Ⅰ. Introduction
1. White soup ramen
There was a big hit in Ramen industry in 2011. So many people tried to eat white ramen. Market portion of white ramen was so large. Especially 꼬꼬면 was a number one brand in ramen industry for some months.
This big hit came from TV program 남자의 자격. There was a ramen contest in this program. 꼬꼬면 took first place in this contest. Most pa
Biggest cosmetic company in South Korea, with 39% market share (1st)
Powerful and well established brand shops (ARITAUM, ETUDE, Innisfree), with 25% market share (1st)
Wide range of brands and diverse product lineup, with about 30 brands
Net sales 69.3 billion won, Operation profit 14.8 billion won in the first-quarter
Overseas expansion, in more than 10 countries, from France, C
Objective 1
It is important for consumer researchers to understand the nature and power of attitudes.
태도(attitude)
: 사람들(자신을 포함해서), 대상들, 광고들, 또는 쟁점들에 대한 영속적이고 일반적인 평가
실용적(Utilitarian)
가치-표현적
(Value-expressive)
자아-방어적
(Ego-defensive)
지식
(Knowledge)
Objective 2
Attitudes are more
Red ramen lost its portion since launching of 꼬꼬면.
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
3. DR. NATURE, Brand Concept and Value Proposition
DR. NATURE’s primary focus will be on safety and natural freshness. Its brand concept will emphasize being truly ‘natural’ and also functional, being effective on prevention of eczema, herpes, and atopy, thus assuming the role of a ‘doctor’. As of now, most of the products sold in the baby skin care market are advertised as “gree