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Marketing Strategy for Yakult

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Marketing Strategy for Yakult

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  • September 14, 2011
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Every Body. Every Day.

Every Body. Every Day.
In the beginning...
Australia was chosen as the first English speaking country to launch Yakult due to its close proximity to Asia and an increasing desire amongst Australians for a healthier lifestyle. Melbourne was chosen as the launch city and Dandenong selected for Yakult’s purpose-built-complex. Construction of the office and technologically advanced manufacturing facility represented a $30 million investment in Australia by Yakult Honsha Co. Ltd., Japan. Despite these hurdles, there was a strong acceptance of the product once Yakult’s concept of ‘beneficial bacteria for intestinal balance’ was explained. Yakult embarked on a fully integrated marketing campaign which incorporated multi-media advertising and extensive in-store sampling.

Target Audience
Yakult’s advertising primarily targeted the major household grocery buyer.

Market Research
A successful launch posed a number of challenges. Market research determined the knowledge, attitudes and opinions of potential consumers in Melbourne and Sydney. Initial research results indicated: 1. Uncertainty regarding the product’s name, and the bottle’s shape and size 2. A lack of knowledge regarding intestinal bacteria in the digestive system 3. An unwillingness to discuss ‘embarrassing’ body functions 4. A negative reaction towards the term ‘bacteria’ and the idea of consuming it

Marketing Objectives
1. Create awareness 2. Develop consumer interest 3. Provide relevant information 4. Convert knowledge into purchases

Marketing Slogans
Yakult’s main slogan – ‘Every body. Every day.’ Other slogans included: • Get the Goodness in You • Have you had yours today? • Made Fresh in Australia

Yakult’s unique shaped bottles

Market Research

Yakult’s marketing campaign resulted in greater than 90% awareness of the product name within its first year in the Victorian market.

Every Body. Every Day.
In the beginning...
Marketing Strategy
Yakult’s...