Segmentation and Targeting for Yakult

PROBIOTICS

Probiotics literally mean ‘for life’ and are defined as living microorganisms which upon investigation in certain numbers exert health benefits in humans and animals beyond inherent basic nutrition.

BENEFITS OF PROBIOTICS

Restoring the balance of the gut flora by increasing the number of beneficial bacteria

Producing substances in the gut, such as lactic acid, that help to suppress the growth of disease-causing bacteria

Competing with disease-causing bacteria for nutrients and space

Reducing the concentration of toxins

Other probiotic products available

Probiotic milk

Probiotic curd

Probiotic lassi

Probiotic ice creams

WHAT IS YAKULT?

Yakult is a probiotic health drink, which contains more than 6.5 billion beneficial bacteria (Lactobacillus casei strain Shirota). The bacteria in Yakult are resistant to gastric juices and bile and reach the intestine alive to impart proven health benefits. Daily consumption of Yakult helps to improve digestion and build immunity.

20%+ GROWTH AREAS

Impulse Health & Wellness Lifestyle Convenience

Salty Snacks Contraceptives Diapers Breakfast Cereals

Chocolate DiapersPre Post Wash

ProductsVermicelli &

Noodles

Confectionery- Éclairs Probiotic Drinks Air Fresheners Squashes

Cereal Bars Hair Conditioners

Functional GumsLiquid Toilet

Soaps

Salt Crackers Floor Cleaners

Specialty Skin Creams Fragrances

.

SEGMENTATION STRATEGY

Demographic

Age

Gender

Income

Spending

Patterns

Occupation

Education

Family size

Geographic

• Rural Vs Urban• Cities

Psychographic

Based on the • Lifestyle• Personality• Demographics

GEOGRAPHIC SEGMENTATION

The reason for doing geographical segmentation is that the region where people live has a big impact on their lifestyles and thus we divided the population into rural and urban population.

In rural areas people follow a more balanced lifestyle than urban people and also rely on natural methods to remain healthy therefore in comparison to the urban areas there is limited scope of growth in the rural areas.

ALL INDIA AVERAGE PER CAPITA INCOME

CONSUMPTION PATTERN RURAL VS URBAN

PSYCHOGRAPHIC SEGMENTATION

Division of market on the basis of lifestyle and demographics of the population .

The prevalence of corporate culture in urban india has created irregularities among the indian population which can be seen from the following reasons:

Due to a growing economy and more hectic lifestyles, urban consumers increasingly skip meals and eat out in sometimes unhygienic fast food outlets.

Increasing stress led to constipation, diarrhoea and acidity, especially among young working adults. As a result, demand for digestive remedies is buoyant. In addition to this, lack of intake of nutrients in the form of fruits or dietary supplements further pushed growth

DIGESTIVE MARKET SHARE

DEMOGRAPHICS

Population Total 1,210,193,422

Males 623,724,248

Females 586,469,174

Literacy Total 74.04%

Males 82.14%

Females 65.46%

Density of population per km2 382

Sex ratio per 1000 males 940 females

Child Sex ratio (0-6 age group) per 1000 males 914 females

[edit]

AGE VARIATION

The median age of India is 26.2 years.

0-14

yea

rs

15-6

4 ye

ars

Categ

ory

30

20

40

60

Series 3

Series 3

CHANGING DEMOGRAPHICS OF INDIAN POPULATION

The Indian population is younger, more urban, with greater disposable income and high purchasing power parity (PPP). Urban consumers are typically busier and more affluent, thus more willing to pay for convenience.

The main impact of urbanisation has created a growing demand for convenient products.

INCREASE IN FREEZER SPACE OF STORES

CURRENT SEGMENTATION STRATEGY OF YAKULT The current segmentation and

targeting market of Yakult is housewives as they can connect with the benefits of Yakult and use it for their family.

Their brand ambassador Kajol who is a married women also conveys their target the Indian woman who is worried about her family’s health.

With the increase in storage capacities for products like yakult it has broadened the urban market as a segment as they have tie ups with retail stores and confectioners thus making it more easier for consumers to get access to their products.

BENEFIT SEGMENTATION

In this type of segmentation the benfits of a product like Yakult which is that it is a natural product with a good taste which is very good for the digestive system ,readily available at stores nearby are highlighted and the market that readily connects with such attributes are Indian women who want their family to remain naturally fit and other people who due to their lifestyle are finding it difficult to maintain a healthy lifestyle.

MARKET TARGETING

After completeing segmentation on the basis of geographical, demographical , psycographic and benefit the target market will be divided into three types:

The urban indian woman who knows her family i.e. children , husband and elder members are not having a balanced lifestyle and she is not able to do much about it because of some constraints . Thus with a product like yakult which is good in taste , natural .easily accessible ,relatively cheap and keeps the digestive system fit she can easily rest her worries.

The second segment that we would be targeting are the bachelors who are living away from their families and are either working for multinationals or pursuing education. Since they hardly maintain a balanced diet and are a regular ly dining outside they do not carry healthy digestive systems and considering their hectic schedule they hardly can do anything for it.. This would also include the atomic families that are living in the metros along with tier 1 cities.

The data supporting this targeting is the Indian antacid market has reached 220 crore market sales by 2010-11 and is expected to grow at a CAGR of 5.1 percent. Also of this revenue 72% of the share is urban.

The main benefit of Yakult is that it enhances the functioning of digestive system and is completely natural thus as a product it will looking at the antacid market (i.e digene, hajmola, eno, gelusil) as its target market.

‘Probiotic’ is another new health mantra that is increasingly being chanted by the urban health-conscious Indian. These products claim to provide beneficial bacteria which aid the optimal functioning of the digestive system. Though small, this segment will most likely emerge as a sub-category if the efforts to educate consumers and increase awareness succeed.

Woman

Residing in metro

Sec a and b1

Married with kids

In age group of 25-55

Family size of 3-5

25-55

In favour of healthy notion and a hint of price sensitivity

Are self assured educated and primary concern to provide healthy way of living to family