Template-Type: ReDIF-Article 1.0
Author-Name: Iveta Broučková
Author-Name-First: Iveta
Author-Name-Last: Broučková
Author-Email: 
Author-Workplace-Name: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic
Author-Name: Eva Jaderná
Author-Name-First: Eva
Author-Name-Last: Jaderná
Author-Email: eva.jaderna@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Alena Srbová
Author-Name-First: Alena
Author-Name-Last: Srbová
Author-Email: 
Author-Workplace-Name: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic
Title: Promotion of products in retro-designed packaging
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.
Classification-JEL: M31, F19
Keywords: advertising, merchandising, promotion in retail
Journal: Marketing Science & Inspirations
Pages: 12-22
Volume: 14
Issue: 1
Year: 2019
File-URL: https://msijournal.com/promotion-of-products-in-retro-designed-packaging/
Handle: RePEc:cub:journm:v:14:y:2019:i:1:p:12-22