NoNg Shim media PlaN Book

Table of Contents3.....WHO WE ARE

5.....THE EXECUTIVE SUMMARY6.....ANALYSIS

7.....BACKGROUND8.....CAMPAIGN OBJECTIVE & GOAL

9......TARGET MARKET10.....THE CONSUMERS11..... THE LOCATION

12.....COMPETITIVE ANALYSIS15.....SWOT ANALYSIS

17.....MASS MEDIA TOUCH POINTS22.....OOH TOUCH POINTS

26.....DIGITAL TOUCH POINTS31.....CREATIVE TOUCH POINTS

34.....CALENDER35.....BUDGET ESTIMATION

36.....CDJ MODEL37.....CONCLUSION

Who We Are

Belvedere Advertisment prides themselves on being able enter a new compnay into the market place while also being able to reposition existing companies in the mind of the consumer. Belvedere Advertising focuses most of their effors on research and understanding how to make money for their client instead of how their client can make money for them.

The Key Players

Megan BelvederePublic Relations

Samantha Rosati Creative Director

Betsabe Torres Account Planner

Mayra TarinResearch Planner

Chelsea RuizMedia Planner

Jordan WolffMarketing Director

Los Angeles will be the main spot for our campaign since it is a welcoming location to new products such as the Nongshim Shin Ramyun Black Cup. The Black Cup will be more than any other cup of noo-dle product in the American market today because of the precision the ingredients has been developed for the cup of noodle. Customers will be able to pick up their Black Cup at any local grocery store and also will no longer have to choose the same bland product with the same bland look and taste. They will notice the difference in the Black Cup’s appearance right when they enter the isle. Nongshim’s media plan has been established to last 6 months starting July 1st 2013.

The ideal market for Nongshim is in the west coast, men and women ages 18-24, who are not college educated, with a job in sales. The target is to reach those who are busy and need to have a delicious, portable alternative to meals they have to prepare at home. The competitors analyzed are in the exact same food category as Nongshim America. The American market is fixed on two companies products being the only options for noodle cups. Nongshim wants to make it clear that there is a better looking and better tasting noodle cup out there.

By having celebrity endorsements and an award winning taste in the cup, a cup of noodle will no longer be a fast food product, it will be a fast meal. Nongshim wants to focus its energy on cre-ating buss through social media and online sites. The advertising techniques being proposed are in store ads, a website, and using social media to post promotions.

The goal after 6 months is to create brand awareness. Nongshim will have association as a product option for cup of noodle con-sumption. Nongshim will need to hit them hard; making sure that consumers look straight for the cup of noodle with Psy on it and nothing else.

Executive Summary

ANALYSIS

About Nongshim America

The key to their success is rooted in the past. Since the oldest times, the soul of Korean cuisine was always found in its richly flavored soups, many of which were made from nutri-tious vegetables and simmered beef-bone ex-tracts. Consumers can find their favorites in major national retailers, warehouse clubs, national discounters, and their local convenience stores throughout the nation.

The Product

The Shin Ramyun Black Cup carries on a proud tradition, because Nongshim believes our consumers deserve nothing less than the best of their efforts. They have invested great care to put just the right amount of taste, nutrition, and convenience into each cup to make Shin Ramyun Black Cup, which will be their most complete product yet.

Place

Consumers’ love for Shin Ramyun has propelled Nong-shim to its position as the undisputed top ramyun brand in Korea. Now Shin Ramyun and its descendant Shin Ramyun Black are prepared to expand as inter-nationally recognized food products. NongShim America is actively carrying out various promotion and marketing activities by sponsoring food shows and events targeted for the US market.

The Brand

Attract and create a large number of repeat customers out of the 33 million young adults in our target market of 18-24 year olds.

Establish a great idea of Nong Shim in the minds of our target consumers by branding and creating an attractive me-dia campaign

Media Goals:

Reach: 55% of our target audience each month

Freaquency: Reach our target audi ence at least twice a month

Campaign Objectives

Market Info

The ideal target audience for NongShim Ramyun Black Cup is mainly wom-en ages 18- 24. Because of the age range, most of our consumers for the Black Cup will ei-ther still be in high school or have not received their high school diploma. The research shows that people who did not graduate high school were 109% more likely to consume our product. This means that people, who have a low education level or little to none, will more likely purchase Shin Ramyun Black Cup. Along with not having a very high education level, our consum-er does not earn very much money. Our highest index numbers show that consumers earning less than $20,000 are 51% more likely to be a Nongshim Customer.

The data is a lifestyle chart derived from our competitor Nissen and competitors who have consumed their product in the past 6 months. The data was taken from MRIPlusonline.com. The statistics plotted on the chart are MORE likely to purchase Shin Ramyun Balck Cup based on their likes and geographic location.

Target Market

AnnieAge: 21Gender: FemaleRace: American IndianLocation: Los Angeles

About: Annie is newly engaged to her fiance and is looking forward to her future with him. They already have a 6 year old child together which takes up most of their time and money so they are always looking for a tasty, budget friendly alternative to cook-ing at home or eating out. She enjoys Shin Ramyun Black Cup because it has a much better taste compared to other cup- of- noodle options and it is easy to eat while she is on lunch break from working at Macy’s.

StaceyAge: 18Gender: FemaleRace: AsianLocation: Santa Monica

About: Stacey is a high school drop out who is renting an apartment at the moment as close as possible to her job as a receptionist to save money on gas. When she is not taking her daughter to soccer practice, she likes to read up about her favorite celeb-rities in Teen Vouge and Spin Magazine. Stacey and her daughter enjoy Shin Ramyun Black Cup because it helps them stay on budget and is a tasty snack anytime of the day.

BrianAge: 24Gender: MaleRace: Alaska NativeLocation: Beverly Hills

About: Brian graduated high school and entered the work force without any college. Although he wants to go back to school, right now he is working a construction job to make ends meet. He loves playing computer games on his off time and has a sub-scription to his favorite magazine, PC Gamer. Because he is always on the computer, he is up to date on social media and regularly uses sites such as Facebook, Twitter, YouTube, and FarmVille.com. He likes Shin Ramyun Black Cup mainly because it is af-fordable and with it’s award-winning taste, keeps his taste buds content.

The Consumers

Los Angeles is located in South-ern California. With a population of 3,792,621, it is the most populous city in California and the second most populous in the United States. It is the most ethnically diverse county in the United States. Governor Felipe de Neve founded it in 1781. Nicknamed

the City of Angels, Los Angeles is a leading world center of business, international trade, and entertainment. Los Angeles is home to many of the nation’s, artist, actors, writers, and dancers than any other city in the world. It is home to Hollywood, globally recognized as the center piece of the film industry. There are 841 art museums and galleries located in Los

Angeles such as the notorious Getty Center Museum. The major daily newspapers in the area are the Los Ange-les Times, The Korea Times, and the Los Angeles Sentinel. L.A. is home to several sport franchise’s which include the Los Angeles Lakers, Dodgers, and Kings. Be-cause of its multi- ethnic population, a wide variety of faiths are practiced, in-cluding Islam, Hinduism, and Buddhism.

The Location

As with any company, Nongshim America has competitors in the in-stant cup noodle market. Their biggest competition will be with Nissin and Maruchan, who are the leaders in in-stant cup noodle products bought in the United States. All of these compa-nies are going to compete with Nong-shim America’s instant cup noodle product. Along with that, both com-panies have multiple products and fla-vors all that are very popular.

The Competitors

NissinThe company produces a large range of instant noodle flavors, introducing some 100 new flavors each year. Since the 1990s, Nissin also has expanded it’s business to include fresh and frozen noodles and other products, such as cereals. The company has responded to increas-ing consumer demand for ready-to-eat meals by launch-ing its own line of fresh and frozen prepared foods. The company was also the first in Japan to launch re-tort-packaged foods. Nissin’s products reach more than 100 countries worldwide.

The Competitors

MaruchanIn 1977 Maruchan opened it’s first noodle man-ufacturing plant in Irvine, CA. America quickly discovered the convenience and great taste of Maruchan Ramen Noodle Soups. Maruchan, Inc. has grown to include three state-of-the-art food processing facilities from coast to coast.

The Competitors

StrengthsNongshim America has had giant success in Korea and is ready to expand and takeover the US market and have an excellent means of distribution with their global reach.

They have Psy as a spokes person, which will help people recognize their product much faster then others that are trying to break into this market also.

They are innovative and are award winning when it comes to product creation and taste.

Creative product marketing compared to industry leaders.

WeaknessesThey are going to be a small fish in a big pond which means their precise advertisement is going to be that much more essential to their success.

They can be looked at as just another brand that people won’t be in-terested in trying.

The people their competitors have do not have enough money to branch out and try things so they might not be interested in wasting money on trying the black cup.

They have Psy as their spokesman, which might leave the US as a fad and also might end up bringing Shin Ramyun Black Cup with him.

Brand loyalty to Nissin and Maruchan

S.W.O.T. Analysis

S.W.O.T. AnalysisOpportunitiesThere is an emerging new product line of instant cup noodle vending machines by various companies.

People are busier now with the economy the way it is making people have to eat on the go.

New people are starting to eat “ready-to-eat” foods making now the perfect time to join the competition because there wont be as much brand recognition with the new consumers.

Nissin and Maruchan only spend 1% of income on mobile adver-tising

ThreatsCompanies in the market are very recognizable and have much brand loyalty.

People are starting to save and eat at home instead of buying packaged goods from the store

Great pricing deals with conglomerates such as Wal-Mart and Costco.

The taste of the Korean cup of noodles may not translate to the American pallet like the Japanese Nissin did.

Mass Media Touch Points

MagazineTeen Vogue is the most subscribed magazine by our Nongshim Shin Black Cup Noodle customers. Teen Vogue is a 116 page magazine that features, fashion pages of label designers, fashion tips, makeup tips, and many dif-ferent advertisements. By advertising inside Teen Vogue, this will allow Nongshim Shin BlacK Cup Noodle to branch out more into the teenage market and gain more customers. This will allow Nongshim to reach out to 1.4 million people. With such a high number of Teen Vogue subscrib-ers, it is only smart for Nongshim to advertise inside this global magazine. Nongshim Shin Black Cup Noodle will have a one page spread with a tear off coupon, where the consumer can take to their nearest supermarket by August 1, 2013. This coupon allows the consumer to get one Nongshim Shin Black Cup Noodle for free, after the purchase of two or more. This will allow the consumer to get a chance to become a Nongshim Shin Black Cup Noodle fan. We will be advertising in this magazine for a test of three months, at a total of $23,250. Each one month spread for one full page is $7,750. Nongshim has decided to do this to catch the attention of the Teen Vogue subscribers to gain loyalty and interest in our Nongshim Shin Black Cup Noodle. If this is successful, Nongshim Shin Black Cup Noodle will continue to advertise in this specific magazine.

NewspaperIn addition to advertising in magazines we will be advertis-ing in LA Times every Sunday morning on the fifth page. This ad will be a half page with the similar layout as the magazine advertisement. The Sunday La Times newspaper reaches out to over 1,200,000 readers. This will be an ex-cellent execution to advertise in the Sunday Newspaper in the late breaking local news section.

Per Day: $51 6 Month Total: $1,244

TelevisionTelevision advertising is a very classic way to gain awareness of a new product line such as, Nongshim Shin Black Cup Noodle. Tak-ing advantage of this common advertising medium, Nongshim Shin Black Cup Noodle will focus on one specific vehicle, MTV. Using MTV to advertise Nongshim Shin Black Cup Noodle is the perfect way to reach the target demographic. The goal for this series of television ads is to air during early primetime. Around the time that our consumer is settling in for dinner time, we want the ad to encourage Nongshim Shin Black Cup Noodle as the number one choice!

Our recommendation for the television ads will be to run them during the early fall and winter months. Taking advantage of the cold weather, Nongshim Shin wants to use the TV ads to show off the ultimate quality comfort food made for convenience. Nong-shim Shin Black Cup Noodle plans to run the advertisements on MTV during the entire 6 month campaign. Using popular stations such as MTV, that gain high ratings, will boost the awareness of Nongshim Shin Black Cup Noodle.

Network Prime-MTV Cost: $8,500

Recommendation #1Radio Spot

One of our recommendations for Nongshim Shin Black Cup Noodle is to bring the product into the world of radio through local stations such as 102.7 KISS FM and 97.1 AMP Radio. Both stations are widely broadcasted in Orange County and Los Angeles areas with a wide range of demographics. The loyal following of both KIIS, and AMP radio stations give Nongshim Shin Black Cup Noodle a chance to reach not only our target audience, but ages ranging from young teens to families and adults.

Advertising for 102.7 is a positive move for Nongshim Shin Black Cup Noodle because it is one of the most popular radio stations in the area. The range of listeners for KIIS is broad, which will be beneficial to gain top of mind awareness for Nongshim. For this station, our recommendation is a series of 30 second spots during the evening drive time. Advertising before dinner time will hopefully create buzz about a simple meal for both families and college students alike.

To target more college students, and consumers within our main audience we also want to recommend using 98.7 AMP Radio for advertising Nongshim Shin Black Cup Noodle. For AMP, we have chosen to create a series of 30 second radio ads during the late night drive time. When most young adults are either heading home from work or on their way out to meet friends, we want Nongshim Shin Black Cup Noodle to gain wide exposure through AMP radio after 10 pm.

Using each of these different stations will be a big advantage for Nongshim Shin Black Cup Noodle because not only are these stations reaching a vast variety of people, but radio is also available online now. Radio advertising is a great tool for a new company trying to launch a new product and turning to radio to give Nongshim Shin Black Cup Noodle an edge will be one of the cheapest ways to gain exposure and create buzz.

PricingKLSX Amp Radio 97.1 FM :30 second spot Cost: $1,083KIIS 102.7 FM :30 second spot Cost: $1,083

OOH Touch Points

InstoreWe will have a front store display that will include a life size cardboard cut-out of PSY and the Nongshim Shin Black Cup Soups spelling out the letter P, S, Y. This will be effective because the cardboard cut-out and large letters will catch the eye of all shoppers since the dis-play will be at the entrance of the store. We will also be doing an end-of-aisle display in the canned soups and other instant noodle soups aisle. There will be anoth-er life size cut-out of PSY; the cut-out will have a hole in each of PSY’s in which we will place the Black Cup Soups. The cost for the cardboard cut-out is $200, we need 2, which will be $400. The cost for the front en-trance display is $375 per month and the cost of the aisle display is $175 per month.

OutdoorWe will be doing our outdoor advertising on bus-es; they will be taillight displays. This is an effec-tive way to advertise the Nongshim Shin Black Cup Soups because many people will be viewing this as they drive behind the bus. We would reach a greater audience than just our target audience, potentially bringing in new customers and more sales. The tailight bus Ad is 21”x72”; the costs for 30 buses is $12,750 for 4 weeks. So for 6 months it will be $82,875 total.

Recommendation #2We will be advertising on grocery shopping carts. This will be effective because this may promote customers to buy the soup if they see it on the grocery cart. 1 grocery cart costs $1.75 per cart, and we will have 50 carts per grocery store, costing $87.50 per day.

Digital Touch Points

Online AdsFor online advertising we feel focusing our efforts on MTV.com, NBCSports.com, Yahoo! En Espanol and WWE.com will allow us to reach out to large and di-verse target market. The ads running on these web-sites will run in the form of banner ads and short vid-eos to the right of the screen. The short videos will automatically play on NBCSports.com and Yahoo! En Espanol.

Mobile MediaAdvert Game

We believe that mobile media is a valuable way of creating a lasting impression with our target market. Audiences are most receptive when they engaged with their smartphones. Adver-tising will run on app games at loading, during congratulatory points of the game as well as static ads on the lower part of the screen. As well as running advertising on free mobile apps, we will also create our own app game that will create a strong con-sumer bond while also encouraging word of mouth feedback about the game which will aid in spreading the Nongshim Shin Black Cup Noodle name within our target market; this will con-tribute to top of mind awareness for the brand. The app will not be unlike other physics based games in which the player has to tap as many vegetables within a soup cup as they appear on the screen, congratulatory phrases will be voiced by Psy in keeping consistent with the rest of the campaign.

A strong social media campaign will prove beneficial in giving Nong-shim Shin Black Cup traction in our target psychographic and demo-graphic markets. We suggest a combination of Facebook, Twitter and Vine campaigns.

Facebook is used by thousands of users in the Los Angeles area. Facebook would be the backbone of the social media campaign by posting links to a Twitter page and Vine page. Facebook also pro-vides a valuable way of reaching out to the Los Angeles DMA and it’s inexpensive. Facebook offers various methods of reaching out to different demographics and psychographics in the Los Angeles area with specific customization options. We are also able to appropriate our own budget and scheduling as well as promoting our page within newsfeeds. Ev-ery solid campaign needs a strong Facebook fan page present.

Twitter will provide a quick and useful platform to keep the target market engaged with the Nongshim Shin Black Cup Noodle while also creating a con-sumer bond. We will accomplish this by creating a #MakeItYours campaign in which the consumer will be encouraged to share their experience with Nongshim Shin Black and how they make it uniquely their own by adding their own additional ingredients, something not uncommon in Korea.

Vine will consist of funny 6 second video loops starring Psy eating his Nonshim Shin Black Cup Noodle in different situations. Vine is quickly gaining popularity and the 6 second videos are just long enough to gain atten-tion and be shared quickly and effortlessly through Twitter and Facebook.

Social Media

Video Game Advertising“It comes as no surprise that social and mobile gaming advertising sees results 30 to 100 times better than standard online advertising campaigns,” says Ari Brandt, CEO and co-founder, MediaBrix, a lead-er in advertising platforms for social and mobile games.

Through dynamic in-game environmental ads, we will be able to ad-vertise to a key group, video game players highly engaged in the game that pay attention to the surroundings of the game. Advertising will be in consistently successful and popular games such as Madden NFL, Grand Theft Auto, Call of Duty and The Walking Dead: Survival Instinct. The advantage that these games have over other games is that they require a highly involved gameplay and advertising can be added effortlessly into the background seamlessly blending with the surroundings. A majority of videogame players playing videogames like the ones we have strategically selected play for hours and are typically aged 18-34, part of key demographic.

Recommendation #3

Creative Touch Points

As a sponsorship and to spread awareness of the Nongshim Shin Black Cup Noodle the company has decided to have Psy, the spokes-person of Nongshim Shin Noodle, perform at the US Open of Surfing. Also, with Psy, we will have a street team, called the Nongshim Shin Black Cup Noodle Girls, to help promote the brand.

The US Open of Surfing is a week long surfing competition held yearly during the summer in Huntington Beach, California. This event is the largest surfing competition in the world. It brings in nearly 500,00 people each year.

During this week long event, many beachgoers come to have a good time in the sun seeing free live concerts and free giveaways of prod-ucts. It is marketers heaven! With at least half a million attendance, Nongshim knows this will be a successful way to advertise Nongshim Shin Black Cup Noodle. Psy will perform will perform on the busi-est day of the weekly event. This will be on Friday, August 2, 2013, at twelve o’clock in the afternoon. This is the prime time of the event.

The Nongshim Shin Black Cup Noodle girls will be walking around this surfing festival handing out free samples of Nongshim Shin Black Cup Noodles everyday, while sporting their Nongshim Shin Black Cup Noodle bikinis. This is a great way to do guerilla marketing on the sand. The Nongshim Shin Black Cup Noodle samples will have a tear off coupon to receive one free cup of noodle. This allows our Nong-shim spokes models to engage with the consumers by offering them call-to-action items of the product. This gives our brand ambassador as opportunity to speak to consumers about our amazing Nongshim Shin Black Cup Noodle. The bikinis are two piece, the colors of black, red, and yellow. The top of the bikini will have the Nongshim logo and the bottoms will say “ Nongshim Shin Black Cup Noodle” across

Sponsorship & Street Team

the back. The girls will also have a booth to pass out free samples and giveaways to all beachgoers. The consumers are able to take and get a signed autograph with the girls on any day of the event. Also on Friday, Psy will be at the booth signing and taking pictures with everyone. The beachgoers can enter into a free raffle and two lucky winners will win a Nongshim Prize Pack each day of the week long event. The Prize pack consists of a Psy T-shirt, chopsticks, Mea-suring cup, and two Nongshim Shin Black Noodle Cup. We are sure this will be one of the hot spots on the beach. We did this because it will catch the attention of the crowd and is a great way to create excitement and engage with the consumers. When hiring our girls, we want to make sure they are enthusias-tic, beautiful and love our product. These are going to be the ones to interact with consumers and spread the word. These women will become the offline marketing tool to the outside public and need to reflect the Nongshim company. We don’t want the girls just to pass out the samples, we want them to engage with the consumers. Hav-ing a booth, free live concert with Psy, spokesmodels is a great idea because this type of sampling at a huge distribution site puts Nong-shim’s new product directly into consumers’ hands. This all is a prof-itable market outlet that will gain loyal customers and spread aware-ness of Nongshim.

Sponsorship & Street Team

The Execution

Calendar

Magazines: Teen Vogue: 3 month trial= $23,250 Rolling Stones= $23,500 Total=$46,500Newspaper: LA Times= $1,224Radio: $155,952Television:$204,000US Open Concert: FREEUS Open Tent: $15,000In store: $3,300Online: Twitter=$360,000 Facebook=$50,000Yahoo Español=$250,000 MTV=$15,000 WWE=$8,000 Gaming=$15,000Recommendation #2: Shopping cart=$14,700Outdoor=$82,875

ToTal: $1,221,551

Budget Estimation

CDJ Model

Bus AdvertismentNongshim LadiesAdvert GameUS Open Booth

Bus AdvertisementFacebookTwitterVineVideo Game Ad

FaceBook PostsVineAdvert GameTear-off Coupon

FaceBook ReviewsFollow on TwitterTag in Vine Videos

Advert GameFaceBook ConversationVine Videos back to consumer

By following these recommen-dations, NongShim will increase awareness among it’s targeted demographics, which will include young adults single consumers, as well as business consumers. Since our local LA efforts are specifically executed towards our primary target consumers, Nong-Shim will increase their sales in the 6 month time frame.

Concluding Statement