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The Package: The Neglected Attribute The package´s role as a strategic tool in a competitive context
Linköping University, Department of Management and Economics.
Linköping University, Department of Management and Economics.
2002 (English)Independent thesis Advanced level (degree of Magister)Student thesisAlternative title
Förpackningen : det negligerade attributet Förpackningens roll som strategiskt verktyg i konkurrenshänseende (Swedish)
Abstract [en]

Background: When functionalities of todays products become increasingly alike, design plays a prominent role for product differentiation. Visuality becomes as significant as functionality and increases the importance for companies to work with, and use, packaging design as a tool for creating competitiveness.

Purpose: The purpose of this thesis is to, from a corporate perspective, illuminate and create understanding for the role of packaging design as a strategic tool in a competitive context, where the core product is difficult to differentiate.

Realization: We have performed a qualitative study of packaging design as a phenomenon. Data have been gathered through interviews with influential employees from companies who produce beverages and from design consultants. In total, eight respondents have participated in the study.

Results: The package equals communication - an advertising tool that customers are recurrently exposed to. When the core products are difficult to differentiate, it becomes more important to express product identity and core values through packaging design. The effect is a product and packaging design with a strong mental position among consumers. The purpose of packaging design is therefore to create demand by depicting surplus value.

Place, publisher, year, edition, pages
Ekonomiska institutionen , 2002. , 119 p.
Master Thesis in Business Administration (Magisteruppsats från Ekonomprogrammet), 2002:36
Keyword [en]
Business and economics, Förpackningsdesign, marknadskommunikation, märkesidentitet, kärnvärde, positionering, magisteruppsats, Tomicic
Keyword [sv]
National Category
Economics and Business
URN: urn:nbn:se:liu:diva-1375OAI: diva2:18698
Available from: 2003-02-06 Created: 2003-02-06

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