• Asia Marketing Journal
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• v.13 no.3
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• pp.233-248
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• 2011

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, 'Jayeonun Masitda - The Nature Is Tasty' in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since 1995, but with a modest success. In 2011, Pulmuone finally succeeded to develop an innovative product, 'Jayeonun Masitda' that brought more health and nutrition conscious consumers' attention in the ramen market. The company intended to change the current competitive structure in the ramen market, i.e., from the strength of taste and the amount of ingredient to fried/non-fried and the freshness of ingredient. By this new positioning, Pulmuone aimed to reshaping the ramen market into competition between healthy and unhealthy ramens. Pulmuone has been successful in developing a new market. Sales revenue of 'Jayeonun Masitda' has been continuously increasing, and customers are found to be highly satisfied with the product resulting in a high repeat purchase rate. The company's successful new market development can be attributed to a faithful new product development process, innovative technology, an appropriate positioning strategy, and consistent marketing communication. In addition, Pulmuone's eco-friendly corporate image and the organization's passion to grow are also important factors for success of this new market development.

• Korean Journal of Food Science and Technology
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• v.35 no.4
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• pp.623-627
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• 2003

The intensity of pungency of capsicum solutions (30 Scoville Unit and 50 Scoville Unit) was decreased when a pork extract paste was mixed with the capsicum solutions. Three types of flavor enhancers, 0.5% (w/w) monosodium glutamate, 0.5% (w/w) IG (IMP : GMP = 0.5 : 0.5) and 0.5% (w/w) $Aromild^{\circledR}$ (yeast extract) decreased pungency of hot ramen soup including chilli pepper. 10% (w/w) sucrose decreased pungency of 0.66 ppm capsicum, and 0.66 ppm capsicum decreased sweetness of 10% (w/w) sucrose. Pungency of hot ramen soup was also affected by types of noodles which is boiled in the soup. The intensity of pungency of the ramen soup with fried noodles was lower than the soup with dried or fresh noodles.

• Journal of the Korean Society of Food Science and Nutrition
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• v.43 no.2
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• pp.300-308
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• 2014

The purpose of this study was to investigate the night eating habits of middle schoolers. A total of 705 middle school students residing in Gyeonggi were surveyed about their dietary habits related to night eating. Among the total subjects, 59.9% (n=422) had night eating more than once a week and were classified into a night eating group (NEG). The main reason for night eating was hunger (79.1% of NEG) and the highest proportion of night eating was related to food purchased by family (39.3% of NEG). Most of the NEG had night eating in their home with family members, and the time with highest frequency of night eating was between 10 p.m. and 11 p.m.. About 33% of the NEG went to bed within an hour after night eating and 69.2% of the NEG did not report any change after night eating. The most common factors considered when choosing a night eating menu, in order of frequency, were taste, hygiene, and amount. The favorite items on the night eating menu were frozen desserts, fresh fruits, chicken, fruit juice, Ramen, pizza, and Jajangmyeon. The most frequent menu choices were fresh fruits, frozen desserts, Ramen, chicken, yogurt, and fruit juice. The NEG had higher scores for picky eating (P<0.01), overeating (P<0.01), salty eating (P<0.01), and irregular meal times (P<0.001) compared to the non-NEG. Consequently, the NEG had more dietary problems than the non-NEG and their night eating behaviors were related to family habits. Night eating was mainly dominated by a diet of carbohydrates and fats, and the intake frequency and preference for foods with low nutritional value were high; thus, a practical and systematical nutrition education is required. Seasonal and comparative studies on night eating status according to various times and amounts of night eating are also required.

• Journal of Nutrition and Health
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• v.49 no.2
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• pp.88-98
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• 2016

Purpose: We recruited 118 women in their early 20's to examine the relationship between sodium intake and salty taste thresholds and preference. We also examined the association of salty taste preference with sodium-related dietary behaviors and major dishes contributing to sodium intake. Methods: Daily sodium intake was estimated using a 127-item dish-frequency questionnaire. Salty taste thresholds and preference were measured using rating scales using water solution of NaCl and a self-administered questionnaire based on a Likert scale, respectively. Results: Salty taste preference showed positive correlation with daily sodium intake and sodium intake-increasing behaviors, and inverse association with sodium intake-decreasing behaviors, including salt and soy sauce use at the table, the frequency of eating out and home delivery of foods, broth consumption of soup, stew or noodle soup, the use of ready-to-serve or processed foods, fresh vegetable intake, and the accommodating attitude toward bland food. Intake of sodium-contributing dishes, including ramen, spicy soft-tofu stew, radish kimchi, and dishes containing kimchi, also showed positive association with salty taste preference. Unexpectedly, detection and recognition thresholds of salty taste showed no association with salty taste preference, sodium intake, and sodium-related dietary behaviors. Conclusion: These findings suggest that salty taste preference could reflect sodium intake of individuals rather than thresholds of saltiness, and may be used as a simple and effective proxy for usual sodium intake.