MEDIA PLANNING AND BUYING

COMPILED BY:

GARUSHA KATOCH

PALVI JASWAL

ACHINTO BOSE

DANONEBRINGING HEALTH THROUGH

FOOD TO AS MANY PEOPLE AS POSSIBLE

YAKULTA PROBIOTIC DRINK

WHAT IS A PROBIOTIC

DRINK?

Probiotic drinks are a type of dietary supplement that contain living bacteria.

A probiotic is a harmless bacterium that helps to protect your body from harmful bacteria.

It helps prevent infection, boosts the Immune System and flights diseases.

Probiotics also treat common digestive problems such as diarrhea and an upset stomach. Moreover, probiotic bacterium produce vitamin K, various anti-microbial substances, enzymes and nutrients.

YAKULT- BACKGROUND Yakult, a fermented milk drink, was introduced

in Japan in 1935 by Dr. Minoru Shirota, a Japanese scientist.

Yakult contains over 6.5 billion beneficial bacteria which have numerous health benefits.

It helps to improve digestion and build immunity. It has been scientifically proven to be safe and effective.

With over 75 years of history, yakult is a global leader in the probiotic drinks market.

YAKULT WORLDWIDEASIA EUROPE NORTH

AMERICASOUTH

AMERICAOCEANIA

INDIA FRANCE AUSTRALIA USA ARGENTINA

CHINA SPAIN NEW ZEALAND

CANADA BRAZIL

JAPAN UK HONG KONG

MEXICO URUGUAY

KOREA ITALY

MALASIYA GERMANY

THAILAND IRELAND

INDONESIA AUSTRIA

• It has an overseas network based on the simple idea that ‘Yakult = Good Health’.

YAKULT DANONE INDIA Yakult Danone India (P) Ltd is a 50:50 joint venture between

Yakult Honsha, Japan and Groupe Danone of France, both of which are global probiotic leaders.

The joint venture was formed in 2005 to manufacture and sell probiotic products in the Indian market.

Yakult, a probiotic drink was launched in India in 2007, and is presently available in Delhi, NCR, Chandigarh, Punjab, Jaipur, Mumbai, Pune and Bangalore.

In India too, Yakult Danone India is working actively to build awareness about probiotics and contribute to a healthier society. 

Yakult Danone India Pvt Ltd was awarded the jury award for Emerging Company of the Year in 2011 from Frost & Sullivan (An American firm which provides customer-dependent market research and analysis).

MEDIA PLAN

OBJECTIVE

Our main objective is to make the consumers believe that the product is delivering benefit to them.

Most of the health foods have the problem of giving measurable visible results to the consumers.

TARGET AUDIENCE Yakult has roped in Kajol as the brand ambassador.

The brand predominately targets the health conscious ladies as the primary consumer. The choice of the brand ambassador gels with the target market.

Yakult also targets those consumers who are health conscious and is aware of the importance of functional foods like probiotics.

Another interesting fact is about the pricing strategy of Yakult. The 65ml bottle is priced at Rs 10 and the product is available in a pack of 5. The price sounds reasonable for those consumers who are health conscious.

MESSAGE

The message we want to convey is entirely health oriented.

The brand has taken the positioning of a " health enhancer " and adopted the tagline " Daily Piyo, Healthy Jiyo".

The brand has the global tagline of " The kiss of good health".

MEDIA LIST

Electronic Media – Television Online Media Print Advertisements – The Tribune, The

Times Of India, Magazines like Femina, Elle.

Outdoor media –Direct and Interactive Marketing.

 

MEDIA TOOL Yakult has a strategy of direct marketing where the

consumers can order the product through home delivery.

Yakult has a DM team of ladies known as Yakult ladies who visit homes, educate the homemakers about the product and also regularly supplies the product. This ensures that the product is being regularly used by the consumers and also the Yakult ladies will be able to answer the doubts of the consumers.

We are setting up a kiosk outside hospitals and food joints where we shall play health games with the audience.

Yakult is also available in supermarkets.

TIMELINEMonth : August 1- September 1Requirement : To bring to the notice of people the new product- Yakult : the

pro-biotic drinkAction : Television and Print Advertisements. Month : September 2 –October 2Requirement : To attract maximum audience towards the product and create eagerness

about the product.

Action : OOH media, mainly targeting on Directive Interactive Media. Month : October 3– November 3Requirement : To collect the positive feedback to maintain the image of the

brand.Action : Surveys, social networking sites etc.      

BUDGET Our budget -1 crore for 3 months.

THANK YOU