Yakult’s Unique Business Strategy: How They Dominated the Probiotics Industry
Yakult is a Japanese probiotics company that has taken the world by storm with its unique and innovative business strategy. Their success is a result of understanding the market and consumers’ needs, investing in research and development, and establishing their brand as a leader in the probiotics industry.
The Yakult Story
Yakult was founded by Dr. Minoru Shirota in 1935. Shirota, a microbiologist, discovered a unique strain of bacteria, which he named “Lactobacillus casei Shirota.” He believed that this strain could improve the gut health of people and started to develop a probiotic drink. The first bottle of Yakult was sold in 1935, and since then, the company has expanded to over 40 countries and regions worldwide.
The Yakult Business Model
Yakult’s business model is centered around the idea of “scientific wellness.” The company heavily invests in research and development, continually improving its products and finding new uses for its unique strain of bacteria. This approach has enabled Yakult to be at the forefront of probiotic research and development.
Moreover, Yakult’s unique selling proposition is their “daily dose” philosophy. The company advocates for daily consumption of their probiotic drink to maintain gut health. To facilitate this, Yakult offers small, single-serve bottles that consumers can drink quickly, making it easy to incorporate into their daily routine.
Yakult’s Branding Strategy
Yakult’s branding strategy is focused on establishing itself as a leader in the probiotics industry. This is achieved through effective marketing and advertising campaigns, with a particular focus on educating consumers about the benefits of probiotics and their role in maintaining good gut health.
For example, Yakult’s “The Little Hero” campaign in Japan capitalized on the popularity of superhero movies and showed the bacteria in Yakult as superheroes protecting the gut. This campaign was highly successful and helped to increase Yakult’s brand awareness significantly.
Yakult’s International Expansion
Yakult’s success in its domestic market, Japan, encouraged the company to expand internationally. The company initially faced obstacles in some markets, such as Europe, where there was little understanding of probiotics.
To tackle this problem, Yakult invested in educating consumers and building relationships with healthcare professionals. They also diversified their product range to cater to the tastes and preferences of different markets. For instance, Yakult in the Middle East offers a non-dairy version due to dietary restrictions.
Conclusion
Yakult’s unique business strategy has enabled it to dominate the probiotics industry. The company’s “scientific wellness” approach, focus on daily consumption, effective branding, and international expansion has allowed it to be at the forefront of probiotic research and development and establish a strong brand identity. Yakult’s success story offers valuable lessons for other companies looking to succeed in the competitive health and wellness industry.
