Post on 23-Dec-2015
Shin ramen black makes Nong-shim black
The case of failure : Shin ramen black
2009214987 KIBUM. K201421469 JUNGWOOK .Y
01 02Preview of failure of
BLACK Ramen
00 Index
New way of renewal 03
Conclusion
01
Preview of failure of BLACK Ramen
01 Why BLACK ramen was failed?
History of ramen share
Nongshim
Samyang
Ottogi
Yakult
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
02
New way of renewal shin-ramen black
①prosumer marketing
02 New way of renewal shin-ramen black
.
• prosumer
→ producer+consumer
→ Prosumer provide opinion to company.
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
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
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
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
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
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
③Paldo snack bar
.
02 New way of renewal shin-ramen black
02 New way of renewal shin-ramen black
③Other case of this marketing
Japan Beer ‘KIRIN ICHIBAN BEER’
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
③Japan noodle – sanuki udon
.
This picture is sanuki udon restaurant.
02 New way of renewal shin-ramen black
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
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.
03
Conclusion
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.
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
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