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Success Case Study: Jjawang Instant Noodles - Successfully elevating a staple food group to premium status

Success Case Study: Jjawang Instant Noodles - Successfully elevating a staple food group to premium status

Summary

Nongshim launched a premium instant noodle product, Jjawang, to tap into the South Korean market by targeting time-pressed consumers looking to have a quick, restaurant-style meal.

In South Korea, Nongshim has launched a premium instant noodle variety (Jjawang) that impressed consumers who were moving away from regular staple ramen options. The product recorded sales of KRW10bn ($8.7m) within one month of its launch, and KRW94bn ($83.1m) within eight months.

Scope

  • Nongshim’s Jjawang was able to position itself as a luxurious and premium option among conventional instant noodle varieties.
  • Standard ramen options, part of the staple diet in South Korea, is gradually being replaced by high quality instant noodle options which are comparable to restaurant-style dishes.
  • Jjawang noodles, being quick to prepare, aligns with the specific needs of time-pressed consumers.
  • Jjawang’s traditional black bean sauce flavor contributed to the success of the product.
  • Nongshim successfully targeted consumers with television and online advertisements.
Reasons to buy
  • Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


About Successes & Failures Case Studies
1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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