You are on page 1of 40

Management Presentation

Abdul Khaer – Marcella – Ninies – Wang Rui - Winata

Yakult Honsha was originally founded in 1955, by Minoru Shirota.

Today Yakult is sold in over 32 countries worldwide

Company History (cont.)

.

.

HISTORY OF YAKULT IN INDONESIA: Yakult Marketing in Indonesia began with the establishment of the company Yakult Indonesia PT Persada on February 2. SLOGAN OF YAKULT INDONESIA : Cintai ususmu. minum yakult tiap hari .Ltd. 1990 which is a joint venture with the status of foreign investment (FDI) between PT Perkasa Sympathy and Yakult Honsha Persada Co. (Japan).

Human Resource Strategy .

.

.

for specific operations • Patents of Lactobasillus • Superior taste • Direct relationship with customers • Economy of scale – market leader • Production expertise (but with limited capacity) .Customer-based assets • Brand reputation • Originality consumers’ mind) (in Internal support assets • Setting up dept.

◦ Distribution uniqueness ◦ Lady of yakult gives 20 % net sale in Yakult indonesia ◦ Salary for Lady of yakult actually based on UMR of Indonesia but she can get 20% until 50 % commision if she can sell more than target given by yakult ◦ Radius for spreading of lady of yakult is7 km by bycycle ◦ Ages range is 23-30 years old ◦ Why women? Because yakult believe the power of women.so yakult uses women to be main’s marketer .

Customers concern 36% 22% 5% 16% 19% 2% Price Quantity Package Brand Promotion Others(Taste) .

 Product .

000.00 >> Rp 7.00 .000. Price for 1 box consists of 5 bottle of yakult is Rp 6.

.

 Yakult advertisement .

STRENGTHS S W S1: High brand awareness O S2: Strong brand reputation with health benefits T .

STRENGTHS WEAKNESSES W2: Storage W3: Limited Difficulty Distribution W1: Limited flavor channel S1: High brand awareness and (temperature) brand reputation with S2: Strong loyalty health benefits S .

WEAKNESSES W1: Limited flavor W2: Storage OPPORTUNITIES Difficulty O1: Trend in health concerns W O2: Increase in number of convenience stores and hypermarkets .

O1: Trend in health concerns convenience stores and gives rise to new packaging.O OPPORTUNITIES THREATS T2: Expiration of T1: Competitors O2: Increase in number of lactobacillus patent provide many flavors. and hypermarkets competitors promotions .

SMART STRATEGY S1: High brand awareness S2: Strong brand reputation with health benefits S2 + O1: Launch a low-sugar version of Yakult S S W T W T O1: Trend in health concerns O2: Increase in number of convenience stores and hypermarkets S1 + O2: Expand distribution channels to convenience stores and hyper markets O O .

packaging. 6+1 Week Pack W T1: Competitors provide many flavors. and promotions T2: Expiration of lactobacillus patent gives rise to new competitors T .GENIUS STRATEGY S1: High brand awareness S2: Strong brand reputation with health benefits S O S1 + T1: Launch a low-sugar version of Yakult S1 + S2 + T2: Strategic partnership with Tipco’s Squeeze S1 + T1: Six pack bundles.

PERFECT STRATEGY W3 + O2: Expand distribution channels to convenience stores and hyper markets W1: Limited flavor S O1: Trend in health concerns W1 + O1 Herbal value added flavors W2: W3: Storage Limited Difficulty Distributio (temperatu n channel re) W T O2: Increase in number of convenience stores and hypermarkets O .

and promotions T2: Expiration of lactobacillus patent gives rise to new competitors .W1: Limited flavor W2: Storage W3: Limited Difficulty Distribution (temperatur channel e) S W T GREAT STRATEGY W1 + W2 + T2: Strategic partnership with Tipco’s Squeeze W3 + T1 Penetrate convenience store market to decrease competition O T1: Competitors provide many flavors. packaging.

healthy.house wives.price .etc Social class:lower class –upper class Climate:all climate Occasions:for regular occasions Benefit:quality.      Age:All people Occupation:student.bussinesman.

 PT. .yakult persada as market leader this condition can be seen from the majority of yakult market untill this time yakult has 50% market share that more than another probiotic drinks company.

.

0% fat 115 ml. 0% fat 20% yakult Vitacharm 65 ml.Name Packaging Characteristics Price (IDR) 8000 Market Share1 Activia 160 ml. 0% fat 7000 7000 4000 50% 25% 5% Biokull . 0% fat 75 ml.

biokull 5% vitacharm 25% Sales yakult 50% activia 20% yakult activia vitacharm biokull Based on survey in carrefour cikarang .

Yakult •Ads: comic. telling story about Yakult and Yakult's Girl •Communicate with old and new customers •Remind customers of the brand •Able to reach new kids in each household Dutch mill (below and above) • Dlight.traditional trade.approx 1500~ • Currently try to concentrate more on a functional • Capture new customers from kids and teenagers • Variety of products. cities like bkk • KCI (O% transfat) modern trade • Dutch mill girl . Vitacharm • direct selling Activia • Target healthconscious women • functional • mkt event .

Cheating brand High Price Premium brand Low Quality High Quality Awful brand Low Price Sincere brand .

.

Political Economic Social Low government intervention Growing number of convenience stores • Increase in health awareness Technological Environmental Legal New use of Lactobacillus with beans Degradable Packaging • Consumer Protection Act. . • Employment Act.

.

.

   Yakult is a well establish product. also PT Yakult is a very common and profesional company The only product of PT yakult Indonesia is Yakult The main strategy of marketing Yakult. is Lady Of Yakult .

Or maybe yakult can make a new inovation in packaging We think that once a year or in certain event yakult should make a discount like buy 3 get 1 .  We think that Yakult need to make a new product. so people will not bored.

co.jp/english/top.gotomanager.html http://www.yakult.as px?id=55277 Annual Report 2010 .com/news/details. html Information of fermented milk analysis http://www.yakult.jp/english/htm/index02.co.Information of Yakult Company’s profile http://www.

TH A N K Y O U .