Impact of Packaging on Branding - Case Study of Pringles (P&G)
Added on 2020-12-29
47 Pages13310 Words254 Views
To analyse role of packaging inbuilding a brand of product: Acase study of Pringles (P&G).
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................41.1 Background.......................................................................................................................41.2 Rationale of the study.......................................................................................................61.3 Research aims and objectives...........................................................................................61.4 Analysis and framework...................................................................................................71.5 Significance of the study..................................................................................................71.6 Structure of the Dissertation.............................................................................................8CHAPTER 2: LITERATURE REVIEW.........................................................................................9Theme: To identify the role of packaging in building of the product....................................9Theme: To identify the importance of packaging. ..............................................................10Theme: To analyse the impact of packaging on branding....................................................11Theme: To identify the challenges related to packaging, faced by the company ................13Theme: To recommend ways or strategic measures to maintain a hygienic environment...14CHAPTER 3: RESEARCH METHODOLOGY...........................................................................163.1 Introduction ...................................................................................................................16Research philosophy: ...........................................................................................................16Research design:...................................................................................................................16Research approach:...............................................................................................................16Research strategy:.................................................................................................................17Data collection:.....................................................................................................................17Sampling:..............................................................................................................................18Data analysis.........................................................................................................................18Ethical consideration............................................................................................................18Validity and reliability..........................................................................................................19CHAPTER 4: DATA ANALYSIS................................................................................................204.1 Introduction....................................................................................................................204.2 Thematic Analysis .........................................................................................................20CHAPTER 5: CONCLUSION & RECOMMENDATIONS.........................................................375.1 Conclusion......................................................................................................................37
Recommendation..................................................................................................................39REFERENCES .............................................................................................................................42APPENDIX ...................................................................................................................................45
CHAPTER 1: INTRODUCTIONTitle : “To analyze the role of packaging in building a brand of the product: A casestudy based on Pringles (P&G)”. 1.1 BackgroundBusiness organizations uses broad variety of marketing techniques to increase their sales,gain market share, attract new buyers and also helps to retain existing customers. Marketingactivities includes product design, packaging, product pricing, distribution, product placement,advertising and a variety of promotional activities (Aning, 2015). Food and beverage industriesare always considered the best quality of materiel and brand packaging design. For an exampleP&G, American multi-national consumer goods corporation headquartered in downtownCincinnati. They are personally concern about the hygiene factors and personal care. Moreover,the main aim of the articles to express the role of packaging on the brand of product, that is mostnecessary for the organizations (Packaging design as a Marketing tool and Desire to purchase,2018). Nowadays, competitive environment and high quality of services has changed due toperson lifestyle and self-service. According to firms or an organization, packaging is the firstpromotional attractive tool through consumers get attract. Consumer market has been increasing in rapid manner. Number of new competent hascomes with new product and services (Conrad and Thompson, 2016). In order to stand up in thecompetitive market, company needs to evaluate new approaches and models to retain thecustomer attraction and goals. One of the most distinct marketing tool that has become mostwanted in products that is packaging and product design. These two are the role play for thecompany stability and growth. Present research will be based on Product Packaging pf“Pringles”. It is an American brand of potato and wheat based stackable snack chips owned byKellogg's. Its original names is Pringles Newfangled Potato chips. This product has been sold inmore than 140 countries and besides, it is the fourth most popular snack after Lay's, Doritos andCheetos according to 2012, results. This snack originated by P&G who fist sold this product toconsumers with the best quality and designs in 1967. In the context of packaging it is thecontainer of a product that safe product from dirt and other unhygienic factor. Packaging is thenecessary component in the food products specially those who get spoiled in fast mode. Fororganizations this factor has always been most considerable in term to maintaining good quality
and sales. Innovative packaging give advantage to compete with their rival firms. Productpackaging must attract new customers towards the product sale.Company ReviewPresent study will be based on Pringles that is of P&G product, it is the most branded andpopular company. That is famous of better opportunity and growth. Without the help ofconsumer support company cannot take the product in long run. Buyers having different desiresand goals with the product price, packaging, designing and taste in the context of food andbeverages (Depecik, Everdingen and Bruggen, 2014). This is the most leading factor that isadopted by the P&G company. It is basically a multinational company of America. Theyensuring for 175 years for their safety of people who use their product and services. In thecontext of Pringles, in mid 1950's American are most likely to have or consuming $350 millionworth of potato chips in a year. In the context of Pringles, buyers are not happy and satisfied withquality, taste and packaging. Overall, P&G is the worlds the largest producer of frying potatochips industry. In order to enhance the promotional tool of the product. Most of the P&Gersdevelop new product design, size, taste and packaging through which chips get safe frombreaking. That is the reason shape of the chips are of cylindrical and of saddle shape. This is theoverview of the Pringles that is sold by P&G.
1.2 Rationale of the studyConsumers are not liked Pringles due to its taste, packaging and size and shape. Overall,it has been seen by researcher that overall impact are giving negative impact on the companybrand. In spite of that, Packaging play a crucial role to protect product image. For that, companyneeds to be attentive towards the marketing promotional concept. Present study discussing therole of packaging in the context of branding. In the context of consumer preference andconsumer buying behavior are the major issues (Fournier, Breazeale and Avery, eds., 2015). Thatalso helps to maintained the better opportunity and goal that helps to take the better advancinggrowth. In spite of this factor some other things are also given major impact on the productpackaging that is all about the nature of fact. Before, taking product into market organizationshould measure the current consumer demands and preferences. This process will helpful forcompanies to make better innovative strategic plan. Overall, study will present the different newroles and important aspect of packaging. That helps to build a company brand or productpopularity as well. Overall, background or scenario of this study will explain the importance ofhygiene factor and the role of consumer as well. 1.3 Research aims and objectivesOverall, study will be taking the crucial role of product labeling and packaging concept.In order to take this study further, researcher explain the need and what are the outcomes fromthis research. It represents the importance or role of packaging in the context of product brand(Jones and Slater, 2014). It gives new methodologies and research that helps to understand themore knowledge and growth. There are some objectives and aims that would be taken byinvestigator throughout the study. Aims:To analyze the role of packaging in building a brand of the product: A case study ofPringles (P&G).Research objectives To identify the role of packaging in building of the productTo identify the importance of packaging. To analyze the impact of packaging on branding. To identify the challenges related to packaging, faced by the company To recommend ways or strategic measures to maintain a hygienic environment.
Research questionsWhat is the role of packaging in protecting the brand image of product Does the role of packaging is crucial for promotional activities that influence salesDoes the role of packaging helps to meet the challenges faced by the companyWhat are the impact of packaging on branding of product and services 1.4 Analysis and frameworkThe researcher will gather the information of the study on in order to take the concept ofpackaging in the context of brand role. Researcher will present the data based on primary andsecondary research. Researcher will undertake the different approaches and concept toexplaining the role of packaging in the context of product Pringles. It brings new changes andgive outcomes from new development growth (Khan, 2014). It also summarizing the importanceof marketing promotional tools and their importance in product branding. Such as packaginghelps to protect the consumer product, promote the brand image, facilitation of storage etc. Inpursuance to the former, information shall be gathered through primary and secondary sources.On the basis of survey questionnaire with the respondent. Overall, it reflects the different aspectsof data and information. On the basis of following the research aims and objectives. 1.5 Significance of the studyStudy or research has been helped to identify the role of packaging in product branding. Ithelps to make the quality level of the product that has been proved profitable for theorganization. This research has presenting the importance of product packaging in the context ofPringles. Overall, it presents the overall aspect of the product packaging and marketingpromotional activities. This makes the target goals specific and demanding (Lieberman, Lee andFolta, 2017). Study outcomes helps to improve the packaging role that must be required for thefood industry to make over some innovative changes in packaging to get new market value andconsumer attraction. Overall, the result of the study will be most useful for companies to clear the role andimportance of products and product packaging. In spite of that, it will also fruitful for researcherto get the new knowledge of the research goals and objectives. Study also gives importance inthe context of consumer perception of product quality at the point of purchasing. Overall, studygiving the overall aspect of product packaging.
1.6 Structure of the DissertationChapter 1: Introduction: in order to take the first chapter of the study has been presenting theoverview of the whole study, concept and brief knowledge of the aims and objectives. Moreover,introduction of the chapter will take the study further with some brief introduction of all thestudy. Under which they are explaining the small brief of product packaging and its role inproduct branding. In spite of that, researcher has given overall study aims and objectives theywill cover in the study as well. Chapter 2: Literature Review: In continuation with second chapter under which investigatorwill take the critical analysis of the concept, that helps to enhance the overall understanding ofthe concept. Under which, researcher will critical the role of packaging in building of product.Besides, it also provides some challenges or factors through organization get affected in terms ofgaining the market satisfaction (Rangappa, 2017). Overall, it brings new outcomes on the basisof different data and goals. Chapter 3: Research Methodology: Research methodology is the essential segment of thedissertation to take over the techniques and methods. Under this scholar will work on differentapproaches and strategies to take study further. Third chapter will consider methods suchprimary and secondary. Data methods quantitative and qualitative. Overall, it brings new ideasand methodologies to present data. Chapter 4: Data Analysis: In order to take research further, scholar takes the data throughdifferent respondents and analysis into statistical manner. This chapter will take the all data intointerpretation in order to take actual output and relevant matter of fact. Data analysis shows thecollected data into perfect manner. That represents the actual productive manner of fact. Chapter 5: Conclusion & Recommendation: In order to take the research in ending stage.Apart from that, it takes better presenting level and promotional activity goals. Apart from that, itwill take better opportunity and goal. Moreover, this brings new way of learning and methods totake the best approachable (Schill, Lentz and Schill, M. 2017). Overall, it brings new opportunityand growth that affect business level and position level of growth. From the basis of analysisprocess that helps to take the better opportunity and task making performance.
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