Analyzing Packaging's Impact on Brand Image: Water in a Box

This project proposal investigates the impact of product packaging on brand image, using "Water in a Box" as a case study. The introduction defines packaging and its role in attracting customers, citing research on how packaging characteristics influence consumer behavior and brand perception. The rationale addresses the research issue of developing a strong brand image in a competitive market, particularly for "Water in a Box," which faced challenges due to poor packaging strategies. The study aims to analyze the impact of packaging on brand image, understand the importance of packaging in increasing profitability by attracting customers, and identify issues arising from packaging and benefits/issues of 'Water in a Box'. The research questions focus on the impact of product packaging on the brand image of products related to the case study. The proposal outlines the research issue, its significance, the investigation method, and the expected outcomes, including insights into the impact of packaging strategies on brand image, organizational position, branding, and promotion. The proposal also includes a list of references and an appendix outlining the aim, objectives, and research questions.

PROPOSAL
“An analysis of the impact of product packaging on
the brand image of products: case scenario of Water
in a Box”

TABLE OF CONTENTS
TITLE..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
RATIONALE FOR THIS STUDY..................................................................................................1
What is the research issue?.....................................................................................................1
Why is it an issue, and why now?..........................................................................................2
How and when it is going to be investigated?........................................................................2
What could this research shed light on?.................................................................................2
REFERENCES................................................................................................................................3

TITLE
An analysis of the impact of product packaging on the brand image of products: case scenario
of “Water in a Box”
INTRODUCTION
Packaging can be defined as a process through which goods are being coordinated for
sales, warehousing, end use and transport. According to McNeill, Brose and Hitchman (2014),
packaging can be determined as a process in which goods are covered in such a way that it aims
at attracting customers. In other words, it can be stated as a tool through which organizations
promote their goods. There are different researches done on packaging and it was found that
behaviour 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 market
share but does increase the promotional cost. As per Adam and Ali (2014), “packaging is very
helpful in increasing attentiveness of customers towards the brand and improving the brand
image as well as helps in stimulating perception of customers towards the product”. Present
research is about a company named “Water in a Box” which aims at providing pure water to
customers. It started with a small idea in which they developed packaged water which is kinder
to environment. This organization understood the importance of packaging and accordingly, they
designed packages in which they provided water to customers. The unique designing of
packaging enabled them to develop confidence and trust among customers and this helped in
increasing their sales and profitability. Moreover, packaging acted as an instrument for
differentiation for the cited firm and helps customers to decide on the product from a wide range
of parallel goods.
Present thesis is done so as to know the impact of packaging on the brand image of
products. In this context, the reason for conducting this research has been stated below.
RATIONALE FOR THIS STUDY
What is the research issue?
The current business scenario is very competitive and developing strong brand image is
one 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, company
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was facing the problem of low sales and revenue. So, it is the major issue of current
investigation.
Why is it an issue, and why now?
Water in a Box is facing issue of poor brand image in the market because company has
not used appropriate strategy of packaging. Inappropriate packaging leads to increment in
wastage of water and finished goods of the organization. Along with this, it declines the level of
customer’s satisfaction. All these drawbacks directly affect the brand image of company.
It is an issue now because, at present, company has changed its packaging strategy.
Along with this, organization has invested a huge amount of money for improving the packaging
of water boxes. But, still no one has invested on the impact on packaging strategy of firm
(McNeill, Brose and Hitchman, 2014). So, author wants to determine that whether packaging
strategy of Water in a box is affecting brand image of organization or not.
How and when it is going to be investigated?
By using an appropriate process of investigation, researcher will conduct the study on
packaging strategy and brand image of firm. It is going to be investigated when sales of the
organization is increasing after changing the packaging strategy of Water in a Box.
What could this research shed light on?
For resolving this research issue in an effective manner, research will shed light on
different packaging strategies of Water in a box. Along with this, author will also focus on the
role of these strategies in creating brand image of the organization. Further, focus will also be
given on positive and negative impacts of these strategies on organizational position, branding
and promotion of company. These will help in resolving the research issue effectually.
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REFERENCES
McNeill, A., Brose, L. S. and Hitchman, S. C., 2014. Commentary on Zacher et al.(2014):
Emerging behavioural impact of packaging changes in Australia: time for action
elsewhere. Addiction. 109(5). pp.704-705.
Adam, M. A. and Ali, K., 2014. Impact of verbal elements of packaging of packaged milk on
consumer buying behavior. International Journal of Business and Social Science. 5(5).
pp.1.
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APPENDIX
Aim
“To analyze the impact of product packaging on the brand image of products: case
scenario of “Water in a Box”.
Objectives
• To analyze the impact of product packaging.
• To understand the importance of packaging in increasing profitability by attracting
customers.
• To understand the issues this arises in packaging the product in developing brand image.
• To list out the benefits and issues which “Water in a Box” faces while developing brand
image through packaging.
Research questions
• What is the impact of product packaging on the brand image of products related to case
study of “Water in a Box”?
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