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Distributing health
With the retail sector booming, more companies are now thinking of newer ways of promoting and selling products.
Some are even going door-to-door for the purpose. Japanese probiotic drink Yakult has come up with a similar initiative.
It has formed a ‘ladies system’, the members of which get addressed as ‘the ambassadors of good health’. They not only promote and deliver Yakult drinks at customer’s doorsteps but also “propagate good health.”
“The system has been created to help customers fully understand the health benefits of probiotics and bring Yakult products to them everyday. The Yakult ladies, key components in the company’s distribution system, are young, dynamic women, propagating good health. There are 80,000 Yakult ladies across the globe, who work through 2,700 regional marketing offices or ‘centres’,” says a company press note. Currently, there are 50 ‘Yakult ladies’ operating in Delhi through their Okhla and Rajouri Garden centres. “The company plans to have 500 such ladies in Delhi and other metros in the next two years.”
It claims that the initiative is not just about sales, but “a reflection of our business objective of promoting good health by personally taking the product to the customers.”
What it contains
A 65 ml bottle of Yakult contains skimmed milk powder, water and over 6.5 billion live Lactobacillus casei strain Shiroty fat-free and calorie free, drinking Yakult everyday is said to help increase the beneficial bacteria in the intestine thereby improving nutrition absorption and regulated bowel movements. “Recommended for all ages, Yakult has received authorisation for ‘FOSHU’ label from the Japanese Government’s Ministry of Health, Welfare and Labour,” the note adds.
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