packaging is the container for a product – encompassing the physical appearance of the container and including the design, colour, shape, labelling and materials used. As per the above discussion determining the role of packaging to build the brand of Pringle (P&G) on sales is the major issue of current investigation.

A Case Study of Packaging in Building a Brand of the Product: A Case Study of Prin

   Added on 2020-01-07

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To analyse the role of packaging in building a brand of theproduct: A case study of Pringles (P&G).1
A Case Study of Packaging in Building a Brand of the Product: A Case Study of Prin_1
Table of ContentsIntroduction......................................................................................................................................3Rationale of the study......................................................................................................................4What is the research issue?.........................................................................................................4Why is it an issue?......................................................................................................................4Why is it an issue now?...............................................................................................................4What could this research shed light on?......................................................................................4Research Question...........................................................................................................................4Methodologies..................................................................................................................................5References........................................................................................................................................62
A Case Study of Packaging in Building a Brand of the Product: A Case Study of Prin_2
INTRODUCTIONPackaging is the container for a product – encompassing the physical appearance of thecontainer and including the design, colour, shape, labelling and materials used‖. Most marketingtextbooks consider packaging to be an integral part of the product ‘component of the 4 P‘s ofmarketing: product, price, place and promotion. Some argue that packaging serves as apromotional tool rather than merely an extension of the product. Keller considers packaging tobe an attribute that is not related to the product. For him it is one of the five elements of thebrand – together with the name, the logo and/or graphic symbol, the personality and the slogans.While the main use for packaging can be considered to be protection of the goods inside,packaging also fulfils a key role in that it provides us with a recognizable logo, so that weinstantly know which product is inside the package (Ford, Moodie and Hastings, 2012).On theother hand, brand can be defined as a unique name, sign or symbol that been taken into accountto develop an image in the mind-set of customers. Branding aids in differentiating products fromthe competitors and also helps in attracting wide range of customers. In present era, packaginghelps in creating differentiated image of products and hence helps in develop brand. From theconsumer perspective, packaging plays a major role when products are purchased – as both a cueand as a source of information. Packaging is crucial, given that it is the first thing that the publicsees before making the final decision to buy (Deliya and Parmar, 2012).It is essential forcompany to develop its product as a brand in order to attract the customers toward it. In thiscontext, packaging is one of the key aspects that been focused by companies majorly. With time,packaging became an essential part of products that aids in influencing customers to purchase thesame (Klimchuk and Krasovec, 2013).Therefore, following research in proposed with an aim ofassessing the role of packaging in building a brand.3
A Case Study of Packaging in Building a Brand of the Product: A Case Study of Prin_3

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