분야
docxProcedure of term project
Targeting for the Kokomen
Positioning of the Kokomen
Product
Price
Place
Promotion
Appendixes
March 2011, in a korean TV show “Qualifications for Man” Young-min Choi, Hanguk yakult vice-chief, said that he was impressed by Kokomen. Using chicken broth as ingredient, its hot but light flavor was different from another 13 participant’s entries. As a result, August 2011 the Paldo began to sell the Kokomen into the market on a full scale. Coordinating planning and marketing, the company achieved success that they sold 8 million ramens during the month of August. They broke the bias that Ramen soup is red and completely succeeded in differentiation. It was exceptional case in that the average sales of the Nongshim ranked top 1 in ramen market are 2.2 million a day and in that the August in which the paldo began to sell the Kokomen is off-seoson for the ramen.
But after one year and 3 months, the Kokomen loses its reputation now.