꼬꼬면 IMC 전략

꼬꼬면 IMC 전략 꼬꼬면 IMC 전략.doc 목차 Ⅰ. Introduction 1. White soup ramen 2.Why 꼬꼬면 Ⅱ. Situation Analysis 1. Market Analysis 2. Brand Analysis 3. Competitor Analysis Ⅲ. Current Communication Strategy 1. TV ads 2. Other Communication mix 3. Overall evaluation Ⅳ. New Strategy 1. Problem Identification 2. SWOT Analysis 3. STP Analysis 4. Marketing Communication strategy 5. Overall effect 본문 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 panel who ate this satisfied with the taste of 꼬꼬면 and praised a lot. This made interest of public and made them want to taste it. Absolutely it was a powerful issue. Some months later, 꼬꼬면 was released to the market. So many people want to purchase 꼬꼬면. Even supply was short to meet the demand. And 나가사키 짬뽕 was released. Response of this product was nice also.People want to purchase white ramen not only by the issue but also attractive taste. White soup with mild taste was so attractive to consumers who always have been eating hot taste of red ramen. By these reasons, white ramen made a new trend in Ramen industry. 본문내용 y 꼬꼬면 Ⅱ. Situation Analysis 1. Market Analysis 2. Brand Analysis 3. Competitor Analysis Ⅲ. Current Communication Strategy 1. TV ads 2. Other Communication mix 3. Overall evaluation Ⅳ. New Strategy 1. Problem Identification 2. SWOT Analysis 3. STP Analysis 4. Marketing Communication strategy 5. Overall effect Ⅰ. Introduction 1. White soup ramen There was a big hit in Ramen industry in 2011. So 참고문헌 하얀국물라면 30%에서 10%로 급감 현재 꼬꼬면은 나가사키짬뽕, 기스면에 이어 3위로 전락 http://www.consumernews.co.kr/news/view.html?gid=main&bid=news&pid=310446 2012년 1월 팔도 법인 분리 (꼬꼬면 덕분에), 그러나 그 후 어려움 봉착 http://www.newspim.com/view.jsp?newsId=20120503000578 하얀국물의 신제품 효과가 사라져 다시 빨간 국물로 돌아가고 있음 http://www.asiae.co.kr/news/view.htm?idxno=2012043008553773736 그래도 아직 하얀국물을 선호하는 사람들이 있다 http://news.mtn.co.kr/newscenter/news_viewer.mtn?gidx=2012051013595085827 고객들이 한번씩 새제품을 시험해 본 것이고, 이제 다시 얼큰한 맛으로 돌아온다 http://www.hkn24.com/news/articleView.html?idxno=97148 고객들의 의견을 통해서 물권장량이 줄어듬 라면제작과정에 고객들 참여 가능성? 어디까지 가능할 것인가? http://www.newspim.com/view.jsp?newsId=20120409000293 스토리텔링이 주효하였다 라면 시장에서도 마케팅이 중요해졌다 http://www.fnn.co.kr/content.asp?aid=fd1595dc46a640a28b4c7ef8a7855603 꼬꼬면 해외 진출 http://news.donga.com/3/all/20120403/45242242/1 파워블로거, SNS활용 성공적이었다 http://news.mk.co.kr/newsRead.php?year=2012&no=291662 경기불황에는 매운 맛이 효과적이다 http://www.consumernews.co.kr/news/view.html?gid=main&bid=news&pid=296706 3월 후 판촉행사, 그러나 효과는 반짝하였다 http://www.kookje.co.kr/news2011/asp/newsbody.asp?code=1700&key=20120305.2202720071 0 하얀국물은 이제 한계이다 http://news.donga.com/3/all/20120304/44505939/1 작년 12월부터 나가사키 짬뽕에 뒤지기 시작하였다 http://biz.chosun.com/site/data/html_dir/2012/03/04/2012030401183.html 팔도는 타브랜드의 마케팅 때문에 점유율이 줄어든 것이라고 분석하였지만, 그보다는 하얀국물 시장 자체의 한계로 볼 수 있다 http://star.mk.co.kr/new/view.php?mc=ST&no=124493&year=2012 꼬꼬면 연간 매출은 500억원이다 http://isplus.live.joinsmsn.com/news/article/article.asp?total_id=7375225&cloc= 재구매율이 높지 않다 나가사키 짬뽕 브랜드 파워 http://www.asiae.co.kr/news/view.htm?idxno=2012041708493380625 In line with text | Fixed position