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Promotion of products in retro-designed packaging

Author

Listed:
  • Iveta Broučková

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

  • Eva Jaderná

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Alena Srbová

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

Abstract

Retailers follow the trend of retro marketing and offer traditional products in retro-designed packaging to attract customers. The trend for retro marketing and packaging is something that re-occurs at regular intervals over successive time periods. This paper analyses consumer reactions (e.g. noticing, locating) to the promotion of products in retro-designed packaging. The example of Lidl retail chain promotion of products in retro-designed packaging is further described. It is to be introduced as a best practice in the Czech market.

Suggested Citation

  • Iveta Broučková & Eva Jaderná & Alena Srbová, 2019. "Promotion of products in retro-designed packaging," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 14(1), pages 12-22.
    • Handle: RePEc:cub:journm:v:14:y:2019:i:1:p:12-22
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    More about this item

    Keywords

    advertising; merchandising; promotion in retail;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F19 - International Economics - - Trade - - - Other

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