soYakult

For big tummy.healthy body.

Marketing Plan



















1. Executive Summary
























2. Company Background
Yakult Philippines...mission,vision, objective




















3. Situation Analysis
a. Market Analysis

Market Intermediaries
Yakult uses intensive distribution to put emphasis on accessibility of its products in whixh
channels are major supermarket chains such as SM ,Pure gold, Save more, as well convenience
stores like 7 eleven , ministop, and mercury drugs.In order to allow consumers to have healthy
drink compliment with their meals, Yakult products can also be seen in small retailers such as
drink vendors in food centers and school canteens.
Market Needs
Yakult targets health- conscious individuals. Yakult has been providing a cultures milk drink
with live Lactobacillus,a good bacteria ( or commonly known as pro biotic drink) in a 65 ml and
100 ml bottle only due to the rationale that smaller bottle is more hygienic since, larger bottle
that is not finished might be kept open causing it to a bigger risk of infection with other bacteria.
though Yakult si for all ages, its size has been perceived that its for kids alone.
Even though a consumers are aware that Yakult is for everybody, they cannot deny the fact that
someone would think that ` hey ,that's for kids' because this idea has been created in the minds of
consumers.
Thus, Yakult have to create a product that even though good for everybody, is more addressed
and intended for adults.
In Philippines,...........( most prevalent disease for adults)

With this at hand, Yakult needs to cater the needs of adult Filipinos in order to build a stronger
brand equity in terms of being health conscious company. This is about time that Yakult have to
stand on their advocacy of promoting healthy lifestyle.
Thus, introducing SOYAKULT as product test ,is an answer to the following market demands in
the Philippines:
1.preference - according to.... soya is being preferred by adults since it .( benefits of soya).......
2. User friendly design - Soyamilk is stored in a two available sizes of box typed package/storage
that is perfect for adults . It has complete nutritional facts . The style and image of traditional
design of Yakult will still preserve to maintain consumers' recognition of its brand image
3. competitive pricing - selling price is comparable to the value of existing competitors that
offers the same product.

Factors affecting consumer buying behavior
1. Social factors
Family - family member have strongest influence on member's buying behavior since target
market is adult men and women. The proponent takes into account how adults influence others or
one another in purchase decisions.
Roles/status - in Asian culture, children are given high importance. With this, proponent believes
that any adult men and women would choose what is best for their health as well as of others
,who might either be from the same age group or from younger adults group.

2. Personal factors
Personality and self concept - each one of us has unique personality that influences our buy in
behavior. Yakult had associated with sincerity in pro biotic milk .But in today's market demand,
Yakult must also link sincerity of concern for health conscious men and women.

Company Analysis

Demographic environment
................(search for Phil population , spec. Luzon) with %.

in this figure, it shows that majority of population are aged ....which has higher purchasing
power. They are conscious about environment and ( Gen X'ers) give higher regard for healthy
quality of life. ( figure for male and female adult and population of professional in 2012-2014)
education shows an increasing rate for health awareness and thus results to rise of health
beneficial product demand in the market.

Economic environment
( GDP rate of Phil in 2013/2014)
GDP or gross domestic product refers to the market value of final goods/services produced in a
country in a given period. According to Dir. Raymundo Talento of Economics Statistics Office,
the dropped of GDP from 7.9 of 3rd quarter 2013 to 5.7 or 2ndquarter of 2014 was due to last
year's strong typhoons resulted to decreased rate of eomplyment in service business. Health issue
is another issue brought by such catastrophies wherein consumers became more conscious in
their health.
( phil. consumer Price index)
A health- conscious society will cause more demand for nutritional product .

Political and legal environment
( Phil food and drink regulations)
Company steives in producing healthier product while conforming with the legalities and
standards set by government.

Techonological environment
According to Yakult Phil, amidst the advancement of technical knowledge ,efficiency in the
means of production and delivery can be augmented. Because, yakult has been focusing on its
unique distribution service to ensure that consumers receive fresh products. Also, due to advance
technology ,production factories improved their hygiene technologies to provide higher quality
products. In yakult, it makes sure that it maintains quality hygiene levels by automating the
inflow of cold and hot water for sterilization process.

Sociocultural trends
Consumers acknowledge the health benefits of product before consumption. Most of Adults
especially those who are Well educated consumers ,eat and live a healthy lifestyle . Thus ,
picking up the habit of drinking bottle of Soyakult will be a rising trend for healthy living of
adult men and women.
According to rethink composition in Singapore, it is mindset of traditional Asian and Chinese to
drink milk. But they are not aware that Soya is more powerful drink than compared to cow's
milk. So, Yakultcan use this opportunity adjust with the sociocultural trends and use this
opportunity to implement a great marketing strategy for Soyakult.

Competitor Analysis
Direct competitor (search for Vitamilk, its profile,and its 4p's with strategies being used for each
P's.

Indirect competitor
(Search for yoghurt/molk,/energy drink's profile, with 4p's and its strategies.)

Market share? Rankings of market share

Yakult's Competitiveness
Soyakult is more competitive due to globally recognized brand established in 1930's . According
to survey conducted . . ( search if they prefer soya)
Compared with other companies who also undergo product testing,Yakult, need not to buy new
equipment for producing soyamilk because ( it is assumed) the process for soya milk and pro
biotic milk ,so it will just vary on the ingredients to be used/raw materials,making this project a
cost efficient yet effective one. Moreover, the Yakult brand is still carried over on the product
name Soyakult for easy recognition of its brand equity. In terms of packaging , current producer
of soy milk,Vitamilk, is packaged in a bottle making Siyakult, packaged in ... ml box typed ,as
more convenient to carry anywhere especially for time pressed people.

TOWS analysis
strengths and weaknesses ( Internal)
Yakult has the following weaknesses:
will be first time producing a soyamilk
shorter shelf
Must always be refrigerated,
Nonetheless, Yakult is confident that these weaknesses can be covered up since their strengths
are always dominant,which are as follows:
Yakult is a well established international brand
Yakult's products are Scientifically proven to be beneficial for health
It was recognized as " healthier choice product" by health promotion board in Singapore.
ISO 9001 and HALAL certified
Easily accessible due to intensive distribution
strong merchandising and product benefits

Opportunities and threats ( External)
Although Soyamilk might be (search for issues in soya) , and introducing soyamilk might be
threats for a possible growing market share for Soya, Yakult see it as an opportunity to cater
more in a health conscious society a product they deserve for quality of life. Moreover,
Following opportunities will open for Yakult:
Consumers will prefer a beverage from a well known and established brand
Consumer will prefer high in proteins,fiber, vitamins, and mineral content.
There is already soy milk offered by Vitamilk but the impact to consumers is not that
strong.Probably because the company is not well known in country,so Yakult found an
opportunity for this market.
There is rising cases of prostate cancer ,postmenopausal syndrome,and osteoporosis,which will
create a demand for drinking soyamilk.
Increase in healthy lifestyle promotional campaigns.

4. Marketing objectives

In this marketing plan, the proponent aims to fulfill the following objectives:
To identify the success factors of launching Soyakult,a soyamilk.
To evaluate company's position against competitors in offer in soyamilk
To propose recommendations for the viability of the new product test
To identify the worthiness of investing for this product test
To get the market share of ....
To explore the equity of the brand

Sales objectives:
replace market share of competitor by ... %
What is the target sales?
Marketing objectives
Become market leader of producing soy milk in the Phil
Build up the confident of consumers in buying the new product
Educate consumers and shape their perceptions toward soya
Evaluate the reaction of consumers toward the Soyakult soyamilk trial making it a limited
edition ,and how they adapt the idea of drinking soyamilk.

Volume? Price?search for local milk market. Local major producer... then multiply them then
x100 to get your expected market share
-AC nielsensp's research on soymilk in the Phil.

5. Segmentation, Targeting ,and Positioning
Market segmentation
Considering analyses above, proponent decided to base the strategy on current situation of
soyamilk market. However, proponent used the short term and long term strategy to cater the
needs using demand as a basis.
geographic - NCR or just one city??..
Demographic-middle income ; 20 years old above , high school / college graduate,household or
working...
Psychographic- health conscious individuals, time pressed people.

Target Market Profile
Primary target market of Soyakult are adult individuals. Late and young adults.From 20years old
and above,college students,working professionals, even households.
it is perceived that in this age bracket ,people is more conscious with their health . Household
shoppers play the role of working parents or individuals who are mostly environment friendly,
respond well to social responsible companies and since the are getting older, they are becoming
conscious for their own health and of other family members
college students and young adults are another primary target because they are perceived to be
often stressed due to work/projects. With this, Soyakult is a perfect drink for them because it has
nutrients that provide energy to keep their minds and bodies function at its optimum level.
These target market are usually skeptical yet word of mouth works best for them. Also, they are
attracted to benefits and worthiness of the product. Usually, personal experience affects their
purchasing behavior and decision. Credits to technology because young adults and even most of
late adults are extremely fluent and comfortable with the new media and technology for speed
and efficiency.
The target palace is NCR, since this is a place with majority of mid and high income.
Growth rate of NCR is.... ????
Needs in NCR : healthy milk drink
Price expectation: spend more on well known brand that offers healthy product.

Short-term target:
Short term target will be those with middle income for marketability testing but will offer a high
quality soyamilk drink. High income people,though they can afford to buy Soyakult, are not
highlighted because they can afford to buy more expensive soya brand abroad.
Longterm target - yakult is confident that the high quality of Soyakult will result to a positive
word of mouth advocacy in long term. With this, of is possible that if Soyakult will succeed and
need to be improved, high income people can also be part of our target by creating new product
line that is also in the line of health consciousness.

Market positioning
' for big tummy.healthy body.'
In a competitive market, product differentiation is the best strategy to be used. Since Yakult is a
well known brand already, it gives a competitive edge over its competitors. Even it launch a new
product test which is Soyakult,there is a great possibility that this would be patronized by market
because it maintains its sincerity and concern for one's health. Proponent assumed that probiotics
,as perceived to be just for kids paved way for Soyakult for adult. It doesnt really mean that kids
are truly not allowed to drink soyakult because in reality, soyakult can be drink by everybody,by
any age. However,In order not to affect the sales of probiotic milk and as part of marketing
strategy as well, Soyakult is made for adults ,who has big tummy,besides, its health benefits are
fit for the body of adult individuals.


6. Marketing mix strategy
Product strategy
Soyakult is a soyamilk,... ( benefits of soy milk)
Soyakult is a name combined from the word soya ,which is its main ingredient,and yakult, its
well known company name. Proponent made it this way in order to carry over the strong equity
that Yakult has .This name would add confidence to consumers to patronize the new product the
way consumers have been patronizing Yakult's pro biotic milk.
PIC OF SOYAKULT PRODUCT... milk and choco
Yakul's high brand equity and larger popularity among consumers are one of its biggest
strengths. Although adults can take to drink one flavor ,Soyakult will be in two available flavors
such as Soyakult milk and Soyakult choco for a sense of variety.
Soyakult is not yet an official product of Yakult,thus, this is a product test,making it produce for
limited edition. In a concept evaluation,one of the processes in launching new product, Yakult
have seen an opportunity for producing soyamilk.Assuming that initial review has been made,
full review must be made and that will be successful with the help of progress development and
launching for market test in order to achieve a speculative sale. Meaning ,this market testing will
last for approximately 2 to 3 years,depending on sales. The process of production will be the
same as probiotic milk, but will just vary on some raw materials and packaging. This gains
competitive advantage over competitors because although they will introduce new product, the
cost of production very efficient .
Moreover,its augmented features will just be adapted from its original complimentary services
provided by company's distributor agents ( I.e. Yakult lady ) ,who provides home delivery to
consumers making it more convenient and accessible while building customer relationship . Thus
Yakult Lady will carry over marketing the new product of Yakult intended for adults-Soyakult.
Soyakult's positioning strategy is 'for big tummy.healthy body',which target adults. Since Yakult
probiotic milk drink has positioned in minds of Filipinos that Yakult is for kids, then, let us settle
it this way: Yakult is for kids, Soyakult is for adults so that consumers would not get confused as
they Yakults and Soyakult in the market.
As for product packaging, it is designed this way:
Small box type,and large box type....insert picture here.
The images above offers quality ,health beneficial ,and convenience. Each cpntainer has finest
quality ingredients that is formulated and packaged for well being of each target.

Pricing Strategy
In line with its brand image ,Yakult will set price by adopting value based pricing strategy. I'm a
consumer product market like Yakult, consumer measure value and demand which are both
important.
Economies of scale will still apply for cost efficiency.
( Phil. Consumers pref. Of soyamilk ,then interpret the graph. Justify the price )

Place / distribution strategy
Target place which is. , includes combination of all household shoppers,college students,and
any working young and late adults with mid income as well as high income.
Using intensive distribution, Yakult makes sure that Soyakult will also be available in the market
. Thus, Soyakult will use the existing distibution channel to save cost. But this assures that there
wikl be no confusion between Yakult probiotic ans Soyakult because of different market
positioning of the two ,besides, Soyakult will put an effort for creating awareness on new
product which to be discuss on promotional strategy.This could be done through the aid of
distribution channels such as SM malls, Pure gold, Save more, 7 eleven, ministop, mercury drugs
and other convenient stores. This ensures that Soyakult will be accessible to customers.
In order to maximize customer relationship, online orders will be implemented for bulk
orders.Moreover, home delivery services for Soyakult will be carried over by the Yakult lady in
order to provide not only health related and product info but also a sense of personal touch of
service to the consumers.
( with map of location)
Promotional strategy
Yakult will adopt a Reminder Advertising strategy as part of advertising objective. It reminds in
a way that Yakult wants to instill in the mind of consumers that they are still here and alive to
take care of our health.
The following modes of advertising services are implemented to create awareness about the new
product of Yakult and hence ,help to reach the target market.
1. TV ads - television is a powerful tool in reaching large audiences. Primary model must be an
adult such as household shopper or parents, college students,and working men and women
individuals
Length of time = 20 seconds
Programme loading 3 x a day
Cost per day 25000
total cost in a year= 750000 x 3 channel (2,5,7)= 9M

Radio - it is another powerful source of information
15 secs
3 x a day
10k a month ,120k in a year ( in 3 channels)

Newspaper-
Manila bulletin and Phil Star's lifestyle section
Full page colored
Cost of display a month is 250k, 3M a year ,from Monday to Sunday

Internet Marketing-this is for the purpose of e- commerce to be administered by I.T. personnel
from I.T department

Personal selling -
Using free tastes in distribution channels within major supermarkets, Soyakult can now freely
taste by shoppers which are usually adults. There will be promodizer,who will explain the new
product together with an interaction of a mascot called "Super Soya" ,represents a hero that
fights cancer and other disease by drinking Soyakult. Although targets are adults, proponent
assumed that adult shopper usually have their kids with them who will get attracted to the
mascot. But, it is also assumed that even adults feels happy once they saw a mascot, their
childhood memory as kids brings back making them feel young at heart.
(Soyakult stall plus Super soya)

Targeted market : ...... major supermarkets
Number of outlets: 30
Number of sales promoter : 1x 30
Cost a month is 10800 x 30 is 324,000
3,888,000 a year
In that 30, there is 1 mascot already. To save cost,there will be supermall tour schedule for
mascot and with the help of Sm malls, print ads would be posted for awareness.
In relationship marketing strategy,here,Yakult Lady is not included in the estimation of cost
since Soyakult products will be carried over with pro biotic products.
yakult's vending machines, offering 80% Soyakult products as dominant in volume against pro
biotic milk, in offices and universities.

As part of promotional strategy, Yakult's R&D department will conduct feedback system in
collecting comments in samples or free tastes promotion.
Yakult is confident that with the aid of promotional strategies above, Soyakult will also create its
own positioning in the minds of consumers.


7. Action plan/ Marketing Implementation
In order for this marketing plan to be fully recognized and communicated with efficiency
throughout the company, marketing team will include a selected few from various departments
of the company which includes sales and marketing department, finance/accounting department,
and R& D department. Moreover, Yakult will be working with various advertising agencies to
ensure that the message is being delivered well to target customers.
Assume that Soyakult will introduce in the market in 2016. For the completion period,see the
Gantt Chart below this table.


Specific activities Purpose Human resource budget allocated Time
frame/period

1.Dealing with
suppliers of raw
materials


2.Acquisition of
raw materials
For the
production
Product
manager
June -October
2014
Acquisition of
Soyakult vending
machines

3.Finalization of
Contract for
TV,radio,newspaper
ads ,and distribution
channel

4.Installation of
Soyakukt vending
machines

5.Advertisement
and promotion drive

6.Distribution of
Soyakult on the
target place



7.Evaluation of
marketability for
Soyakult using

feedback system
8.Final decision if it
will formally
go(official launch
as official Yakult
product) in the
market or not






Gantt Chart












8. Financial Analysis
Sales forecast
Projected income
Projected expense

Evaluation and Control
mishaps due to versatile environment is one of reasons that makes marketing uncontrollable.
Objectives are created to attain specific,measurabe,attainable,realistic, and time bound goals.
Nevertheless, desired results can be attained through sales control,whereby measures
accomplishment against the standard and accounting for discrepancies.
Supposing that results were not able to attain such goals, contingency plan will be taken into
consideration. If ever ,marketing efforts would have backfired due to conceptual shifts and
volatility of markets, Yakult can improvise on its current execution plan.
Customer satisfaction is the ultimate indicator to assessing the goal and that through feedback
forms which to be placed near Yakult vending machines , can be included in packaging of
Soyakult drinks, thru online feedback form, or even available in sampling stations. Feedbacks
,either positive or negative, needs a thorough analysis as it is the basis if this product test will
officially introduce in the market or not.

9. Contingency plan
Yakult's Soyakult is a product test which makes it a limited edition.
Yakult wants to expand its health conscious product to a soyamilk. Thus,it is still in the product
line of milk but offers a different health benefits that suits for adults. In its tagline 'for big
tummy.healthy body',it tries to position that is pro biotic milk is for kids who have small
tummy,then Soyakult is for adults who have bigger tummy .
If ever Soyakult will fail, Yakult company will just focus on producing pro biotic milk drink but
this time, with array of flavors to make its variety more appealing for consumers . Flavors such
as soya,Choco, and honey will be considered.