A.
Name of the Company
Yakult Philippines, Incorporated
Address:
Manila Liaisons Office - 1461 Agoncillo corner Escoda Sts., Ermita Manila 1000
Calamba Plant - Barangay Makiling, Calamba City, Laguna
B. Brief Milestone
Yakult Philippines Incorporated (YPI) commenced its actual operation on October 1,
1978 as the exclusive manufacturer and distributor of the world famous health drink,
Yakult Cultured Milk, in the Philippines. Its production and distribution in the
Philippines was made possible with the Joint-Venture Partnership of several enterprising
Filipino Businessmen and Yakult Honsha, Co. Ltd. of Japan on a 60-40 percent sharing
respectively.
The YPI Factory is located along the National Highway, Barangay Makiling, City of
Calamba, and Province of Laguna. The 4th Phase expansion was completed last 2016,
which produced an average of 3.8 million bottles a day. With the completion of the fifth
phase expansion, daily production capacity is expected to further increase.
Yakult Cultured Milk is distributed and sold throughout the Philippines by the Company
itself and through 30 exclusive provincial distributors. Yakult Marketing Corporation is
the biggest marketing arm of YPI, covering Metro Manila and the suburbs, while the
other distributors cover the provinces with well-planned territorial jurisdictions. They
implement the highly successful Yakult Lady System as primary selling strategy to
closely propagate the product’s healthful features to direct consumers. Direct selling to
big store outlets is a secondary sales strategy to reach consumers not covered by the
Yakult Ladies.
Now on its 40th Year of operations, the performance of the Corporation leaves nothing to
be desired. For the past 5 years, sales level never went lower than the previous year’s. In
2014, with the introduction of Yakult Light, the daily average sales totaled to 1,876,702.
By 2015, the company reached the 2 million mark in daily average sales with a total of
2,138,800 bottles. As of June,2018, within a span of only three years, the company
reached more than 3 million bottles daily average.
C. Products Offered by the Company
YAKULT ORIGINAL
Cultured Milk with Live L. casei Shirota strain) LOCALLY MADE
PRESENTATION: 80ml
EXPIRATION: 45 days
FLAVOR/S: Original Flavor/Natural Flavor
PACKAGING: Retail & 5s
BACTERIA: Lactobacillus casei Shirota Strain (Probiotic)
INGREDIENTS: Water, Sugar ,Skim Milk Powder, Glucose, Live Lactobacillus casei S
VIABLE CELL COUNT/ML OF LACTOBACILLI: 8 billion/80ml
NUTRITION FACTS: 1 Serving/80 ml bottle
Calories – 60, Protein – 1.2g, Carbohydrates – 16.5g, Fat – 0.1g
TASTE: Sweet-sour taste
STORAGE: Needs refrigeration
YAKULT LIGHT
Cultured Milk with Live L. casei Shirota strain) LOCALLY MADE
PRESENTATION: 80ml
EXPIRATION: 45 days
FLAVOR/S: Original Flavor/Natural Flavor
PACKAGING: Retail & 5s
BACTERIA: Lactobacillus casei Shirota Strain (Probiotic)
INGREDIENTS: Water, Fructose, Polydextrose, Skim Milk Powder, Glucose, Sucralose, Live Lact
strain Flavor
VIABLE CELL COUNT/ML OF LACTOBACILLI: 8 billion/80ml
NUTRITION FACTS: 1 Serving/80 ml bottle
Calories – 45kcal, Protein – 1.01g, Carbohydrates – 10.92g, Fat – 0g
TASTE: Sweet-sour taste
STORAGE: Needs refrigeration
D. Target Market
Yakult’s current primary target market is the housewives/parents, and the collar workers.
This is because housewives/parents may know more about the benefits of Yakult and
thus will buy for their family to consume. The collar workers, on the other hand, will
need some supplementary such as Yakult which contains probiotics that will improve
their health due to pressure on work and lack of sleep.
Yakult is good for children but best for adults. There is no age limit. Everybody can take
it. As we grow old our digestive system deteriorates. We need supplements that will help
our digestive system function well. Ingesting Yakult can help us bring our system to its
normal condition.
E. Marketing Objectives
https://www.yakult.com.ph/marketing
Yakult Lady-System. Yakult contains live bacteria. Because it has to be very fresh, we
deliver it directly to homes. This sales distribution system became known as “Yakult
Lady Delivery System”. Under this system, Yakult Ladies deliver products directly to
customers at their homes and offices. This is an ideal distribution framework for
Probiotic products, which are most beneficial when consumed daily. And since it’s
mostly housewives who receive Yakult at their homes, women as sales personnel would
be better than salesmen. Customers will relate to them better, and the Yakult Lady may
be able to advise their customers about their health. In addition to delivering products,
Yakult Ladies have the important task to fully explaining the scientific principles of
Probiotics and the functional characteristics of Yakult products.
Description & Functions of Various Sections of Direct Sales Department
The Direct Sales Department is Compose of three (3) sections
1. The Booking Section has 9 segment and it compose of 18 routes form A to I. It caters to big
supermarkets like SM Group of companies, Robinsons, Puregold and other supermarkets. It also
services the central distribution centers of chain stores like Mini-Stops.
The ordering system is done through electronic data interchange which is sent and retrieved at the
Head Office. All deliveries are pre-booked therefore no excess stock at stores is observed.
Selected supermarkets are deployed with promodisers who take care of the inventory, display,
monitoring & product pushing inside the selling areas.
2. The Route Section has 35 routes. Each route is handled by a salesman and driver. They observe a
regular itinerary from Monday to Saturday. They are tasked with developing their area coverage via
outlet development and maintenance. Route customers usually include medium size supermarkets,
foods marts, convenience stores and others.
3. Mini-Route Section has 360 mini routes. This project has been launched to cater to small sari-sari
stores in areas where the regular routes cannot penetrate. Each mini-route is being handled by one
person and rides a motorcycles with a delivery box. They deal mostly on cash basis and minimum
order is smaller than the regular routes.
This project was conceived in April of 2008 and shows great potentials. Each rider is very enthusiastic about
this new system.
