History of Yakult 

In 1930 Dr. Minoru Shirota, a Japanese scientist, was the first in the world to isolate
and develop a probiotic strain that entered large numbers of the intestines alive and provided
the host with health benefits. He used this strain to make Yakult, a fermented milk drink, in
order to reach out to people at large to the benefits of the stress.

Yakult was first introduced in Japan in 1935, and today, with over 80 years of history,
Yakult is a global market leader in probiotic drinks with a wide variety of probiotic products
using Lactobacillus casei strain Shirota (LcS) and Bifidobacterium breve.

The main product Yakult contains more than 6.5 billion beneficial bacteria
Lactobacillus casei strain Shirota that have proven health benefits. It helps improve digestion
and helps build Immunity. It has been scientifically tested for safety and useful.

Target Market
Rich in Lactobacillus casei Shirota strain bacteria that is good for digestion makes Yakult is
safe to be consumed by all ages except for babies below 1 year old. 

We are targeting people:

 Age: 1 year onwards

 Gender: Men and Women
 Location: School/University, office, and community in Salatiga
 Income level: all level
 Education level: all level
 Marital or family status: all level
 Occupation: all occupation
 Ethnic background: All ethnics

Product Analysis
Strength

1. Yakult is the only probiotic drink that contains Lactobacillus casei Shirota strain (LcS)
bacteria that is beneficial for our body.

2. The bacteria contained in the product are capable to live until the human intestines which
are beneficial for digestion and immunity system

3. PT. Yakult employees are competent. The distribution is directly handled out by the
company staff. 

4. There will always be products rechecked by the company to make sure it is sterilized. 

5. The products are relatively affordable.

Weakness

1. Yakult products are made by fermenting skimmed milk powder that contains live lactic
acid Lactobacillus casei Shirota (LcS) strain and without adding any preservatives at all.
Therefore, Yakult should be stored in a cooler (under 10c) to keep the bacteria inactive. This
is to maintain the quality of this drink itself which can only last up to 40 days.

2. Not many variants made by Yakult, Yakult just make 2 variants of the product, namely:
Yakult and Yakult ace. The Yakult ace is still imported from Malaysia.

Opportunity

1. Domestic and global markets are still wide open for use, both because of the expansion of
new regions and the continued growth rate of the intestine.

2. The consumers still pay attention to their health, especially to maintain the intestine to
keep healthy.

3. There are still few competitors who develop this kind of product.

Threat

1. Lately, the number of probiotic drinks circulating and developed in the Indonesian market
today

2. The competitors start making similar drinks that contain good bacteria.

(Metode Analisis (SWOT ANALYSIS) C.1 PT. Yakult Indonesia Persada)

PR Objectives
1. People in Salatiga will have a good impression about Yakult.
2. People in Salatiga will consume Yakult (reachable and affordable).
3. Yakult will be able to maintain customers’ loyalty. 

PR Programs
To achieve the goals stated above, we are going to held various programs such as:
1. Senam Sehat with Schools and Institutions
Yakult will hold a Morning Exercise program with schools and government institutions to
campaign a healthy lifestyle with Yakult named Senam Yakult. After doing the morning
exercise, each participant will get 1 bottle of Yakult. The Yakult team will provide the
products to be sold during the morning exercise. Not only selling the product, but also
offering various promos, such as “Buy 3 packs and get 1 pack more for free”, “Get 10%
discount”.

2. Senam Yakult TikTok Challenge

Yakult will introduce a TikTok challenge named Senam Yakult Challenge through Yakult’s
instagram and TikTok account. The challenge is doing Senam Yakult using its music within
one minute. The winners of this challenge will get the chance to visit Yakult’s Hyogo Miki
Factory in Hyogo, Japan and have a 5-days-trip to Hyogo and Osaka. 
Terms and condition:
 The video must be as creative as possible (using transitions, effects, etc)
 Each participant must show Yakult in the video (whether be displayed creatively or
drunk)
 No limitations on how many people involved in the video, but there will only be 2
winners (two people) from 2 videos challenge. 

Budget
1. Senam Sehat with Schools and Institutions Programs

 Where do we get the money?

We will make a proposal and give it to the main company. Also, We will get sponsorship
from TikTok company for collaboration.  

 Where/how do we get the product

Products are provided by the company. 

 How much is the budget?

 Evaluation
The evaluation will be done in each program as follows:
1. Senam Sehat with Schools and Institutions Programs
The things that will be evaluated are:
 Customers’ satisfaction using a customers’ satisfaction digital tool.
 The success of selling the products by counting the numbers of sold products and
comparing it to the total products displayed. 
2. Senam Yakult TikTok Challenge
This programs will be evaluated from:
  The numbers of participants joining the challenge. 

References

13 c metode analisis swot analysis c1 pt yakult. (n.d) Retrieved February 14, 2020, from
https://www.coursehero.com/file/pg71h7/13-C-Metode-Analisis-SWOT-ANALYSIS-C1-PT-
Yakult-Indonesia-Persada-Strenght/
HISTORY OF YAKULT. (n.d) Retrieved February 14, 2020, from https://www.yakult.co.in/yakult-
history.php
 PUBLIC RELATIONS
BUSINESS PLAN “YAKULT”

GROUP 2
ANANDA WINDANIELLA ONTHONI - 112016067
SYARLOTA PANDIRI - 112016071
YUNITA ROSA MARIA FAKDAWER - 112016073
RAMOND WIRANATA JEUJANAN - 112016074
MOSES ROLLO -112015059