Yakult China
Code
CC-510-010
Date
2010
Industry
FMCG
Length
15 pages
Author(s)
Pfoertsch, Waldemar A.
Language
English
Company
Yakult China
Source
CEIBS
Discipline
Marketing & Sales
Key Words
Market penetration; Sales planning; Marketing support
Description
Mr. Nakajima, the VP of Yakult (China), had been in charge of whole mainland sales of Yakult (China) from 2005. But now he faced with an impossibly high sales target of 2015. Although sales volume of Yakult (China) was almost tripled from around 350,000 bottles per day in 2005 to around 1,000,000 bottles per day in 2008, it is still far away from the 2010 sales target of 5,300,000 bottles per day. Another issue bothering Mr. Nakajima was how to manage the existing two brands. Yakult probiotic drinking yoghurt had two Chinese names in Mainland China. The top management reached an agreement to operate these two brands simultaneously in short run, but it would be a problem in the long run.
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