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
Market share of Nongshim Ramen is 68%
In 2011. 7
Nongshim was
monopolizing the market
In 2011. a10
Nongshim still has NO.1 market share
BUT,
Other companies’ products are at rapid growth
S
Consumers like hot taste
SHIN ramen’s outstanding
Market share(68%)
Powerful brand image
R/D ability
W
Old image
Consumers who don’t like
hot taste exist
Argu
Introduction of Nong shim
Noodles and snacks, beverages and manufacturing company specialized in selling food
개물성무
(開物成務)
Creativity
commitment and pioneering
농심철학
(農心哲學)
Happy to share the good things
along with people
도연정신
(道延精神)
Constant innovation
commitment reform
1.1. Position of NONG SHIM in Korea Market
a) 농 심
1970년대 후반 농심은 국내 식품업계에서 일정한 위치를 차지 하게 되었을 뿐 아니라, 1975년부터 히트 상품인 ‘농심라면’을 통해 소비자들에게 ‘농심’이란 이름으로 좋은 인상을 심어주게 되었다. 이에 1978년 3월 6일 정식으로 사명을 주식회사 농심으
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