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Yakult Marketing Campaign

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A. Company Background:
Hong Kong Yakult Co Ltd (HK Yakult) is the branch of Yakult Honsha Co., Ltd. which is located in Japan and founded in 1935. Yakult’s branch offices were throughout 32 countries and regions around the world. The company is produce and sale lactic acid bacteria beverage which is one of the famous lactic acid bacteria drink manufacturer. The company wants to improve people bowels health and prevent disease so they investigated lactic acid bacteria beverage to make everyone healthy and happy (Yakult Hong Kong, 2014).
HK Yakult products are included Yakult , Yakult LT and Guava’s leaf tea. The following I will select Yakult LT’s promotional campaign 2014 for further discussion.

B. The Description of Recent Promotional Campaign …show more content…

According to SMARRTT objective, the direct marcom objective of this campaign specifically states that HK Yakult would like to increase its sales volume in specific amount and age of target customers within a specific period. This objective can be measurable as it specifically states that to increase the sales volume in 10% to 15%. This objective can be achievable as the company would base on its capabilities and market environment to ensure that objective can be achieved before setting the direct marcom objective. This objective is realistic and relevant as before setting the period of 1 year, HK Yakult should have reviewed its resources such as labor power, and financial power to ensure that an increase in sales volume to 5% during 1 year is realistic and it must direct relevant HK Yakult Company (Learn marketing, 2014). Lastly, this objective is targeted 6-60 years old target customers as Yakult LT is suitable for everyone. This objective also stated the period of time is 1 year; so that is able to accomplished objective during this year. HK Yakult would renew promotional campaign every

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