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Yakult Original

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by

Kate Feliciano

on 2 December 2013

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Transcript of Yakult Original

Marketing mix
3 C's
PEST
Image by Tom Mooring
SWOT analysis
Yakult Original
Strengths
Weaknesses
• Competitive market
• Storage difficulty
• Small size of Yakult

product
• Yakult
• Means “yogurt” – Esperanto
• Probiotic drink
Probiotics - help maintain the natural balance of organisms in the intestines, use to treat problems in the stomach and intestines, also available as dietary supplements
• Contains billions of active “good bacteria”
• Help balance your digestive system
• Tastes good
• From young to old, everybody can enjoy Yakult's refreshing and delicious taste
• Yakult does not have any harmful side effects.
• Has a strong record of safety that spans more than 75 years.

price
place
promotion
• supermarkets
• grocery stores
• convenience stores
• Yakult Lady/door-to-door delivery

TV COMMERCIALS
PRINT ADS
RADIO ADS
Php 40.00 - per pack
Php 10.00 - per bottle
• The product itself
• Well established product
• Global market
• Health benefits
• Marketing strategies
- Slogans/Tag Lines

Opportunities
• Trend in health concerns
• Increasing number of convenience
stores/supermarkets
• Advertising campaigns
• Global market

Threats
• Increasing number of competitors
• Competitors offer many flavors
• Government regulations
• Technological problems
• Price changes

company
• Yakult Honsha Co., Ltd - the world's pioneer in probiotics.
• Corp/sole prop: Company Limited
• Location: Over 30 countries but originally it was in Japan
• Mission: Yakult's mission is to contribute to the health and happiness of every person around the world through the pursuit of excellence in life sciences and the study of microorganisms.
• Values: Shirota-ism


customer
competition
• Vitagen- first cultured milk in Malaysia, 5 flavors served (125ml each), manufactured by Malaysia Milk Sdn.Bhd, well known as no. 1 cultured milk drink in Malaysia, “the true cultured milk drink”
• Nutrigen- manufactured by Mamee Double-Decker Bhd, 5 flavors served (125ml each)
• Chamyto, Nestle
• Everybody of all ages (over 12 months),
- The major household shopper
- Retailers / Sales
- Health Professionals
- Education groups
- Community groups


sources
http://www.yakultusa.com/
http://www.webmd.com/digestive-disorders/tc/probiotics-topic-overview
http://www.yakult.com.ph
http://yakult.com
Political
• products undergo quality control and
assurance to make sure that consumers
are satisfied
ECOnomic
• known for its very affordable price
(P40 for a pack and P10 per bottle)
-suitable for everyone including children
and pregnant women -easy access to
lactobacillus casei
social
• seek to improve health of people -promote probiotics -promotes a healthy lifestyle/healthy living
Technological Environment
• continue to improve their formulation
-further research on probiotics
Full transcript