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MMCD · Assignment 03 · Touchpoint Ledger & Action Plan · Group 07 · 농심 신라면

Every touchpoint,
scored.

A logical ledger of all 89 touchpoints across the five Shin Ramyun journeys — each scored for where it happens, channel type, dwell time, sentiment (good / neutral / bad), and the hesitation, uncertainty or frustration attached to it. Rolled up into a master view, a frustration & drop-off heatmap, and a prioritised Now / Next / Later action plan.

Sentiment

Good — energises / advances

Neutral — functional, no lift

Bad — friction / risk of churn

Channel type

OwnedEarned

RetailPersonal

Paid / owned / earned + retail + personal contexts

Dwell & time

Per-touchpoint dwell (seconds → minutes)

Plus overall journey duration per persona

Minutes (Mi-yeong) → weeks-months (Dev)

Moments that matter

★ = make-or-break touchpoint

Where the sale is won or lost

Flagged on every ledger & the heatmap

Touchpoints scored across 5 journeys

Attributes per touchpoint

★

Moments that matter flagged throughout

Now·Next·Later

Prioritised opportunity backlog

Mi-yeong

The Weeknight Ritualist · Touchpoint Ledger

Journey timeMinutes

Touchpoints13

Sentiment · 6 good / 6 ok / 1 bad

● Good● Neutral● Bad

★ Moments6

Likely drop-offPurchase

#	Stage · MOT	Touchpoint	Where	Type	Dwell	Sentiment	Friction · hesitation · uncertainty
01	AWR · Stimulus	Empty pantry shelf	Home	Personal	5 sec	OK	Purely internal cue — nothing for the brand to reach
02	AWR · Stimulus	Sunday post-hagwon routine	Home	Personal	—	Good	Comfort trigger, but brand-agnostic
03	AWR · Stimulus	E-mart flyer (KakaoTalk)	Mobile	Owned	20 sec	OK	Skims for price only
04	CON · ZMOT	★Coupang price glance	Mobile	Owned	5 sec	OK	Her only ‘consideration’ — and it’s price, not brand
05	PUR · FMOT	★E-mart aisle 7 endcap	Store	Retail	45 sec	Good	The wall of red = reassurance
06	PUR · FMOT	Multipack deal tag	Store	Retail	10 sec	Good	Value tag confirms the buy
07	PUR · FMOT	★−15% Buldak tag nearby	Store	Retail	5 sec	Bad	Competitor promo right beside her pick
08	PUR · FMOT	Self-checkout	Store	Retail	2 min	OK	Notices the total; done
09	RET · SMOT	★Home stove / pot	Home	Personal	5 min	Good	The ritual delivers exactly as expected
10	RET · SMOT	Egg + scallion ritual	Home	Personal	2 min	Good	Small joy of the upgrade
11	RET · SMOT	★Family dinner table	Family	Personal	20 min	Good	Shared, warm — the payoff
12	ADV · UMOT	Family word-of-mouth	Family	Earned	—	OK	Passive; never explicit
13	ADV · UMOT	★Passing the habit to her kids	Family	Personal	years	OK	The only advocacy that matters — and it’s fragile

BIGGEST FRUSTRATION — A price rise vs 30 years of memory — or a Buldak promo tag right beside her pick. · ★ = moment that matters (make-or-break) · Type = Paid / Owned / Earned / Retail / Personal.

Zoe

The K-Wave Explorer · Touchpoint Ledger

Journey time~1 week

Touchpoints22

Sentiment · 13 good / 7 ok / 2 bad

● Good● Neutral● Bad

★ Moments8

Likely drop-offRetention

#	Stage · MOT	Touchpoint	Where	Type	Dwell	Sentiment	Friction · hesitation · uncertainty
01	AWR · Stimulus	★K-drama product placement	Home	Earned	2 hr binge	Good	Aspirational spark
02	AWR · Stimulus	★TikTok FYP hack videos	Mobile	Earned	30 min/day	Good	Repetition builds desire
03	AWR · Stimulus	Friend’s repost / DM	Social	Earned	2 min	Good	Social proof from a peer
04	AWR · Stimulus	Instagram Reel	Mobile	Earned	5 min	OK	Adds to the drumbeat
05	AWR · Stimulus	Flatmate cooking it	Home	Personal	10 min	Good	IRL trigger — she smells it
06	CON · ZMOT	★#shinramyun TikTok tag	Mobile	Earned	20 min	Good	Core research — the deciding moment
07	CON · ZMOT	★Comment-section Q&A	Mobile	Earned	10 min	OK	Where the heat fear forms
08	CON · ZMOT	YouTube Shorts hacks	Mobile	Earned	15 min	Good	Learns the cheese/egg fix
09	CON · ZMOT	r/ramen beginner threads	Desktop	Earned	10 min	OK	Some jargon overwhelms
10	CON · ZMOT	Reddit ‘is it too spicy’ search	Desktop	Earned	8 min	OK	Hunts for the heat verdict
11	CON · ZMOT	Group-chat screenshots	Social	Personal	5 min	Good	Peer validation seals intent
12	PUR · FMOT	★Tesco world-foods aisle	Store	Retail	3 min	OK	Finds the red packet by look, not brand
13	PUR · FMOT	Shelf-edge price label	Store	Retail	10 sec	Good	£0.99 removes the risk
14	PUR · FMOT	Amazon UK (if OOS)	Mobile	Retail	5 min	Bad	Out-of-stock forces a detour
15	RET · SMOT	★Shared flat kitchen	Home	Personal	15 min	OK	The make-or-break cook
16	RET · SMOT	Cheese slice + egg hack	Home	Personal	2 min	Good	The hack that saves it
17	RET · SMOT	★Milk on standby	Home	Personal	—	Bad	Heat overwhelms — near abandonment
18	RET · SMOT	Flatmate reaction	Home	Personal	5 min	Good	Shared laughter reframes the pain
19	ADV · UMOT	★TikTok reaction post	Mobile	Earned	20 min	Good	Her UMOT = the next person’s ZMOT
20	ADV · UMOT	Instagram Stories	Mobile	Earned	3 min	Good	Amplifies reach
21	ADV · UMOT	Tags friends to try it	Social	Earned	2 min	Good	Direct referral
22	ADV · UMOT	Duets / stitches	Social	Earned	—	OK	Others build on it, then it fades

BIGGEST FRUSTRATION — The first-cook heat shock — one brutal bowl and the FYP moves on before she repurchases. · ★ = moment that matters (make-or-break) · Type = Paid / Owned / Earned / Retail / Personal.

Marcus

The Dorm-Room Optimizer · Touchpoint Ledger

Journey time~2 evenings

Touchpoints16

Sentiment · 11 good / 2 ok / 3 bad

● Good● Neutral● Bad

★ Moments8

Likely drop-offRetention

#	Stage · MOT	Touchpoint	Where	Type	Dwell	Sentiment	Friction · hesitation · uncertainty
01	AWR · Stimulus	Dining-hall closing time	Store	Personal	—	Bad	Hunger + no options = stress
02	AWR · Stimulus	★Budgeting app red zone	Mobile	Owned	2 min	Bad	Money anxiety triggers the whole search
03	CON · ZMOT	★r/ramen S-tier lists	Desktop	Earned	20 min	Good	Authority source — decides it
04	CON · ZMOT	★YouTube blind taste-tests	Desktop	Earned	30 min	Good	Reinforces Shin’s value crown
05	CON · ZMOT	r/college value threads	Desktop	Earned	15 min	Good	Peer budget consensus
06	CON · ZMOT	★His own Google Sheet	Desktop	Personal	20 min	Good	Builds the proof — the spreadsheet
07	CON · ZMOT	Costco unit-price page	Desktop	Owned	5 min	OK	Confirms $1.40 per meal
08	PUR · FMOT	★Costco 18-pack pallet	Store	Retail	2 min	Good	Value locked in
09	PUR · FMOT	Family Costco run	Store	Personal	—	OK	Depends on parents’ trip
10	PUR · FMOT	Amazon Subscribe & Save	Mobile	Retail	5 min	Good	Automates the re-buy
11	RET · SMOT	★Hot pot at the desk	Home	Personal	8 min	Good	Fast fuel, works every time
12	RET · SMOT	Egg + cheese upgrade	Home	Personal	2 min	Good	Makes it ‘dinner’
13	RET · SMOT	★Late-night study fuel	Home	Personal	—	Bad	Nutrition guilt spikes by finals
14	ADV · UMOT	★r/college rec post	Desktop	Earned	10 min	Good	His verdict becomes others’ ZMOT
15	ADV · UMOT	Shares the spreadsheet	Social	Earned	5 min	Good	Proof-driven referral
16	ADV · UMOT	Hallway word-of-mouth	Family	Personal	—	Good	Evangelises IRL — but conditional

BIGGEST FRUSTRATION — Nutrition guilt spiking by finals — plus dependence on a family Costco run for the best price. · ★ = moment that matters (make-or-break) · Type = Paid / Owned / Earned / Retail / Personal.

Grace

The Family Upgrader · Touchpoint Ledger

Journey timeWeekly

Touchpoints18

Sentiment · 13 good / 4 ok / 1 bad

● Good● Neutral● Bad

★ Moments9

Likely drop-offConsideration

#	Stage · MOT	Touchpoint	Where	Type	Dwell	Sentiment	Friction · hesitation · uncertainty
01	AWR · Stimulus	★Childhood food memory	Home	Personal	—	Good	Deep emotional trigger
02	AWR · Stimulus	Mother’s Kakao recipe notes	Mobile	Personal	5 min	Good	Heritage reinforcement
03	AWR · Stimulus	Kids asking for ‘noodle night’	Family	Personal	—	Good	Demand from the kids
04	CON · ZMOT	★YouTube ‘elevated ramyun’	Desktop	Earned	20 min	Good	Turns indulgence into ‘proper cooking’
05	CON · ZMOT	Instagram creator reels	Mobile	Earned	10 min	Good	Aspirational prep ideas
06	CON · ZMOT	★Shin Black nutrition panel	Store	Owned	2 min	Bad	Sodium check — near deal-breaker
07	CON · ZMOT	KakaoTalk mom-group recs	Social	Earned	10 min	Good	Trusted peer endorsement
08	PUR · FMOT	★H-Mart ramyun wall	Store	Retail	3 min	Good	Reaches past the red for the Black
09	PUR · FMOT	★Black-vs-red compare	Store	Retail	1 min	OK	Price-gap hesitation
10	PUR · FMOT	Fresh-produce aisle	Store	Retail	8 min	OK	Extra effort, bigger basket
11	PUR · FMOT	Instacart reorder	Mobile	Retail	5 min	Good	Convenient fallback
12	RET · SMOT	★Scheduled ramyun night	Home	Personal	—	Good	Ritual anchoring
13	RET · SMOT	Fresh add-in prep	Home	Personal	10 min	OK	Effort inside the 20-min window
14	RET · SMOT	★Two-pot cook (adult/kid)	Home	Personal	20 min	OK	Doubles the effort; heat management
15	RET · SMOT	★Family table	Family	Personal	30 min	Good	The heritage payoff
16	ADV · UMOT	★Instagram ‘ramyun night’ post	Mobile	Earned	10 min	Good	Shares the tradition
17	ADV · UMOT	KakaoTalk parent community	Social	Earned	5 min	Good	Peer recommendation
18	ADV · UMOT	IRL recs to other moms	Family	Personal	—	Good	Warm word-of-mouth

BIGGEST FRUSTRATION — The sodium panel — she reads it twice and nearly talks herself out of feeding it to the kids. · ★ = moment that matters (make-or-break) · Type = Paid / Owned / Earned / Retail / Personal.

Dev

The Heat-Seeking Foodie · Touchpoint Ledger

Journey timeWeeks–months

Touchpoints20

Sentiment · 11 good / 8 ok / 1 bad

● Good● Neutral● Bad

★ Moments11

Likely drop-offPurchase

#	Stage · MOT	Touchpoint	Where	Type	Dwell	Sentiment	Friction · hesitation · uncertainty
01	AWR · Stimulus	★r/ramen ‘new release’ posts	Desktop	Earned	15 min	Good	First signal of a drop
02	AWR · Stimulus	Korean YouTube reviews	Desktop	Earned	20 min	Good	Early intel on the variant
03	AWR · Stimulus	Import-store new arrivals	Store	Retail	5 min	OK	Checks availability
04	AWR · Stimulus	Samyang-vs-Nongshim banter	Social	Earned	10 min	Good	Fuels the rivalry
05	CON · ZMOT	★r/InstantRamen archive	Desktop	Earned	25 min	Good	His + others’ benchmark data
06	CON · ZMOT	★YouTube side-by-side tests	Desktop	Earned	20 min	Good	Verifies the claims
07	CON · ZMOT	Discord ramen server	Social	Earned	15 min	OK	Debates; distrusts spice claims
08	CON · ZMOT	★His own 40+ scoring log	Desktop	Personal	10 min	Good	The control-group reference
09	CON · ZMOT	Nongshim-vs-Samyang spec compare	Desktop	Earned	10 min	OK	Benchmarks specs side by side
10	CON · ZMOT	★Scoville / ingredient dives	Desktop	Earned	10 min	OK	Distrusts marketing spice claims
11	PUR · FMOT	★Asian grocer hunt	Store	Retail	10 min	OK	Often unavailable
12	PUR · FMOT	★Amazon.ca import listing	Mobile	Retail	5 min	Bad	2× import markup stings
13	PUR · FMOT	Store-clerk ‘when’s it in?’	Store	Personal	2 min	OK	Uncertain restock answers
14	RET · SMOT	★Two-bowl blind tasting	Home	Personal	20 min	Good	The evaluation ritual
15	RET · SMOT	Scoring rubric / notes	Home	Personal	10 min	Good	Structured verdict
16	RET · SMOT	★Partner’s second opinion	Home	Personal	5 min	OK	Tolerance limits testing
17	ADV · UMOT	★r/InstantRamen ranked review	Desktop	Earned	25 min	Good	His UMOT = the market’s ZMOT
18	ADV · UMOT	YouTube / TikTok clip	Mobile	Earned	20 min	Good	Extends reach
19	ADV · UMOT	Group-chat verdict	Social	Personal	5 min	Good	His circle gets the verdict first
20	ADV · UMOT	★Updated public tier list	Desktop	Earned	10 min	OK	Will downgrade Shin if beaten

BIGGEST FRUSTRATION — A 2× import markup and unreliable stock — he can miss a drop entirely, and gimmick fatigue erodes trust. · ★ = moment that matters (make-or-break) · Type = Paid / Owned / Earned / Retail / Personal.

Master Roll-up

All 89 touchpoints, rolled up per persona: volume, sentiment split (good / neutral / bad), channel-type mix, journey duration, count of make-or-break moments, and the likely drop-off stage. The read: earned + owned digital dominates the explorers (Zoe, Marcus, Dev); Mi-yeong runs on personal + retail and almost no earned media.

Persona	Touch- points	Sentiment (good / ok / bad)	Channel-type mix	Journey duration	★ Moments	Drop-off
Mi-yeongThe Weeknight Ritualist	13	661	Owned 2 · Earned 1 · Retail 4 · Personal 6	Minutes Habitual · same-day	6	Purchase
ZoeThe K-Wave Explorer	22	1372	Earned 13 · Retail 3 · Personal 6	~1 week Discovery → first cook	8	Retention
MarcusThe Dorm-Room Optimizer	16	1123	Owned 2 · Earned 5 · Retail 2 · Personal 7	~2 evenings Research once → instant re-buys	8	Retention
GraceThe Family Upgrader	18	1341	Owned 1 · Earned 5 · Retail 4 · Personal 8	Weekly Recurring ritual	9	Consideration
DevThe Heat-Seeking Foodie	20	1181	Earned 11 · Retail 3 · Personal 6	Weeks–months Hype → import (availability lag)	11	Purchase

So whatThe brand pays for touchpoints it doesn’t control: over three-quarters of all touchpoints are Earned or Personal. Influence there is indirect — win the ZMOT content and seed the reviewers, and you shape the touchpoints you can’t buy. Only Mi-yeong and Grace convert at a Retail shelf you fully own.

Frustration & Drop-off Heatmap

Friction intensity (1 = low → 5 = severe) at each stage, with each persona’s most likely drop-off point outlined in black. Friction is scored from the ledger — count of bad-sentiment touchpoints plus hesitation weight at each stage.

Persona ↓ Stage →	AwarenessStimulus	ConsiderationZMOT	PurchaseFMOT	RetentionSMOT	AdvocacyUMOT
Mi-yeongThe Weeknight Ritualist	2Mild	3Notable	3NotableDROP-OFF	2Mild	2Mild
ZoeThe K-Wave Explorer	1Low	3Notable	3Notable	5SevereDROP-OFF	2Mild
MarcusThe Dorm-Room Optimizer	3Notable	1Low	2Mild	4HighDROP-OFF	2Mild
GraceThe Family Upgrader	2Mild	4HighDROP-OFF	4High	3Notable	2Mild
DevThe Heat-Seeking Foodie	2Mild	2Mild	5SevereDROP-OFF	2Mild	2Mild

FRICTION 1 2 3 4 5 · ■ outline = predicted drop-off

Two failure shapesFriction concentrates in different stages: Zoe fails at first cook (heat), Dev at purchase (availability/price), Grace at consideration (sodium), Marcus at retention (guilt). One fix does not serve all.

The calm one is the valuable oneMi-yeong’s journey is the lowest-friction — but that stability is the asset. The risk is complacency: a price gap is the only crack, so defend it.

Highest churn riskZoe’s severe (5) first-cook heat is the single biggest drop-off in the set — and it lands right after purchase, wasting the acquisition. Scaffold the heat or lose the cohort.

METHOD — friction scores derive from the per-persona ledgers (pages 2–6): bad-sentiment touchpoint density + marked hesitations per stage, normalised 1–5.

Opportunity Backlog

Every opportunity from the five journeys, prioritised by impact × effort into Now / Next / Later. Quick wins up front are high-impact, low-effort and mostly content/merchandising; structural bets (new SKUs, subscription, loyalty) sit in Later. Each card is tagged to the persona it unblocks.

Now0–3 months · quick wins

Own the ZMOT ‘start here’ content

Beginner + mild-entry guidance so heat fear resolves before purchase, not after.

ZoeImpact HighEffort Low

Seed reviewers as media

Send early drops to Dev-type reviewers — his UMOT is everyone else’s ZMOT.

DevImpact HighEffort Low

Top the ‘best cheap ramen’ threads

Publish per-meal unit-cost math where Marcus does his research.

MarcusImpact HighEffort Low

Shelf value tag + price-stability comms

Protect Mi-yeong’s FMOT against the Buldak promo sitting beside her.

Mi-yeongImpact MedEffort Low

Next3–9 months · build

Push the mild/creamy bridge (Toomba)

Rescue Zoe’s first-cook heat churn with a scaffolded entry variant.

ZoeImpact HighEffort Med

Transparent nutrition + broth story (Black)

Resolve Grace’s sodium hesitation at the exact deal-breaker moment.

GraceImpact HighEffort Med

Quick-prep add-in kits

Lift Grace’s ramyun-night frequency past the 20-minute ceiling.

GraceImpact MedEffort Med

Official CA distribution of exclusives

Kill Dev’s import-markup + availability pain at the FMOT.

DevImpact HighEffort Med

Later9+ months · structural

Auto-replenish subscription on multipack

Capture Mi-yeong’s silent, habitual core before a rival price gap does.

Mi-yeongImpact MedEffort High

Higher-nutrition / protein line

Hold Marcus past the finals-week guilt that threatens churn.

MarcusImpact MedEffort High

Kid-mild Black SKU

Expand Grace’s family occasions and lift frequency.

GraceImpact MedEffort High

Loyalty programme for silent buyers

Surface and reward the invisible advocacy of the habitual core.

Mi-yeongImpact MedEffort High

PRIORITISATION — Now = do immediately (low lift, high return) · Next = plan this year · Later = roadmap/structural. Impact and effort are relative judgements anchored to the ledger evidence.

Every touchpoint,scored.

Sentiment

Channel type

Dwell & time

Moments that matter

Mi-yeong

Zoe

Marcus

Grace

Dev

Master Roll-up

Frustration & Drop-off Heatmap

Opportunity Backlog

Every touchpoint,
scored.