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.

1. CB, MON/WED –PROF xxx

2. I. INTRODUCTION
II. CURRENT MC STRATEGIES
III.CONSUMER ANALYSIS
IV. NEW BRAND LAUNCH
V. OUR MC STRATEGY
VI. BRIEF SUMMARY

4. 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

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%
판매
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
children’s 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 (CONT’D)
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. Wouldn’t 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
don’t have much money. I personally don’t favor
ramen much, and I won’t pay more than 1000won.

26. FOCUS GROUP INTERVIEW (CONT’D)
2. How do you make purchase decisions?
Noticeable Opinions:
21/M: I just buy Shinramen, that’s 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 doesn’t matter.
I think tastiness is of the most importance.
22/F : How healthy the products are.
FOCUS GROUP INTERVIEW (CONT’D)

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 (CONT’D)

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 (CONT’D)

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 (CONT’D)

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
￦2500-3000 ￦2000-2500 ￦1500-2000 ￦1000-1500 ￦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 (￦1150)
 Made with Korean rice
NEW BRAND LAUNCH

45. NEW BRAND LAUNCH
 Product for taste-conscious consumers
 Comparatively high-priced (￦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
WE’RE 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. 자연이라면
CHECK YOUR CB CONCEPT
MC using Social Media-Facebook

57. 자연이라면
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. 자연이라면
CHECK YOUR CB CONCEPT
MC using SM - Mobile App & Web

59. 자연이라면
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? Can’t 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 +

64. BRIEF SUMMARY

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