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  • Topic: Milk, Lactobacillus casei, Probiotic
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  • Published : August 10, 2011
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Yakult was established in Japan in 1930. Their core product is YakultProbiotics fermented milk which was proved to help people’s health and wellness, as well asnice complexion and a slim form. Yakult entered Vietnam in 2006 (Yakult Vietnam) and theyhave just made their sales since June 2008. Up to now, the business operations do not live up to expectation due to their incompetentmarketing and promotional activities. As a consequence, this report was composed to analyzeYakult Vietnam’s current situation, and recommend feasible marketing strategies to help themincrease their sales in Ho Chi Minh City market in particular.



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.

What is Yakult?
Yakult is a fermented milk drink made by fermenting skim milk powder and sugar with the beneficial bacteria Lactobacillus casei Shirota strain. This bacterium helps to replenish the good bacteria in the small intestine, ensuring that our digestive system works efficiently and effectively.

Is Yakult artificially coloured?
No. The colour of Yakult is naturally acquired when the skim milk powder and sugar are heated together at high temperatures, prior to fermentation. Are there any preservatives in Yakult?
No. The product is preserved naturally by the lactic acid produced by the bacteria Lactobacillus casei Shirota strain during fermentation. What is the shelf life of Yakult?
The shelf life of Yakult is 45 days from the day of manufacture. The use-by-date can be found in two places:
On the back of our product packaging.
On the top of the foil cap on each individual bottle.

1.What is Lactobacillus casei Shirota strain?
Lactobacillus casei are beneficial bacteria, which reach the intestines alive to favourably alter the balance of bacteria in the digestive system. Our unique, patented "Shirota Strain" is exceptionally acid resistant. It easily survives the journey through the gastric juices and bile acids produced during digestion to arrive alive in our intestine, helping to keep our digestive system working efficiently

What is the role of Lactobacillus casei Shirota strain?

To help normalise the balance of intestinal flora.

To assist in regulating the peristaltic movement (natural rhythm) of the bowel.

To help reduce detrimental substances produced by harmful bacteria.

How many bacteria are in a bottle of Yakult?
There are 6.5 billion Lactobacillus casei Shirota strain in every 65ml bottle of Yakult

If drinking Yakult for a long time, can the Yakult strain of bacteria become a permanent resident of the small intestine? No. Ingested bacteria cannot become a permanent resident of the human intestine. Ingested bacteria stays in the intestine for a short period of time before being excreted. To maintain a balance of intestinal flora, the bacteria need to be replenished on a regular basis. Is there anyone who should not drink Yakult?

Any individuals that experience allergies to cow's milk protein or those with sensitivity to citrus should not drink Yakult.

Is Yakult suitable for people with diabetes?
Yes. People with diabetes can enjoy Yakult and Yakult LIGHT as part of a healthy diet. Despite the amount of sugar in Yakult and Yakult LIGHT (refer Nutrition section), the type of sugar used enters the blood gradually and does not significantly increase blood glucose levels. This means that both products...
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