Is Yakult an Age-Friendly brand?


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The following is an excerpt of findings from a comparative AF Audit of Yakult in Australia, UK and Singapore.

Yakult is a Japanese probiotic milk-like product.
The benefits of this product are age-neutral so we yet some markets exclude the ageing consumer by focussing on kids.

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Is Yakult an Age-Friendly brand?

  1. 1. How age-friendly is Yakult?Yakult is a Japanese probiotic milk-like product.Claims regarding the benefits of Yakult consumption range frommaintenance of gut flora, modulation of the immune system,regulation of bowel habits and constipation and finally effectson some gastrointestinal infections.These benefits are age-neutral so we though it would beinteresting to compare strategies adopted by the brand inSingapore and the UK.The following is a small excerpt of findings from this Audit. © 2013
  2. 2. The Age-Friendly © 2013
  3. 3. The scope of the AF Audit Tool 25 effects of ageing: Mind Senses Body 200 customer touch-points © 2013
  4. 4. Measuring the Customer JourneyThe AF Audit Tool measures 200 touchpoints across the fivemajor customer experiences. © 2013
  5. 5. The brand’s age position Neutral Targeted  at   adults   M UK   A R K E Aus   T Age I N S’pore   Targeted  at   G children   Specific Age Neutral PRODUCTS © 2013
  6. 6. Overall ScoresCommunications 2.7Online 2.6Retail 3.5Product 2.2Support 3.6 Score = 2.7 © 2013
  7. 7. OPPORTUNITY FORIMPROVEMENTThe following represent a few examples of where thecompany needs to change to improve the customerexperience for its older customers. © 2013
  8. 8. Issues – Strategy variations•  Dramatically different strategy in Singapore clearly excludes possible adoption by older consumers in favour of kids.•  New lower-sugar ‘lite’variation has the potential to appeal to older consumers. Singapore  website   UK  website   © 2013
  9. 9. Issues - Packaging•  Difficult to remove the lid – little difference between the length of the tab and the rest of the cap.•  The contrast between the two ‘blues used on the label is not sufficient for older eyes.•  Font size is too small to read even with reading glasses. © 2013
  10. 10. Issues – Retail Access•  Easy access from car drop-off point. Low depth steps and ramp. No rails!•  Non-slip surface at entry but inside surface slippery when wet.•  Escalator access to store. © 2013
  11. 11. Issues – Retail shelfShelf location reflects brand age-positioning:Singapore; low shelf, difficult to see and to reachUK; more accessible shelf location © 2013
  12. 12. TOP LINE ISSUES•  An overall score of 2.7 is not considered ‘age-friendly’.•  Across the three markets (Singapore, Australia, UK) the brand applies some age-friendly practices.•  The lower-sugar variation of the product is more suitable for older consumers – an opportunity.•  The foil lid opening should be reviewed to accommodate the reduced finger strength and dexterity of older consumers. © 2013
  13. 13. To learn more about Marketing tothe Ageing Consumer and the AFAudit ToolVisit the website www.age-friendly.comE-mail © 2013