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분야
docx1. Situation: Korea Ramyun No.1 company Nongshim’s failure of its new product launching “The Black.”
2. Analyze
- Macro-environment: Increased consumer consciousness with the appearance of “well-being” trend
- 3C Analysis:
• Competitor: New competitors take Nongshim’s customer
• Company: Ramyun industry Big 3 company launched new product
• Customer: Customer needs can be classified WISE
- SWOT Analysis
3. S—T—P Analysis
- Segment: Ramyun customer can be divided into Premium and Basic customers
- Target: Nongshim should enter the premium market
- Positioning: Nongshim takes the position by launching Shin ramyun Black as rich nutrition ramyun
4. Problems and Solutions
- Product: gap between advertised and actual products Keep the nutrition & taste, make some change in components
- Price: too high without reasonable value Fresh reputation but maintain premium price
- Promotion: false & exaggerated advertising, reluctant customer service 3 promotion with expecting synergy effects
5. Conclusion
6. Appendixes
• Nongshim
Nongshim is Korea instant food Manufacturer Company that produces products such as instant noodles, u-dong, snacks, drinks etc. They recorded total revenue of 63,198 million won in 2010. Within this revenue, instant noodles represented 67.5%, which was equivalent to 42,659 million won. Nongshim is Korea’s No. 1 instant food industry company with Samyang and Oddugi ranking in the following (instant noodle revenue in Korean Won): Nongshim (1,300 billion) > Samyang (220 billion) > Oddugi (170 billion)
• Shin ramyun black launching
Nongshim launched shin ramyun black to commemorate the 25th anniversary of Shin Ramyun. In the first two-three months, the company made profit above the break-even point but after that it begun losing profit as sales of product dropped. The product defeated in competing against other new products. In addition, this resulted in a damaged brand image after criticism of product quality
II. Analysis of Market Environment
A. Macro-Environment Analysis
Consumer consciousness increases with the appearance of “well-being” trend.
• Consciousness for product
In a customer survey, 46% of respondents cared about the product’s ingredient, and 67% checked the product label. As the media developed, consumer consciousness is increasing. There are many consumer prosecution programs, such as “소비자 고발”, “불만제로”, and they had a huge impact. Also consumers now have various activities to improve their rights. Customer counseling is one of them, and the number of customer counseling has increased. In 2007, there are 3878 times of customer counseling, but in 2010, there are 6832 times of customer counseling, which is an increase of about 76%.
