Yakult is a probiotic milk drink created in Japan and now sold in 31 countries. It contains Lactobacillus casei bacteria strains and is marketed in 65mL bottles. Minoru Shirota developed the first version in the 1930s by fermenting milk with L. casei. Yakult has since expanded its product line and uses its probiotic research for cosmetics. It relies on a unique door-to-door distribution system called the Yakult Ladies to educate customers and promote the health benefits of probiotics.

1. YAKULT
Daily piyo, Healthy jiyo.

2. Marketing
communications head
(India)
Shefali Sapra

4. YAKULT- TODAY
• Today, Yakult is sold in 31 countries, although its
bacteria cultures are provided from a mother strain
from Japan regardless of production location.
• Yakult is marketed in different sizes.
In Australia, Europe, India, and Indonesia, Yakult
comes in 65mL bottles.

5. YAKULT- HISTORY
• Yakult is a Japanese probiotic milk-like product made by fermenting a
mixture of skimmed milk with a special strain of the bacterium Lactobacillus
casei .
• It was created by Minoru Shirota.
• Yakult has also introduced a line of beverages for the Japanese market that
contain Bifidobacterium breve bacteria, and has also used its lactobacilli
research to develop cosmetics
• After its introduction in Japan and Taiwan, Yakult was first sold in Brazil in
1966, due to the large number of Japanese immigrants in the country, before
it was marketed elsewhere.

6. YAKULT (AUSTRALIA)

7. YAKULT- BRAZIL

8. YAKULT- MEXICO

9. YAKULT- THAILAND

10. 300 ML PACKING IN TAIWAN

11. GLASS BOTTLE PACKAGING (1968)

12. PACKAGING VARIES GEOGRAPHICALLY
• Japan, Philippines and South Korea, 80 ml
bottles are available.
• In Thailand, Singapore, Taiwan and mainland
China, and the United States. It is also available
in Hong Kong where it comes in 100 ml bottles.

13. MAIN CONTENTS OF YAKULT
• Standard Yakult (excludes variations such as in Yakult Light)
contains:
• Sugar (sucrose, dextrose) to balance sourness with sweetness.
• Skimmed milk powder
• Natural flavors
• Live Lactobacillus casei Shirota strain, 8 billion per 65 mL bottle
(concentration of 10 8 CFU/mL)
• Water

14. QUALITY AND COMPARISON
• Standard Yakult contains 18g of sugar for every 100g,
but comes in 65 mL bottles. This concentration is
higher than the level defined as “HIGH” by the UK Food
Standards Agency.
• As a comparison Coca-Cola and orange juice are in the
range of 10g of sugar per 100g, but with a serving size
usually greater than 250 ml, while Yakult is served in
much smaller doses.

15. YAKULT- UNIQUE DISTRIBUTION CHANNEL
• Yakult has roped in actress Kajol as brand ambassador and has
an army of girls to home-deliver Yakult on scooters, plans to
launch a low-sugar variant of Yakult.
• The Yakult Ladies, key components in the company‟s
distribution system, are young, dynamic women propagating
good health and spreading cheer wherever they go.
• This system has been specifically created to help customers
fully understand the health benefits of probiotics, along with a
free sample, to help familiarize them with the delicious taste of
Yakult.

16. YAKULT AVAILABLE IN LEADING MEGA STORES

17. ORGANIZATIONAL CHART

18. YAKULT LADIES
• There are more than 240 trained Yakult Ladies operational in
Delhi & NCR, Jaipur, and Chandigarh and the number is
expected to cross 500 by December 2012 with Mumbai and
Pune.
• There are 80,000 Yakult Ladies across the globe, working
through regional marketing offices or „Centres‟. Internationally,
this system has been the backbone of distribution for Yakult in
more than 15 countries.

19. YAKULT LADIES
• Each Yakult lady is given
extensive training and
then allocated a specific
area for propagation and
delivery. Usually she
delivers up to 200 bottles
every day and earns a
commission on every
bottle sold, thus
becoming financially
independent.

20. YAKULT- SIMPLIFIED
What are the challenges you face in penetrating
specifically in India?
Besides doctors, most consumers do not know much
about probiotics. Making them pay Rs 10 for a 65 ml
bottle is a challenge.
Yakult needs to be stored at a controlled temperature of
below 10 degrees Celsius. This is why Yakult have been
prompted to provide coolers at many stores.

21. THE INDIAN PACKING FOR YAKULT

22. • Has the Yakult Ladies system made inroads as an
alternate distribution channel?
• They deliver around 100-150 bottles a day across New
Delhi, Mumbai, Jaipur and Chandigarh.
• Globally, Yakult choose women over men because they
are generally health conscious and are more accepted
by families.
• Yakult have gradually developed relationships with the
families they home deliver.

23. THANK YOU.