• Confirmed that TV commercials were effective, though both R-1 and LG21 straggled
• Customers are attracted by many fermented milk drinks in the market
Put functional yogurt back on track
• Aggressive marketing during winter time, the peak demand season for R-1
• Boost sales using TV commercial and in-store marketing
Meiji Bulgaria Yogurt up 2% YoY
• Reduced volume (450 g to 400 g) and price (down JPY 10) in April
▸ Retail price gap narrowed – Price of Meiji Bulgaria Yogurt is JPY 10 higher than competitor products
▸ Consumers purchase Meiji Bulgaria Yogurt because of its strong brand value
• Launch new products such as iron and calcium-fortified yogurt and Meiji Bulgaria Yogurt Simple Plain (drinking yogurt)
• Grow sales further in H2
The First Half
• Confirmed that TV commercials were effective, though both R-1 and LG21 straggled
• Customers are attracted by many fermented milk drinks in the market
The Second HalfPut functional yogurt back on track
• Aggressive marketing during winter time, the peak demand season for R-1
• Boost sales using TV commercial and in-store marketing
Plain yogurt
The First Half
Meiji Bulgaria Yogurt up 2% YoY
• Reduced volume (450 g to 400 g) and price (down JPY 10) in April
▸ Retail price gap narrowed – Price of Meiji Bulgaria Yogurt is JPY 10 higher than competitor products
▸ Consumers purchase Meiji Bulgaria Yogurt because of its strong brand value
The Second Half• Launch new products such as iron and calcium-fortified yogurt and Meiji Bulgaria Yogurt Simple Plain (drinking yogurt)
• Grow sales further in H2