Tangerine Case Study
Schulich school of Business
Consumer Behavior (MKTG 6150M)
John Milne
Submitted by
Phulvir Khatra
213319710.
Why ING chose the name Tangerine!!!
Defining the Topic
Paramount to the success of any Marketing strategy of public policy formulation is a comprehensive and exhaustive understanding of consumer, potential consumer, or population attitudes, behaviors and preferences. When Scotiabank acquired ING direct for $3.13 billion in 2012, it was agreed between both the leaders that it would be business as usual at ING. It is the largest deal by dollar deposit Scotiabank has done in its 180-year history and adds $30 billion to its deposits. Aiming to retain its customers, Tangerine has preserved ING’s business …show more content…
The “ING” name had plenty of clout around the world and given the premise that ING Direct Canada could not hold on to that name it had to go big or go generic like most banks do (based on the assumption that banks need to sound and look serious). And, haven’t they gone big? Choosing “Tangerine” as a name is a bold, ballsy move because it invites so much criticism (good and bad). People and ING customers who were in love with the Orange color and the different experience provided by the ING bank couldn’t have liked any name more than the whimsical, Tangerine. The name and logo are bold fresh and modern, which is what the company has always strived to be. At some point there were rumors that the new name for ING DIRECT would be Scotiabank360, which would have been terribly disappointing for me. This is definitely a much better solution. In the category of banking there have been generally a lot of sameness, customers usually don’t differentiate between different banks because they all sound the same, offer same kind of services and their attitudes are about the same. The name Tangerine accentuates to customers that it is not their usual big bank but it is a different alternative to big banks. Also the word Tangerine is bilingual as it is written the same way in French as its written in English. I personally love the Orange color and I don’t think anybody can ever get bored of this color. You do have to wonder if customers will embrace it and be vocal about who they bank with or whether they will shy away of being mocked by choosing a bank named after produce. As much as I like the name and the no-holds-barred decision to go with it, the logo is a bit too generic. It doesn’t have to be a weird-ass logo and it doesn’t have to have a tangerine drawn on it but it would have been nice to see a similar bold approach to
Consumer Behavior (MKTG 6150M)
John Milne
Submitted by
Phulvir Khatra
213319710.
Why ING chose the name Tangerine!!!
Defining the Topic
Paramount to the success of any Marketing strategy of public policy formulation is a comprehensive and exhaustive understanding of consumer, potential consumer, or population attitudes, behaviors and preferences. When Scotiabank acquired ING direct for $3.13 billion in 2012, it was agreed between both the leaders that it would be business as usual at ING. It is the largest deal by dollar deposit Scotiabank has done in its 180-year history and adds $30 billion to its deposits. Aiming to retain its customers, Tangerine has preserved ING’s business …show more content…
The “ING” name had plenty of clout around the world and given the premise that ING Direct Canada could not hold on to that name it had to go big or go generic like most banks do (based on the assumption that banks need to sound and look serious). And, haven’t they gone big? Choosing “Tangerine” as a name is a bold, ballsy move because it invites so much criticism (good and bad). People and ING customers who were in love with the Orange color and the different experience provided by the ING bank couldn’t have liked any name more than the whimsical, Tangerine. The name and logo are bold fresh and modern, which is what the company has always strived to be. At some point there were rumors that the new name for ING DIRECT would be Scotiabank360, which would have been terribly disappointing for me. This is definitely a much better solution. In the category of banking there have been generally a lot of sameness, customers usually don’t differentiate between different banks because they all sound the same, offer same kind of services and their attitudes are about the same. The name Tangerine accentuates to customers that it is not their usual big bank but it is a different alternative to big banks. Also the word Tangerine is bilingual as it is written the same way in French as its written in English. I personally love the Orange color and I don’t think anybody can ever get bored of this color. You do have to wonder if customers will embrace it and be vocal about who they bank with or whether they will shy away of being mocked by choosing a bank named after produce. As much as I like the name and the no-holds-barred decision to go with it, the logo is a bit too generic. It doesn’t have to be a weird-ass logo and it doesn’t have to have a tangerine drawn on it but it would have been nice to see a similar bold approach to