Yakult Ace Research

Topics: Marketing, Probiotic, Lactobacillus casei Pages: 15 (3901 words) Published: February 27, 2013


1. Executive introduction

This report was commissioned to analyze and examine Yakult Ace Light positioning in the Singapore market and to reevaluate its standing the industry so as to make adjustments to increase market share.

Within Singapore, probiotics drinks are generally seen as a nutritious drink to aid digestion and are widely consumed here. Yakult Ace Light, a probiotics drink, is created in 2004.It differs from the original Yakult with 30% less in both sugar and calories, and a higher concentration probiotics.

The following research draws attention to the fact that in 2007, Yakult’s main competitor, MARIGOLD, launched Vitagen Collagen to grab a share in the female market. It gained popularity fast and won the 2008 Global Food Industry Award.(REF 1.0).Based on statistics(REF1.1),Vitagen Collagen gained

In this project, we aim to win back our female market by launching Yakult Ace Light Sleek. This product will be based on new exotic flavours complementing their traditional version. Heavy promotional of our product will take place over the span of a year.

It is recommended:
* Yakult Ace Light undertake a promotion mix
* That part of the sales promotion campaign contains product endorsement by local celebrity, who is into wellbeing.. * Yakult partner with major gyms in Singapore through in-store advertising and print media channels.

Table of Contents

2.1 YAKULT BACKGROUND Yakult began with the ideals of Dr Minoru Shirota more than 80 years ago. In the early days of his medical career, Dr Shirota was deeply concerned about how Japan’s poor socio-economic conditions caused children to suffer from malnutrition that led to infectious diseases and other illnesses. He therefore decided to focus his efforts on preventive medicine and turned to the study of microorganisms. In his research, he discovered that lactobacilli were effective in suppressing harmful bacteria in the human intestines and promoted good intestinal health. In 1930, Dr Shirota became the first in the world to succeed in biotechnologically strengthening and culturing a bacterial strain that could withstand the gastric juice and bile to reach the intestines alive. This unique probiotic strain was later named Lactobacillus casei strain Shirota in his honour. As Dr Shirota was determined to promote good health to people through the benefits of probiotics, he incorporated his discovery, L.casei strain Shirota into a cultured milk drink and called it “Yakult”.(REF1.1)

Mission statement
Yakult adheres to the general mission below:
‘’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.

Mission Vison
We continue to spread the message of preventive medicine and the benefits of probiotics, such as Lactobacillus casei Shirota. One by one, city by city, country by country, we deliver this message in the shape of a small bottle - a bottle that contains around 8 billion live and active good bacteria.’’

3.1 Current Market Size

3.2 Current Market Trends

An increase health conscious society

The increase in affluence in more developed countries coupled with the help of new media, consumers are becoming more particular about the nutritional value of the food. Purchasing products with health benefits has become an important need in households.

Rise in consumption of probiotics drink as a supplement...
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