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Management PresentationAbdul 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 concern36% 22% 5% 16% 19% 2% Price Quantity
PackageBrand 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 WS1: 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
WEAKNESSESW1: Limited flavor W2: Storage OPPORTUNITIES Difficulty
O1: Trend in health concerns
W
O2: Increase in number of convenience stores and hypermarkets
OOPPORTUNITIES THREATST2: 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
S
S
W T
WT
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
GENIUS STRATEGY
S1: High brand awarenessS2: Strong brand reputation with health benefits
SO
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
WT1: Competitors provide many flavors, packaging, and promotions T2: Expiration of lactobacillus patent gives rise to new competitors
T
PERFECT STRATEGY W3 + O2: Expand distribution channels to convenience stores and hyper markets
W1: Limited flavor
SO1: Trend in health concerns
W1 + O1 Herbal value added flavors
W2: W3: Storage Limited Difficulty Distributio (temperatu n channel re)
WT
O2: Increase in number of convenience stores and hypermarkets
O
W1: Limited flavorW2: Storage W3: Limited Difficulty Distribution (temperatur channel e)
S
WT
GREAT STRATEGY W1 + W2 + T2: Strategic partnership with Tipcos Squeeze W3 + T1 Penetrate convenience store market to decrease competition
O
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%
yakultVitacharm
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 brandLow Price
Sincere brand
Political Economic Social
Low government interventionGrowing number of convenience stores Increase in health awareness
Technological Environmental Legal
New use of Lactobacillus with beansDegradable 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 profilehttp://www.yakult.co.jp/english/top.html http://www.yakult.co.jp/english/htm/index02. html
Information of fermented milk analysishttp://www.gotomanager.com/news/details.as px?id=55277
Annual Report 2010
TH A
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K Y O U