분야
docx■ Kokomen
■ Topic: Declining consumption of kokomen
■ SWOT Analysis
■ 4P strategy
■ STP
■ Reasons of declining sales of kokomen
■ The most successful white-broth competitor, Nagasaki jjambbong
■ Survey analysis
■ Is the revival of kokomen possible?
■ Appendix
■ Reference
Paldo is the global leading food company and all corporate activities of Paldo are based on the founding philosophy of “constructing a healthy society”.
Paldo’s business is divided into four categories, ramen, drinks, exports, and distribution. First, the ramen business that started in 1983 has continuously grown and Paldo is leading the ramen market trends. Their main items are King bowl, Dosirac, Bibim men, Kokomen etc. Especially their one of the main items, Dosirac square noodle occupies a large portion of the Russian instant noodle market. Secondly, Paldo started the beverage business in 1995 and it satisfies various needs of customers. They produce Korean traditional drinks like Sikhye and Sujunggwa, coffee brand Santafe and various other beverages.
■ Kokomen
One of the most famous comedians in Korea, Lee Kyung Kyu made ramen using chicken broth in his TV show and won in the ramen contest. His ramen was soon turned into products by Paldo. The award-wining kokomen sold more than 100 million packets in just over five months after it was released in August last year. It soon became unavailable in supermarkets, adding to its popularity.
The popularity encouraged many food companies to release various types of white broth ramen such as Nagasaki jjambbong of Samyang, chicken broth ramyeon of Ottogi, Hururuk Kalguksu of Nongshim, etc.
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