Baby Cosmetics Products - Johnson & Johnson

1. Baby Products

2. Johnson Baby Products
• Company: Johnson & Johnson
• Origin: Founded in 1886 by Robert wood Johnson,
James wood Johnson and Edward mead Johnson.
• Started operation in India in 1948.
• Business Units:

3. Consumer Healthcare Product
Line

4. Baby Products Bouquet

5. Product Assessment
• Customer: Parents… especially Mothers
• Consumer: Infants (new born to 10yrs)

6. Competitors

7. Brand Promise
• Safety
• Ingredients and preservatives
• Understanding of science of heathy baby
• Commitment to healthy planet

8. Promotional campaigns
• NO MORE TEARS ®
• Baby Family Clubs- 250 national
participants
• 24 hours Mom’s online platform
• “Hero Mom”
• Heavy CSR activities- supporting International Youth
Foundation for HIV/AIDS prevention program in Africa, child center
in India, educating the people and providing handful tips regarding
healthy and safety living, caring babies, and healthy environment.

9. Factors affecting buying
behaviour
• Cultural factor: Indian tend to trust foreign brand
more than Indian brands for its quality.
• Socio-Economic: Preferred choice of middle to
upper Class as the products are costlier
• Social factor: Brand is known for generations
and the loyalty inherited
• Personal Factors: Over protective nature of
parents. Wish to use the best for kid.
• Emotionally attached to the brand- Smell, Feel,
mildness or non-stickiness.

10. J&J S-T-P
• Segment: Health care segment
• Target Group: Mostly urban families and
hospitals and clinics
• Positioning: Promise to healthcare

11. SWOT Analysis J&J
Strengths
1.World’s Most Admired Companies
2. One of the “Top 100 Companies for Working
Mothers”
3. Vivid brand presence
4..Excellent distribution network
5. Trusted by mothers the world over
6. Has an excellent product portfolio and high
quality offerings
Weaknesses
1. Maintaining a global brand can be
problematic as retailers can cause sale of
expired products
2. Being a global brand means operations
are disturbed by market fluctuations.
Opportunities
1. Acquisitions of other smaller companies and
increasing broad brand presence.
2. Bringing out a range of more portable
products for economy class and increasing
rural penetration.
Threats
1. Excessive promotion of any product
making it almost generic.
2. Spurious brands with the name similar to
existing brand name
3. Availability of cheap substitutes and low
priced competitors.

12. Consumer Insights
• When it comes to babies, consumers don’t just
rely on their circles of friends and family;
recommendations from health experts are also
highly influential.
• Online communities are an immense resource to
parenting knowledge
• High demand for quality and customizable
products with willingness to pay
• Fathers are involving actively in parenting
• Social media have become integral part of
parent’s life.