분야
pptx- Sudden hit right after its launch
- Enjoyed tremendous popularity
- Sudden fall, just like when it was launched
꼬꼬면’s Overall Status
Why???
- Problem Identification
-Current IMC Strategy
-TV Ad
-Other communication mix
Everyone tasted 꼬꼬면 once,
So make them buy 꼬꼬면 twice
- Clearly Differentiated positioning
- For ‘Mild’
- For ‘Fun’
Overall…
Overview
Evaluation
Proposal
신라면
Top brand in Ramen industry before 꼬꼬면’s launching
Positioned well with hot taste
Recently recovered its top position
너구리
30-year old brand and steady seller
Market share was 5th but lost its share sharply
꼬꼬면 lost its position even in white ramen industry
나가사키 짬뽕
Top brand in white Ramen industry
Well known for good taste
It has been no.1 in whole ramen industry(2011)
기스면
-Following brand in white ramen industry
-Beat 꼬꼬면 already
