The Role of Packaging in Positioning an Orange Juice

Natalia Vila López · Olga Ampuero‐Canellas

63 citations0/0 files storedJournal of Food Products Marketing

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Consumer Packaging Perceptions and Trends Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This article revises the concept and positioning strategies according to the proposals of different authors. Positioning is related to variables in the marketing mix, and, specifically, to the main subject of this research study—packaging. The theories of different authors with respect to the functions of packaging and its constituent elements are revised and then attention is focused on four of its graphic elements: Color, shape, typography, and image. Within this framework, designer and consumer opinions are presented with the ultimate aim of identifying the associations between different positioning strategies and the different graphic design variables used to define an orange juice packaging.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2000What is strategy 2007Strategic Brand Management 1998Defining A "Brand": Beyond The Literature With Experts' Interpretations 1998‘Strategic brand management’2003The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience 2001Packaging communication: attentional effects of product imagery 2020Marketing strategy and competitive positioning

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