Comments on: In the pink http://purplefrog.co.uk/2010/02/marketing/in-the-pink/ Purple Frog is the advertising agency that creates change in the way people think. Wed, 14 Jul 2010 10:36:17 +0100 http://wordpress.org/?v=2.8.4 hourly 1 By: Simon Sayce http://purplefrog.co.uk/2010/02/marketing/in-the-pink/comment-page-1/#comment-581 Simon Sayce Mon, 01 Mar 2010 14:23:32 +0000 http://purplefrog.co.uk/?p=1138#comment-581 Hi Nick This is a win, win for Fiat. As you suggest, it is only available online and will effectively be made to order. Importantly, it probably has, or will be, picked up by the automotive and female press. It therefore has huge PR value. The 'pink economy' is a real problem for car manufacturers. Women buy over 50% of new cars and influence over 80% of sales but automotive comms fail to hit the mark time after time. Even if this 'little pinky' does not sell, potential female buyers will realise that Fiat is still thinking of them, and that is a very valuable perception. Regards Simon Hi Nick

This is a win, win for Fiat. As you suggest, it is only available online and will effectively be made to order. Importantly, it probably has, or will be, picked up by the automotive and female press. It therefore has huge PR value.
The ‘pink economy’ is a real problem for car manufacturers. Women buy over 50% of new cars and influence over 80% of sales but automotive comms fail to hit the mark time after time. Even if this ‘little pinky’ does not sell, potential female buyers will realise that Fiat is still thinking of them, and that is a very valuable perception.

Regards

Simon

]]> By: nick http://purplefrog.co.uk/2010/02/marketing/in-the-pink/comment-page-1/#comment-550 nick Tue, 16 Feb 2010 12:45:52 +0000 http://purplefrog.co.uk/?p=1138#comment-550 I agree with Laura, look at all my shirts! However, and more interestingly from a brand pov , I encountered a similar issue around Ipods and Nintendo dsi at Christmas. My mission was for a pink Ipod and a red Nintendo. in this case there was no premium price to be paid for the colours but they were far and away the most difficult to get hold of and the quickest to go out of stock, driving many to purchase the alternative (but less popular?) colours. Brand effect is the same as David has alluded to. But here where there can be no distinction between the products other than colour and, therefore, premium price is difficult to justify, they can fuel desire, discussion, awareness and perceived points of difference by not or at least appearing not to match the demand for and increase the supply of the more popular colours over the less. Simple economic theory perfectly applied in marketing practice. I agree with Laura, look at all my shirts! However, and more interestingly from a brand pov , I encountered a similar issue around Ipods and Nintendo dsi at Christmas. My mission was for a pink Ipod and a red Nintendo. in this case there was no premium price to be paid for the colours but they were far and away the most difficult to get hold of and the quickest to go out of stock, driving many to purchase the alternative (but less popular?) colours. Brand effect is the same as David has alluded to. But here where there can be no distinction between the products other than colour and, therefore, premium price is difficult to justify, they can fuel desire, discussion, awareness and perceived points of difference by not or at least appearing not to match the demand for and increase the supply of the more popular colours over the less. Simple economic theory perfectly applied in marketing practice.

]]> By: laura http://purplefrog.co.uk/2010/02/marketing/in-the-pink/comment-page-1/#comment-549 laura Tue, 16 Feb 2010 11:43:34 +0000 http://purplefrog.co.uk/?p=1138#comment-549 But James everything looks so great in Pink!! check out <a href="http://www.pinkstinks.co.uk" target="_blank" rel="nofollow">www.pinkstinks.co.uk</a> - BRILLIANT Hope all is well at the Threshing Barn Laura (X-Rectory Laura) But James everything looks so great in Pink!! check out http://www.pinkstinks.co.uk – BRILLIANT

Hope all is well at the Threshing Barn

Laura (X-Rectory Laura)

]]> By: David http://purplefrog.co.uk/2010/02/marketing/in-the-pink/comment-page-1/#comment-530 David Thu, 04 Feb 2010 20:29:12 +0000 http://purplefrog.co.uk/?p=1138#comment-530 A great looking car but I suspect that they may not sell too many, but if they do the premium will make it worthwhile. It is worth noting however that creating a different product that makes a statement is a worthwhile marketing ploy as a silver or white just would not be talked about. So remember it is often the headline product that raises your brand awareness even if the run of the mill is the one purchased in the end. A great looking car but I suspect that they may not sell too many, but if they do the premium will make it worthwhile. It is worth noting however that creating a different product that makes a statement is a worthwhile marketing ploy as a silver or white just would not be talked about. So remember it is often the headline product that raises your brand awareness even if the run of the mill is the one purchased in the end.

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