Mkt 420 Individual Assignment

Topics: Probiotic, Lactobacillus, Lactobacillus acidophilus Pages: 5 (1167 words) Published: December 31, 2012

BSc (Hons) Biology
Faculty of Applied Science

MKT 420


Prepared by,
Student Name| Student ID| Group|
Muhammad Nur Firdaus Bin Anawi| 2011784907| ASB2Ab|

Prepared for,



Price 6
Promotion 7
Place 8~9


Back in 1977, Malaysia Milk Sdn. Bhd. (MMSB) introduced VITAGEN to Malaysians, making VITAGEN the first cultured milk in Malaysia before other brands of cultured milk drinks. The introduction of VITAGEN also helped to educate the Malaysian public about the benefits of cultured milk drinks for a healthy digestive system. 

Today, VITAGEN is still the popular choice for cultured milk for many Malaysians and continues to satisfy the increasing needs of health-conscious Malaysian consumers. VITAGEN is a cultured milk drink made by fermenting skim milk with billions of live probiotic cultures (good bacteria i.e. Lactobacillus acidophilus and Lactobacillus casei) to help maintain a healthy digestive system. These probiotic cultures are specially imported from Chr. Hansen Laboratory in Denmark, a world leading cultures laboratory supplying high quality probiotics worldwide.

Probiotic cultures in VITAGEN can withstand bile and acidic stomach juices and reach the intestines alive to inhibit the growth of harmful bacteria in the intestines. With the presence of these probiotic cultures, the environment in the colonic flora becomes unsuitable for harmful bacteria to grow. They also remove toxins and waste from our body. The longer waste matter remains in the lower intestines, the higher the chances of intestinal distress and possible cancer when carcinogens attack normal cells. 

In a nutshell, probiotic cultures in VITAGEN combined with the good bacteria in our body help the body defend it against toxins, harmful bacteria and allergens. 

Thus, VITAGEN contributes positively to our health because it promotes good colon health and improves our immune system. It increases resistance to harmful bacteria and takes care of good digestion.

The product that VITAGEN produce meets the criteria’s of marketing mix. This includes product variety, quality, design, features, brand name, and packaging. These are the product that VITAGEN produce:

Jammed-packed with tasty-goodness, a single bottle of VITAGEN contains billions of good bacteria that ensure your body gets its daily quota. These good bacteria are known as ‘Lactobacillus acidophilus’ & ‘Lactobacillus casei’ and helps your body stimulate a strong immune system as well as improves the digestion process. VITAGEN is the true cultured milk drink with real fruit juice from apples, grapes, oranges, pineapple and LB (natural), making it the perfect cultured milk drink for everyone.

Specially formulated for the ‘health-conscious’, VITAGEN Less Sugar is a delicious cultured milk drink that offers the same great fruity taste but with less sugar. Packed with billions of good bacteria, it’s the perfect treat to maintain a healthy lifestyle for the whole family! Both of these products are fat free, no preservatives and wholesome milk Added with Real Fruit Juice (Except LB variant)

VITAGEN Collagen Less Sugar is the revolutionary new cultured milk drink innovation that combines the benefits of good bacteria with marine collagen peptides. Each delicious bottle of VITAGEN Collagen Less Sugar contains 500mg of marine collagen peptides that strengthens skin’s elasticity offering healthier and younger-looking skin. Every bottle of VITAGEN Collagen Less Sugar contains 500 mg marine collagen peptide. Collagen is a protein in connective tissues, bones, tendons and skin. It is also the main component of skin, cartilage ligaments and tendons and the main protein component of bone and teeth due to its tough and inextensible (with great tensile strength)...
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