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

Pre Post Wash Vermicelli &

Chocolate Diapers Products Noodles

Confectionery-
Éclairs Probiotic Drinks Air Fresheners Squashes

Cereal Bars Hair Conditioners

Liquid Toilet
Functional Gums Soaps

Salt Crackers Floor Cleaners

Specialty Skin
Creams Fragrances
SEGMENTATION STRATEGY

Demographic Geographic Psychographic

• Rural Vs Urban Based on the

Age • Cities • Lifestyle
• Personality
Gender • Demographics

Income

Spending
Patterns

Occupation

Education

Family size
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
[edit]
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
per km2 382
population
Sex ratio per 1000 males 940 females
Child Sex ratio (0-6
per 1000 males 914 females
age group)
AGE VARIATION
The median age of India is 26.2 years.

Series 3

70
60
50
40
Series 3
30
20
10
0
0-14 years
15-64 years
Category 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