4 uppsatser
The paper investigates the role of packaging within brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging.
The paper investigates the role of packaging within brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging.
… of how packaging design can be used to create strong brands in the FMCG sector in the Scandinavian market. To reach the stated aim first we provided a solid theoretical background of packaging, its elements and its role in the marketing mix. Afterwards, we used theories from …
… how the level of adaptation for each P varies. Main focus of our research is FMCG industry; laundry detergents. Empirical findings indicates that product, price, place and promotion are to a high extent affected by external market factors; competition and various market …
