Yakult Honsha was founded in 1955 in Japan and today sells products in 32 countries worldwide. It produces fermented milk drinks as well as foods, beverages, and cosmetics. An internal analysis of Yakult identified strengths in its original brand story and reputation for health benefits, as well as weaknesses in a limited product line and distribution channels. An external analysis found opportunities to expand distribution and launch new product lines, as well as threats from increasing competition. Growth strategies include expanding distribution, launching new flavors and a lower sugar product, and strategic partnerships.

1. SWOT Analysis & TOWS Matrix Awesome Possom

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

3. Consumer insights (VTR)

4. Survey results

5. Agenda Internal Analysis External Analysis TOWS matrix

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

17. Back-up Slides

18. Yakult 32 countries

19. BCG Matrix Others (e.g. cosmetics)

20. BCG reference

21. Internal Resource

26. Competitor Analysis 1Reference: Siam Thurakij No.931 17-09-2008

27. High Price Cheating brand Premium brand Awful brand Sincere brand Low Quality High Quality Low Price

28. Marketing strategy comparisons

30. Additional information

31. R and D

32. Eco Vision

33. The future of Yakult

34. Company History

35. CompanyHistory (cont.)