Dress to kill: A guideline for launching and designing a limited edition pack

Dress to kill: A guideline for launching and designing a limited edition pack

Sasasmit, K.

Schoormans, J.P.L. (mentor)
Cankurtaran, P. (mentor)

Industrial Design Engineering

Product Innovation Management

2015-11-30

Although FMCG brands today regularly launch limited edition products, there are currently not many theoretical discussions on this type of product introduction. To better advise its clients, CARTILS, the client of this project, is interested in gaining more knowledge about limited edition packaging from both theoretical and empirical perspectives. Closing this knowledge gap will be useful for developing a packaging strategic plan and for enhancing CARTILS’ current design tool, which is solely based upon practical experience. Contributing to CARTILS’ expertise in limited editions, this project aims to uncover patterns and key attributes from existing limited editions and consecutively verify if it is consonant with consumer appreciation. The result from this project provides a comprehensive knowledge and a guideline for marketing and design teams in designing and making a decision when launching limited editions. Launching limited edition is a one of many strategies for achieving marketing objectives regarding branding or sales. It can be used as an offensive strategy as well as a defensive strategy. Different brands should use different design strategies in creating their limited editions. This is because each brand has different memorable assets. In order to have the most communication impact while still be recognisable, limited edition design should respect brand’s most recognisable key elements. The results from consumer evaluation indicate that different brands, with different product recognition and different key elements of recognitions, cannot design their limited edition packaging to the same extent and not every design direction works for every brand. Before designing a limited edition pack, a brand should evaluate how recognisable its product is and what are the key elements of recognition the product has.

packaging
limited edition
vodka

http://resolver.tudelft.nl/uuid:e9248df8-9f6d-45a0-ad7d-8cc4444d7bf7

Campus only

Student theses

master thesis

(c) 2015 Sasasmit, K.