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.
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