Market and products analysis

1. Branding of Johnsons & Johnsons
Baby soap and Body wash
Rishab Gupta
15BSP1001
Section-C
IBS Mumbai

3. Johnson & Johnson
• The world’s largest and most comprehensive
manufacturer of health care products
• Founded in 1886
• Headquartered in New Brunswick, New Jersey
• Sales of $64 billion in 2004
• 200+ operating companies in 50+ countries
• 109,000+ employees worldwide
• Customers in over 175 countries

4. Major competitors in the market
Major
Competitors
Johnson &
Johnson
70-75%
Emami
Wipro
7-8%
Mysore
Sandal
Baby soap
Dove
Sparsh
Dettol

5. Products
• Baby Products
• Skin Care
• Wound Care

6. Baby Products
• Baby Powder
• Baby Oil
• Baby Cream
• Baby Lotion

7. • Baby Shampoo
• Baby Hair Oil
• Baby Soap
Baby Products

8. Skin Care
• Clean and Clear Face wash
• Johnson Buds

9. Wound Care
• Band Aid
• Savlon
• Johnson Plast

10. CARING FOR THE
WORLD…ONE PERSON AT A
TIME…

11. • NEEDS:
• Hygienic
• For the safe skin of the baby
• Complete child care
• wants:
• Safety (ex: No tears Shampoo)

12. Positive Emotional
• Have positioned themselves directly to the
consumers emotional state, needs and
aspirations
• They have been so successful as it triggers an
emotional response in the consumers mind,
were they cannot fully rationalize
• Feeling of bonding, companionship and love

13. INTENTION
•Safeguarding the mild,
gentle, tender skin from
all possible germs and
nourishing and keeping
it soft and smooth
BENEFITS
• Very hygienic in
nature
• Long history of
innovation
• The durability of
product is moderate
• The design of the
product are
comfortable , easy to
feel, view and use
VALUE
• Value of superiority
• Value of quality and
credibility
• Value of quality and
consider ability
• Value of superiority
GOAL = HYEGINE, CARE, SAFETY

14. CONSUMER PERSONALITY
• Softness and innocence
• Warmth- a feeling of being happy and loved
• Security – a feeling of being cared and saved from all
bad germs
• Self respect- a feeling of pride to give the best to
their babies, making them special and being treated
with much love and care
• Social approval- a feeling of sharing the space of
Johnson and Johnson consumers mind and a feeling
of being one among of using a hygienic and a
standard product

15. BRAND PERSONALITY
• Sincerity
• Genuine
• Kind
• Family Oriented
• Trustful

16. BRAND PERSONALITY

17. Social Responsibilities
• Earthquake in Pakistan
• Hurricane ‘Katrina’
• HIV/AIDS
• International Disaster Relief
Organization
• Mumbai Floods

18. Coordinate
Relationships
With
Stakeholders
Collect and
Analyze
Stakeholder
Attitudes
Serve As the
Official Channel
of Information
Keep the Public
Aware of
Organization’s
Activities
Plan and
Administer
Information
Programs
Coordinate With
Other
Departments
Plan and
Administer
Information
Programs
Collect and
Analyze
Stakeholder
Attitudes
Coordinate
Relationships
With
Stakeholders
Keep the Public
Aware of
Organization’s
Activities
Serve As the
Official Channel
of Information
PR Dept Functions
PR

19. Corporate
Communications
Employee
Relations
Brand Publicity Media Relations
Financial/
Investor Relations
Crisis
Management
Financial
Relations
Employee
Relations
Corporate
Communications
Media RelationsBrand Publicity
PR Activities
PR
Activities

20. Publicity
Tools
News Release
(Press Release)
Pitch LetterDirect Communication
News Release
(Press Release)
What Are Brand Publicity Tools?
News Kit (Press Kit)

21. Key Part of Brand Publicity: Media Relations
Key part of brand publicity:
Media relations: Maintaining a positive
professional relationship with the media in
general or with media that specialize in
covering a specific industry
• The challenge: getting past media gatekeepers
• Editors and reporters who select (or reject)
stories for their publications or stations based
on what they think will interest their audiences

22. Publicity
Tools
News Release
(Press Release)
Pitch Letter
Campaign at the Launch Of
New Product
Television Advertisements
Tools for Media Relations
Ads In Different Languages

23. Establish Corporate Identity
Advocacy
Demonstrating Social
Responsibility
Advocacy
Establish Corporate Identity
Three Corporate Advertising Objectives
Objectives

24. Corporate Advertising
+

25. Campaign For A Cure
+

26. 3M’s Annual Report Is An Example Of
Financial Relations
+

27. Johnson & Johnson Enjoys One Of The Strongest
Reputations In The World
+

28. Thank You