2. Company Profile Yakult Honsha was originally founded in 1955, by Minoru Shirota. Portfolio food and drink Beverages Pharmaceuticals ‘others’-cosmetics. Today Yakult is sold in over 32 countries worldwide
10. MAXI-MAXI STRATEGY S2 + O1: Launch a low-sugar version of Yakult S1 + O2: Expand distribution channels to convenience stores and hyper markets
11. MAXI-MINI STRATEGY S1 + T1: Launch a low-sugar version of Yakult S1 + S2 + T2: Strategic partnership with Tipco’s Squeeze S1 + T1: Six pack bundles. 6+1 Week Pack
12. MINI-MAXI STRATEGY W3 + O2: Expand distribution channels to convenience stores and hyper markets W1 + O1 Herbal value added flavors
13. MINI-MINI STRATEGY W1 + W2 + T2: Strategic partnership with Tipco’s Squeeze W3 + T1 Penetrate convenience store market to decrease competition
14. Atkinson Shriffin Model (ref. consumer behavior) Vertical Expansion Variety of flavors and a healthier version of Yakult (Yakult Lite) from convenience stores Repeated brand awareness Repeating purchases Exposure
15. 5102640843 Pimpann P. 5202640024 Amornrat S. 5202640776 Panu S. 5202640826 Pat A. 5202641253 Thananthorn L. 5202641519 Yotsawat C. 530264 Lloyd S. 5302940027 Pimpanga C.
16. References Information of Yakult Company’s profile http://www.yakult.co.jp/english/top.html http://www.yakult.co.jp/english/htm/index02.html Annual Report 2010 http://www.yakult.co.jp/english/pdf/ar2010_english.pdf Information of Betagen http://www.betagen.co.th/web/products/?lang=en Information of Dutchmill http://www.dutchmill.co.th/p_delight_index.asp Information of Activia http://www.activia.co.th/en/deliciouse.php Information of Meiji http://www.cpmeiji.com/หนาแรก/tabid/37/Default.aspx Information of fermented milk analysis http://www.gotomanager.com/news/details.aspx?id=55277 Information of fermented milk market share http://www.gotomanager.com/news/details.aspx?id=50028 http://www.oknation.net/blog/print.php?id=474097 Increase in hypermarkets and convenience stores http://www.positioningmag.com/magazine/details.aspx?id=91044&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+PositioningMagazine+%28Positioning+Magazine%29
The food and drinks consist of probiotic products such as Yakult, juices, and lactic drinks. The pharmaceuticals consist of supplementary drugs such as cancer chemotherapeutic ageing drug ‘Elplat’, “anti-emetic sinseron” and ‘activated folic acid’ which together strengthen “oncology business”. Yakult Honsha is currently planning to expand into the treatment of tumors
Why product diversitfication is not implemented in thailand???