Packaging and brand building in steel industry : Case Outokumpu Oyj
Pörhölä, Paulus (2011)
Pörhölä, Paulus
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011122219140
https://urn.fi/URN:NBN:fi:amk-2011122219140
Tiivistelmä
Pörhölä, Paulus Artturi 2011. Packaging and brand building in steel industry. Master’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 56.
This research examines the role of packaging in brand building and in customer satisfaction in business-to-business environment such as the market of Outokumpu. The aim of this research is to provide key insights from the brand building point of view to support the construction of the new package specification in Outokumpu.
The methodology used in this thesis is qualitative by its nature and the empirical study focuses on one case. A single case study is chosen as the main research method. The empirical part focuses to explore the current situation in the case company in which evidence relies on the use of multiple sources. The theoretical framework of the research is based on the theories of branding, packaging, purchasing, and customer satisfaction.
As a result of the research, the first proposal of a new package design is provided. The proposed package was designed to improve the appearance and protectiveness of a package in comparison with the current situation. In addition, the proposed package design is expected to better than now meet the customer needs. Overall, the new design matches better with the brand vision of Outokumpu and therefore leverages the brand equity.
This research found out that packaging has an important role in brand building and in customer satisfaction. In addition, the research points out the importance of brand equity in business-to-business environment. As a conclusion, the case company is suggested to implement the new packaging design.
The chapter 4 Case Outokumpu & 5 Findings and Discussions are not published in their full length in the Library version because the information in them is classified as confidential.
Keywords: packaging, branding, brand equity, brand building,
customer satisfaction
This research examines the role of packaging in brand building and in customer satisfaction in business-to-business environment such as the market of Outokumpu. The aim of this research is to provide key insights from the brand building point of view to support the construction of the new package specification in Outokumpu.
The methodology used in this thesis is qualitative by its nature and the empirical study focuses on one case. A single case study is chosen as the main research method. The empirical part focuses to explore the current situation in the case company in which evidence relies on the use of multiple sources. The theoretical framework of the research is based on the theories of branding, packaging, purchasing, and customer satisfaction.
As a result of the research, the first proposal of a new package design is provided. The proposed package was designed to improve the appearance and protectiveness of a package in comparison with the current situation. In addition, the proposed package design is expected to better than now meet the customer needs. Overall, the new design matches better with the brand vision of Outokumpu and therefore leverages the brand equity.
This research found out that packaging has an important role in brand building and in customer satisfaction. In addition, the research points out the importance of brand equity in business-to-business environment. As a conclusion, the case company is suggested to implement the new packaging design.
The chapter 4 Case Outokumpu & 5 Findings and Discussions are not published in their full length in the Library version because the information in them is classified as confidential.
Keywords: packaging, branding, brand equity, brand building,
customer satisfaction