Abstract
This study mainly focuses on redesigning the package with the existing product by a new setting concept in the condition of lack of awareness from consumers. Using qualitative research, it aims to explore the concept of how a global antivirus software company redesigns its’ products' package and through education perspectives to influence consumers' perception and activate consumers' awareness, motivation, and capabilities (AMC model) to adopt new products and make purchases. Two scenarios with two segments (Family/Traveler purpose) which are based on end-users' (consumers) behavior connecting to the existing products/features, are being categorized as standalone products which are sold through a new marketing communication strategy, reframing it with new bottles. It aims to analyze the whole strategy and concept. This study contributes to related academic and practical fields.
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Full Paper
Primary Track
Strategy
Keywords
strategy
