How Yakult is Disrupting the Beverage Industry with their Innovative Business Strategy
If you’re looking for a refreshing and healthy drink, Yakult should be at the top of your list. Yakult is a fermented milk drink that originated in Japan and has now become a global phenomenon. What’s interesting about Yakult is not just its taste but how it has managed to disrupt the beverage industry with its innovative business strategy.
The Yakult Story
Yakult was first created by a Japanese microbiologist named Minoru Shirota in 1935. The drink contains a unique probiotic strain called Lactobacillus casei Shirota, which is said to help improve digestion and boost the immune system. With its health benefits, Yakult quickly became popular in Japan and later on in other countries.
But how did Yakult manage to disrupt the beverage industry with its innovative strategy? The secret lies in its direct sales model.
The Direct Sales Model
Instead of relying on traditional distribution channels like supermarkets and grocery stores, Yakult sells its products directly to customers through its network of Yakult Ladies. These are women who are hired by Yakult to sell the drink in their local communities.
The Yakult Ladies are trained to be knowledgeable about the health benefits of the drink and provide personalized service to their customers. They visit their customers’ homes regularly, delivering the drink and answering any questions they may have.
This direct sales model has been highly successful for Yakult. Not only does it create a personal connection with customers, but it also allows Yakult to reach customers who may not have access to traditional distribution channels.
Expanding Globally with the Same Strategy
Yakult’s direct sales model has been so successful that the company has expanded globally using the same strategy. Today, Yakult is sold in over 40 countries and territories, with a strong presence in Asia, Europe, and the Americas.
In each country, Yakult hires local Yakult Ladies who are familiar with the culture and language to sell the drink. This localized approach has helped Yakult to adapt to different markets and establish a strong presence in each country.
The Future of Yakult
Yakult’s innovative business strategy has helped it to disrupt the beverage industry and establish itself as a global brand. But what does the future hold for Yakult?
The company continues to focus on research and development, exploring new ways to improve the health benefits of its drink. It has also expanded into new product categories, such as skincare and probiotic supplements.
As Yakult continues to grow, it’s clear that its direct sales model and focus on health will remain at the core of its business strategy. With its unique probiotic drink and innovative approach to sales, Yakult is set to continue disrupting the beverage industry for years to come.
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