The role of Communication, Environmental Sustainability and Innovation in Premium Primary Packaging Strategy

Sammanfattning: Purpose: The purpose of this research is to provide information about premium consumable companies’ packaging strategy related to communication, environmental sustainability and innovation. Additionally, it studies how the areas mentioned can provide the companies with a competitive advantage. Methods: A multiple case study has been conducted on Swedish premium brand owners in the consumable market, utilized by grounded theory. Findings: The case companies value genuineness in their communication strategy, specifically when it is connected to the location it is based on and choose to focus on specific attributes that communicate stories about the brand also related to the origin of the company. Materials is used so it correlates with how the company wants to be perceived by the consumer. All companies incorporate some form of environmental sustainable strategy. The companies project exclusivity through shape choice, material use, location and heritage profiling, retail location as well as the usability of the packaging, which also provides a competitive advantage for the companies. Contribution: The study will aid new and established corporations missing a dedicated packaging strategy related to the categories discussed. Instead of companies investing time and resources on dedicated research, this study may instead help companies gain further insight by providing information of how established and newly formed companies already navigate their packaging strategy regarding communication, environmental sustainability and innovation. As previous literature has not explored the researched area, this study has contributed with information regarding premium primary packaging and served as a portal to premium brand owners decisions regarding the categories. Limitations: The study is aimed to provide information about the packaging strategy of premium brand owners, however it does not take inconsideration any potential financial gain. The study was not able to be verified by repetition. The study does not consider the supply chain of packaging. Finally, it is limited to three brand owners related to consumable premium packaging.