With the Indian market and the disposable income
of the middle and upper class growing, the
consumption for new and better products is
increasing, bringing new and global products to
the lucrative Indian Market. One such market is
the Food industry, which is becoming the hot spot
for investors as increased money flow has taken
a paradigm shift of customers from disease
specific medication to preventative therapies. Yet
there are certain barricades that hinder their
smooth growth in the new Indian market. In order
to penetrate this huge market, it is essential for
the companies to identify these barriers and bring
about certain marketing innovations which can
dissolve these barriers.
Yakult, the focus of this study, is one such
company. This company is a global leader in the
probiotic drinks market with a large range of
probiotic products using bacterial strains. Being a
pioneer in probiotics, Yakult has astounding
research capabilities and product technologies in
the field of intestinal bacteria as a factor in health
maintenance. The worldwide market of probiotics
is centered mainly in the European and Asia
Pacific markets, of which the Indian market, till
2007, had not been explored. Yakult began
marketing its probiotic product in India in 2008,
when the Indian probiotic market was enjoying its
infancy. But to create a market share in India,
similar to its global market, it needs to develop
some strategies through which it can diffuse
With the Indian market and the disposable incomeof the middle and upper class growing, theconsumption for new and better products isincreasing, bringing new and global products tothe lucrative Indian Market. One such market isthe Food industry, which is becoming the hot spotfor investors as increased money flow has takena paradigm shift of customers from diseasespecific medication to preventative therapies. Yetthere are certain barricades that hinder theirsmooth growth in the new Indian market. In orderto penetrate this huge market, it is essential forthe companies to identify these barriers and bringabout certain marketing innovations which candissolve these barriers.Yakult, the focus of this study, is one suchcompany. This company is a global leader in theprobiotic drinks market with a large range ofprobiotic products using bacterial strains. Being apioneer in probiotics, Yakult has astoundingresearch capabilities and product technologies inthe field of intestinal bacteria as a factor in healthmaintenance. The worldwide market of probioticsis centered mainly in the European and AsiaPacific markets, of which the Indian market, till2007, had not been explored. Yakult beganmarketing its probiotic product in India in 2008,when the Indian probiotic market was enjoying itsinfancy. But to create a market share in India,similar to its global market, it needs to developsome strategies through which it can diffuse
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