Description
this presentation highlights the various probiotic brands available in India. It focuses on marketing strategy of Yakult.
PROBIOTICS
Brands available in India
• NESTLE
- Nesvita Dahi - Nestle ActiPlus Dahi
• Yakult Danone
- Yakult probiotic drink
• Amul
- Probiotic ice-creams prolife - Probiotic Lassi
• Mother Dairy
- b-Activ Probiotic Dahi, - b-Activ Probiotic Lassi, - Nutrifit (Strawberry and Mango)
• Brand name - Yakult • Company name - Yakult Danone India Pvt Ltd (YDIPL) • Manufactured at - 9001:2008 and HACCP certified factory in Sonepat, Haryana in North India. • MRP - 65 ml bottle priced at Rs 10 • Packaging - Packed in polystyrene plastic bottles capped with a foil lid and assembled in groups of five and shrink-wrapped in polypropylene film.
Unique marketing strategy of
• • • • • • • Yakult is a probiotic drink made from fermented milk, lactobacillus and some sugar. Yakult was launched in India in the late 2007. The brand has adopted a two prong strategy to crack the Indian market. Firstly roped in actress Kajol as brand ambassador and is making enough noise by media advertisements and is targeting health conscious ladies. Has taken the positioning of a "health enhancer" and adopted the tagline "Daily Piyo, Healthy Jiyo" (“Drink daily, Win health”). Secondly Yakult has a strategy of direct marketing where the consumers can order the product through home delivery. The brand will be initially operating in a niche category and its strategy will be to expand the niche category into a mainstream one.
MRP difference
• As yakult does not sell individual packs of Rs. 10 each and sells at Rs. 50 for a pack of 5 bottles, it becomes the highest priced product. • But due to the fact that it has 5 servings within each pack it is able to maintain its sales and also it belongs to the liquid beverage category which are presumed to do better in the long run. • Yakult sells 2.5 million bottles every month in INDIA and sells 30 million bottles everyday worldwide. • Nestlé's actiplus curd is also priced at Rs. 22 for 200 gm pack which is higher as compared to other probiotic curds available in market.
Cost reduction measures
Can utilise reusable material for packaging.
original packaging is wasteful they need to redesign the package size
Higher insulating materials than polystyrene can be used
Non-transparent bottles can be utilised
Suggestion
A brighter and more colored packaging
Line-extension i.e., flavored variants
Change in the foil cover to enhance the look.
More awareness campaigns all over India
Enhancement of supply chain such that it is made available in small towns as well as cities.
doc_904762153.pptx
this presentation highlights the various probiotic brands available in India. It focuses on marketing strategy of Yakult.
PROBIOTICS
Brands available in India
• NESTLE
- Nesvita Dahi - Nestle ActiPlus Dahi
• Yakult Danone
- Yakult probiotic drink
• Amul
- Probiotic ice-creams prolife - Probiotic Lassi
• Mother Dairy
- b-Activ Probiotic Dahi, - b-Activ Probiotic Lassi, - Nutrifit (Strawberry and Mango)
• Brand name - Yakult • Company name - Yakult Danone India Pvt Ltd (YDIPL) • Manufactured at - 9001:2008 and HACCP certified factory in Sonepat, Haryana in North India. • MRP - 65 ml bottle priced at Rs 10 • Packaging - Packed in polystyrene plastic bottles capped with a foil lid and assembled in groups of five and shrink-wrapped in polypropylene film.
Unique marketing strategy of
• • • • • • • Yakult is a probiotic drink made from fermented milk, lactobacillus and some sugar. Yakult was launched in India in the late 2007. The brand has adopted a two prong strategy to crack the Indian market. Firstly roped in actress Kajol as brand ambassador and is making enough noise by media advertisements and is targeting health conscious ladies. Has taken the positioning of a "health enhancer" and adopted the tagline "Daily Piyo, Healthy Jiyo" (“Drink daily, Win health”). Secondly Yakult has a strategy of direct marketing where the consumers can order the product through home delivery. The brand will be initially operating in a niche category and its strategy will be to expand the niche category into a mainstream one.
MRP difference
• As yakult does not sell individual packs of Rs. 10 each and sells at Rs. 50 for a pack of 5 bottles, it becomes the highest priced product. • But due to the fact that it has 5 servings within each pack it is able to maintain its sales and also it belongs to the liquid beverage category which are presumed to do better in the long run. • Yakult sells 2.5 million bottles every month in INDIA and sells 30 million bottles everyday worldwide. • Nestlé's actiplus curd is also priced at Rs. 22 for 200 gm pack which is higher as compared to other probiotic curds available in market.
Cost reduction measures
Can utilise reusable material for packaging.
original packaging is wasteful they need to redesign the package size
Higher insulating materials than polystyrene can be used
Non-transparent bottles can be utilised
Suggestion
A brighter and more colored packaging
Line-extension i.e., flavored variants
Change in the foil cover to enhance the look.
More awareness campaigns all over India
Enhancement of supply chain such that it is made available in small towns as well as cities.
doc_904762153.pptx