INTRODUCTION

Operating in over 50 countries with more than 100,000 people, Johnson & Johnson USA has
been ranked 4 times in the Fortune Top 10 list of the most admired companies in the US.
Johnson & Johnson (J&J) India, a subsidiary of Johnson & Johnson USA, is one of the leading
players in the Indian pharmaceutical and consumer products business. It has employee strength
of over 1,800. It started business in India in 1947 in Bombay with Johnsons Baby Powder, and,
over time, introduced other products like toothbrushes, Johnsons Baby Cream and Prickly Heat
Powder. At present this company is celebrating the 100 years of Baby Celebration.

Briefing about this world class company, we can have a glimpse on the following points:

Global Manufacturer of Pharmaceuticals, Consumer Products and Medical Devices.

Listed in Fortune 500 Companies
Ranked 1st among 50 top Pharmaceutical companies
230 subsidiary companies with operations in over 57 countries.
Well-known consumer products are the BAND-AID Brand line of bandages, Tylenol

Medications , JOHNSON'S BABY Products

Produced its first product in 1886
Incorporated in 1887
ROBERT WOOD JOHNSON served as the first President of the company.
In 1910, JAMES WOOD JOHNSON succeeded him as President.
William C. Weldon is the President (since 2002 Onwards)

SEGMENTS OF BUSINESS
Johnson & Johnson is organized into three business segments:

Consumer

Pharmaceutical
Medical Devices and Diagnostics

Consumer
J&J manufactures and markets a broad range of products used in the fields like:

Baby and Child Care

Skin Care
Oral and Wound Care
Womens Health Care
Nutritional and Over-the-counter (OTC)
Pharmaceutical Products

PRODUCT PORTFOLIO

PRODUCT MIX

J&J is known not only for the quality service & types of products but also for the variety & range
of products. It has a huge list of Product Lines with enormous depth in each line. It also has a
tremendous width & depth in its Product Mix. Its Product Lines are in the following segments:

Baby & Child Care

Skin Care
Oral and Wound Care
Womens Health Care
Nutritional and Over-the-counter
Pharmaceutical Products
Medical Devices and Equipment.

Some of the Products in the Product Line of Baby & Child Care are as:o
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Baby Massage Oil

Baby Hair Oil
Baby Soap
Baby Cream
Baby Body Lotion
Baby Powder
Baby Nappy Pads
Baby Shampoo
Baby wipes (NEW)
Baby toothbrush
Top to toe

J&J has done the Brand Line extension in the products like Soap, Cream, lotion & Powder by
launching these products in various fragrance & colors. In todays changing times, where people
have become more conscious towards their health & thus moving towards natural products, they
prefer using J&J products over other Brands. J&J has captured the customers by Positioning
itself as a Company providing Natural products devoid of chemicals. Thus its graph of Customer
Confidence Index is high as compared to other Brands.

Not only the Kids & New Born, but also the teenagers & upper age group customers have been
the Target of J&J. It has its products flowing for every age group & in every segment. Some of
the products in the product line of Skin Care are:o
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Clean & Clear face wash

Clean & Clear Moisturizer
Clean & Clear Deep Action Cleanser
Neutrogena (Skin Care products)
Body Lotion etc.
Shower to shower

J&J also has its Oral Care (Mouth wash) products by the name Listerine in three variants i.e
Cool mint, Mouthwash & recently launched Listerine Fresh Burst.
Product Line Length of J&J in Pharmaceuticals is huge. The products are for various
Therapeutic uses such as:o
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Anti Fungal
Anti-Infective
Cardiovascular
Contraceptive
Dermatology
Gastrointestinal and many more

Product Line of J&J in Medical Devices & Equipments is also quiet impressive.
o It includes a broad range of products distributed to Wholesalers, Hospitals & Retailers.
o Used principally in the professional fields by Physicians, Nurses, Therapists,
Dermatologists, Hospitals, Diagnostic Laboratories and Clinics.
o Products include Cordis circulatory disease management products, DePuys orthopedic
joint reconstruction and spinal care products.
o Vistakon's ACUVUE Disposable Contact Lens.

o One Touch Brand Blood Glucose Meters from LifeScan, Inc.

J&J also has several womens Health Care products. Thus J&J has segmented the market in a
way so as to target Kids, Teenagers, Women & also people those are conscious about Natural
products. It has strongly covered the market by diversifying itself into Pharmaceuticals &
Manufacturer of Medical Equipments & devices.

BRANDING & ADVERTISING:

J&J has been doing the following types of branding in the market:
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Glow shine board

Hoardings
One care vision
Posters & Danglers

MAJOR BRANDS
Some of the major Brands of J&J are:-

STAYFREE (Women health Care Products)

BAND-AID (Adhesive Bandages)
CLEAN & CLEAR ( Skin Care Products)
JOHNSONS BABY (Baby Products)
NEUTROGENA (Skin Care Products)
LISTERINE (Oral Care Products)
BENADRYL & CALADRYL (OTC)

J&J also sponsor the programs (on Indian tele) like Neutrogena presents tere mere bich mein
etc.

BRAND MAKING & ITS EFFECTIVENESS

J&J Brand making is done through by increasing consumer awareness, through advertising &
promotional activities, good product visibility and availability in the market.
J&J provides good visibility, consumer offer to the shoppers, better service to retailers, good
competitive schemes, and better quality products at reasonable rates. Thus, making its brand
effective in the market in terms of other brands.

J&J COMPETITORSo
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Hindustan Unilever Ltd.(Ponds, Pears, Vaseline)

Procter & gamble (Whisper, Pamper, Olay)
Himalaya (Baby care)
Pigeon (Baby care)
Zydus cedilla (Everyouth)
Wipro (Baby soap)
Colgate Palmolive (plex mouth wash, Colgate brush)
Nivea (Lip balm, Cream, lotions)

MARKETING MIX
Product

Johnson and Johnson products are basically in three main categories: Pharmaceuticals,
Medical Devices & Diagnostics, and Consumer product division.

The following are examples of the Johnson & Johnson product inventory: Feminine
hygiene, First aid, Family planning, Diabetes care, Vision care, Allergy and flu
treatment, Medical devices and diagnostics.

Price

Johnson and Johnson strive to keep their net price increases for health care products
within the Consumer Price Index (CPI).

Johnson and Johnson work with Government to develop differential pricing approach to
help more people access their range of products.

The following are examples of Johnson and Johnson consumer product prices in Indian
markets: Johnsons baby lotion (200ml) Rs93, Listerine mouth wash (250ml) Rs 85,
Johnsons baby powder (400g) Rs 110, Neutrogena Extra gentle cleanser (200m) Rs
320 etc.

Place
Johnson and Johnson products can be found at Retailers, Wholesaler &
Modern trade markets like Metro Cash & Carry, Dmart, Wal-Mart, Bigbazar,
Reliance fresh, Hypermarket viz.

Promotion
Johnson and Johnson offers special discount coupons on products such as
baby Soap, Powder, Stayfree Secure & others.

Johnson & Johnson is involved with many causes and advertising campaigns
that encourage healthy lifestyles. Key initiatives include: The Campaign for
Nanhi Kali, Nursing's Future, Dermatologists training, Having a Baby
Changes Things, Clean and Clear Fresh Face (Currently Shown in times
of India and other leading news papers).

REFERENCE
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J&J Introduction- www.ibef.org/download/Johnson_Johnson.pdf

Key points of J&J Intro have been written with the help of Official J&J PPT taken from my

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brother who works at the post of ASM in J&J.

Product portfolio has been made by taking J&J product pictures from Google pictures.
Branding & Advertising have been completely by me, No points have been taken from web.
J&J Product line & Marketing mix has been written with the help of my Brother. Also, the below

link have been visited for the completion of M-mix:

www.marketingteacher.com/.../johnson-and-johnson-case-study.html
Promotional picture of Neutrogena pasted have been taken from my personal collection.

o All the Information projected in this assignment is Up-to-date in terms of J&J India.