JOHNSON AND JOHNSON

2. OVERVIEW
Introduction
History
Position Of J&J
Marketing strategies

3. INTRODUCTION
• ,there will be very few who
haven't heard this name.
• Only handful of companies can claim to have a
lasting legacy like them.
• From Johnson's baby shampoo and band- aid
bandages to Benadryl cough syrup and
OneTouch glucometers , every one of us have
used an Johnson & Johnson product at one
point of time.

4. HISTORY
Founders
Robert wood , James wood ,
Edward mead

5. CONT.… The journey started as a small company
that made surgical dressing .
 There was a time where sterile surgical
practices were lacking at large.
 Robert wood Johnson along with his
brothers James wood Johnson and Edward
mead Johnson founded Johnson &
Johnson in January 1886, in new
Brunswick ,New Jersey, U.S.
 Began to offer ready to use surgical
dressings to improve sanitation and
health- care practices in the 19th century.

6. IN 1888
They started recognizing that
horribly injured victims died
due to loss of blood.
This made them launch the
first commercial first-aid kit
which was designed for the
railroad workers.
And soon becomes the
standard in treating injuries.

7. IN 1894
Johnson & Johnson launches
maternity kits to make child
birth safer for mothers and
babies .
JOHNSON’S ® Baby powder
goes on the market .
It’s success leads to the
company’s heritage baby
business.

8. IN 1896-1897
The company is the first to
mass produce dental flossto
make it affordable so that
peoplecan take bettercare of
their teeth.
 The floss is originally made left
over suture silk.
 Employeesmanufacture the
first mass – produced sanitary
protection productsfor women ,
which wasa hugestep for ward
in women’shealth.

9. IN 1900
 The traditionof
providing disasters
relief begins whenthe
company donates
products and money
to help the citizens of
Galveston, Texas in
the aftermath of an
hurricane.

10. IN 1921
 BAND- AID ® Brand
Adhesive Bandages , invented
by employee Earle Dickson in
1920, go on the market.
 They are the first
commercial dressing for
small wounds that consumers
can apply themselves.

11. IN 1954
 Johnson’s ® baby shampoo
withNO MORE TEARS ®
formula enters the market as
the first mild and soap-free
shampoo designed to be gentle
enoughto clean babies' hair
but not irritate their eyes.

12. ADDITIONAL LAUNCHES
In 1888 ,the company publishes
modern methods of antiseptic
wound treatment , which quickly
becomes one of the standard
teaching texts for antiseptic
surgery.
It helps spread the practices of
sterilesurgery in the U.S. and the
worldaround.

13. EXPANSION OF
 In 1924- Our first overseas operating
company opens in U.K.
 In 1930-31 – Expands to Mexico and South
Africa and to Australia.
 In 1937- Expands to Argentina and Brazil.
 In 1944- J&J goes public, with an listing on
new york stock exchange.

14. POSITION OF J & J
 J& J is the market leader in the Rs. 200
crore Indianbaby care industry.
 J&J India , known better for its baby
soap is a part of the global healthcare
established in India in 1947.
 InIndia , J& J has beenthe
undisputable market leader in baby
care market with its soap, lotion, and
shampoo having virtually no
competitors.

15. Number
of
Stores
(High)
Number
of
Stores
(Low)
Wide Price
Competitiveness
Narrow Price
Competitiveness
POSITION MAP

16. THE REASONS
 THAT MADE J& J BRAND REACH PEOPLE 
 No other brands of any other country were able to get
the trust of the mothers .
 Wipro tried its hand with the Wipro baby soft but could
not make a significant impact on J&J’s market share.
 J& J have brought out many variants of the soap with
different ingredients and scents.


17. MARKETING
STRATEGIES
 The strategy they used to market their productswas simple……….
GUESS WHAT …..
 They had a simple logic i.e. they started analyzing the
surgical practices and instruments which were lacking in large.