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, 1990 which is a joint venture with the status of foreign investment (FDI) between PT Perkasa Sympathy and Yakult Honsha Persada Co.Ltd. (Japan). SLOGAN OF YAKULT INDONESIA : Cintai ususmu, minum yakult tiap hari

Human Resource Strategy

Customer-based assets Brand reputation Originality consumers mind) (in

Internal support assets Setting up dept. for specific operations Patents of Lactobasillus

Superior taste
Direct relationship with customers

Economy of scale market leader

Production expertise (but with limited capacity)

 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 mains marketer

Customers concern
36% 22% 5% 16% 19% 2% Price Quantity

Package
Brand Promotion Others(Taste)

Product

Price for 1 box consists of 5 bottle of yakult is Rp 6.000,00 >> Rp 7.000,00

Yakult advertisement

STRENGTHS S W
S1: High brand awareness

S2: Strong brand reputation with health benefits

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

WEAKNESSES
W1: Limited flavor W2: Storage OPPORTUNITIES Difficulty

O1: Trend in health concerns

O2: Increase in number of convenience stores and hypermarkets

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

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

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 Tipcos Squeeze S1 + T1: Six pack bundles. 6+1 Week Pack

W
T1: Competitors provide many flavors, packaging, and promotions T2: Expiration of lactobacillus patent gives rise to new competitors

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

W1: Limited flavor

W2: Storage W3: Limited Difficulty Distribution (temperatur channel e)

W
T

GREAT STRATEGY W1 + W2 + T2: Strategic partnership with Tipcos Squeeze W3 + T1 Penetrate convenience store market to decrease competition

T1: Competitors provide many flavors, packaging, and promotions T2: Expiration of lactobacillus patent gives rise to new competitors

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

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.

Name

Packaging Characteristics

Price (IDR) 8000

Market Share1

Activia

160 ml, 0% fat

20%

yakult
Vitacharm

65 ml, 0% fat 75 ml, 0% fat 115 ml, 0% fat

7000 7000 4000

50% 25% 5%

Biokull

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, cities like bkk KCI (O% transfat) modern trade Dutch mill girl - approx 1500~ Currently try to concentrate more on a functional Capture new customers from kids and teenagers Variety of products.

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

We think that Yakult need to make a new product, so people will not bored.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

Information of Yakult Companys profile

http://www.yakult.co.jp/english/top.html http://www.yakult.co.jp/english/htm/index02. html

Information of fermented milk analysis

http://www.gotomanager.com/news/details.as px?id=55277

Annual Report 2010

TH A

K Y O U