The document provides a comprehensive brand analysis of Johnson & Johnson, detailing its history, market reach, product segments, and SWOT analysis. It highlights key factors affecting the company, including political, economic, social, and technological aspects (PEST analysis), alongside financial projections and past controversies. Lastly, it emphasizes the company's opportunities for growth, such as expansion in medical devices and potential acquisitions.

1. JOHNSON & JOHNSON
Mr. Sangram Kiran Pisat
SIMSREE 2017-19
Subject- Brand Analysis

2. INTRODUCTION - JOHNSON & JOHNSON
• Origin- America
• Founders- Robert Wood Johnson, James Wood Johnson and
Edward Mead Johnson
• Foundation year- 1886
• Headquarter- New Brunswick, New Jersey
• Consumer division- Skillman, New Jersey
• Market reach-
1. Operation- 60 countries.
2. Sale- 175 countries.

3. JOHNSON & JOHNSON- STRUCTURE
• Major segments of Johnson & Johnson
1. Consumer healthcare division. Ex. Baby care
2. Medical devices division. Ex. Vision care center- Vistakon
3. Pharmaceuticals division. Ex. Janssen Pharmaceutical
Range of products

4. STP OF JOHNSON AND JOHNSON
• Segmentation-
1. Almost all customers with income more than poverty line.
2. Family group in tier 1,2,3 cities.
• Target group-
1. Mother or whole family of new born child.
2. Health sensitive public
• Positioning-
1. Trustworthy and quality product for new born child.
2. 1st choice product for every new mother for his child.

5. PEST ANALYSIS OF JOHNSON & JOHNSON
• Political factors-
1. Changes in healthcare market.
2. Changes in regulation and policies of government.
3. Tax policies- J&J sells its product in 175 countries so
different tax policies affects sale of J&J in different countries.
• Economic factor-
1. It targets customer with income above poverty line so
inflation rate and exchange rates become more important.
2. Economic recession
3. Competition from natural and ayurvedic brands. Ex.
Himalaya

6. PEST ANALYSIS OF JOHNSON & JOHNSON
• Social factor-
1. Mouth publicity- negative and positive.
2. Different requirements of product as per body types, skin type
and trend.
3. Trust of public in the product.
• Technological factors-
1. Advancement in technology to meet new demands from
people.
2. Preparation of product to suit major type of customer
segment.
3. Use of technology and science to increase the customer
satisfaction.

7. SWOT ANALYSIS OF JOHNSON AND JOHNSON
• Strength-
1. Diversified products
2. Brand loyalty and brand image
3. Global sales of products
4. Introduction of health future to create awareness about health
issues.
• Weaknesses-
1. Pressure to reduce price
2. No use of natural and Ayurveda.
3. It depends highly on the revenues of Risperdal (medicine for
schizophrenia)

8. SWOT ANALYSIS OF JOHNSON AND JOHNSON
• Opportunity-
1. Expansion of medical devices and diagnostics.
2. Acquisition of Pfizer for growth of pharmaceutical branch.
3. Country specific products.
• Threats-
1. Ayurveda and natural companies.
2. Price competition.

9. ADVERTISING CAMPAIGN OF J & J

10. CONTROVERSIES FACED BY J&J
• 1982 Chicago Tylenol murders- Recall of 31 million bottles of
extra strength Tylenol.
• 2010 Baby products recall in NcNeil consumer healthcare
because of inability to meet manufacturing specification.
• 2010 Hip-replacement recall- DePuy recall its ASR (Artificial
Surface Replacement) hip prostheses from market. Expected
failure rate was 1% but in reality, it was 12%.

11. FINANCAIL ANALYSIS OF J&J
• Expected revenue growth- 3.6%
• Expected 5 year analyzed growth rate- 6.5%
• Expected earnings per share- 10.7%
• Current revenue- 71.89 billion USD
• Reasons behind expected financial growth-
1. Highly successful research in oncology treatment.
2. Launch of One Touch Via Insuline Delivery Devices.
3. Acquisition of the Abbott Medical Optics eye-surgery
equipment unit and its integration with Acuvue contact lenses.

12. REFERENCES
• https://en.wikipedia.org/wiki/Johnson_%26_Johnson
• http://anelecka.blogspot.in/2013/01/johnson-johnson-1.html
• https://www.fool.com/investing/2016/10/12/can-johnson-
johnson-keep-growing-healthier.aspx

13. THANK YOU !!!