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  • Margo
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  • Jane
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  • 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
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  • 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”
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Johnson & Johnson Marketing efforts analysis Presentation 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