Package Label Redesign

Spices Case-Study

  • Liliana Vitorino School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal
  • Raquel Antunes School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal, Faculty of Architecture and Arts, Lusíada University, Porto, Portugal, Research Centre in Territory, Architecture, and Design, Lusíada University
  • Henrique Almeida School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal & Computer Science and Communication Research Centre, Polytechnic of Leiria
  • Alexey Nazarov School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal
  • Andreia Jesus School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal
  • Joel Reis School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal
  • Natayia Chornopyska School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal
  • Paulo Silva School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal
DOI: https://doi.org/10.34624/ijmis.v1i2.34183
Keywords: Packaging, Marketing communication, Redesign, Label, Case-based learning

Abstract

The requirements towards new packaging and consumer expectations with food packages are systematically growing. Packaging is an essential element in modern trade in goods, which guarantees preserving the quality of food products, but simultaneously is an influential communicator in a dynamic market environment where consumers often only make their final purchasing decision when they are inside a retail setting. A Case-Based Learning (CBL) method was applied with students of Design and Marketing of New Products from the Marketing undergraduate degree of Leiria Polytechnique to develop the new package label for a company that operated in Food & Beverage (F&B) industry and needed to change its spice package label. The students achieved the goals proposed by the company and they reported to have had a useful experience, based on a real case study developed in the academia. However, no formal quality evaluation was performed by the professors, a recommendation for future scholars aiming to apply the CBL method in their classes.

Published
2023-10-26
How to Cite
Vitorino, L., Antunes, R., Almeida, H., Nazarov, A., Jesus, A., Reis, J., Chornopyska, N., & Silva, P. (2023). Package Label Redesign. International Journal of Marketing, Innovation and Strategy, 1(2), 122-130. https://doi.org/10.34624/ijmis.v1i2.34183
Issue
Vol 1 No 2 (2023)
Section
Innovation in Teaching & Learning

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