shin ramen black makes nong-shim black the case of failure : shin ramen black 2009214987 kibum. k...
TRANSCRIPT
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Shin ramen black makes Nong-shim black
The case of failure : Shin ramen black
2009214987 KIBUM. K201421469 JUNGWOOK .Y
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01 02Preview of failure of
BLACK Ramen
00 Index
New way of renewal 03
Conclusion
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01
Preview of failure of BLACK Ramen
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01 Why BLACK ramen was failed?
History of ramen share
Nongshim
Samyang
Ottogi
Yakult
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01 Why BLACK ramen was failed?
① Failure of extension concept
② Ambiguous position of portfolio
③ failure to change people’s stereotype
“ Black image is gorgeous like johnny walker black label. But it is unmatched with Bone soup & existing shin ramen red.”
“ Company’s product line already has bone soup line. Ramen black is ramen, but oriented in Bone soup. So, it is ambiguous.”
“ Instant ramen is not healthy, even if it include expensive stuff”
“The first people who eat shin-ramen black said shin-ramen’s taste is below expectation. So other people also have a negative image about shin-ramen black. As a result, they are fail to execute buzz marketing.”
④ Failure to get opinion leader
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02
New way of renewal shin-ramen black
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①prosumer marketing
02 New way of renewal shin-ramen black
.
• prosumer
→ producer+consumer
→ Prosumer provide opinion to company.
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①prosumer join to development process
.
•So prosumer join to development process, we
can get prosumer’s opinion about shin-ramen
black. And then we can get improvement and
supplementation point.
•This is also advertisement to prosumer about
product
02 New way of renewal shin-ramen black
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①case of prosumer marketing – SK-II
.
SK-II product cosmetic company. They made a
new product and get prosumer’s opinion. So
they can product placement. This is effective
prosumer marketing.
02 New way of renewal shin-ramen black
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①case of prosumer marketing – GS-25’s original food
.
They made their product stand on the basis
customer opinion. This is one of the successful
case.
02 New way of renewal shin-ramen black
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② new idea about product
.
The second way is get a new idea to apply shin-ramen black.
02 New way of renewal shin-ramen black
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② we can apply our idea to ramen
.
All ramen is packing for one people only. So I suggest that ramen packing for many people.
↓For one people ↓for many people
02 New way of renewal shin-ramen black
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③Paldo snack bar
.
Paldo ramen install a paldo ramen store in the Inchun in-ternational airport. They use store to get response from customer.
02 New way of renewal shin-ramen black
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③Paldo snack bar
.
02 New way of renewal shin-ramen black
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02 New way of renewal shin-ramen black
③Other case of this marketing
Japan Beer ‘KIRIN ICHIBAN BEER’
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③Japan noodle – sanuki udon
.
The one of famous japanese noodle, sanuki udon is suc-cess in market. How can they success in market?
Udon is repre-sentative noolde in japan.
02 New way of renewal shin-ramen black
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③Japan noodle – sanuki udon
.
This picture is sanuki udon restaurant.
02 New way of renewal shin-ramen black
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③location of sanuki
.
Sanuki is name of japan’s viliage. This viliage product most udon in japan.
02 New way of renewal shin-ramen black
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③ reason of Sanuki udon success
02 New way of renewal shin-ramen black
.
Sanuki udon use the sanuki’s famous restaurant recipe. So they become very popular product.
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03
Conclusion
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03 Conclusion
① Prosumer marketing
② new idea to improvement and development product
③ Benchmarking other product
We can do prosumer marketing to renewal shin-ramen black. If we do that, we can hear consumer’s opinion and do indirect advertise-ment. Finally, we can make product perfectly.
We can make new product to use new idea. We think efficiency and conve-nient idea and apply to product.
We can use other company’s marketing strategy. We can make store near consumer or get famous recipe about product.
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04 reference
① Nong-shim homepagehttp://www.nongshim.com/
② http://cafe.naver.com/packera/3709
③ PRINCIPLES OF MARKETING, KORTLER
④ http://cafe.naver.com/packera/4296
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04 reference
① Nong-shim homepagehttp://www.nongshim.com/
② http://cafe.naver.com/packera/3709
③ PRINCIPLES OF MARKETING, KORTLER
④ http://cafe.naver.com/packera/4296