Baby cosmetics johnson & johnson
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Johnson & Johnson's baby products business unit offers a wide range of products for infants and children under 10 years old. As one of the oldest and most trusted brands, Johnson & Johnson focuses on product safety, natural ingredients, and parental education. They market their products as ensuring a baby's health and a healthy planet through campaigns like "No More Tears" and online parenting resources. While competitors offer cheaper alternatives, Johnson & Johnson retains customers through cultural trust in foreign brands and emotional connections to the brand's qualities.
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Baby cosmetics johnson & johnson
- 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:
- 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.