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
guide’ for young people.
4. Communication concept
Communication concept of Korean is a story telling style. The advertisements with this concept have been broadly shown through TV, internet banner and printed advertisement. In the “Ask Japan about Japan(일본에게 일본을 묻다)” version of Korean Airline commercial, it is enough to excite consumers’ emotion. Although Japa
AI-Based Strategic Management (May-June 2021) Copyright by Prof. Dong-sung.Cho2
Day 2
Classes 6~8
AI-Based Strategic Management
AI-Based Strategic Management (May-June 2021) Copyright by Prof. Dong-sung.Cho3
The Mechanism-Based View
AI-Based Strategic Management (May-June 2021) Copyright by Prof. Dong-sung.Cho4
Table of Contents of the MBV
1. Evolution of the MBV Thought
AI-Based Strategic Manage
● Objective
- Background
Even though there are lots of different kinds of lodging properties, as a student, we tend to pay attention to only huge hotels with worldwide reputation. Our team would like to focus on relatively small hotel company, Zen Backpackers, which is getting popular among young visitors to Busan, and address its role as an accommodation in a famous tourism destination, Seom
During this semester, we are taught about many theories of Consumer Behavior.
These theories not exist in just text book, but can be applied to actual marketing.
So we summarize what marketers think important things that we guess.
Anchoring and Adjustment is important role of marketers.
First, Anchoring is to sum up“initial value”
Individuals will first anchor the judgment based on som
Suppliers
Bargaining Power
1. Low price discrimination
of food supplies in China
2. Weak competitiveness for suppliers
Buyers
Bargaining Power
1. Different customers’ tendencies
by regional group in China
2. Easy to change the brand
3. Low converting cost of buyer
Potential
New Entrants
1. Low cost for launching fast food corporation
2. Hard to have differences
“Until what place in the United States have you been to?” to stimulate the customer’s vision.
Korean Airlines stimulate the desire of traveling of both the people who haven’t been to the States and those who have been there before.
short of concept and devotion about food which are core products.
The decisive failure factor is passing over the quality and flavor
Brand image of Pulmuone
Using paper container
Balanced nutrients
Using same line of other products
No MSG, Trans fats
Convenience
Using the same producing formula with other brand
Low awareness for product strength
Little varieties of products
No advantages in price
Increasing interest in food safety
Large market potential
Growth of single member family
Low market barrier
The application of vision in emotional marketing : shapes and colors
The shapes and packing of product can devote itself to realize brand-identity and the creation of brand-assets. For instance, Calvin clein's perfume CK-1 has the shape of turning its cap. It devoted its brand-identity to the targeted consumers that it is differentiated from other brands' graceful cap shapes and its moderate pri