Creative Commons

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The purpose of this study is to examine the role of packaging of convenience goods within the new product development process, meaning in which phases it takes place, and its importance. There will also be discussed the basic steps that packaging producers follow to design a unique packaging proposition. Lastly, there will be examined if packaging should adapt or be standardized according to each market. In order to answer those above, structured qualitative research based on a questionnaire in combination with indepth face-to-face interviews will be conducted. The questionnaire will facilitate the interviews by acting as a guide. The interview sample group consists of four (4) key role, experienced managers working for the same packaging firm. Results of the survey analysis show that although packaging plays a significant role in the NPD process, its importance nowadays has skyrocketed, especially within the concept development phase, primarily due to the ever-increasing need of the brands to adapt to the changes and to stand out from the competition. Moreover, we reveal that in all stages of the NPD, the packaging is a dynamic factor that everyone must consider.