Mba664 Color Is Important to Branding

COCA-COLA MARKETING AND PACKAGING

SHERRY JONES

MBA 664

BELHAVEN UNIVERSITY

NOVEMBER 26, 2018

When determining possible color options for a new product and packaging, it is important to keep the consumers in mind.  The type of message the product is going to portray must be considered.  Research is necessary from case studies or similar products and focus groups.  Packaging color for the product should make the product easily noticeable to the consumer. It is important to study packaging influence of human behavior.  Consumers have many choices and packaging is crucial for product success.  Most buyers make their purchase based on packaging.  Creating a product and packaging that is noticeable to consumers is a way to keep consumers loyal to the product.  The idea of marketing is the please the consumer’ needs.  The major part of marketing planning is the consumer.  Product packaging design is important because it is the only factor that differentiate two products. Consumer behavior involves the thoughts and feelings people experience along with the actions performed during the shopping process.  

A brand visual appearance is important to consumers as customers have more choices and less time.  It is crucial for marketers to invest in the design and look of their product’s logo.  Color is important in branding.  It is the thing a person remembers when looking at a logo.  Most of the visual information a person takes in is color.  Many companies have colors trademarked against other brands in the market.  Coca-Cola has a trademark on the red and white color scheme.  To gain recognition, brands must use their signature color on everything from packaging, marketing, uniforms, store displays and more.  This will help a person associate the brand color when they hear the name.  The color chosen will play a significant part in success of the product.  

Consumers are different in each country.  The differences arise from spending values, attitudes and various tastes among cultures.  Cultural values are considered in marketing as an influence on consumer motivation, lifestyle and product choice.  Cultural values are expressed through consumer behavior.  A consumer’s culture influences what is purchased and why, how, when or where the product is purchased.  Cultural factors such as traditions, customs, beliefs and attitudes affect the needs and wants of a consumer.  Culture influences the way a person behaves in a certain society.  Coca-Cola works closely with related market research companies and marketing agencies in different nations to provide valuable insight into the similarities and differences between consumers.  If the marketing is insensitive to foreign culture, the product will fail.  Advertising is based on language and images which is influenced by social and cultural