Yakult Ace Research
YAKULT ACE LIGHT
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1. Executive introduction
This report was commissioned to analyze and examine Yakult Ace Light positioning in the Singapore market and to reevaluate its standing the industry so as to make adjustments to increase market share.
Within Singapore, probiotics drinks are generally seen as a nutritious drink to aid digestion and are widely consumed here. Yakult Ace Light, a probiotics drink, is created in 2004.It differs from the original Yakult with 30% less in both sugar and calories, and a higher concentration probiotics.
The following research draws attention to the fact that in 2007, Yakult’s main competitor, MARIGOLD, launched Vitagen Collagen to grab a share in the female market. It gained popularity fast and won the 2008 Global Food Industry Award.(REF 1.0).Based on statistics(REF1.1),Vitagen Collagen gained
In this project, we aim to win back our female market by launching Yakult Ace Light Sleek. This product will be based on new exotic flavours complementing their traditional version. Heavy promotional of our product will take place over the span of a year.
It is recommended: * Yakult Ace Light undertake a promotion mix * That part of the sales promotion campaign contains product endorsement by local celebrity, who is into wellbeing.. * Yakult partner with major gyms in Singapore through in-store advertising and print media channels.
Table of Contents 1 SUMMARY 2 INTRODUCTION 3 OVERVIEW OF CURRENT MARKET 4 NEW MARKETING PLAN 5 MARKET RESEARCH 6 MARKETING STRATEGIES 7 IMPLEMENTATION 8 CONCLUSION 9 REFERENCES 10 APPENDIX
2. INTRODUCTION
2.1 YAKULT BACKGROUND
Yakult began with the ideals of Dr Minoru Shirota more than 80 years ago. In the early days of his medical career, Dr Shirota was deeply concerned about how Japan’s poor socio-economic conditions caused children to suffer from malnutrition that led to
|
1. Executive introduction
This report was commissioned to analyze and examine Yakult Ace Light positioning in the Singapore market and to reevaluate its standing the industry so as to make adjustments to increase market share.
Within Singapore, probiotics drinks are generally seen as a nutritious drink to aid digestion and are widely consumed here. Yakult Ace Light, a probiotics drink, is created in 2004.It differs from the original Yakult with 30% less in both sugar and calories, and a higher concentration probiotics.
The following research draws attention to the fact that in 2007, Yakult’s main competitor, MARIGOLD, launched Vitagen Collagen to grab a share in the female market. It gained popularity fast and won the 2008 Global Food Industry Award.(REF 1.0).Based on statistics(REF1.1),Vitagen Collagen gained
In this project, we aim to win back our female market by launching Yakult Ace Light Sleek. This product will be based on new exotic flavours complementing their traditional version. Heavy promotional of our product will take place over the span of a year.
It is recommended: * Yakult Ace Light undertake a promotion mix * That part of the sales promotion campaign contains product endorsement by local celebrity, who is into wellbeing.. * Yakult partner with major gyms in Singapore through in-store advertising and print media channels.
Table of Contents 1 SUMMARY 2 INTRODUCTION 3 OVERVIEW OF CURRENT MARKET 4 NEW MARKETING PLAN 5 MARKET RESEARCH 6 MARKETING STRATEGIES 7 IMPLEMENTATION 8 CONCLUSION 9 REFERENCES 10 APPENDIX
2. INTRODUCTION
2.1 YAKULT BACKGROUND
Yakult began with the ideals of Dr Minoru Shirota more than 80 years ago. In the early days of his medical career, Dr Shirota was deeply concerned about how Japan’s poor socio-economic conditions caused children to suffer from malnutrition that led to