Yakult
Yakult
Yakult
Leading probiotic drink worldwide Having small size in which they do not
Having high brand awareness and have a bigger size of milk drink
recognition Needs to be refrigerated to prevent
Has strong brand reputation and image spoiling of the product
Strongly established and can be purchased
by all ages
Opportunities Threats
Sales Objective
To increase 10% of our sales revenue for the next year
To be able to distribute our products to selective
supermarket here in the Philippines to increase sales
To achieve 2,000 bundles of Yakult flavors every month to all
the 30 selective supermarket
To have a sales quota of P55,000,000 for the first year
Marketing Communication Objectives
Market Segmentation
The market is segmented into age group, financial status,
lifestyle, and its location. Age group consist of Children (1-
12 years old), Teenagers (13-19 years old), Young adults
(20-30 years old), and adults (31-50 years old).
Target Market
The primary target market for the proposed Yakult variant are
those consumers who are health conscious and considering
brand appeal; children, teenagers and young adults; upper,
middle and lower class are the chosen segments for the
company’s product.
Positioning
The proposed Yakult variant will be positioned into the minds of
the market as a healthy flavored probiotic drink for an
everyday living.
Marketing Mix Strategy
Product
Yakult will focus with product development by having
flavoured line of Yakult in the market. This product strategy is
suited for Yakult in order to catch attention of new generation
of market where most of them are part of millennial and
younger generations.
Yakult will available with five flavors. Among with this are
grapes, green apple, lemon, orange and strawberry.
Price
The pricing strategy that will be used for Yakult Flavors will be
combination of cost based and value based. Cost based from
the research and development of the product and value based
from the benefit of the lactobacillus casei-shirotastrain. Yakult
Flavors will be having a Php 12.00 suggested retail price.
Place/Distribution
Yakult Flavors will be distributed through Supermarkets and
grocery store nationwide. Drugstores, School Canteens, Hospital
Canteens, and other location will be also use to distribute the
products. Yakult will also try to tap playhouse business
companies such as Kidzoona and review centers such as Kumon
to become distribution channels of Yakult.
Promotions
Using teenagers as part of the new endorsers, Yakult will level up
there game by changing their “OK ka ba Tiyan” tagline to “I’m
OK, everyday” that will use as they make series of nationwide TV
commercials.
Yakult Flavors will also use the digital platforms such as social
media, ads and website. A mini youth oriented show will be
made as part also of promotion on YouTube entitled “Millennial
Problems: Ok ka pa ba?”.
The Yakult website on the other hand will be created as
interactive and fun where youth of today will able to enjoy and
influence them to visit the site again.
Bundled of each kind Yakult with total of seven pieces that pack
in a container will be release in the market.
Financial Projections
Sales Revenues
Income statement
2018 2019 2020