Yakult Marketing Strategies

1488 Words Feb 2nd, 2015 6 Pages
Yakult Marketing Strategies

Yakult (Malaysia) SdnBhd
Yakult (Malaysia) Sdn. Bhd. was incorporated in February 2004 and it is a subsidiary of Yakult Honsha Co. Ltd, a Japanese listed company and a world-renowned manufacturer of probiotic products.
The Company upholds the philosophy of promoting good health and preventing diseases through the use of probiotics.
There is only one Yakult factory in Malaysia which is located in Seremban, Negeri Sembilan and its Head office is in Glenmaria, Shah Alam.
This factory produces Yakult for the whole of Malaysia, as well as for export to neighbouring countries. Besides that, there are branch offices in Johor Bahru, Melaka, Penang, Kuantan, Ipoh, Seremban, and Kota Bharu.

About Yakult – The Probiotic
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Yakult has a low Glycemic Index (GI), which means that the sugar in Yakult enters the blood gradually and it does not significantly increase the blood glucose level.
Yakult taste sour. This is because during fermentation the good bacteria produce organic acid such as lactic acid which tastes sour. Hence, sugar is needed to balance the very sour taste due to high concentration of good bacteria.
1) Yakult Ace (80ml)
Has a red lid.
Has glucose and sucrose (common sugar), which has about the same sugar level as an apple.
Contains 63 kilocalories energy per bottle.
Contains water, skimmed milk powder, Calcium, Vitamin B6, B12, D and Niacin (Vitamin B3).
2) Yakult Ace Light (80ml)
Has a blue lid.
50% less sugar compare to Yakult Ace.
Contains 46 kilocalories energy per bottle.
Contains water, skimmed milk powder, glucose, fructose (fruit sugar), and Maltitol as a natural sweetener which is made from corn.
PRICING STRATEGIES
Pricing strategies
1. Product Line Pricing
Yakult Ace has a higher concentration of the beneficial probiotic bacteria “Lactobacillus casei Shirota” whereas Yakult Ace Light contains the same concentration but with 50% less sugar and less sweet taste.
Yakult priced their products at a higher retail price as compare to their competitors. They come with 5 bottles (each 80ml) in a pack where currently:
Yakult Ace – RM 4.30 per pack
Yakult Ace Light – RM 4.70 per pack
2. Product

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