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

transcript

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

TAIWAN

VIETNAM

INDONESIA

KOREA REP.

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.

11% 2%

판매

NONGSHIM SAMYANG PULMUONE ETC

CURRENTLY COMPETING BRANDS2013-1Q

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 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 of PULMUONE-NP AD

1ST &2ND MC

STRATEGY:

Consistent use of

children’s 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

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”

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

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 (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.

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.

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)

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.

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.

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.

END of the FOCUS GROUP INTERVIEW7. How do you want marketers to communicate with you?

ALL: Through Social Media, OF COURSE.

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

because of its

to save money became

habitual

others

Why do you have ramen?

price taste how healthy it is others

Which factor matters most

when you buy ramen?

SURVEY -2ndQUESTION

Nongshim Samyang Pulmuone Paldo Others

Which brand do you prefer most?

SURVEY -3rdQUESTION

Yes No

Are you willing to have

ramen that is good for

your health?

SURVEY -4thQUESTION

￦2500-3000￦2000-2500 ￦1500-2000 ￦1000-1500 ￦1000&↓

How much are you willing to pay

for the well-being ramen?

SURVEY -5thQUESTION

Social Media TV/Internet AD Homepage others

How do you want marketers to

communicate with you?

SURVEY –FINAL QUESTION

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

Healthier ramen

Reasonably-priced ramen

MC through Social Media

New ramen that is healthy & reasonably priced

WHAT DO CONSUMERS WANT & NEED?

NEW BRAND LAUNCH

Main Product Premium Product

Product for price-conscious consumers

Comparatively low-priced (￦1150)

Made with Korean rice

NEW BRAND LAUNCH

Product for taste-conscious consumers

Comparatively high-priced (￦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’?

‘Opinion Leader’ Selection

WE’RE IN CHARGE OF PR!

100+ STUDENTS from various colleges

Social Media BUZZ (WOM) CAMPAIGN

ON-CAMPUS MARKETING

ADVERTISE IN CAMPUS COMMUITY WEBSITE

( EX-CAUIN)

‘Opinion Leader’ Selection

On-Campus Tasting & Giveaway Event

GET YOUR

FREE GIVEAWAY &

TASTE THE RAMEN

NOW!SWEEPSTAKE EVENT

is also being held!

On-Campus Tasting & Giveaway Event

FREE RAMEN GIVEAWAY ( WITH A PAPER BOWL )

SWEEPSTAKE EVENT (DART GAMES)

FEEDBACK GIVERS GET +1 FREE RAMEN

MC using Alumni Network

OP LEADERS NOTIFY UPCOMING ON-CAMPUS EVENT

GET FEEDBACK FROM THE ALUMNET AFTER THE EVENT

(CONTRIBUTER GETS 2 RAMEN COUPONS)

MC using Alumni Network

MC using Social Media-Twitter

FLASH MOB!

UNPLANNED

GATHERING!

자연이라면

MC using Social Media-Facebook

자연이라면

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

자연이라면

MC using SM - Mobile App & Web

자연이라면

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

Product Selling in Mobile SNS

‘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? 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)

MC Management using GOOGLE +

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

Presentations & Public Speaking