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NewBar Courtney Sousa Charles Robinson Robin Jackson Brittney Lewis Stefanie Joseph
NewBar - New Bar will focus most of their advertising efforts in the Asian markets, with China being its number one leader. Although the United States accounts for 51 percent of Johnson & Johnson’s annual sales and is also the place where Tylenol is sold the most, last year Johnson & Johnson experienced a decline in sales in the U.S. Target Audience: 40- 60 year old Chinese men and woman - China will compensate for the loss of sales in the U.S. China having the largest population in the world and also producing the most rapid market NewBar Media Planning is focusing in on television advertising and coupon distributions in rising key markets. One of the main markets in focus is China. - China has one of the largest populations in the world at 1.33688 billion accounting for 19.62 percent of the world population
Tactics - Tylenol will use a media mix to reach all target markets depending on which media vehicles are most efficient for that region. - CCTV has coverage that reaches nearly 98 percent of the Chinese population. - Johnson & Johnson will advertise many Tylenol ads on this network allowing them to reach at least 19 percent of the world population. - Tylenol will run a coupon
We will share information about Tylenol’s competitive pricing vs. other competitors in the emerging markets to sway consumers to purchase Tylenol instead of our name brand competitors.
TYLENOL Pain Reliever/Fever Reducer. Contains no aspirin. Unlikely to cause the gastric irritation often associated with aspirin, naproxen sodium and even ibuprofen. Product Features - Temporarily reduces fever and relieves aches and pains due to headache, muscular aches, backache and minor pain of arthritis. Suited for aches due to the common cold, toothache, premenstrual and menstrual cramps - Tylenol has a superior safety profile compared with other over-the-counter pain relievers
Company Analysis - The Pharmaceutical industry is one of the largest in the world. - There is a constant need for medications and treatments to help fix the extreme medical issues in today’s society. - Johnson & Johnson ranked number seven on the list of the top pharmaceutical companies in the United States of America. - The company operates in three different categories, consumer, pharmaceutical, and medical devices and diagnostics. - Within the Pharmaceutical sector Tylenol plays a major role in sales. - Johnson & Johnson holds $177,169.09 of the market cap in the Pharmaceutical industry.
- Strong In-house Research - Capabilities Opportunities - Regain customer assurance by fixing recalls - Improve shipping distribution practices of products. - Renew brand image - Expand target market to increase sales Weaknesses - Product Recalls - JnJ pharmaceutical sales decreased 8.3% - JnJ legal issues Threats - Possible negative publicity - Competitors could take advantage of JnJ recall situation.-tilt in market share - Lawsuits costing JnJ a lot of money - Damaged credibility/ constant recalls
The four P’s Place - Tylenol is placed in drugstores, grocery stores, gas stations, and vending machines. Product
Acetaminophen has a combination of 100 different products within it.
Severe liver damage, and potentially fatal consequences
- The “Feel better, Tylenol” campaign, brings a spirit along with it connecting with people to encourage them to choose a pain reliever, but to choose health. - The maximum daily dose is four grams in adults and 90 mg in children, and should only be taken up to three days for a fever and 10 days for pain - in airplanes, on the street, in the aisles, on billboards, on bus shelters, in subways, and on commercials Pricing Promotion - Sold between two cents and $1 per dose, and $1.49 to $14.99 per box of medicine - Tylenol’s business challenge is to do more with less. They have always had strong equities, trust and safety. - In a low-interest category, they plan to raise consumer engagement - Tylenol has been able to build back their trust because of what they have done and not what they’ve said. - Modernize and differentiate the brand. Reverse the business declines, in sales and share - Tylenol has four top elements, sports sponsorships, extra product, ISP/online coupons and on-pack coupons - Tylenol’s domestic sales were more than $1 billion, but had lost more than two share points since 2005. Each share point is roughly $37 million
Competitive Analysis Major : -Eli Lilly- The first of the competitors is Eli Lilly, which carries pharmaceuticals for everything from Cancer and Diabetes, to Growth Disorders and Osteoporosis. - Novartis- Much like Eli Lilly, they have a wide range of different medications that they produce for such issues as cardiovascular disease and respiratory infection. - Procter & Gamble- Also the world’s largest producer of household and personal products by revenue. Its product reach 4 million people worldwide and its product line includes 23 brands.
Objectives Marketing: - The company needs to reverse the U.S. decline in sales while continuing to increase sales overseas.
In 2010, Johnson & Johnson is expected to increase pharmaceutical sales overseas by at least 10 percent to help with their decline of U.S. pharmaceutical sales and continuing growth in emerging markets.
Tylenol will help make this possible when it is heavily promoted in newer markets allowing Johnson & Johnson to reach the sales goal of $10.637 billion internationally.
We will increase Tylenol’s brand awareness level in China by 50 percent, doubling the amount of advertising that is done presently.
Advertisements shall include side by side information about Tylenol vs. its competitors informing the customers that Tylenol is the better choice.
- The price of Tylenol and quantities of capsules per bottle will become more attractive to potential consumers when the risks of consuming the competitors’ product are exposed.
Objectives Media: - Tylenol wants to increase its pharmaceutical sales overseas 10 percent by attacking its name brand competitors. - By providing high-risk information to consumers about the potential harms of ingesting pain relievers other than Tylenol, this goal is attainable. - Tylenol will focus on those emerging markets with the highest populations. - The fastest emerging market, China, has largest population of 1.33688 billion, accounting for 19.62 percent of the world population
Flowchart - According to the National Health Center World Health Day is April 7. - The Tylenol China campaign will be kicked off at the beginning of the month of April 2010. - The idea is to use the pharmaceutical concerns and considerations within a three month time frame ranging from April-June. - Within these three months the campaign will run the heaviest frequency. Since World Health Day is in April, Tylenol will focus thoroughly on the many different needs and concerns, while also focusing on relevant advertising to the Chinese market.
Budget Mail-out: $141,400.00 for one time $848,400 twice a month for three months 4-color glossy Printing and Mailing to 400,000 within 2 business days Commercial: $11,100 for 15 seconds $799,200 Six days a week for 12 weeks China Today- 3 times a day, Mon.- Sat.: 01:00/07:00/*22:00 Agency : $247,140 Total: $1,894,740