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consumer behavior class-how to sell and promote healthy Korean ramen

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The document discusses marketing strategies for a new ramen brand launch in Korea. It analyzes the Korean ramen market, consumer preferences, and competitors' strategies. It found that consumers are interested in healthier ramen options and communication through social media. The proposed strategy is to launch an affordable but healthy main ramen brand and a premium version. Marketing would focus on social media influencers, on-campus promotions, and leveraging mobile and podcast ads.

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CB, MON/WED PROF xxx
I. INTRODUCTION II. CURRENT MC STRATEGIES III.CONSUMER ANALYSIS IV. NEW BRAND LAUNCH V. OUR MC STRATEGY VI. BRIEF SUMMARY
consumer behavior class-how to sell and promote healthy Korean ramen
CHINA JAPAN TAIWAN MALAY THAI VIETNAM INDONESIA KOREA REP. 32.6 42.5 43.3 43.8 43.9 54.7 56.1 71.9 No. of Ramen Consumed per 1P in YR2012 KOREA: A COUNTRY OF RAMENLOVERS
PREMIUM RAMENS HIT THE MARKET
2013-1Q RAMEN RANKING RANK Name of the Co. Name of the Ramen 1 NONGSHIM SHIN-RAMEN 2 NONGSHIM ZZAPAGETTI 3 NONGSHIM ANSUNGTANG-NOODLE 4 SAMYANG SAMYANG-RAMEN 5 NONGSHIM NUHGURI 6 OTTUGI JINRAMEN 7 NONGSHIM SQUID JJAMBBONG 8 NONGSHIM SHINRAMEN BLACK (NEW)-2011.4. 9 PULMUONE(NEW) TASTY NATURE-CRAB JJBB(NEW)-2012.7. BASED ON REVENUE, STATS BY AC-NIELSON CO.
consumer behavior class-how to sell and promote healthy Korean ramen
67% 11% 2% 20% 襷 NONGSHIM SAMYANG PULMUONE ETC CURRENTLY COMPETING BRANDS 2013-1Q
MC STRATEGIES OF THE COMPANIES Name of the Co. MC STRATEGY NONGSHIM TV Commercial(Celeb Marketing) Newspaper Ad(Healthy-Image Marketing) SAMYANG TV Commercial(Celeb Marketing) Newspaper Ad(Celeb Marketing) PULMUONE TV Commercial(Campaign Marketing) Newspaper Ad(Healthy-Image Marketing ALL SNS Marketing MC=Marketing Communications, MARCOMS
MC STRATEGY TV Commercial
MC STRATEGY of NONGSHIM-NP AD 1ST &2ND MC STRATEGY- Emphasizing the health benefit and premium image of a product using celebs
MC STRATEGY of NONGSHIM-SNS Managing company blog, Facebook But no twitter CHECK YOUR CB CONCEPT
MC STRATEGY TV Commercial
MC STRATEGY of SAMYANG-NP AD 1ST &2ND MC STRATEGY: Consistent use of celebs to advertise the product
MC STRATEGY of SAMYANG-SNS Managing blog, Twitter, Facebook and Mobile Web
MC STRATEGY TV Commercial
MC STRATEGY of PULMUONE-NP AD 1ST &2ND MC STRATEGY: Consistent use of childrens images to emphasize healthy image of the company
MC STRATEGY of PULMUONE-TV PPL TV PPL (product in placement) AD is much cheaper to advertise than TV Commercial CHECK YOUR CB CONCEPT
MC STRATEGY of PULMUONE-SNS Managing blog, Twitter, Facebook
Similarity: All the companies were focusing on traditional media rather than social media HOW ARE COMPANIES COMPETING TO SELL RAMEN? Difference: Nongshim -Celeb ADs to emphasize the premium image of the product Samyang - Celebs Commercials Pulmuone -Using kids to advertise healthy image of a company as a whole
WHAT MUST BE COMMUNICATED FOR MC? BRAND IMAGE
consumer behavior class-how to sell and promote healthy Korean ramen
FOCUS GROUP INTERVIEW Opinions of the 20s (Gen Y) -Target group SURVEY (USING QUESTIONNAIRE) Focused on 20s, but included opinions of other age groups as well CHECK YOUR CB CONCEPT CONSUMER ANALYSIS METHODS
FOCUS GROUP INTERVIEW Place/Date : Clubroom-5/22(WED) PM8:30-9:00 Students Involved: 5 male, 2 female in 20s
FOCUS GROUP INTERVIEW (CONTD) 1. What does consuming a ramen mean to you? Noticeable Opinions: 22/F: Consuming a ramen gives me a joy. I am willing to pay more healthier ramen. Wouldnt it be great if the ramen were healthy and tasty at the same time? 23/M: Since I am short of money, I have ramen when I dont have much money. I personally dont favor ramen much, and I wont pay more than 1000won.
FOCUS GROUP INTERVIEW (CONTD) 2. How do you make purchase decisions? Noticeable Opinions: 21/M: I just buy Shinramen, thats all. Cheap and tasty. 22/F : I only have tasty nature because it contains no fat and has low calories. 22/M: I buy whatever that is on the store display.
3. When making a brand choice, what is most important? Noticeable Opinions: 21/M: Brand doesnt matter. I think tastiness is of the most importance. 22/F : How healthy the products are. FOCUS GROUP INTERVIEW (CONTD)
4.How do you view some of the different brands? Noticeable Opinions: 22/F: I view Pulmuone as brand that only sells healthy products. That is why I always buy taste of nature 25/M: I am a loyal customer of Nongshim. Shinramen is the best. FOCUS GROUP INTERVIEW (CONTD)
5. Are you considering a new ramen brand? Why or why not? Noticeable Opinions: ALL except 1: Yes, because we want to try something new and better. 25/M: No, I like Nongshim. I prefer familiar brand that I know already. FOCUS GROUP INTERVIEW (CONTD)
6. If yes, what would you need to know? Noticeable Opinions: 21/F, 22/F: Sodium, fat and calories it contains. 21/M, 22/M,23/M: Taste. 21/M: Price. FOCUS GROUP INTERVIEW (CONTD)
END of the FOCUS GROUP INTERVIEW 7. Howdoyouwant marketerstocommunicate withyou? ALL: Through Social Media, OF COURSE.
CHECK YOUR CB CONCEPT SUMMARY OF THE FGI 20s (GEN Y) have ramen for its taste and cheap price Demand for new well-being ramen exists Gen Y prefers communications through Social Media
SURVEY (USING QUESTIONNAIRE) People involved in the survey: 25 people in 20s (CAU students) 7 people in 30s (CAU students bro/sis) 8 people in 40s (Relatives of CAU students) 10 people in 50s (Parents of CAU students)
SURVEY -1stQUESTION 24 19 6 1 because of its taste to save money became habitual others Why do you have ramen?
19 15 13 3 price taste how healthy it is others Which factor matters most when you buy ramen? SURVEY -2ndQUESTION
26 14 7 2 1 Nongshim Samyang Pulmuone Paldo Others Which brand do you prefer most? SURVEY -3rdQUESTION
38 12 Yes No Are you willing to have ramen that is good for your health? SURVEY -4thQUESTION
4 6 12 20 8 鐃2500-3000 鐃2000-2500 鐃1500-2000 鐃1000-1500 鐃1000& How much are you willing to pay for the well-being ramen? SURVEY -5thQUESTION
30 14 0 6 Social Media TV/Internet AD Homepage others How do you want marketers to communicate with you? SURVEY FINAL QUESTION
CHECK YOUR CB CONCEPT SUMMARY OF THE SURVEY People prioritize saving money People became more health-conscious than the past There is room for growth for a Well-being ramen
consumer behavior class-how to sell and promote healthy Korean ramen
Want Healthier ramen Reasonably-priced ramen MC through Social Media Need New ramen that is healthy & reasonably priced CHECK YOUR CB CONCEPT WHAT DO CONSUMERS WANT & NEED?
NEW BRAND LAUNCH & Main Product Premium Product
Product for price-conscious consumers Comparatively low-priced (鐃1150) Made with Korean rice NEW BRAND LAUNCH
NEW BRAND LAUNCH Product for taste-conscious consumers Comparatively high-priced (鐃1500) Korean wheat & healthier ingredients
Active SM MCS - Inexpensive, Fast-Spreading E-I-Y MCS - Experience shared via SM BUZZ (WOM) Apple Podcast AD - Affordable & Effective HOW CAN OUR MCS BE DIFFERENT? CHECK YOUR CB CONCEPT
consumer behavior class-how to sell and promote healthy Korean ramen
CHECK YOUR CB CONCEPT Opinion Leader Selection WERE IN CHARGE OF PR!
CHECK YOUR CB CONCEPT 100+ STUDENTS from various colleges Social Media BUZZ (WOM) CAMPAIGN ON-CAMPUS MARKETING ADVERTISE IN CAMPUS COMMUITY WEBSITE ( EX-CAUIN) Opinion Leader Selection
CHECK YOUR CB CONCEPT On-Campus Tasting & Giveaway Event GET YOUR FREE GIVEAWAY & TASTE THE RAMEN NOW!SWEEPSTAKE EVENT is also being held!
CHECK YOUR CB CONCEPT On-Campus Tasting & Giveaway Event FREE RAMEN GIVEAWAY ( WITH A PAPER BOWL ) SWEEPSTAKE EVENT (DART GAMES) FEEDBACK GIVERS GET +1 FREE RAMEN
CHECK YOUR CB CONCEPT MC using Alumni Network
CHECK YOUR CB CONCEPT OP LEADERS NOTIFY UPCOMING ON-CAMPUS EVENT GET FEEDBACK FROM THE ALUMNET AFTER THE EVENT (CONTRIBUTER GETS 2 RAMEN COUPONS) MC using Alumni Network
CHECK YOUR CB CONCEPT MC using Social Media-Twitter
CHECK YOUR CB CONCEPT MC using Social Media-Twitter FLASH MOB! UNPLANNED GATHERING!
一企朱 CHECK YOUR CB CONCEPT MC using Social Media-Facebook
一企朱 CHECK YOUR CB CONCEPT PEOPLE WHO CLICK LIKE GET 1 FREE COUPON PEOPLE WHO MENTION OUR RAMEN ON THEIR WALL GET 5 RAMEN COUPONS (IF THEY HAVE 200+ FRIENDS) MC using Social Media-Facebook
一企朱 CHECK YOUR CB CONCEPT MC using SM - Mobile App & Web
一企朱 CHECK YOUR CB CONCEPT MC using SM - Mobile App & Web PEOPLE WHO SIGN UP & DOWNLOAD APP GET 2 FREE RAMEN COUPONS ( CAN BE USED in KAKAO+ MOBILE WEB) INVITE 1 FRIEND, GET 1 FREE RAMEN EVENT
CHECK YOUR CB CONCEPT Product Selling in Mobile SNS
CHECK YOUR CB CONCEPT BUY 10, GET 1 FREE EVENT MENTION OUR RAMEN ON GROUPCHAT (20+) & GET 3 FREE RAMEN COUPONS Product Selling in Mobile SNS
Podcast & Radio Advertisement A:(Sound of drinking ramen soup) B: Are you INSANE? Cant you feel the ramen harming your health? Imported wheat with preservative will accelerate your aging and too much sodium will get you diabetes! (Fear Marketing) A: What should I do?! B: Have this if it were nature! ramen! Unlike other ramen, it used safe rice, and low in sodium!(Contrast) A: I gotta grab one NOW! Thank you so much! B: New ramen for our health. Please type if it were nature ramen in DAUM (search leads to SNS sites)
CHECK YOUR CB CONCEPT MC Management using GOOGLE +
BRIEF SUMMARY
BRIEF SUMMARY In the ramen-selling business, Many rameneaters became health-conscious Healthy, premium ramens appeal to them MC using SM are becoming ever more important
consumer behavior class-how to sell and promote healthy Korean ramen

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consumer behavior class-how to sell and promote healthy Korean ramen

  • 2. I. INTRODUCTION II. CURRENT MC STRATEGIES III.CONSUMER ANALYSIS IV. NEW BRAND LAUNCH V. OUR MC STRATEGY VI. BRIEF SUMMARY
  • 5. PREMIUM RAMENS HIT THE MARKET
  • 6. 2013-1Q RAMEN RANKING RANK Name of the Co. Name of the Ramen 1 NONGSHIM SHIN-RAMEN 2 NONGSHIM ZZAPAGETTI 3 NONGSHIM ANSUNGTANG-NOODLE 4 SAMYANG SAMYANG-RAMEN 5 NONGSHIM NUHGURI 6 OTTUGI JINRAMEN 7 NONGSHIM SQUID JJAMBBONG 8 NONGSHIM SHINRAMEN BLACK (NEW)-2011.4. 9 PULMUONE(NEW) TASTY NATURE-CRAB JJBB(NEW)-2012.7. BASED ON REVENUE, STATS BY AC-NIELSON CO.
  • 8. 67% 11% 2% 20% 襷 NONGSHIM SAMYANG PULMUONE ETC CURRENTLY COMPETING BRANDS 2013-1Q
  • 9. MC STRATEGIES OF THE COMPANIES Name of the Co. MC STRATEGY NONGSHIM TV Commercial(Celeb Marketing) Newspaper Ad(Healthy-Image Marketing) SAMYANG TV Commercial(Celeb Marketing) Newspaper Ad(Celeb Marketing) PULMUONE TV Commercial(Campaign Marketing) Newspaper Ad(Healthy-Image Marketing ALL SNS Marketing MC=Marketing Communications, MARCOMS
  • 10. MC STRATEGY TV Commercial
  • 11. MC STRATEGY of NONGSHIM-NP AD 1ST &2ND MC STRATEGY- Emphasizing the health benefit and premium image of a product using celebs
  • 12. MC STRATEGY of NONGSHIM-SNS Managing company blog, Facebook But no twitter CHECK YOUR CB CONCEPT
  • 13. MC STRATEGY TV Commercial
  • 14. MC STRATEGY of SAMYANG-NP AD 1ST &2ND MC STRATEGY: Consistent use of celebs to advertise the product
  • 15. MC STRATEGY of SAMYANG-SNS Managing blog, Twitter, Facebook and Mobile Web
  • 16. MC STRATEGY TV Commercial
  • 17. MC STRATEGY of PULMUONE-NP AD 1ST &2ND MC STRATEGY: Consistent use of childrens images to emphasize healthy image of the company
  • 18. MC STRATEGY of PULMUONE-TV PPL TV PPL (product in placement) AD is much cheaper to advertise than TV Commercial CHECK YOUR CB CONCEPT
  • 19. MC STRATEGY of PULMUONE-SNS Managing blog, Twitter, Facebook
  • 20. Similarity: All the companies were focusing on traditional media rather than social media HOW ARE COMPANIES COMPETING TO SELL RAMEN? Difference: Nongshim -Celeb ADs to emphasize the premium image of the product Samyang - Celebs Commercials Pulmuone -Using kids to advertise healthy image of a company as a whole
  • 21. WHAT MUST BE COMMUNICATED FOR MC? BRAND IMAGE
  • 23. FOCUS GROUP INTERVIEW Opinions of the 20s (Gen Y) -Target group SURVEY (USING QUESTIONNAIRE) Focused on 20s, but included opinions of other age groups as well CHECK YOUR CB CONCEPT CONSUMER ANALYSIS METHODS
  • 24. FOCUS GROUP INTERVIEW Place/Date : Clubroom-5/22(WED) PM8:30-9:00 Students Involved: 5 male, 2 female in 20s
  • 25. FOCUS GROUP INTERVIEW (CONTD) 1. What does consuming a ramen mean to you? Noticeable Opinions: 22/F: Consuming a ramen gives me a joy. I am willing to pay more healthier ramen. Wouldnt it be great if the ramen were healthy and tasty at the same time? 23/M: Since I am short of money, I have ramen when I dont have much money. I personally dont favor ramen much, and I wont pay more than 1000won.
  • 26. FOCUS GROUP INTERVIEW (CONTD) 2. How do you make purchase decisions? Noticeable Opinions: 21/M: I just buy Shinramen, thats all. Cheap and tasty. 22/F : I only have tasty nature because it contains no fat and has low calories. 22/M: I buy whatever that is on the store display.
  • 27. 3. When making a brand choice, what is most important? Noticeable Opinions: 21/M: Brand doesnt matter. I think tastiness is of the most importance. 22/F : How healthy the products are. FOCUS GROUP INTERVIEW (CONTD)
  • 28. 4.How do you view some of the different brands? Noticeable Opinions: 22/F: I view Pulmuone as brand that only sells healthy products. That is why I always buy taste of nature 25/M: I am a loyal customer of Nongshim. Shinramen is the best. FOCUS GROUP INTERVIEW (CONTD)
  • 29. 5. Are you considering a new ramen brand? Why or why not? Noticeable Opinions: ALL except 1: Yes, because we want to try something new and better. 25/M: No, I like Nongshim. I prefer familiar brand that I know already. FOCUS GROUP INTERVIEW (CONTD)
  • 30. 6. If yes, what would you need to know? Noticeable Opinions: 21/F, 22/F: Sodium, fat and calories it contains. 21/M, 22/M,23/M: Taste. 21/M: Price. FOCUS GROUP INTERVIEW (CONTD)
  • 31. END of the FOCUS GROUP INTERVIEW 7. Howdoyouwant marketerstocommunicate withyou? ALL: Through Social Media, OF COURSE.
  • 32. CHECK YOUR CB CONCEPT SUMMARY OF THE FGI 20s (GEN Y) have ramen for its taste and cheap price Demand for new well-being ramen exists Gen Y prefers communications through Social Media
  • 33. SURVEY (USING QUESTIONNAIRE) People involved in the survey: 25 people in 20s (CAU students) 7 people in 30s (CAU students bro/sis) 8 people in 40s (Relatives of CAU students) 10 people in 50s (Parents of CAU students)
  • 34. SURVEY -1stQUESTION 24 19 6 1 because of its taste to save money became habitual others Why do you have ramen?
  • 35. 19 15 13 3 price taste how healthy it is others Which factor matters most when you buy ramen? SURVEY -2ndQUESTION
  • 36. 26 14 7 2 1 Nongshim Samyang Pulmuone Paldo Others Which brand do you prefer most? SURVEY -3rdQUESTION
  • 37. 38 12 Yes No Are you willing to have ramen that is good for your health? SURVEY -4thQUESTION
  • 38. 4 6 12 20 8 鐃2500-3000 鐃2000-2500 鐃1500-2000 鐃1000-1500 鐃1000& How much are you willing to pay for the well-being ramen? SURVEY -5thQUESTION
  • 39. 30 14 0 6 Social Media TV/Internet AD Homepage others How do you want marketers to communicate with you? SURVEY FINAL QUESTION
  • 40. CHECK YOUR CB CONCEPT SUMMARY OF THE SURVEY People prioritize saving money People became more health-conscious than the past There is room for growth for a Well-being ramen
  • 42. Want Healthier ramen Reasonably-priced ramen MC through Social Media Need New ramen that is healthy & reasonably priced CHECK YOUR CB CONCEPT WHAT DO CONSUMERS WANT & NEED?
  • 43. NEW BRAND LAUNCH & Main Product Premium Product
  • 44. Product for price-conscious consumers Comparatively low-priced (鐃1150) Made with Korean rice NEW BRAND LAUNCH
  • 45. NEW BRAND LAUNCH Product for taste-conscious consumers Comparatively high-priced (鐃1500) Korean wheat & healthier ingredients
  • 46. Active SM MCS - Inexpensive, Fast-Spreading E-I-Y MCS - Experience shared via SM BUZZ (WOM) Apple Podcast AD - Affordable & Effective HOW CAN OUR MCS BE DIFFERENT? CHECK YOUR CB CONCEPT
  • 48. CHECK YOUR CB CONCEPT Opinion Leader Selection WERE IN CHARGE OF PR!
  • 49. CHECK YOUR CB CONCEPT 100+ STUDENTS from various colleges Social Media BUZZ (WOM) CAMPAIGN ON-CAMPUS MARKETING ADVERTISE IN CAMPUS COMMUITY WEBSITE ( EX-CAUIN) Opinion Leader Selection
  • 50. CHECK YOUR CB CONCEPT On-Campus Tasting & Giveaway Event GET YOUR FREE GIVEAWAY & TASTE THE RAMEN NOW!SWEEPSTAKE EVENT is also being held!
  • 51. CHECK YOUR CB CONCEPT On-Campus Tasting & Giveaway Event FREE RAMEN GIVEAWAY ( WITH A PAPER BOWL ) SWEEPSTAKE EVENT (DART GAMES) FEEDBACK GIVERS GET +1 FREE RAMEN
  • 52. CHECK YOUR CB CONCEPT MC using Alumni Network
  • 53. CHECK YOUR CB CONCEPT OP LEADERS NOTIFY UPCOMING ON-CAMPUS EVENT GET FEEDBACK FROM THE ALUMNET AFTER THE EVENT (CONTRIBUTER GETS 2 RAMEN COUPONS) MC using Alumni Network
  • 54. CHECK YOUR CB CONCEPT MC using Social Media-Twitter
  • 55. CHECK YOUR CB CONCEPT MC using Social Media-Twitter FLASH MOB! UNPLANNED GATHERING!
  • 56. 一企朱 CHECK YOUR CB CONCEPT MC using Social Media-Facebook
  • 57. 一企朱 CHECK YOUR CB CONCEPT PEOPLE WHO CLICK LIKE GET 1 FREE COUPON PEOPLE WHO MENTION OUR RAMEN ON THEIR WALL GET 5 RAMEN COUPONS (IF THEY HAVE 200+ FRIENDS) MC using Social Media-Facebook
  • 58. 一企朱 CHECK YOUR CB CONCEPT MC using SM - Mobile App & Web
  • 59. 一企朱 CHECK YOUR CB CONCEPT MC using SM - Mobile App & Web PEOPLE WHO SIGN UP & DOWNLOAD APP GET 2 FREE RAMEN COUPONS ( CAN BE USED in KAKAO+ MOBILE WEB) INVITE 1 FRIEND, GET 1 FREE RAMEN EVENT
  • 60. CHECK YOUR CB CONCEPT Product Selling in Mobile SNS
  • 61. CHECK YOUR CB CONCEPT BUY 10, GET 1 FREE EVENT MENTION OUR RAMEN ON GROUPCHAT (20+) & GET 3 FREE RAMEN COUPONS Product Selling in Mobile SNS
  • 62. Podcast & Radio Advertisement A:(Sound of drinking ramen soup) B: Are you INSANE? Cant you feel the ramen harming your health? Imported wheat with preservative will accelerate your aging and too much sodium will get you diabetes! (Fear Marketing) A: What should I do?! B: Have this if it were nature! ramen! Unlike other ramen, it used safe rice, and low in sodium!(Contrast) A: I gotta grab one NOW! Thank you so much! B: New ramen for our health. Please type if it were nature ramen in DAUM (search leads to SNS sites)
  • 63. CHECK YOUR CB CONCEPT MC Management using GOOGLE +
  • 65. BRIEF SUMMARY In the ramen-selling business, Many rameneaters became health-conscious Healthy, premium ramens appeal to them MC using SM are becoming ever more important

Editor's Notes

  1. Hi Im shl n I will begin our pt by showing you the marcoms stgies companies are using.
  2. As u c, nongshim is dominating the mkt with 67%of mkt share, samyang is in the 2nd place, and pulmuone only has a market share of 2% but We put this company in the competing group since they have a advantage over well being ramen
  3. Each of these companies were using similar marcoms stgy, advertising on tv and newpaper, and they all were using a bit of Social media marketing. So now lets c the mc strategies of the each companies one by one.
  4. 一企朱癌 will target low, middle income group and will be priced at 1150 for Price conscious consumers, and will be made with korean rice. 蟇願伎螻朱癌 will target middle and high income group, and will be relatively highly priced. This product will be made with korean wheat, which is more expensive than rice, and will contain healthier ingredients.
  5. 一企朱癌 will target low, middle income group and will be priced at 1150 for Price conscious consumers, and will be made with korean rice. 蟇願伎螻朱癌 will target middle and high income group, and will be relatively highly priced. This product will be made with korean wheat, which is more expensive than rice, and will contain healthier ingredients.
  6. using twt, Well gonna hold FM event 1st. For ex, well