PepsiCo MEA: the role of packaging in brand activation

Abstract

Subject area

Marketing, International Business, Strategy, Packaging, Promotion.

Study level/applicability

Graduate students.

Case overview

This case is recommended to master's students studying consumer behaviour, products strategy, brand activation and international business. Practitioners in the food industry, design and advertising industry may also find this case interesting. Policymakers looking at mobility of products across borders may also consider this case interesting.

Expected learning outcomes

This paper explains the role of packaging in brand and product strategy; describes how packaging can give a competitive advantage in the fast-moving consumer goods category; relates consumer insights to strategy using packaging to achieve market objectives like penetration, market share increase, engagement and loyalty.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Citation

Balakrishnan, M.S. (2015), "PepsiCo MEA: the role of packaging in brand activation", , Vol. 5 No. 3. https://doi.org/10.1108/EEMCS-03-2015-0043