Exploring Global Confectionery Marketing STRATEGIES - especially Packaging and Labelling - and Applying those Insights to strengthen Indian Local Confectionary Brands

Premkumar, Sham Kumar (2025) Exploring Global Confectionery Marketing STRATEGIES - especially Packaging and Labelling - and Applying those Insights to strengthen Indian Local Confectionary Brands. Masters thesis, Dublin, National College of Ireland.

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Abstract

Introduction: Research has been conducted on marketing strategies of global confectionary brands so that valuable insights on packaging and labelling aspects can be obtained. Four research objectives have been identified. Based on research objectives, a literature review has been conducted to consult scholarly insights on marketing strategies in the food industry.

Methodology: A primary qualitative method has been followed in this research. 10 professionals from managerial or proprietorship levels have been selection for interview. 16 context-based questions have been asked to collect responses for data analysis. Selected participants have adequate work experience in small, medium and large-sized enterprises in the Indian local confectionery industry. Based on their responses, open code and axial code analysis have been conducted for analysis.

Findings: Interpretation of primary findings has been based on responses of interview participants. Tree diagrams have been formed for open codes and axial codes. It has been found that emotional storytelling through packaging helped to improve packaging ROI. Moreover, technology adoption such as inclusion of QR codes to provide product information has been followed. Indian brands are recommended not to blindly follow global packaging strategies and ensure adaptive selection for maximum outcomes in the Indian local confectionery industry.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Odunze, Daisy UNSPECIFIED
Subjects:	H Social Sciences > Economics > Business H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business (- 2025) > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	16 Dec 2025 17:36
Last Modified:	16 Dec 2025 17:36
URI:	https://norma.ncirl.ie/id/eprint/9050

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