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10 INHA SQUARE
BUSINESS
color mArKeTinG
Reporter: Kim, Jaehee
These days, 'color marketing' has become a rising The characteristic of Nongshim's color marketing for Shin
strategy for marketing products. Many companies promote Ramen variations is that it stimulates consumers' desire to
their products by using this marketing strategy in their purchase by utilizing the uniqueness of color. Still, it also
advertisement and product design. So, let's look at the makes consumers feel interested by naming product names
examples of companies and the characteristics of color using the color of food.
marketing. Now, let's think of another notable example: Starbucks.
The most notable companies that use color marketing This world-famous coffee company has so many chain
effectively are the Korean food company Nongshim and the restaurants worldwide that you can see it anywhere. You
global coffee brand Starbucks. First, Nongshim, famous for may know Starbucks' corporate logo is 'green,' implying this
its instant ramen products, released several versions of 'Shin brand is environmentally conscious. Starbucks is also doing
Ramen' and named each version with eco-friendly activities while thinking
color words. For example, they released about the environment. For example,
new versions of Shin Ramen, such Starbucks started the first paper straw
as 'Shin Ramen Black,' 'Shin Ramen that is common at cafes nowadays.
Gold,' and the newly released 'Shin Instead of plastic straws, we use more
Ramen The Red.' In the case of 'Shin eco-friendly paper straws because we
Ramen Black,' the company used the recognize that environmental destruction
word 'black' to show this product is the is progressing rapidly. Starbucks believes
premium version of Shin Raman, which that the color 'green' gives customers an
contains a very thick soup paste made environment-friendly image and makes
from beef bones. Also, 'Shin Ramen people build trust in the company's eco-
Gold' used the word 'gold' because it friendly operating policies.
has chicken soup flavor, and people As you read above, the purpose of
usually think of the color 'yellow' when color marketing is to use color or color
they think of chicken. For the recent words to stimulate consumers' desire to
new product, 'Shin Ramen The Red,' purchase products and give a positive
which has twice the Scoville scale than public image to the company. So, unlike
the original Shin Ramen, Nongshim general marketing promotions, color
used the word 'red' to emphasize its extremely hot taste and marketing can be a great advantage in promoting their
make people think of the color of the hot pepper. product as it can work effectively on consumers.
SPORTS
LG Twins: The Pennant Race Winner
in the 2023 KBO League
Reporter: Ahn, Jooyoung
The LG Twins became the pennant race winner in the 2023 This year, they built their success on serious hard work,
KBO League. They broke a 29-year dry spell to win the slowly edging their way up the standings over the last three
KBO pennant on the October 3 game with Kia Tigers in Kia or four years on a solid foundation of solid offense and
Champions Field in Gwangju. The team became the regular defense. Youm Kyoungyoub, the Team Manager, said, "As
season winner for the first time since many fans visited the stadium this year,
1994. our team players could focus more on
The Twins are one of the five the game. The fans' support helped us
remaining teams that founded the KBO win first place in the pennant race. We
in 1982, although they were owned by appreciate that and also ask for a lot of
broadcaster MBC and played as the support in the Korean Series."
MBC Chungryong. In 1989, the LG However, to become this year's final
Corporation acquired the franchise and winner, they should win the Korean
renamed this team 'LG Twins'. The Series in the postseason. KT Wiz, SSG
following year, the Twins won their Landers, NC Dynos, and Doosan Bears
first Korean Series title with Baek also achieved positions for playing in the
Inchun as their manager. In 1994, postseason, so we don't know yet which
they won their second championship. team will be the Twins' counterpart in
However, they had to wait for a chance the Korean Series. Many LG fans hope
to raise the winning trophy for 28 their team will finally stand at the top
years after that year. of the 2023 KBO League.
