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Product analysis of probiotic drink

Paper Type: Free Essay Subject: Marketing
Wordcount: 1984 words Published: 3rd May 2017

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Yakult is the world globalization in domain of probiotics. It have a high level probiotics bacteria which is call “Lactobacillus casei Shirota” (famously known as the “Shirota strain”) in the form of a cultured milk drink compared to other drinks. Over 30 billion more Shirota strain live in each bottle because Yakult has the highest concentrations of probiotics which mostly contain 1 to 10 billion live probiotic bacteria per serving on the market. (YAKULT (M) Sdn. Bhd, 2010)

Core benefit

Yakult is the best choice for getting a good health because Yakult is free of preservatives, stabilizers and colourless. (YAKULT (M) Sdn. Bhd, 2010)

Actual product

Yakult has high quality level after Shirota strain proven that it has been shown to benefit human health because of strongest bacteria. In Japan, Yakult has their own popular brand name which is admitted by the Japanese Ministry of Health as a “Food for Specified Health Usages” and also approved by health claim “The Lactobacillus casei Shirota strain reaches the intestines alive, so this product maintains good health by increasing the beneficial bacteria, decreasing harmful bacteria and improving the intestinal environment”.. (YAKULT (M) Sdn. Bhd, 2010 )

Augmented product

Yakult has additional customer service which is home delivery service. Information and advantages of drinking Yakult also will be told to the customers. (YAKULT (M) Sdn. Bhd,2010 ).

Convenience product

Yakult is a convenience product because it can get at all major shopping centre, hypermarkets and stores through peninsular Malaysia. Yakult has also home delivery service by Yakult Ladies to promote to consumers. This service is free of charge but only available in certain areas. (YAKULT (M) Sdn. Bhd, 2010).

Industrial product

Material and part

‘Lactobacillus casei Shirota’ is the most important ingredient in Yakult and over 30 billion of the active Shirota strain is included in each bottle of Yakult. (YAKULT (M) Sdn. Bhd,2010 )

An 80 ml bottle of Yakult Ace contains:

– Water

– Sugar (Sucrose)

– Skimmed milk powder

– Glucose

– Calcium lactate

– Permitted flavours

– Niacin (Vitamin B3)

– Vitamin B6

– Vitamin B12

– Vitamin D

Nutritional information

Per bottle or per serving of 80 ml, Yakult Ace contains:

– Energy

– Protein

– Fat

– Cholesterol

– Carbohydrates

– Total sugar

– Calcium

– Niacin

– Vitamin B6

– Vitamin B12

– Vitamin D

63 kcal

1.0 g

0 g

0 g

14.6 g

14.6 g

58.8 mg

17.0 mg

1.2 mg

2.5 µg

1.0 µg

– Over 30 billion active Shirota strain

(YAKULT (M) Sdn. Bhd,2010 )

Raw materials

Yakult contains two types of flavorings such as natural flavorings and ‘nature-identical’ flavorings which are natural citrus fruit and vanilla. The purposes of the flavorings are to make sure a consistent flavor when fermentation process are processing. Nature- identical flavorings are synthetic flavorings produced to be same with nature. (YAKULT (M) Sdn. Bhd, 2010)

A solution of skim milk powder, sugar and water treated by ultra-heat, then use Shirota strain which is fermented using our special live good bacteria. Then add Syrup, vitamins, calcium and flavors before Yakult being bottled and packaged. (YAKULT (M) Sdn. Bhd, 2010)

Organizations, persons, places, and ideas

Social marketing

Yakult factory available their nutritionists to give a health talks about good bacteria at every school or organization in the Klang Valley to ensure more peoples get the information about Yakult and enjoy Yakult .(YAKULT (M) Sdn. Bhd,2010 )

Individual product and service decisions

Product attributes


Yakult can help in prevent diarrhea, constipation and balance our bowel movement. Yakult also help in balancing of good and bad bacteria in our intestines. Production of toxins in our body will also reduce. Moreover, Yakult will improve our body’s immunity, risk of infections and reoccurrence of cancer cell will be reduced. (YAKULT (M) Sdn. Bhd, 2010)

Quality consistency


The Department of Islamic Development Malaysia (JAKIM) certificated all Yakult products produced by the Yakult factory in Malaysia is halal . (YAKULT (M) Sdn. Bhd,2010 )


since 2006 Moody International awarded the Hazard Analysis and Critical Control Points (HACCP) certification to the Yakult factory. The system is recognized by globalization and approved as a professional system for food safety.


Yakult is a free of preservatives, stabilizers and colorless drink. Additionally, Yakult does not contain cholesterol and it is fat free. It is contains about 63 kcal in each bottle of Yakult Ace, same as an apple. The reason to add sugar is to keep bacteria alive during shelf life. The sour taste of Yakult is due to the high concentration of good bacteria are put inside during fermentation. The lactic acid is produced to prevent it become more sour and suitable for us to drink. (YAKULT (M) Sdn. Bhd, 2010)

Yakult has a low Glycemic Index (GI) because the sugar in Yakult enters the blood step by step and does not increase blood glucose levels. (YAKULT (M) Sdn. Bhd, 2010)

Yakult also has the strongest strains of good bacteria such as Lactobacillus casei Shirota strain which other products do not have these bacteria. (Karen Flores, abs-cbnNEWS.com,2010)

Style and design

Yakult has a special package which is smaller size compared to others product and easily to recognize because of their 65 milliliter size of bottles. (YAKULT (M) Sdn. Bhd,2010 ). A smaller size bottle is more hygienic because to prevent high risk of infection by other bacteria. One bottle Yakult can keep people stay healthy so they do not need a bigger bottle. (Karen Flores, abs-cbnNEWS.com, 2010). To make customer’s convenience, Yakult’s straw is beside the bottle. (YAKULT (M) Sdn. Bhd, 2010)


Yakult packaging is 5-packs into group and wrapped by polypropylene. They have a small size of Yakult because it is convenience for everyone to enjoy Yakult anytime as part of a balanced diet. Besides, a smaller bottle is more safe compared to a big bottle because of a larger bottle will get infection easily with other bacteria if it is kept open. (YAKULT (M) Sdn. Bhd ,2010)


Each bottle is wrapped by labels before filled in Yakult. Yakult’s labeling will record the ingredient and the function. This is to send a clearly information to customers. (YAKULT (M) Sdn. Bhd ,2010)

Product line

Yakult are 5-packs into group and wrapped by polypropylene before sell to customers and the price will different regarding to the market. (YAKULT (M) Sdn. Bhd ,2010)

Product line depth

Yakult has two versions such as Yakult Ace and Yakult Ace Light. Yakult Ace is premium version of the cultured milk drink and available in worldwide. It has higher of beneficial bacteria Lactobacillus casei Shirota and contains another nutrients such as calcium, niacin and vitamins B6, B12 and D. Same as Yakult Ace, Yakult Ace Light which is latest product has same function and beneficial bacteria but with less sugar , a lighter and sweet taste about 50%. Then, Yakult Ace Light also free of fat, cholesterol, non-coloring, preservatives, stabilizers and conditioners same with Yakult Ace. (YAKULT (M) Sdn. Bhd ,2010)

Branding strategy

Yakult make decision about brand positioning, brand name selection, brand sponsorship, and brand development to manage their brand. (Armstrong & Kotler, 2009). Billions of Lactobacillus casei Shirota bacteria which are in Yakult are strong to produce the acid in stomach to the intestine. (YAKULT (M) Sdn. Bhd ,n.d.). Yakult is a manufacturer’s brand because Yakult sells the product by their own brands which come from their own factory. With line extensions, Yakult does not have any coloring substances although Yakult has creates new flavor such as Yakult Ace Light which is less sugar compared to Yakult Ace. (YAKULT (M) Sdn. Bhd, 2010).

Reference lists :

Armstrong & Kotler,(2009),marketing an introduction 9th edition, New Jersey, Pearson Prentice hall.

YAKULT (M) Sdn. Bhd ,(2010) , yakult and probiotics-about yakult, [Online] . Retrieved from : http://www.yakult.com.my/html/about_yakult.html [Accessed 25 October 2010]

YAKULT (M) Sdn. Bhd ,(2010), our services-home delivery, [Online]. Retrieved from :  http://www.yakult.com.my/html/home_delivery.html [Accessed 25 October 2010]

YAKULT (M) Sdn. Bhd ,(2010), yakult probiotics-FAQ -What is in a bottle of Yakult? [Online]. Retrieved from : http://www.yakult.com.my/html/faqs.html [Accessed 25 October 2010]

YAKULT (M) Sdn. Bhd,(2010), yakult and probiotics-FAQ,Does Yakult contain natural flavourings? [Online]. Retrieved from http://www.yakult.co.uk/default.asp/s=126/p=126/FAQs#1[Accessed 26 October 2010]

YAKULT (M) Sdn. Bhd,(2010). yakult probiotics-FAQ-Why does Yakult come in only 1 flavour?[Online] Retrieved from : http://www.yakult.com.my/html/faqs.html [Accessed 27 October 2010]

YAKULT (M) Sdn. Bhd,(2010), yakult malaysia-factory. [Online]. Retrieved from : http://www.yakult.com.my/html/yakult_my_factory.html [Accessed 25 October 2010]

YAKULT (M) Sdn. Bhd,(2010), yakult and probiotics-FAQ -bacteria, the good & the bad . [Online]. Retrieved from : http://www.yakult.com.my/html/bacteria_good_bad.html [Accessed 26 October 2010]

YAKULT (M) Sdn. Bhd,(2010), yakult probiotics-FAQ- Why is the Yakult bottle so small?. [Online]. Retrieved from : http://www.yakult.com.my/html/faqs.html [Accessed 26 October 2010]

YAKULT (M) Sdn. Bhd,(2010), yakult and probiotics-FAQ – How is Yakult made?. [Online]. Retrieved from : http://www.yakult.com.my/html/faqs.html [Accessed 26 october 2010]

YAKULT (M) Sdn. Bhd,(2010), our services-helath talks. [Online] Retrieved from : http://www.yakult.com.my/html/health_talks.html [Accessed 9th November 2010]

YAKULT (M) Sdn. Bhd ,(2010), about us-yakult Malaysia-general . [Online] Retrieved from : http://www.yakult.com.my/html/yakult_my_general.html [Accessed 10 November 2010]

YAKULT (M) Sdn. Bhd ,(2010), about us-yakult Malaysia-distribution [Online] Retrieved from : http://www.yakult.com.my/html/yakult_my_distribution.html [Accessed 10 november 2010]

YAKULT (M) Sdn. Bhd ,(2010), Branding In The Nutraceuticals Industry. [Online]. Retrived on http://www.nutraceuticalsworld.com/contents/view/12859 [Accessed 10 November 2010]

YAKULT (M) Sdn. Bhd ,(n.d.) ,Gut health-Lcs. [Online]. Retrieved from : http://www.yakult.co.uk/default.asp/s=112/p=113/Probiotics [Accessed 11 November 2010]

YAKULT (M) Sdn. Bhd ,2010,yakult photo. [Online] Retrieved from : http://www.google.com.my/images?hl=en&client=firefox-a&rls=org.mozilla:en-US:official&q=yakult+photo&um=1&ie=UTF-8&source=univ&ei=507dTP_uEIKougPFvpDkDg&sa=X&oi=image_result_group&ct=title&resnum=1&ved=0CCoQsAQwAA&biw=1366&bih=575 [Accessed 10 November 2010]

YAKULT (M) Sdn. Bhd,2010, yakult & priobiotics-making yakult- Bottling and Packaging. [Online] Retrieved from : http://www.yakult.com.my/html/making_yakult.html [Accessed 12 November 2010]


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