Johnson's Baby Brand Extension Study
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Johnson & Johnson's baby care brand Johnson's holds a dominant 73% market share in India. It focuses on establishing trust with mothers by positioning its products as gentle, mild and safe for babies. Johnson's markets through multiple channels including stores, e-commerce and TV/print ads targeting mothers. While the Indian baby care market is growing at a CAGR of 7.6%, Johnson's aims to strengthen its leadership by focusing on the deep relationship between mothers and their babies.
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Johnson's Baby Brand Extension Study
- 1. Brand Extension Study – Johnson’s Baby
- 2. Johnson & Johnson Consumer Beauty & Personal Care (BPC) Baby Care Pharmaceutical Medical Devices & Digonostics • Health focused company • Primary focus on human health and well being • $ 74.3 billion Revenue: Broad geographic spread • World BPC Value share: 2.8% Johnson’s baby • Global value share of 22% in 2013; Category leader • CAGR of 4% over 2014-2018 • Baby Care Sales of $ 2.2 billion in • Emerging markets major growth drivers, especially Asia Pacific (9% CAGR)
- 3. Hair Care • Oil • Shampoo • Conditioner • Cologne Skin Care • Powder • Oil • Lotion • Oil gel • Cream Sun Care • Lotion • Cream Toiletries • Wipes • Bedtime bath • Safety Swabs • Nursing Pads • Wash Clothes Johnson’s Baby Product Line
- 4. In India, Baby & Child Specific Product Category • Growth @ CAGR 1.5% [2008-13] • Expected CAGR of 7.6% Johnson’ baby: • Holds 73% Market Share • Most Valuable brand of company portfolio • Accounting for almost 1/3rd of beauty and personal care sales OTC 28% Skin Care 26% Baby Care 16% Oral Care 11% Wound Care 10% Women's health 9% CONSUMER SALES 2009 2010 2011 2012 2013 5.5 6 6.9 7.8 8.8 4.136 4.476 5.0784 5.6862 6.3976 Baby and Child Specific Products Market Size (INR bn) Baby & Child Specific Products Johnson's Company Share
- 5. COMPETITION Johnson’s Baby Wipro Dabur VVF Products Himalaya Products Johnson's Baby 73% Wipro 11% Dabur 2% VVF 3% Himalaya 1% Others 10% MARKET SHARE
- 6. SEGMENTATION & TARGET CONSUMER Market Segmentation Geographic • Urban Population • Tier 1,2,3 cities Demographic • Above BPL, medium to high income families • Females/ Mothers • Age ~ 24-35 Behavioral • Parents concerned with wellness of the child
- 7. POSITIONING Focus on relation between mother and her baby Connect it to relationship between Johnson’s and mothers Gives moms more and more ways to make every moment with their baby a special moment. Happy mothers enjoying the time they spend with infants The Power of Gentle acknowledges that babies change lives of both parents Own the mother child relationship
- 8. POSITIONING Safely care for babies Better products everyday Moms trust on Johnson Emphasis the fact that J&J knows that mothers decides ( know better ) about what is good for the baby. “Papa ko kya malum” Safe Mild Gentle Trust
- 9. PERCEPTUAL MAP Performance Safety Caring Mild Brand Value Trust
- 11. Johnson’s Baby: Product SKUs Catering to different volumes 50 gms – 700 gms Varie nts Multiple products for different needs All baby care products Flavor based: Aloevera, bedtime, blossoms etc. Availa bility Hospital stores have smaller sizes for trial basis Retail Stores have larger sizes for monthly needs Attrib utes Smoothens, protects Combos For gift occasions
- 12. Johnson’s Baby: Price & Place Sales Personal selling to mother’s through doctors Distribution Distribution • Medical stores, grocery stores, modern trade • Retail stores like mom and me, justborn etc. • In India: 9,993 hospitals, 1,48,124 registered medical shops reaching a consumer base of around 120,193,444 • Different sizes • Different variants • Rs 25 – Rs 200 • Gift combos with multiple Johnson’s baby products • Prices within the CPI
- 13. Johnson’s Baby: Promotions Mother Child relation established TV Ads • Screened during afternoon • Targeting house wives Print • Caring mother and bubbly baby • Light colors pink and white Digital Media • Pop Up Ads on e- commerce sites • YouTube ads linked with child care videos
- 14. COMPETITIVE FRAME OF REFERENCE • First – mover advantage • First in India • Consumer trust • long-standing presence • Mother's choice Market Leader • CAGR ~ 3% • More number of working parents and one-child families Higher disposable incomes higher expenditure on baby care • High growth in baby wipes segment Prospects • Launch by Dabur • Key players • Dabur Ltd • Wipro Ltd • VVF Ltd (Doy) Threats
- 15. POINT OF PARITY/ DIFFERENCE POP POD Caring, Trust
- 16. On the whole! A trusted brand in baby care By mother’s for their children Provides safe, gentle and mild care And makes the mother-child bonding even more special More to offer than anyone else
- 17. REFERENCES • Euromonitor - GMID • Baby & Child Specific Products in India • Johnson’s Baby Official Website - www.johnsonsbaby.com • Johnson’s Baby Social Media Pages – Facebook, Twitter • Marketing Management by Kotler • Brand Strategy by Prof. Sameer Mathur
- 18. Susmita Dheeraja Kraleti| Sec ‘B’| PGP30142 Guided by- Prof. Sameer Mathur Ph.D. Carnegie Mellon University Marketing Prof., IIM Lucknow