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1. Marketing Plan:
Final Phase
Presentation by Celine Israel,
Edward Charfauros,
Thava Overstreet

2. Agenda
o Introduction
o Appropriate Place, Promotional Strategy, and Strategic Marketing Plan
o Initial Sales Promotion Schedule
o Advertising Plan
o Identify public relations opportunities for the product or service.
o Analyze the effect of channel management decisions on the
marketing of your selected product or service.
o Select appropriate distribution channels for your product or service
and address costs in terms of placement, shipping, and middlemen
o Budget
o Measuring Effectiveness
o Conclusion
Johnson & Johnson’s Baby Magical Skin Care Product Line
Edward
Celine
Thava

3. Introduction
o Baby’s modern health concerns.
o Consist of nutrients from pure organic fruits and vegetables (aloe
vera, lemon, orange, spinach, and various sprouts)
o Ingredients grown sustainably, and is 100% certified organic.
o Essential oils infuse each product
o Manufactured in solar power facilities
o Packaged with and in biodegradable
materials.

4. Introduction
o J & J’s baby magical formula skin care line:
1. Aloe Vera Soft Skin Cream
2. Calming Botanical Cream Moisturizer
3. Everyday Smooth Lotion
4. Pregnancy Nourishing Emulsion
5. Spa Aromatherapy Bubble Bath
6. Summer Cool Lotion
7. Wonderful Hair Shampoo

5. o Targets clinics, convenience stores, cosmetic departments, hospitals,
grocery stores, and specialty stores.
o Business plan consists of three portions:
o 1. Financial Forecast
o 2. Marketing Plan
o 3. Mission Statement
Appropriate Place, Promotional Strategy,
and Strategic Marketing Plan

6. o Sales Promotional Goals
o Promotional Program
o Sales Promotion Schedule
o Detailing Spreadsheet
o Yearly Calendar Study
Initials Sales Promotion Schedule

7. Advertising Plan
o Cable
o Internet
o Network Television
o Family-Focus Story Line Series Projects
o Presentations

8. Budget
o $1.5 million allocated for project
o $250,000 for research and development
1. Test groups
2. Online Surveys
3. Remaining funds to be spent on changes or improvement
o $250,000 for distribution and shipping
o Ship to wholesalers
o Products sold online save shipping costs

9. Budget
o $1 million for promotion
1. Aggressive advertising campaign
2. Television and print ads
3. Internet and social media sites such as Facebook™

10. Measuring Effectiveness
o Set quantifiable goals
o Create new campaigns or improve on existing ones to reach goals
o Review previous sales records to compare
o Set metrics to track progress
1. Online views
2. New sales
3. Customer “likes”

11. Measuring Effectiveness
o Use metrics to analyze results
o Did we make a profit?
o Repeat successful ad campaigns if necessary
o Once goals are met, establish new ones
(Allen, 2012)

12. o Healthy Future 2015 Goals
o Environmental Performance
o Environmental Partnerships
o Facility Transparency
o Recognitions
o Helping Mothers and Children
o Campaign for Nursing’s Future
o Because We Care, We Act
o Having a Baby Changes Everything
Public Relations

13. Effect of Channel Management Decisions
o Growth of clientele expectations
o Intent of improving services and the level of satisfaction
o Incorporate self-sustainability by empowering the organization to
achieve fiscal productivity
o The cost policy, sorting out responsibilities, setting terms of
operations and defining territorial rights.

14. o Johnson & Johnson. (2012). Our company. Retrieved from
http://www.jnj.com/connect/about-jnj/company-structure
o Johnson & Johnson. (2011). Johnson & johnson form 10-k annual report. Retrieved
from http://www.investor.jnj.com/2010annualreport/pdf/2010-10-k.pdf
o Allen, K. (2012). How to Idnetify Quantifiable Elements to Evaluate, Monitor, and
Control Your Marketing Plan. Retrieved from http://smallbusiness.chron.com
References

15. Questions? Answers!