고급유 패키지 디자인의 리뉴얼 효과에 대한 연구

Abstract

In order to lead rapidly changing market environments and customer trends, companies are trying to launch new products and establish renewal strategy. Previous scope of package design renewal which focused on a part of graphical elements is expanding into container design and brand strategy perspective. The study proposes successful renewal strategy to enhance customer's purchasing satisfaction, suggest direction which is helpful for companies to build effective branding and increase market share and sales. In theoretical background, the concept of brand re-activation and package design renewal is clarified. Hypothesis for the study is established based on domestic high-quality cooking oil market situation. There are three major version of the hypothesis. First, the importance of package design rise up for purchasing factor of premium oil as time goes by. Second, consumer will satisfied with structure design renewal than surface design renewal. Last, package design renewal makes rise purchasing factor and impact sales. Design value index (DVI), CJ Cheiljedang's quantitative methods for measuring design quality, is used for the study. The objects of study are CJ, SajoHaepyo, Daesang, Ottogi, Dongwon F&B. Studies are conducted as comparisons between CJ and other selected 5 competitors' 3 kinds of high-quality cooking oil: olive oil, grapeseed oil, and canola oil. The study is based on 7 years data from 2006 to 2013, excepting 2011. As a result, correlation between customers' satisfaction and sales increase is identified. In terms of relationship among market, brand, product, and customer, the correlation is verified according to direction for design renewal and scope of that. The study is useful to develop long-term perspective design renewal strategy in domestic market.