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 Salty Snacks

Health & Wellness Contraceptives

Lifestyle Diapers Pre Post Wash Products

Convenience Breakfast Cereals Vermicelli & Noodles

Chocolate Confectioneryclairs

Diapers

Probiotic Drinks

Air Fresheners

Squashes

Cereal Bars

Hair Conditioners Liquid Toilet Soaps Floor Cleaners

Functional Gums Salt Crackers Specialty Skin Creams

Fragrances

SEGMENTATION STRATEGY

Demographic

Geographic Rural Vs Urban Cities

Psychographic
Based on the Lifestyle Personality Demographics

Age Gender 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
Total Males Females 1,210,193,422 623,724,248 586,469,174 74.04% 82.14% 65.46% 382 940 females 914 females

Population

Literacy

Total Males Females

Density of population Sex ratio Child Sex ratio (0-6 age group)

per km2 per 1000 males per 1000 males

AGE VARIATION
The median age of India is 26.2 years.

Series 3
70 60 50 40 30 Series 3

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 familys 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 subcategory 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