Study of packaging as a marketing tool with illustrative case studies in the biscuit, shampoo and edible oil industries

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Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/13391

Title:	Study of packaging as a marketing tool with illustrative case studies in the biscuit, shampoo and edible oil industries
Authors:	Seith, Pankaj Aggarwal, Rachna Krishnan, Sankar
Keywords:	Packaging;Biscuits Industry;Shampoo Industries;edible oil industries
Issue Date:	1992
Publisher:	Indian Institute of Management , Ahmedabad
Series/Report no.:	SP;287
Description:	A marketer would like to maximize the benefits that he can offer to the consumer and the retailer but faces some constraints in the process. The constraints that a manufacturer/marketer would face include the legal specifications about the information on the pack. Better material and machinery, for example are available abroad but importing them increases pack cost making them suitable only for premium brands. Such trade off is not there for environment friendly packaging as environmental considerations do not seem to play an important role in the manufacturers choice of packaging. The consumer surveyed do not seem to have distinct preferences among the various packaging features offering convenience. Packaging does not seem to be a first level differentiators between brands-price, product quality etc. are differentiators at this conscious level.
URI:	http://hdl.handle.net/11718/13391
Appears in Collections:	Student Projects

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