MRKG Case 1
Principles of Marketing
Chapter 5- Page 166
A. Case 5.1- How Color Used in Marketing
1. Q. Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its products?
a. Wendy’s
b. Microsoft
c. L.L Bean
d. Starbucks
1. A. The company I have chosen is Starbucks. Starbucks has three to four colors, which are black, white, dark green, and brown. Starbucks changed their logo few years ago so currently there are white, dark green, and brown in packaging and products. The color literally affects the body and mind. Moreover, colors stimulate the nervous system and create emotional states. The green is positive marketing color, which represents nature, freshness, health, abundance, and money. As a fan of Starbucks, when I go into Starbucks, I can see comfortable chairs and people who are doing computers, smart phones or reading books. The white represents purity and cleanliness and most of Starbucks stores are clean and feel comfortable. Therefore, people look for Starbucks, because they feel comfortable to drink, hang out with friends, or work on something just like me working on this project at Starbucks right now.
2. Q. Should a global firm like McDonald’s or General Mills change the colors of its logo or packaging depending on the country in which it is marketing? Why or why not? How might this affect consumer attitudes toward the company and its products?
2. A. Such as McDonald’s and General Mills should change the colors of its logo or packaging depending on the country, because of their own cultures. For example, the yellow signifies happiness in the U.S., the color symbolizes sadness in Greece and jealousy in France. Likewise, when a company decides to do a business globally, they have to segment the market geographically and cater to the different target market’s needs and wants, not from the ones of the home country. The France’s McDonald website is different from America’s.
Chapter 5- Page 166
A. Case 5.1- How Color Used in Marketing
1. Q. Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its products?
a. Wendy’s
b. Microsoft
c. L.L Bean
d. Starbucks
1. A. The company I have chosen is Starbucks. Starbucks has three to four colors, which are black, white, dark green, and brown. Starbucks changed their logo few years ago so currently there are white, dark green, and brown in packaging and products. The color literally affects the body and mind. Moreover, colors stimulate the nervous system and create emotional states. The green is positive marketing color, which represents nature, freshness, health, abundance, and money. As a fan of Starbucks, when I go into Starbucks, I can see comfortable chairs and people who are doing computers, smart phones or reading books. The white represents purity and cleanliness and most of Starbucks stores are clean and feel comfortable. Therefore, people look for Starbucks, because they feel comfortable to drink, hang out with friends, or work on something just like me working on this project at Starbucks right now.
2. Q. Should a global firm like McDonald’s or General Mills change the colors of its logo or packaging depending on the country in which it is marketing? Why or why not? How might this affect consumer attitudes toward the company and its products?
2. A. Such as McDonald’s and General Mills should change the colors of its logo or packaging depending on the country, because of their own cultures. For example, the yellow signifies happiness in the U.S., the color symbolizes sadness in Greece and jealousy in France. Likewise, when a company decides to do a business globally, they have to segment the market geographically and cater to the different target market’s needs and wants, not from the ones of the home country. The France’s McDonald website is different from America’s.