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Johnson & Johnson Marketing efforts analysis

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  • Margo
  • Margi
  • Margo
  • Margo
  • Margo
  • Jane
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  • Margo
  • Margo“Leading companies are recognizing the valuable, indeed essential, role their employees play in aligning day-to-day operations with corporate values regarding the environment and sustainability. Responding to environmental challenges is now so fundamental to a company’s success that environmental knowledge cannot be isolated within an organization, but must be pervasive”
  • Margo
  • Margo
  • Margo
  • Margo
  • MargoKnow the corporate culture that you’re trying to promote environmental literacy in. Frequent messages, in a variety of media, work well; it’s not about having a once-a-year Earth Day fair. The messages need to be repeated and connected to the day-to-day operations of the company. For example, you can do something at an Earth Day related to forests, but then connect it to napkins in your cafeteria later”
  • Rekha
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  • Transcript

    • 1. A Corporation’s Positive Impact
      On the Environment
      MBA 241 | Dr. Claudia Bridges
      Anamika Singh
      Jane Finnegan
      Margaret Hwang
      RekhaSrivatsan
      1
    • 2. Johnson & Johnson – An Overview
      Founded in 1886 in New Brunswick, New Jersey
      Incorporated on November 10, 1887
      Family-owned until listed on the NYSE in 1944 under the symbol JNJ
      250 operating companies in 57 countries
      Approximately 117,000 employees worldwide
      2
    • 3. Johnson & Johnson – an Overview
      The Johnson & Johnson Family of Companies is organized into three business segments:
      Consumer Health Care
      Pharmaceuticals
      Medical Devices and Diagnostics
      3
    • 4. Johnson & Johnson Products
      4
    • 5. The Green Marketing Strategy Matrix
      Defensive Green
      Extreme Green
      High
      Sustainability of Green Market Segments
      Lean Green
      Shaded Green
      Johnson & Johnson
      • Invests in long-term, system wide, environmentally friendly processes
      • 6. Have capability to truly differentiate themselves but choose not to do so.
      Low
      Differentiability on Greenness
      Low
      High
      Ginsberg, Choosing the Right Green Marketing Strategy, 2004.
      5
    • 7. Johnson & Johnson – Water Use
      Johnson & Johnson’s Healthy
      Planet Goals 2010
      Monsoon Rainwater Harvesting
      Environmental Auditing
      Water Conservation
      Partnerships
      Manager of Environment, Health and Safety (EHS) for Johnson & Johnson, Achal Gupta
      SpiraxSarco Steam Supply Audit
      6
    • 8. Johnson & Johnson – Environmental Literacy
      Think back… way, way, way back…
      To week 3
      Sustainability and Competitive Advantage
      Respondents of the survey stated that:
      Lack of a common fact base about relevant issues
      Sustainability goals too loosely defined
      not collectively understood within an organization
      7
    • 9. The article also stated that:
      structured gathering and sharing of facts about sustainability is needed
      sustainability efforts will become more cohesive
      when employees, managers, and leaders are all on the same page
      Employee interest is a driver
      sustainability efforts are becoming more integrated with company culture
      Johnson & Johnson – Environmental Literacy
      8
    • 10. Report conducted by the National Environment Education Foundation stated that:
      “employees play an essential role
      aligning day-to-day operations with corporate values
      Responding to environmental challenges fundamental
      environmental knowledge cannot be isolated within an organization, but must be pervasive
      Johnson & Johnson – Environmental Literacy
      9
    • 11. “I thought your project was about Johnson & Johnson?”
      Johnson & Johnson is a large, multinational corporation that has embraced educating their employees on environmental and sustainability issues
      Johnson & Johnson – Environmental Literacy
      10
    • 12. How can an corporation of 100,000 employees spread the word about sustainability?
      Make Environmental Literacy as on of the fundamental goals
      Healthy Planet 2010 Goals
      J & J employed informal environmental goals for over 15 years
      Part of the culture of the company
      Johnson & Johnson – Environmental Literacy
      11
    • 13. Low bearing fruit were taken after 15 years
      Time to step it up a notch!
      Increased environmental literacy plan was implemented in layers
      First campaign these revolved around sustainable forestry
      Johnson & Johnson – Environmental Literacy
      12
    • 14. Information about the initiative was shared through a myriad of communication mediums
      Websites, web meetings, e-learning materials, YouTube videos, marketing collateral, and conferences
      All for the benefit for employees to learn more about sustainable forestry
      Key was for each facility to adapt the message for the employee population
      Johnson & Johnson – Environmental Literacy
      13
    • 15. TishLascelle, senior director of Stratey and Assurance sums it up nicely:
      know the corporate culture
      frequent messages, in a variety of media, work well
      messages need to be repeated and connected to the day-to-day operations of the company
      Johnson & Johnson – Environmental Literacy
      14
    • 16. Johnson & Johns0n – Paper and Packaging
      Distinctive packaging: Sustainable packaging
      Recyclability, reusability & use of recycled content
      Minimizing raw material use
      Logistics efficiency
      Carbon & energy intensity
      Use of alternative raw materials
      15
    • 17. Johnson & Johns0n – Paper and Packaging
      Distinctive packaging: Sustainable packaging
      Recyclability, reusability & use of recycled content
      Minimizing raw material use
      Logistics efficiency
      Carbon & energy intensity
      Use of alternative raw materials
      16
    • 18. Initial drawbacks
      Goal: Using 30% post consumer recycled high-density polyethylene in baby lotion bottles
      Found it to be compromising on Product’s quality; hence delayed it
      17
    • 19. Facts about Johnson & Johnson’s Packaging
      93 percent of its packaging contains more than 30 percent post-consumer recycled content or fiber from certified forests.
      Reduce energy consumption and paper in their packaging = average savings of $30 million per year.
      Eliminated 84% of secondary and tertiary PVC packaging by switching to the use of safe non-polycarbonate containers.
      18
    • 20. Band-Aid Packaging Box Example
      Made with materials certified by the International Forest Stewardship Council
      19
    • 21. Partnerships
      20
    • 22. Energy Use- Carbon DioXide Reduction
      Company Goals:
      Absolute reduction in CO2 emissions of seven percent from 1990–2010.
      Reduce fleet total CO2 emissions per mile driven by 30 percent
      International Initiatives: Kyoto Protocol (US & China are not signatories)
      National Initiative: EPA- GHG Reporting mandatory
      21
    • 23. Company’s World wide initiative: Climate Friendly Energy Policy adopted in 2003
      • Energy efficiency improvements in all operations
      • 24. Co-generation: On-site generation of electricity and recovery of the waste heat for overall efficiencies of 80%
      • 25. Renewable electricity purchases
      • 26. Carbon Trading and Sequestration
      • 27. On-site renewable energy that produces no CO2
      emissions
      22
    • 28. Example of Carbon Neutral Facilty
      • Johnson & Johnson PRD Facility in La Jolla (San Diego, CA)
      • 29. Received top honor for it’s overall commitment to environmental stewardship
      • 30. Facility installed 203 KW AC photovoltaic system- offsets 10 % annual electricity consumption and rest 90 % through existing cogeneration system
      • 31. Carbon Neutral Facility with ISO 14000 & LEED Certification
      23
    • 32. McNeil’s Healthcare
      24
    • 33. Fleet Emissions
      Target of reducing emissions by 30 % per mile driven.
      Fleet of 978 hybrid vehicles till March 2008
      75 % of suppliers members of Smart Way certified program
      Suppliers adopted Carbon Disclosure Project (CDP) in January 2009
      Target yet to be met
      25
    • 34. Recommendations to improve fleet Emissions Target
      • Follow Cap and trade policy and buy allowances
      • 35. Initiate Carbon Sequestration through Terrestrial, Ocean and Geological methods
      • 36. Effective packaging to reduce round trips
      26
    • 37. PROCESS OF GEOLOGICAL SEQUESTRATION
      27
    • 38. Mapping social opportunitiesLooking Inside Out
      Identify the positive and negative social impact of activities
      Firm Infrastructure
      Human Resource Management – Environmental Literacy, education and job training, diversity initiatives
      Technology Development -
      Procurement
      Marketing and Sales
      After-Sales Service
      Inbound Logistics
      Operations
      • Water usage
      • 39. CO2 emissions
      Outbound Logistics
      • Transportation impacts
      • 40. Paper and Packaging
      Porter, Kramer. Strategy & Society. (2007)
      28
    • 41. Questions
      29