Integrated Marketing Communication of Yakult

MPM5302 Integrated Marketing Communication

 Individual Assignment

Topic: Yakult

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MH125107 Retail Management

Ng Yuen Tat (170082091)

Submission Date: 16/3/2018

Executive summary

This report present the analysis of the integrated marketing communications campaign of Yakult. Yakult is one of the brands of Yakult Honsha Company. It has been chosen for analysis because of its uniqueness, originality and innovative character.

In order to thoroughly study the global marketing development of Yakult in future. This assignment consists of eight chapters and is ended with conclusion. The main parts of the report consider the issues such as situation Analysis, Product Analysis, Industry Analysis, Market Analysis, Competitor Analysis, Company Analysis, Objectives, Strategy and Execution. The whole report is based on secondary research. The main source of information, needed to do the analysis of the campaign, was internet.

Yakult the 30-second TVCs, which will be running on TVB Jade this year, have attempted to maintain a fun and humorous tone, while retaining the 'Yakult health’, an established feature of the brand whereby a family promotes the drink. However, the latest campaign also attempts to move away from the widespread view that Yakult is a drink only for children. Yakult the 30-second TVCs, which will be running on TVB Jade this year, have attempted to maintain a fun and humorous tone, while retaining the 'Yakult family’, an established feature of the brand whereby a family promotes the drink. This campaign said Hong Kong people every day non-stop to working or studying, and not much holiday time to rest that is why no time to take care of intestinal health every day.

Hong Kong Yakult TVC 2017

(From Youtube https://www.youtube.com/watch?v=BHt_h8LDWFc )

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Table of Contents

Executive summary        2

1. Introduction        4

2. Situation Analysis        5

2.1 Product Analysis        5

2.2 Industry Analysis        6

2.3 Market Analysis        6

2.4 Competitor Analysis        7

2.5 Company Analysis        7

3. Objectives        8

4. Strategy        8

5. Execution        9

6. Conclusion        10

7. Reference        11

1. Introduction

According to the Hong Kong Nutrition Association, people are increasingly focusing on health and eager to improve their living standards. “The community has been affected by nutrition-related advertisements, involved in the endorsement or recommendation of nutritionists and other medical professionals. In fact, people are generally concerned Their own health conditions and lifestyles As early as the 20th century, in other countries such as Japan, they have noticed the importance of maintaining and strengthening health and are committed to preventing personal illness.