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Contours of colors in Marketing and Business: Syncing Pink with Marketing

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 4 pages

Case Preview

Contours of colors in Marketing and Business: Syncing Pink with Marketing

 

Expected Learning Outcomes

• Role of colors in keeping the brand connected with its intrinsic value and also pay attention to cultural sensitivities simultaneously
• Caution that should be exercised to reflect the cultural connotations, while selecting a color

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Colors: Marketing and Business Contours

1. Which is the best logo that you have come across and why has it been the best for you? Is it because of – the color, the font, mnemonic or the tagline?
2. Can you recollect the colors being identified with the logos of the following companies: Coca Cola, Café Coffee Day, Starbucks, GAP, Walmart, More, Westside, CNN, ICICI, Bank of Baroda, Amazon, McDonalds, Yahoo!, Dell, Facebook, British Petroleum, Apple, Nike, Mahindra &Mahindra, The Mobile Store, Tata, Reliance, HDFC, Infosys, Airtel, ITC, Godrej and L&T.
3. Why do different companies choose different colors? What do they signify?
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Teaching Note Preview

Contours of colors in Marketing and Business: Syncing Pink with Marketing

 

Synopsis

The focus of this case flyer is on the appropriate usage of colors in marketing and advertising campaigns. The color used in the logo of a company and its advertising campaign plays an important role in attracting the targeted segment of customers. A color can convey a lot about the company and the product to the customer, at the same time it attracts the customer towards buying the product. If the colors are used inappropriately, then the campaign and the product can be a failure. While the accompanying article highlights pink as the widely used color in marketing campaigns, the case flyer tries to discuss the negative effects of its extensive usage.

Expected Learning Outcomes

  • • Role of colors in keeping the brand connected with its intrinsic value and cultural sensitivities simultaneously
  • • Caution that should be exercised to reflect the cultural connotations while selecting a color

 

Positioning and Setting

The case flyer can be used in the following courses:

  • a) Marketing
  • b) Advertising and Promotion

 

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$2.74
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Product code: MKTG-4-0006, MKTG-4-0006A

Abstract


This case flyer is based on an article1 from The Economic Times and discusses the role of colors in marketing. Colors play an important role in any marketing campaign - starting from the color used in a logo to the dominant colors used in an advertising campaign. What is the importance of colors in marketing a product/service? Does it signify something? Do they represent emotions? Can they attract the targeted group of customers? The case flyer tries to debate on these lines and is suitable for teaching concepts in the courses in Marketing, Advertising and Promotion. The case flyer also brings in discussion about culture, geography, demography and other factors that influence managers' decisions to select a color for their marketing/advertising campaigns. Finally, it deliberates about the usage of pink color and the possible damage that could happened through its extensive usage.



Pedagogical Objectives

  • To understand the role of colors in keeping the brand connected with its intrinsic value and also pay attention to cultural sensitivities simultaneously
  • To deliberate on the caution that should be exercised to reflect the cultural connotations, while selecting a color



1 Vijaya Rathore and Rasul Bailay, 'Why Pink is Red Hot Marketing Mantra', The Economic Times, November 14th 2013



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
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