꼬꼬면 IMC 전략

꼬꼬면 IMC 전략 꼬꼬면 IMC 전략.pptx 목차 Success of 꼬꼬면 - Sudden hit right after its launch - Enjoyed tremendous popularity - Sudden fall, just like when it was launched 꼬꼬면’s Overall Status Why??? - Problem Identification -Current IMC Strategy -TV Ad -Other communication mix Everyone tasted 꼬꼬면 once, So make them buy 꼬꼬면 twice - Clearly Differentiated positioning - For ‘Mild’ - For ‘Fun’ Overall Overview Evaluation Proposal 본문 Red ramen lost its portion since launching of 꼬꼬면. 신라면 Top brand in Ramen industry before 꼬꼬면’s launching Positioned well with hot taste Recently recovered its top position 너구리 30-year old brand and steady seller Market share was 5th but lost its share sharply 꼬꼬면 lost its position even in white ramen industry 나가사키 짬뽕 Top brand in white Ramen industry Well known for good taste It has been no.1 in whole ramen industry(2011) 기스면 -Following brand in white ramen industry -Beat 꼬꼬면 already 본문내용 a spotlight. Success of 꼬꼬면 - Sudden hit right after its launch Celebrity Issue Rapid Sales Growth (억원) (십만개) 4/ 12 Success of 꼬꼬면 - Enjoyed tremendous popularity It made a new ramen market called white-soup ramen, also affecting the growth level of the whole ramen industry last year. VS Growth of Ramen Industry “Because of white ramen, size of ramen industry became larger and its sales exceede