1. Shin ramen black makes Nong-shim black The case of failure : Shin ramen black 2009214987 KIBUM. K 201421469 JUNGWOOK.Y

2. 01 02 Preview of failure of BLACK Ramen 00 Index New way of renewal 03 Conclusion

3. 01 Preview of failure of BLACK Ramen

4. 01 Why BLACK ramen was failed? History of ramen share Nongshim Samyang Ottogi Yakult

5. 01 Why BLACK ramen was failed? ① Failure of extension concept ② Ambiguous position of portfolio ③ failure to change people’s stereotype “ Black image is gorgeous like johnny walker black label. But it is unmatched with Bone soup & existing shin ramen red.” “ Company’s product line already has bone soup line. Ramen black is ramen, but oriented in Bone soup. So, it is ambiguous.” “ Instant ramen is not healthy, even if it include expensive stuff” “The first people who eat shin-ramen black said shin-ramen’s taste is below expectation. So other people also have a negative image about shin-ramen black. As a result, they are fail to execute buzz marketing.” ④ Failure to get opinion leader

6. 02 New way of renewal shin-ramen black

7. ① prosumer marketing 02 New way of renewal shin-ramen black. prosumer → producer+consumer → Prosumer provide opinion to company.

8. ① prosumer join to development process. So prosumer join to development process, we can get prosumer’s opinion about shin-ramen black. And then we can get improvement and supplementation point. This is also advertisement to prosumer about product 02 New way of renewal shin-ramen black

9. ① case of prosumer marketing – SK-II. SK-II product cosmetic company. They made a new product and get prosumer’s opinion. So they can product placement. This is effective prosumer marketing. 02 New way of renewal shin-ramen black

10. ① case of prosumer marketing – GS-25’s original food. They made their product stand on the basis customer opinion. This is one of the successful case. 02 New way of renewal shin-ramen black

11. ② new idea about product. The second way is get a new idea to apply shin-ramen black. 02 New way of renewal shin-ramen black

12. ② we can apply our idea to ramen. All ramen is packing for one people only. So I suggest that ramen packing for many people. ↓For one people ↓for many people 02 New way of renewal shin-ramen black

13. ③ Paldo snack bar. Paldo ramen install a paldo ramen store in the Inchun international airport. They use store to get response from customer. 02 New way of renewal shin-ramen black

14. ③ Paldo snack bar. 02 New way of renewal shin-ramen black

15. ③ Other case of this marketing Japan Beer ‘KIRIN ICHIBAN BEER’

16. ③ Japan noodle – sanuki udon. The one of famous japanese noodle, sanuki udon is success in market. How can they success in market? Udon is representative noolde in japan. 02 New way of renewal shin-ramen black

17. ③ Japan noodle – sanuki udon. This picture is sanuki udon restaurant. 02 New way of renewal shin-ramen black

18. ③ location of sanuki. Sanuki is name of japan’s viliage. This viliage product most udon in japan. 02 New way of renewal shin-ramen black

19. ③ reason of Sanuki udon success 02 New way of renewal shin-ramen black. Sanuki udon use the sanuki’s famous restaurant recipe. So they become very popular product.

20. 03 Conclusion

21. 03 Conclusion ① Prosumer marketing ② new idea to improvement and development product ③ Benchmarking other product We can do prosumer marketing to renewal shin-ramen black. If we do that, we can hear consumer’s opinion and do indirect advertisement. Finally, we can make product perfectly. We can make new product to use new idea. We think efficiency and convenient idea and apply to product. We can use other company’s marketing strategy. We can make store near consumer or get famous recipe about product.

22. 04 reference ① Nong-shim homepage http://www.nongshim.com/ ② http://cafe.naver.com/packera/3709 ③ PRINCIPLES OF MARKETING, KORTLER ④ http://cafe.naver.com/packera/4296http://cafe.naver.com/packera/4296

23. 04 reference ① Nong-shim homepage http://www.nongshim.com/ ② http://cafe.naver.com/packera/3709 ③ PRINCIPLES OF MARKETING, KORTLER ④ http://cafe.naver.com/packera/4296http://cafe.naver.com/packera/4296