The document provides an overview and analysis of Johnson & Johnson's Baby products brand. It discusses the history and portfolio of Johnson & Johnson baby products. It then focuses its analysis on Johnson's Baby Shampoo, including the target customer profile, product categories, competitive landscape, brand positioning, marketing elements, and marketing communication activities. It concludes with a mental map of how customers perceive the Johnson's Baby Shampoo brand and a CBBE pyramid analysis.

1. “JOHNSON & JOHNSON BABY PRODUCTS”
By
Dinesh Kumar K (312216631026)
Giridara Gopal K (312216631031)
Evance P (312216631029)
Harinni D (312216631037)
Haswini S (312216631038)
Of
SRI SIVASUBRAMANIYA NADAR COLLEGE OF ENGINEERING, KALAVAKKAM
(SSN SCHOOL OF MANAGEMENT & COMPUTER APPLICATIONS)
BRAND AUDIT PROJECT REPORT

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CONTEXT
Serial
No
Particulars Page
Number
1 History 3
2 Brand Portfolio 3
3 Target Customer Profile 4
4 Product Category 5
5 Competitive analysis 7
6 Brand Positioning 8
7 POP’s and POD’s 8
8 Tagline 9
9 Brand Elements 10
10 Marketing Communication Activities 11
11 Mental map of Johnsons baby shampoo 18
12 CBBE Pyramid 19
13 Sampling Method 21
13.1 Sample Size 21
13.2 Sampling Technique 21
13.3 Questionnaire Analysis 21
14 Recommendation 28
15 Conclusion 29
16 References 30
17 Annexure 31

3. 3
1. History
Johnson & Johnson is an American Multinational medical devices, pharmaceutical and
consumer packaged goods manufacturing company founded in 1886. Johnson & Johnson is
headquartered in New Brunswick, New Jersey, the consumer division being located in Skillman,
New Jersey.
Johnson's Baby is an American brand of baby cosmetics and skin care products owned
by Johnson & Johnson. The brand dates back to 1893 when Johnson's Baby Powder was
introduced. Product line consists of baby powder, shampoos, body lotions, massage oil, shower
gels and baby wipes. The brand has reputation for making baby products that are "exceptionally
pure and safe" since at least the 1980s
2. Brand Portfolio
The brand portfolio of Johnson’s baby products is classified as below.
 Baby wash
 Cotton buds
 Diaper cream
 Gift packs
 Hair care
 Lotion
 Nappy pads
 Oil
 Powder
 Wipes
 Soap
 Shampoo
 Cream
 Toothbrush
 Laundry detergent

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3. Target Customer Profile
 Johnson & Johnson has targeted customer demographics of all age types and groups.
 They are not only targeting kids and new born babies but also teenagers.
 It also targets women. As it is a mild product woman especially mothers with sensitive
skin use it.

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4. Product Category
BABY WASH
• JOHNSON'S® Milk + Rice Bath
• Johnson's Bedtime Baby Wash
• Johnson's Baby Top To Toe Baby Wash
• Johnson's Baby Soap
COTTON
BUDS
• Johnson's Baby Cotton Buds Products
DIAPER
CREAM
• Johnson's Baby Diaper Rash Powder
• Johnson's Baby Diaper Rash Cream
GIFT PACKS
• Johnson's Baby Care Collection With Organic Cotton Bib
• JOHNSON'S® Baby Care Collection with Organic Cotton Bib and Baby
Comb (5 Gift Items, Green)
• JOHNSON'S® Baby Care Collection with Organic Cotton Baby T-shirt (7
Gift Items, Blue)
• JOHNSON'S® Baby Care Collection with Organic Cotton Baby Romper (9
Gift Items, Purple)
HAIRCARE
• Johnson's Baby Hair Oil
• Johnson's Baby Shampoo's No More Tears
• JOHNSON’S® Active Kids Clean & Fresh Shampoo
• JOHNSON’S® Active Kids Soft & Smooth Shampoo
CREAM
• JOHNSON’S® baby cream
• Johnson's Baby Milk Cream

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LOTION
• Johnson's Baby Bedtime Lotion
• Johnson's Baby Milk Lotion
• Johnson's Baby Lotion
NAPPY PADS
• JOHNSON’S® baby nappy pads
OIL
• Johnson's Baby Oil With Vitamin E
• Johnson's Baby Natural Massage Oil
POWDER
• JOHNSON’S® baby powder blossoms
• Johnson's Baby Talcum Powder
WIPES
• Johnson's Baby Skincare Wipes
SOAP
• Johnson's Baby Soap
• Johnson's Baby Milk Soap
• JOHNSON’S® Top To Toe Baby Bar
• Johnson's Baby Soap Blossoms
SHAMPOO
• Johnson's Baby Shampoo's No More Tears
• JOHNSON’S® Active Kids Clean & Fresh Shampoo
• JOHNSON’S® Active Kids Soft & Smooth Shampoo

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The product category that we are focusing on is Johnson’s Baby Shampoo’s No
More Tears.
5. Competitive Analysis:
Johnson & Johnson provides safe, mild and gentle products for babies. All
Johnson’s baby shampoo are soap-free, hypoallergenic, dermatologist-tested and paraben-free as
part of our promise to enable a healthy future for all babies. Every Johnson product is made with
the purest and highest-quality ingredients because we are committed to happy, healthy
development.
Some of the competitors of Johnson’s baby shampoo are:
 Himalaya
 Pigeon
 Chicco
HIMALAYA:
Himalaya – Gentle baby bath has a special “No Tears” formula for baby’s bath. This
contains natural ingredients like chickpea and green gram which will soothe and make baby’s
skin soft and supple. This gently cleanses, soothes and nourishes baby’s skin. It just requires one
step to thoroughly cleanse and doesn’t dry out the skin.
TOOTHBRUSH
• Johnson's Baby Toothbrush Products
LAUNDRY
DETERGENT
• JOHNSON'S™ Active Clean Baby Laundry Detergent
• JOHNSON'S™ Ultra Gentle Clean Baby Laundry Detergent

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PIGEON:
Pigeon – Baby Wash 2 in 1 – Hair and Body has a dual usage as shampoo and liquid soap
in one. This has a very delicate fruity fragrance. It gently cleanses kid’s hair, scalp and body.
This contains the natural extracts of jojoba and chamomile for hydrated, soft, silky and tangle-
free skin and hair.
CHICCO:
Chicco- No Tears Gentle Shampoo is again endowed with a “No Tears” formula. It is a
gentle shampoo. This is especially meant for the delicate skin of baby’s scalp. This makes it very
easy to rinse without any tangles left in the hair. This product is microbiologically and
dermatologically tested. It does not contain any soap or SLS.
6. Brand Positioning
Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the mind of the target market i.e. the place a product occupies in consumers
mind relative to competing products.
To target audience, our product is the category that provides functional, symbolic or
experiential benefits because support/reason to believe
Positioning Statement:
To loving and nurturing mothers, Johnson’s baby shampoo is the brand that transforms
bath time into playtime and allows your baby take bath every day because of its clinically proven
formula that is so mild and gentle.
7. POPs & PODs
Point of Parity
 Clinically Proven Mild products
 Keep the baby’s delicate skin healthy
Point of difference
 Johnson’s baby products is trusted by mothers and recommended by doctors for more
than 100 years. It is one of the most beloved brands amongst mothers in India.
 Safe, mild and gentle products for babies

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 Soap-free, hypoallergenic, and paraben-free
 Made with the purest and highest-quality ingredients
8. Tagline
The company has been using "Best for the Baby – Best for You" tagline since the early
days. Some examples of such advertising can be spotted as early as 1913, when only Johnson's
Baby Powder existed.
Sometime in the beginning of 70s Johnson & Johnson started marketing baby products to
families, promoting so-called "family usage”. The strategy has been a success. By the 80s
Johnson's Baby grew market share in the adult market due to the perception that "baby products
are milder than others". In 1985, for instance, 70 percent of Johnson's Baby powder in the United
States was used by adults
In 1955 Johnson & Johnson placed advertising at the “Adventures of Robin Hood” TV
series for Johnson's baby shampoo. It was advertised with the tagline "Johnson's can't burn
eyes".
Johnson & Johnson introduced its” No More Tears” baby shampoo. Targeting this
particular use involved a real soap breakthrough, however, with the company
introducing amphoteric cleansing agents to consumer use. Though these agents are not as
effective as traditional soaps, they are extremely mild, which makes them quite literally easy on
the eyes and perfect for a baby's sensitive but presumably not-too-dirty skin. Designing this new
category of cleaners for this user segment enabled Johnson & Johnson to capture a category it
still dominates today, more than fifty years later.
“No More Tears”Johnson’sbaby
shampooadvertisingfromthe
“FamilyCircle”magazine (1956)
Baby reachingforthe emptybottle of
“No More Tears”shampoowhile
bathing

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9. Brand Elements:
Elements used to express/represent and identify/differentiate the brand.
The consistent use of Brand Elements in all marketing programs helps communicate the Brand
Character to the marketplace. The brand name, logo, slogan, jingle, and packaging style are all
examples of Brand Elements.
BRAND NAME:
Johnson’s Baby shampoo –The name of this brand is quiet easy to recall and pronounce. Almost
every person knows of this brand. It is memorable.
LOGO:
The logo is meaningful as it represents the brand name. The style of writing it is attractive. Also
it is likable by the customers
URL’s:
The URL is apt for the brand and can be easily viewed by the customers.
https://www.johnsonsbaby.in
https://www.johnsonsbaby.com/baby-products
PACKAGING STYLE
Johnson & Johnson needed a truly unique new global brand identity. It is well-known for its red
teardrop, and iconic bottle shape, while making the packaging feel contemporary, simple, fresh
and clean.

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10.Marketing Communication Activities
1) Bathing your Baby with Johnson’s | So much more
This advertisement was aired on June 18, 2017
URL:
https://www.youtube.com/watch?v=ymta8zCzl3k
This Johnson’s Baby Shampoo advertisement is guaranteed to melt even the coldest of hearts.
According to Johnson’s Baby:
“While some believe a bath is just a time to clean your baby, at the JOHNSON’S Brand,
we believe bath time is a time for more. It is a time for more bonding, more learning, and more
sensory stimulation, which means engaging your baby’s senses through sight, touch, sound, and
smell.
While bathing your baby, she is getting more than just clean. The touch of your hands is
stimulating her senses, nurturing her mind and helping her healthy development, because you are
bonding with your baby. The scent, the lather, even the tiny bubbles of a JOHNSON’S bath are
helping to enhance the experience.

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About the ad:
It takes just 30 seconds to see why Monterey Zembik has become such a sensation. The 3
month old is the new face of Johnson's baby wash, and her adorable slow motion commercial
will have you begging for a bubble bath. Monterey is one of two babies representing
Johnson's "So Much More" campaign, which is running in seven global markets. Nearly 200
babies auditioned.
Kelly Gottfried, who led the creative team for the campaign, says Monterey was a
unanimous choice. "One look and we knew immediately we loved her," she says. "Globally we
have 167 million impressions of this commercial. This is actually in the top scoring of all the
commercials that we have done."And it's no surprise. With her bright eyes and slow smile, she's
the picture of comfort and relaxation as mom washes her hair in the commercial.
2) Johnson & Johnson expands its product offerings and forays into kid's personal care
segment
Launches Johnson's Active Kids 'Clean & Fresh' and 'Soft & Smooth' shampoo, a hair
care range specially for kids aged 2 years and above
Press release – 2017
URL:
https://www.johnsonsbaby.in/press-release/active-kids

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Content:
Johnson & Johnson has been a household name in India, trusted by millions of mothers
for the happy, healthy development of their babies. Taking this commitment of safe and gentle
care forward, JOHNSON’S expands its range to include special products for kids 2 years and
above. Johnson’s entry in this segment starts with special hair care products - Johnson’s Active
Kids Shampoo’ in 2 variants - ‘Clean & Fresh’ and ‘Soft & Smooth’.
Extending the science-based innovation in baby care, the new range is carefully crafted
to help mothers meet their kids’ changing need at all stages of life. This launch allows
JOHNSON’S to build on the science and care platform, leverage the strong trust in the brand
name and drive share in an emerging kids’ personal wellness category.
Johnson’s understands that as kids grow, their hair also changes and needs its very own
special care. Even though kids are physically active, their hair is only half as thick as adult
hair, making it weaker and more prone to damage. Added to this, it becomes sweaty, smelly,
rough & tangled due to oil, dirt & sweat, especially during outdoor play-time.
Research data indicates that a third of mums start using an adult/family shampoo on their kid’s
hair by the age of 3 with progressive increase in usage as the kid grows up. Qualitative studies
suggest they do so by making a few quick-fixes such as diluting the shampoo before usage to
manage the harshness on hair or shampooing the back of the head by putting hair in front to
avoid contact with eyes. Bringing together the science of hair and skin care and the needs of a
growing kid, Johnson’s has specially formulated Johnson’s Active Kids range of shampoos
with two variants - Clean & Fresh and Soft & Smooth, which come with its iconic Johnson’s
‘No More Tears’ formula.
The size of the shampoo market in India as per AC Nielsen stands at Rs. 5752 cr. There is no
specific or focused product targeted at kids1. Mr. Ganesh Bangalore, Vice President
Marketing, Johnson & Johnson Consumer (India) says, “Active Kids is a result of Johnson’s
extensive scientific research and legacy of need-based innovation. This foray into a growing
kid’s personal care segment is in line with our core philosophy of bringing the power of
science to enable happy healthy growth through clinically proven, products specifically
designed for this age group. It is specifically targeted to give mothers a product that assures
her that she is giving her best to her growing kid with Johnson’s”.
Recognizing the rising levels of awareness and the need for age-specific products among

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Indian consumers, JOHNSON’S continues to serve the evolving needs of mothers across ages
& stages, with the right innovation & investment in need-based products.
At present JOHNSON’S® Active Kids Shampoo will be available in 100 ml & 200 ml SKUs
priced at Rs. 95/- and Rs. 175/- each. Given the huge untapped segment between 3 - 10 year
olds, Johnson & Johnson has strong future plans for this range as well.
3)Johnson’s Active Fresh Shampoo “Taguan” 30s TVC 2017
This advertisement was aired in Philippines on 2017
URL:
https://www.youtube.com/watch?v=xhoj0bLrVPE
Taguan is a traditional game of hide-and-seek, as played in the Philippines. Johnson’s baby
shampoo communicates the message through it and is successful with the results.

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4) Johnson’s Active Kids Shampoo
This advertisement was aired in India on 2017
URL:
https://www.youtube.com/watch?v=hg_hhIw0I78
This is the most recently launched product into the market and consumers are getting to know
about it.

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5) Newspaper advertisements
The above advertisements has the images of smiling cute babies during bath time that attracts the
customers and focus on communicating “no more tears” formula.

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This advertisement communicates the message of having fun at bath time with the babies. It is
very attractive.

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The above print ad was released on Sep 2016 at UAE. It involves 3 characters and communicates
the message “Save their tears for everything else”.

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11. Mental Map of Johnson’s baby shampoo
When a mental map of the brand is analyzed, it shows that what things come into the customer’s
mind when they think about the brand.
NO MORE TEAR
SOFT
FUN AT BABY
BATH TIME
NO MORE TEARS
GENTLE ON
BABY
SOFT
EMOTIONAL
ATTACHMENT
TRIPLE BABY
PROTECTION
MILD SHAMPOO
GOOD
FRAGRANCE
YELLOW COLOUR
SHAMPOO

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12. Customer BasedBrandEquity Pyramid
RESONANCE
Loyal Customers,
Emotionally Attached,
Active Customer Involvement
JUDGEMENTS FEELINGS
Top brand, most Sense of security,
Most recognized brand, warmth, social approval
Unique-Improved formula,
Special features.
PERFORMANCE IMAGERY
Reliable Product, social, No more Focus on capturing mother’s trust,
Tears formula- prevents irritation, Available in most places, Safe for
redness and stinging pain. Babies
SALIENCE
Babies hair shampoo, Most recognized Brand, trusted by a number of mothers,
Triple baby protection, Sense of Community

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With the help of Questionnaire, we prepare this Pyramid. Explanation of the Pyramid with the
help of Questionnaire results is given below.
Brand Salience
Johnson’s baby shampoo has a high breadth and depth of awareness in the consumers.
Therefore, it is a highly Salient brand. When asked to consumers to recall the Baby shampoo
brands, 76.2% of the consumers were able to recall “Johnson’s baby shampoo” first. It clearly
shows that this brand has a high level of recall and awareness in the consumers mind, identifying
the product, its elements and its logo quickly.
Brand Performance
“Johnson’s baby shampoo” is highly satisfying the consumers at the basic ingredients
level. It is satisfying the consumers in terms of special features that it provides such as unique
formula which prevents irritation, redness and stingg of babies’ eyes. Also it is mild shampoo
and has good fragrance. These make the product reliable. The consumers are seen by associating
these attributes with the brand as compared to other Baby shampoo Brands. This brand is most
preferred among the friends, Colleagues and family of the respondents.
Brand Imagery
“Johnson’s baby shampoo” has a strong positioned in the consumer’s minds. It focuses
on capturing the trust of mothers by assuring that it is safe for their babies. Also the Johnson’s
baby shampoo is available in most retail shops nearby.
Brand Judgments
“Johnson’s baby shampoo” has maintained a strong image in the consumers due to its
performance and the strong image of the parent company. This is fact and it is backed by our
survey as people associate the brand with its unique improved formula. It differentiates itself
from other shampoo brands by its addition of ingredients. Johnson’s baby shampoo is an
trustworthy, innovative and likeable company because it invests in Research & Development on
regular basis, it regularly conducts marketing research to keep consumers view in mind and
always give consumers good value of their money.
Brand Feelings
The brand building feelings associated with “Johnson’s baby shampoo” according to
consumers and company are sense of security, warmth and social approval. “Johnson’s baby
shampoo” makes the consumers feel that they are providing something special to their babies.
Peoples have very positive feelings about the brand values and name it communicates.
Brand Resonance
“Johnson’s baby shampoo” brand loyalty is very strong in the consumers of the country.
Consumers in our survey seemed very loyal to the brand. Consumers are emotionally attached to
the brand as they feel that Johnson’s baby shampoo truly protects their baby. Also it is noticed
that there is active involvement by the customers as they go about recommending Johnson’s
baby shampoo to their friends, family and colleagues. They believe that this brand give them the
best value of their money.

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13. Sampling Methodology:
13.1 Sample Size:
Our sample size was a total of 21 respondents. Response was collected from mothers who
have babies less than 4 years.
13.2 Sampling Technique:
The sampling technique is Non Probability Sampling Technique under which
convenience sampling method is administered.
13.3 Questionnaire Analysis:
The following is the analysis of our questionnaire and it entails a question by question
analysis which provides an insight of the brand’s perception in the minds of the consumers and
how successful the brand has been in translating its values to the consumers.
1) When you recall baby shampoo which brand comes at the top of your mind?
ANALYSIS:
This question was designed to check the top of the mind awareness of consumers about baby
shampoo. From the results we can infer that with 76.2% of votes, Johnson’s baby has a clear edge.
Thus the brand recall of Johnson’s baby shampoo is fairly good. While its competitors brand have
less awareness in the consumers. 9.5% consumers have awareness about Himalaya, 9.5% about
Pigeon and 4.8% peoples are aware about Chicco baby shampoo.

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2) Which baby shampoo brand is more used by you and in your circle of friends/family and
colleagues?
ANALYSIS:
This question was aimed at finding the opinions of a wider target audience. Results showed that
66.7% of the people in social circle of our sample used Johnson’s baby shampoo. While 19%
Himalaya, 9.5% Chicco and 4.8% Pigeon baby shampoo are used in social circle of friends, family and
colleagues.
3) To what extend does this brand have special features?

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ANALYSIS:
This question was aimed at finding if wider target audience is able to differentiate the brand.
Results showed that about 33.3% could able to identify that Johnson’s baby shampoo provides best
features, followed by 23.8%, 28.6% have rated it average and rest have rated it low.
4) How reliable is this brand?
ANALYSIS:
This question was designed to identify the reliability of the customers on Johnson’s baby
shampoo. Majority of customers feel that it is highly reliable(1-38.1%, 2-33.3%), 14.3% feel it
provides average reliability and rest feel it has very less reliability.
5) Can you buy this brand in lots of places?
ANALYSIS:
This question was aimed at finding if the Johnson’s baby shampoo is available to its customers over
a wide span. 95.2% feel it is available in stores nearby and 4.8% feel it is not.

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6) How long are you using baby shampoo for your baby?
ANALYSIS:
This question is designed to identify the usage period of the customers of Johnson’s baby
shampoo. 47.6% customers are using it for more than 3 years, 23.8% are using it for 2-3 years
and 14.3% are using it for 1-2 years.
7) How much do you trust the makers of this brand?
ANALYSIS:
This question was designed to identify the level of the trust and confidence of the customers on
the renowned brand. Majority of customers have most trust on the brand (1-38.1%, 2-14.3%) and
minority of customers have least trust on the same(4-14.3%, 5-4.8%)

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8) How likely would you be to recommend this brand to others?
ANALYSIS:
This question was framed to identify the involvement to customers with the brand. Most of
customers recommend the brand to others (1-38.1%, 2-19%) and rests do it at a lower rate.
9) What sense of feeling is given by the brand to you?
ANALYSIS:
This question was designed to identify the sense of feeling communicated by the brand to its
customers. 42.9% customers feel it provides sense of security, 33% customers feel it provides
warmth and 14.3% customers feel has social approval.

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10) Are you loyal to this brand?
ANALYSIS:
This question was designed to identify the loyalty of customers with the brand. 85.7% customers
would remain loyal and 14.3% customer will not remain loyal.
11) Are you emotionally attached to this brand?
ANALYSIS:
This question was designed to identify the emotional attachment of customers with the brand.
71.4% customers are emotionally attached and rest 28.6% is not emotionally attached.

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14. Recommendation:
Strategic Recommendations:
 In order to grow and expand their company, J&J has to take a strict care towards its
safety measures otherwise it can completely lose its image
 The company should focus to enhance their future growth and consolidate their overall
management by launching the advanced products in India
 J&J can arise and ensure social responsibility in the society, so they would establish
themselves in customer mind and customer would be loyal
 J&J should open consumer care centres in which they should appoint health care
consultants to explain about J&J products or to solve any query or give any information
 J&J should open “innovation centres” in world’s leading innovation hotspots such as
India, with one-stop access to science and technology experts
Tactical Recommendations:
 Same core attribute (baby gentleness) can be leveraged differently to each target group.
They can make highly meaningful promise and provide relevant benefits specific to each
group such as
o Adult women: soft, shiny, bouncy hair
o Teenage girls: won’t cause split ends like harsher shampoos
o Adult men: frequent shampooing from active lifestyles won’t hurt hair
o Women 50+: helps brittle, damaged hair look healthy
 The people who use other baby products not “J&J” should be surveyed and then
concentrate on those facts that why people are not using this product
 J&J should increase the promotional campaigns magnitude since strong competitors are
taking over the industry
 The company can sponsor regional events which can attract more customers
 J&J can give frequent advertisements during the introduction and growth phase of the
product.
 They can also give front page advertisements with different copies and images

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 J&J should launch new ad campaigns every year. Advertisements can be telecasted
during health care programs in television
 J&J should also focus on Pop up advertisements on e-commerce sites, open tab
advertisements based on the searching done by the consumer and youtube advertisements
linked with child care videos
 Customer prefers Gift pack with toys and other Johnson & Johnson products. Trail packs
with discount can also be provided
15. Conclusion
Johnson & Johnson is a worldwide renowned company which is conducting business in
its related field for about 120 years. J&J places a high value on holistic responsibility of defining
component of their corporate philosophy. They guide their actions in fulfilling the
responsibilities to their customers, their employees, the community and their stockholders.
J&J set high standards for their operating companies. J&J conduct their business in an
environmentally sound manner. J&J has emphasized continued innovation in research and
development to maintain its position.
The company possesses a global sales force. It has excellent distribution network as the
brand is supplied to remote villages and far away places.
J&J advertising mission consist of targeting and influencing people who care about the
love in their life. The advertisement tells about people to love and to be loved and care about the
family bonding. It allocates a big portion of budget for the purpose of promoting their product.
J&J is one of the World’s most admired companies. The desire of the people in the
company has inspired every invention, every product and every breakthrough of J&J.

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16. References
 https://www.jnjindia.com/
 https://www.jnj.com/
 https://www.jnj.com/strategic-framework
 https://en.wikipedia.org/wiki/Johnson_%26_Johnson
 http://johnsonsmarketingdiary.blogspot.in/
 https://www.nytimes.com/2014/01/18/business/johnson-johnson-takes-first-step-in-
removal-of-questionable-chemicals-from-products.html
 http://www.academia.edu/19604964/Marketing_Management_Term_Paper_-
_Johnson_and_Johnson
 https://www.linkedin.com/pulse/baby-hair-care-market-small-yet-fast-expanding-within-
zalak-bhavsar
 http://economictimes.indiatimes.com/industry/cons-products/fmcg/hindustan-unilever-to-
launch-baby-care-products-under-dove-brand/articleshow/53371572.cms

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17. Annexure
Johnson’s baby shampoo questionnaire:
1) When you recall baby shampoo which brand comes at the top of your mind?
o Johnson’s baby shampoo
o Himalaya baby shampoo
o Chicco baby shampoo
o Pigeon baby shampoo
o Others
2) Which baby shampoo brand is more used by you and in your circle of friends/family and
colleagues?
o Johnson’s baby shampoo
o Himalaya baby shampoo
o Chicco baby shampoo
o Pigeon baby shampoo
o Others
3) To what extend does this brand have special features?
o (Rank 1-Best to 5-Worst)
4) How reliable is this brand?
o (Rank 1-Most to 5-Least)
5) Can you buy this brand in lots of places?
o Yes
o No
6) How long are you using Johnson baby shampoo for your baby?
o 1-2 years
o 2-3 years
o More than 3 years
o None of the above
7) How much do you trust the makers of this brand?
(Rank 1-Most to 5-Least)
8) How likely would you be to recommend this brand to others?
(Rank 1-Sure to 5-Not Sure)
9) What sense of feeling is given by the brand to you?
o Fun
o Warmth
o Excitement
o Social approval
o Security

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10) Are you loyal to this brand?
o Yes
o No
11) Are you emotionally attached to this brand?
o Yes
o No