Yakult Honsha Co. Ltd, a Japanese listed company that is world-renowned for manufacturing probiotic products, created Yakult (Malaysia) Sdn. Bhd in February 2004. This subsidiary upholds the Yakult philosophy of promoting good health and preventing diseases through the use of probiotics.There is only oneYakult factory located in Seremban, Negeri Sembilan that produces not just for Malaysia but also neighboring countries. Lastly, its Head office is based in Glenmaria, Shah Alam
Yakult Marketing Strategies:
Yakult is the proud sponsor of Manchester United Football Club, one of the most popular football clubs in the world. This sponsorship allows Yakult to tap into the large fan base of the club and increase brand awareness globally.
2. Celebrity Endorsements
Yakult has also employed the use of celebrity endorsements to promote its brand. In Malaysia, local celebrities such as Datuk Siti Nurhaliza and Tan Sri Lee Lam Thye have been appointed as Yakult Ambassadors. This helps to create a more personal connection between the celebrity and Yakult, which can positively influence consumer perceptions of the brand.
3. Marketing Collateral
Yakult utilises various marketing collaterals such as posters, flyers and brochures to increase brand awareness and product knowledge among consumers. These materials are often distributed in Yakult’s outlets and through its sales force.
4. Sales Promotions
Yakult engages in various sales promotions from time to time in order to boost sales and encourage product trial. Some of these promotions include giving away free Yakult drinks and discount vouchers.
5. Social Media Marketing
In recent years, Yakult has also started to leverage on social media platforms such as Facebook and Instagram to reach out to a wider audience. Through these platforms, Yakult is able to connect with consumers, build relationships and interact with them on a more personal level.
6. Public Relations
Yakult often works with the media to generate positive publicity for the brand. This helps to create a good impression of Yakult in the minds of consumers and further build brand equity.
7. Event Marketing
Yakult participates in various events such as roadshows, exhibitions and trade fairs to promote its products and brand. These events provide an excellent platform for Yakult to interact directly with consumers and create a favourable image of the brand.
Yakult Ace and Yakult Ace Light are currently the two types of Yakult available on the market. Yakult Ace was the first product introduced in Malaysia, while Yakult Ace Light is the latest version with 50% less sugar and a milder taste than its predecessor.
Yakult Marketing Strategies had used various marketing tools and methods to attract local consumers in Malaysia.
Yakult Marketing Strategies had used various marketing tools and methods to attract local consumers in Malaysia. Some of the strategies used are as follows:
-Using attractive packaging
The company uses brightly coloured packaging to attract consumers. The Yakult Ace bottles are red in colour while the Yakult Ace Light bottles are green. This makes the products easily noticeable on store shelves.
– Offering free samples
Yakult Marketing Strategies offers free samples of their products in order to introduce them to potential customers who may not have tried Yakult before. This is a good way to generate interest and create a base of loyal customers.
Yakult’s market segmentation is reliant on four variables: geographic, demographic, psychographic and behavioral.By utilizing geographic segmentation, Yakult can divide its consumers based on location factors such as nation, region, country and city.
In demographic segmentation, they are divided based on their age, income, gender, occupation, education and so on. In psychographic segmentation, they are divided based on their lifestyle and personality.
Lastly, in behavioral segmentation, they are divided based on their benefits sought, usage rate, user status and so on.
Yakult’s main target market is women aged 30 years old and above. Marketing mix strategies used by Yakult company will be discussed in details in the following paragraphs.
Product strategy: Yakult company produces probiotic milk drink which is a functional food that contains live lactic acid bacteria. The main benefit of their product is to help improve gut health. Their products are sold in small bottles so that it is convenient for consumers to consume them on-the-go.
Pricing strategy: Yakult uses a premium pricing strategy as their products are priced higher than similar products in the market. This is because their products offer unique benefits that cannot be found in other products.
Promotion strategy: Yakult uses a mix of above-the-line and below-the-line promotion activities to promote their products. Above-the-line activities include television commercials, radio advertisements and print ads. Below-the-line activities include conducting roadshows, sampling and so on.
Yakult’s current main target market is housewives and office workers. Housewives are more likely to be aware of the benefits of Yakult, and thus will buy it for their families to consume. Office workers will need a supplement like Yakult, which contains probiotics that improve health, due to work-related stress and lack of sleep.
In the past, Yakult’s target market were also students and children as they are more open to new things and willing to try. However, with the current health crisis, Yakult has been refocusing its marketing efforts on adults as they are more likely to be interested in health supplements.
To appeal to its target market, Yakult uses various marketing strategies such as print advertisements, television commercials, and direct mailings. It has also been giving out free samples of its product in supermarkets and hypermarkets. Furthermore, Yakult has tie-ups with schools and offices to promote its product.
Yakult’s Marketing Strategies have been effective in reaching out to its target market and promoting its product. The company has been able to maintain a strong presence in the market and grow its customer base. Marketing is an important part of any business and Yakult has been able to use it effectively to reach its goals. Thank you for reading!
This article was written by Sunil Rajguru, CEO of Marketing Bytes. Marketing Bytes is a digital marketing agency based in Mumbai, India. Marketing Bytes specializes in SEO, content marketing, and social media marketing.