III.

yakult's strategic vision

1. Yakult's product strategy (Product)
-For the marketing strategy of Yakult's products, Yakult Vietnam always focuses on
improving product quality.
- Yakult Vietnam factory always maintains the production process with the highest quality
standards, just like the factory in Japan.
- Yakult Company is not only committed to customers in terms of product quality assurance,
but also committed to environmental protection, committed to directing and managing to
bring production activities into operation to ensure health. healthy, safe workplace for
employees and friendly to the environment.
-Yakult contains a large amount of the beneficial bacteria Lactobacillus casei Shirota. Yakult
bacteria are unique, specially selected to maintain and benefit human health. With the great
benefits of the product for health along with the commitment to quality production process,
users can be completely assured of Yakult products.
2. Yakult's pricing strategy (Price):
-In its pricing strategy, Yakult has used a pricing strategy based on value (Price Value).
Currently, the price of Yakult is about 24,000 VND for a batch of 5 bottles (65ml each). This
is a price that is completely consistent with the value and benefits that the product brings.
Moreover, this is also a price that is accessible to everyone as well as the goal of providing
probiotics for everyone in the world by Dr. Minoru Shirota. -Besides, the pricing strategy of
product-package pricing is also used by Yakult to increase the value of its products for
customers who are willing to pay for more than one product.
-In addition, a Yakult also has a very smart pricing strategy that is: Optimizing prices by
cooperating in marketing with other businesses
-Accordingly, marketing cooperation with other businesses is a marketing method applied by
Yakult. With this cooperation, Yakult will introduce / promote / promote products related to
the products and services provided by the other business. Reducing competition, expanding
distribution, reducing costs, promoting brand strength and communicating new products.
Apply the accompanying promotional voucher forms, such as giving a discount voucher
when buying yoghurt to eat Yakult directly at the company as well as at the Yakult yogurt
dealer.
3.Yakult's promotion strategy (Promotion)
-Yakult saw that Zalo is the channel they want to develop next in the Vietnamese market,
Yakult wants to reach customers on the Zalo platform because they identify Zalo as a
popular market. A very potential market today that most of customers in Vietnam have been
using. Choosing Zalo as the development channel, after implementing the entire campaign
from July 2020 to April 2021. Yakult has received unexpected results.