Yakult’s advertising primarily targeted the major household grocery buyer.
A successful launch posed a number of challenges. Market research determined the knowledge, attitudes and opinions of potential consumers. 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.
Nowadays, almost everyone had heard Yakult. In our view, Yakult is an extremely famous beverages company. However, how can we imagine this small beverage can be an international product at the start? We believed that one of the successful reasons is their marketing strategies, say, Yakult place various advertisements, regularly and develop different flavor in different countries. Therefore, we are trying to find out what marketing strategies they are using in Hong Kong, Japan and Singapore, also what are the advantages and disadvantages of these marketing strategies.