The document provides an overview of the marketing mix used by Johnson & Johnson. It discusses the 4Ps - Product, Price, Place, and Promotion. For Products, it outlines J&J's extensive consumer products portfolio including baby care, skin care, oral care, and medical equipment. For Price, it notes J&J's affordable pricing strategy and consideration of consumer budgets. For Place, it discusses J&J's global operations and wide distribution through retailers and online. For Promotion, it highlights J&J's advertising focusing on health messages and emotional baby campaigns.

1. Assignment
of
Marketing Management

2. Submittedto:
Mr.

3. Sanjeev
Manjotra
Submittedby:
Navneet
kaur

4. MBA(II sem)
Marketing mix
The marketing mix definition is simple. It is about
putting the right product or a combination thereof in the place, at the right time, and at
the right price. The difficult part is doing this well, as you need to know every aspect
of your business plan.
As we noted before, the marketing mix is predominately associated with the 4P’s of
marketing, the 7P’s of service marketing, and the 4 Cs theories developed in the 1990s.
Marketing Mix 4P’s
A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the
1960s. This classification has been used throughout the world. Business schools teach
this concept in basic marketing classes. The marketing 4Ps are also the foundation of
the idea of marketing mix.

5. The Marketing Mix 7P’s
The 7Ps model is a marketing model that modifies the 4Ps model. The 7Ps is generally
used in the service industries.
Here is the expansions from the 4Ps to the 7Ps marketing model:

6. 7p’s of marketing in Airtel
services

7. Company overview
 Globally, Bharti Airtel is the 3rd largest in-country mobile operator by
subscriberbase, behind China Mobile and China Unicom.
 In India Airtel is No. 1 by subscriberbase and revenue.
 Bharti Airtel formerly known as Bharti Tele-ventures Limited (BTVL) is a JV
between Singtel and Bharti Telecom
 Product
Mobile services
•Mobile and
fixedwireless
services
Airtel telemedia
•Broadband,
Telephone
services&DTH
Enterprise
services
•End-to-end
data and
enterprise
servicestothe
corporate
customers
throughits
nationwide
fiberoptic
backbone

8.  Airtel Post-paid
 Blackberry Wireless Handheld
 Airtel Pre-paid
 Value Added Services (VAS)
The different value added services provided by Airtel are-
 Instant Balance Enquiry
 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Airtel Live Portal
 SMS based Information Service
 Hello Tunes & Ring Tones
 Voice Mail Service
 Easy Post-paid bill collection

9.  Gifting of Ring Tones & Hello Tunes
 GPRS
 Business Solutions
Price
 Customer based pricing strategies.
 Flexible pricing mechanism
 Controlled by TRAI.
Place
 It has wide and extensive presence even in the remotest areas
 Airtel Customer Care Touch Points

10.  Distributors like
E.g. mobile shops, grocery stores, chemists, outlet etc.
Promotion
 Large scale print and video advertising.
 Big celebrities like SRK and Sachin are roped in to endorse the productbecause
it .
 In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is
the most downloaded tune in India.
 Provides innovations such as Bollywood movie premiers, music services such as
ring back tones & many more.

11. People
 Total Employees 25616( Bharti Airtel consolidated) as per Q3 08.
 Dedicate and passionate workforce.
 One of the best customer support.
Have won 2nd Best employer award in 2004
Process
 Process forservices is very easy and customer can avail it very easily.
 121 is the customer supportno. which can be dialed from anywhere in India.

12. Physical Environment
Airtel is india’s first open network
Marketing mix of Johnson and johnson
– The 4 P’s

13. Company overview
In the year 1886, a public company was established by the name of Johnson &
Johnson. This multi-national American company deals in consumer goods as well
as pharmaceuticalgoods. Johnson & Johnson brand is today associated with
qualitative products. In this health conscious world, the company has earned the
trust of its consumers by supplying natural products that do not have any
chemicals. This globally acknowledged brand has targeted every segment of the
society with age being no bar. It has products for babies, children, teenagers and
even adults
The company faces competition from the following-
 Novartis A G
 Hindustan Unilever
 Nivea
 Wipro
 Himalaya
 Procter & Gamble
 Pigeon
 Colgate
 Product

14. Johnson & Johnson is a well-established brand whose product portfolio is divided
into three segments like consumer products, Pharmaceuticals and equipment
related to medical industry. Its consumer division is one of the most important
manufacturers of India and helped in the steady growth of the company. Most of its
items are available in different colors and fragrances. Its product line includes
 Baby care products like massage oil, toothbrush, shampoo, wipes, nappy pads,
powder, body lotion, soap, cream and hair oil.
 Skin care products like Clean & Clear face wash, Clean & Clear deep action
cleanser, Clean & Clear moisturizer, Shower to shower, Body lotion and
Neutrogena skin care products.
 Wound care like band aid
 Oral care products like mouth wash under the name This is available in three
varieties-mouthwashes, fresh burst and cool mint.
 Nutritional products
 Women’s health care like Stay Free’s sanitary napkins
 Pharmaceutical products– The range of these items is varied and large. They are
generally used for therapeutic uses like Dermatology, Contraceptive,
Cardiovascular, Anti-effective and Anti-fungal.
 Medical equipment that are used by medicinal professionals. This includes
products related to spinal care, circulatory diseases and products for orthopedics.
The other products include disposable contact lens and diabetes testers.

15.  Place
 Johnson & Johnson is a renowned brand name that has two hundred and
thirty subsidiary companies with operations in more than fifty-seven
countries. They have the advantage of local windows of the operating
companies to meet the various s customer needs through scientific
developments. The company has set up an executive committee, which is
responsible for all its operations and for its resources allocation. The main
responsibility of the company is to supervise and coordinate the various
consumer activities, the medical devices and the diagnostic business. In most
of the cases, the local citizens manage the subsidiaries.
 In order to meet the aspirations of the consumers and to fulfill their needs,
the company has been using a well-organized distribution channel. Johnson
& Johnson has been using an approach called decentralized management,
where the employees of the company are encouraged to give their hundred
percent with the understanding that they will eventually benefit from this
scheme.
They have also utilized the modern technology to their advantage and hence have been
selling their products on various portals and shopping sites on the internet. They have
successfully capitalized the emerging internet market to its full potential. Today the
company’s sales figure through internet is astounding. All Johnson & Johnson items
are easily accessible at retail outlets, wholesalers and modern markets like Metro Cash
& Carry, Wal-Mart, Dmart, Reliance
 Price

16.  The quality of every Johnson & Johnson productis very good and even then,
the company has decided on an affordable pricing policy. Many times, its
products also use psychological pricing by keeping the value of the product
at multiples of 99 or 49.
 The company for all its health care products has tried to retain their increased net
prices inside the CPI or the Consumer Price Index. It is an index in use in USA
and it considers the average purchase price of a product which the consumer
can afford. As Johnson and Johnson is a consumer product, it takes care of its
customers through its pricing policy.
 Johnson & Johnson is aware of its responsibility to the society and for this;
they have worked closely with the government to keep prices reasonable for
medical items.
 In order to determine the value of their product the company has a team of
efficient members that analyses the various factors like the production cost,
the targeted segment of the society, demand, supply and the ability to pay for
the product. After proper evaluation, the prices for any product are
determined.
 In some cases, the prices are at a little higher rate, for instance on products
like consumer goods and baby care products, where the consumer is willing
to give out the extra money for the health of their family members. In cases
of medical equipment, the prices are at affordably priced so that people can
easily buy those products.
 Fresh and Big Bazar.

17.  Promotion
Johnson & Johnson has realized the advantage of consumer awareness and hence has
decided on promotional activities that are instructive with a strong message as well as
are eye-catching. Good and sensible marketing is very important in order to increase
the product visibility and so the ads are placed on the hoardings, magazines as well as
newspapers so that they can be easily viewed. It is dedicated to the concept of natural
and qualitative products and hence has made its packaging process environmental
friendly.

18. Johnson & Johnson has been associated with promotions that inspire healthy living.
Some of the famous campaigns are “Having a Baby Changes Things” and “The
Campaign for Nursing’sFuture”. Famous actor Prachi Desai has been associated with
the company and its various campaigns. The new baby to be involved in the Johnson’s
ads is “Khiyaan Singhvi”. The company has been showing delightful ads featuring
babies and children in prime time slots of the various television channels. Popular
cartoons like TheLittle Mermaid, Pocahontas and Winniethe Pooh and Pals have also
been included in the ads for baby care products making them highly popular amongst
the viewers.
One of the most loving part of Johnson and Johnson is the cute and absolutely
delightful baby ads it shows on television. People love such ads. And as the baby is
most important to mothers, the mother and baby connection is shown strongly in the
ads by Johnson and Johnson. This is one of the reasons the company thrives because it
has a strong emotional connect with its target audience.
Johnson & Johnson offers various schemes to its customers at regular intervals like
soap free with every three purchases, hundred-milliliter bottle free with five hundred
milliliter product. It also offers special discounted coupons on products like Stay Free
Secure, Baby powder and Baby soap. Many hospitals have been giving out special
baby product kits to the new mothers who leave the hospitals with their babies. This is
a very smart scheme as the products gain the trust of mothers at an early stage and
hence the mothers generally continue with the products of this company.
Thank you…..