Professional Documents
Culture Documents
solemnly declare that this dissertation is an original work of mine and this has not
knowledge.
ACKNOWLEDGEMENT
Business World is very much competitive and moving fast with lots of changes every minute
This work is a synergistic product of many minds. I am grateful for the inspiration and
wisdom of many thinkers and for the trans-generational sources and roots of this wisdom.
It has been a great opportunity to undertake research on the Modern Trade at Johnson and
Johnson". No amount of words can express the benevolence and supportive help given to me
I also want to thank my family members for their guidance and support in the completion of
this project successfully. Last but not least I extend my gratitude to all the people whose
constant guidance and support made the completion of this project a much more enriching
experience.
I hope this project would be liked and appreciated by faculty members and students.
TABLE OF CONTENTS
Introduction
Company profile
Objective of Project
Research methodology
Data Analysis
Findings of Study
Conclusion
Bibliography
Questionnaire
INTRODUCTION
One of America's most admired companies, “Johnson & Johnson” (J & J) is one
of the largest healthcare firms in the world and one of the most diversified. Its
operations are organized into three business segments: pharmaceutical, which
generates 39 percent of revenues and 61 percent of operating income;
professional, which accounts for 36 percent of revenues and 27 percent of
operating income; and consumer, which contributes 25 percent of revenues and
12 percent of operating income. J & J's pharmaceutical products--which are sold
under such brands as Janssen Pharmaceutica, Ortho-McNeil
Pharmaceutical, and Centocor--include drugs for family planning, mental
illness, gastroenterology, oncology, pain management, and other areas. The
professional segment includes surgical and patient care equipment and devices,
diagnostic products, joint replacements, and disposable contact lenses. The
company's well-known line of consumer products includes the Johnson's baby
care line, the Neutrogena skin and hair care line, Tylenol and Motrin pain
relievers, o.b. and Stayfree feminine hygiene products, the Reach oral care
line, Band-Aid brand adhesive bandages, Imodium A-D diarrhea treatment,
Mylanta gastrointestinal products, and Pepcid AC acid controller. J & J
generates about half of its revenues outside the United States, through its
network of 190 operating companies in 51 countries and its marketing
organization that sells in more than 175 countries.
Johnson & Johnson was founded more than 120 years ago on a revolutionary
idea: Doctors and nurses should use sterile sutures, dressings and bandages to
treat peoples’ wounds. Since then, the company brought the world new ideas
and products that have transformed human health and well-being. Every
invention, every product, every breakthrough has been powered by generations
of employees who are inspired to make a difference.
Explore the rich history as well as the recent advances from the company:
Since the founding in 1886, the company has grown to meet the health care
needs of people worldwide. Through mergers, acquisitions and the formation of
new companies, they have become the world’s largest and most broadly based
health care company. Here are some highlights of the historical growth 1886 –
1926: Johnson & Johnson Founded With Surgical and Wound Care Products
In 1886, the founders – Robert Wood Johnson, James Wood Johnson and
Edward Mead Johnson – started a small medical products company in New
Brunswick, New Jersey. They made the first-ever commercial sterile surgical
dressings, which helped save the lives of patients.
Headquarters
Johnson & Johnson has historically been located on the Delaware and Raritan
Canal, in New Brunswick. The company considered moving its headquarters
out of New Brunswick in the 1960s, but decided to stay in town after city
officials promised to gentrify downtown New Brunswick by demolishing old
buildings and constructing new ones. While New Brunswick lost at least one
historic edifice (the inn where Rutgers University began) to the redevelopment,
the gentrification did attract people back to New Brunswick. Johnson &
Johnson hired Henry N. Cobb from Pei Cobb Freed & Partners to design an
addition to its headquarters, which took the form of a white tower in a park
across the Northeast Corridor railroad tracks from the older portion of the
headquarters. The stretch of Delaware and Raritan canal by the company's
headquarters was replaced by a stretch of New Jersey Route 18 in the late 1970s
after a lengthy dispute.
Product Background
Every day, millions of people around the world enjoy the benefits of products
from the “Johnson & Johnson” Family of Companies. Very likely, someone in
our family is one of them.
According to company’s saying -“Your family’s health and well-being is our
passion”, that’s why the Johnson & Johnson companies offer the world’s
broadest range of health care products. Whether we have a skin blemish or
sniffles or a serious medical condition, the health professionals we trust can
turn to Johnson & Johnson companies’ products for comfort and care.
In our home, products from Johnson & Johnson consumer health companies
brighten our smile, add luster to our hair and ease that nagging headache.
Consumers can rely on Johnson & Johnson to help keep baby fresh, sooth an
irritating itch, or relieve an aching muscle.
In operating rooms and laboratories, doctors and nurses, too, rely on products
from Johnson & Johnson medical technology companies. They use these
products to perform hip replacements, implant coronary stents, and run tests for
metastatic breast cancer that give people hope for a longer, more active life.
These products help people conquer life-threatening obesity, ward off colon
cancer, and control their diabetes. The list goes on.
COMPANY PROFILE
It's nearly impossible to get well without Johnson & Johnson (J&J). The
diversified health care giant operates in three segments through more than 250
operating companies located in some 60 countries. Its Pharmaceuticals division
makes drugs for an array of ailments, such as neurological conditions, blood
disorders, autoimmune diseases, and pain. Top sellers are psoriasis drug
Remicade and schizophrenia medication Risperdal. J&J's Medical Devices and
Diagnostics division offers surgical equipment, monitoring devices, orthopedic
products, and contact lenses, among other things. Its Consumer segment makes
over-the-counter drugs and products for baby, skin, and oral care, as well as first
aid and women's health.
Johnson and Johnson is basically a global brand. One of the most important
factors of such growing interest of global Brands in India is despite the global
economic downturn, India remains one of the fastest-growing beauty markets
globally, growing at 13% per annum and valued at $6.3 billion. The market
offers extensive opportunities for domestic and international players. Even with
double-digit growth rates, the market penetration of cosmetics and toiletries
products in India is very low. Current per capita expenditure on cosmetics is
about $1, compared to $36.65 in other Asian countries. This low market
penetration for cosmetics and personal care products in India offers an
opportunity for more significant growth down the road in this country of 1.2
billion people.
MAJOR BRANDS:
Pharmaceutical:
Pharmaceutical segment includes products in the following therapeutic areas:
Anti-Fungal
Anti-Infective
Cardiovascular
Contraceptive
Dermatology
Gastrointestinal and many more.
BUSINESS OVERVIEW:
Johnson & Johnson has interests in a broad spectrum of the health care market,
and takes a decentralized approach to managing its 250 operating companies
and franchises. In the company's continuing effort to diversify its business and
increase profits, Johnson & Johnson is constantly acquiring new companies,
including 8 in the last year alone. In 2009, worldwide sales totalled $61.9
billion, making Johnson & Johnson the second largest manufacturer of health
care products, behind Pfizer.
Johnson & Johnson's 2009 second quarter net income fell by 3.5% to $3.21
billion compared to $3.33 billion a year ago. Quarterly sales fell by 7.4 percent
to $15.24 billion, down from $16.45 billion the year before but above
expectations of $15 billion. The decline is partially attributable to two major
patent expiries (Risperdal and Topamax), as well as a decline 4.5% in consumer
products revenue. [1]
Johnson & Johnson's 2009 struggle continued in Q3, as sales ($15.1 billion)
decreased 5.3% from Q3 2008.[2] J&J's poor domestic performance (8.1% sales
decline) was the reason for the sales decline, as the firm is still trying to handle
"tough economic conditions."[2]. JNJ is optimistic for the rest of it's fiscal year,
however, as it made two acquisitions and had four new drugs
become FDA approved.[2]
COMPETITION
INDIAN Competitors:
Colgate Palmolive -Colgate
Gillette -Oral B
Ponds-face wash etc.
Dabur- Laal Tail(oil)
J&J India is at the leading edge of global product launches. In some cases J&J
India has launched new products in India even before in the US (for example,
the cipher stent). Indian doctors’ ability to quickly learn and apply new
techniques provides
the Company with quick feedback and faster launches.
The Indian R&D and testing centres provide services to J&J worldwide.
Jansen Cilag (the pharma division of J&J) has a stability centre in India.
Indian managers are constantly promoted to overseas operations. An
Indian team is also managing the supply chain planning for the Asia-
Pacific region.
J&J India is manufacturing baby soaps for other countries. Some
speciality soaps for the US too are manufactured in India.
MILESTONES
2000: Introduced the first blood screening kit for HCV antigen.
1999: Introduced the first fully automated blood and Plasma screening system .
1997: Introduced the first fully automated blood banking system in Europe.
1996: Introduced the first test kit to screen blood for antigens to HIV-1, the
virus that is responsible for the vast majority of AIDS cases in the U.S.
1989: Introduced the first test kit for the detection of Antibodies to hepatitis
Geographical Distribution:
Geographic Area No. of Facilities (in thousands)
Square Feet
United States 63 7,448
Europe 37 8,667
Western Hemisphere 16 3,026
(Excluding USA)
Africa, Asia and Pacific 32 3,429
Worldwide Total 148
22,590
Watch out, here comes rubber ducky! Bath time offers a wonderful opportunity
for bonding with your baby, and the right baby washes can make baby bathtime
even more special. JOHNSON'S offers mild, gentle baby products containing
‘NO MORE TEARS’ formula just for babies, which are mild to the skin and as
gentle to the eyes as pure water.
Cotton Products:
Baby soft skin deserves baby soft cotton. JOHNSON'S cotton products are great
for baby care and applying ointments, cleansing around newborn's eyes, keeping
your baby's ears clean, keeping the umbilical cord area clean, and more. They're
also great for grown ups. JOHNSON'S cotton product is also used to apply
makeup, astringents, and lotions, or to remove makeup and nail polish.
JOHNSON'S 100 percent pure, high-quality cotton has just the right
combination of softness and strength.
DESITIN diaper rash treatments are the #1 choice of both pediatricians and
moms, offering a range of products to help meet your treatment and protection
needs.
Baby's skin is different from yours-it's thinner, more susceptible to irritants, and
can lose moisture more quickly. JOHNSON'S baby lotions and creams are
specially made for baby's unique skin, providing essential moisture to help keep
skin soft, supple, and healthy.
1) Gentlest moisturizers:
Baby Oils:
JOHNSON'S baby oils, with their clinically proven mild formulas, help lock in
moisture with the smooth, silky feel that only an oil can provide. Plus, these
easy-to-spread moisturizers provide a unique opportunity for you to bond with
your baby when you use them for infant or baby massage. JOHNSON'S® Baby
Oil is also great for adult skin, locking in up to 10 times more moisture on wet
skin than an ordinary lotion can on dry skin, leaving skin feeling baby soft.
Baby Powders:
JOHNSON'S baby powders help keep skin feeling soft and comfortable and dry
while helping to eliminate friction which can irritate skin. They have a classic
scent of JOHNSON'S Baby Powder, or the fresh scents of JOHNSON'S Baby
Powder Comforting Vanilla & Jasmine.
1) Classic baby fresh scent:
1) Classic shampoo:
JOHNSON’S Baby Shampoo
NO MORE TEARS formula is as gentle to eyes as pure water.
Wound Care:
Johnson last:
JOHNSONPLAST is a non-medicated adhesive tape plaster used to stick
surgical dressings on boils, burns and large wounds that cannot be covered by
medicated dressings such as BAND-AID. It is used in dispensaries, small
hospitals and households.
Savlon:
SAVLON antiseptic helps heal without hurting. It contains a powerful
combination of chlorhexidine gluconate and cetrimide, which together not only
kill germs but also prevent their re-growth.
Band-Aid:
BAND-AID is the world’s first medicated dressing. It contains Benzakonium
Chloride, which kills prevents re-growth of germs, acts as a cleansing agent and
is gentle on the skin. BAND-AID is the only sterilized medicated dressing in
India and has a delnet to prevent the medicated pad from sticking to the wound.
It is available in regular and wash proof forms.
Adult Toiletries:
Shower To Shower effectively absorbs sweat, keeping prickly heat at bay. The
powder contains Salicylic Acid and Boric Acid, which act against bacteria that
cause prickly heat. Shower To Shower comes in four fragrances - Cologne Cool,
Morning Fresh, Sandal and Plain.
Skincare Products:
Clean & Clear:
Clean & Clear includes a range of genuine face-care products that works on the
skin in ways that enhance its natural beauty. As a result, a Clean & Clear face
can always be spotted, fresh and glowing! Clean & Clear Moisturiser and Face
Wash are the two products available.
VISION STATEMENT
Johnson & Johnson, a global company, posts that "The fundamental objective
of Johnson & Johnson is to provide scientifically sound, high quality
products and services to help heal, cure disease and improve the quality of
life."
They believe their first responsibility is to the doctors, nurses and patients, to
mothers and fathers and all others who use our products and services. In
meeting their needs everything we do must be of high quality.
Their vision is to deliver solid results, which make the India unit stand out.
Build an outstanding bench strength, which is sought after across the world.
And contribute back to our country. Johnson & Johnson comes into the lives of
many consumers at the most delicate and joyful moments in their lives—when
they give a birth. Unfortunately in India, many of these moments turn into tragic
moments. Our Infant Mortality Rate is one of the highest for the level of
technological and economical development of our country. Swami Raote, MD,
Johnson & Johnson Consumer, India
Says he would like their company to work with medical professionals and
Government infrastructure to upskill the health care workers and reduce infant
mortality. That would be the best way of thanking consumers for placing trust in
the company for over 50 year
COMPANY INITIATIVE
Johnson & Johnson is involved with many causes and advertising campaigns
that encourage healthy lifestyles and support those people who care for the
health of others. A key initiative includes:
This U.S. initiative has championed the nursing profession and helped recruit
and retain nurses.
Children die from accidents more than any other cause. They work to put an end
to childhood injury and death.
‘Because We Care, We Act’
This advertising campaign currently running in China celebrates the unsung
heroes who dedicate themselves to caring for others.
‘Having a Baby Changes Everything’
This campaign uses real moms and dads in real situations to celebrate the joys
of parenthood.
MANAGEMENT APPROACH
The overarching philosophy that guides the business is “Our Credo”, a deeply
held set of values that have served as the strategic and moral compass for
generations of Johnson & Johnson leaders and employees. Above all, “Our
Credo” challenges to put the needs and well-being of the people they
serve first. It also speaks of the responsibilities they have towards their
employees, to the communities in which they live and work and the world
community, and to the shareholders. They believe “Our Credo” is a blueprint for
long-term growth and sustainability that’s as relevant today as when it was
written.
Being broadly based gives them a number of advantages. More than 250
operating companies have a local window into emerging customer needs,
scientific developments, and technologies throughout the world. They turn those
insights into innovative new products and sometimes whole new businesses. It
allows them to transfer scientific breakthroughs, marketing insights and
manufacturing expertise easily across the full range of their businesses. This
broad base has helped them bring more science to the consumer health products
that people use every day.
‘A Decentralized Management Approach’
Each of their operating companies functions as its own small business. They are
strongly entrepreneurial in character, and they know that their success depends
on anticipating customers’ needs and delivering meaningful, high-quality
solutions. While “J n J’s” people operate in a small-company setting, they also
have access to the know-how and resources of a Fortune 50 company. It’s like
having dozens of strategic partners at their fingertips.
CITIZENSHIP
Johnson & Johnson’s aim to make the world a better and healthier place
through everything they do—the products they discover and develop, the
positions they take on public policy issues, the way they run othei business
every day, and the programs and alliances they build and join. Approach to
corporate citizenship defines who they are and how they aspire to act in the
world.
‘The Promise of Health Care’
Their belief in the best health care systems put the needs of people first.
CORPORATE GOVERNANCE
The values embodied in ‘Our Credo’ guide the actions of the people of the
Johnson & Johnson Family of Companies at all levels and in all parts of the
world. They have done so for more than 60 years. These Credo values extend to
their accounting and financial reporting responsibilities. Management is
responsible for timely, accurate, reliable and objective financial statements and
related information. As such:
1. They maintain a well-designed system of internal
accounting controls.
2. They encourage strong and effective corporate
governance from our Board of Directors.
3. They continuously review our business results and
strategic choices.
4. They focus on financial stewardship.
Johnson & Johnson Limited India has been ranked as the Best Company to
Work for amongst Healthcare companies in India and as one of the top 10
MNCs in India. The Company got an overall ranking of 22 in a study by the
Great Places to Work Institute in partnership with The Economic Times, India's
No 1 business daily. This was the biggest study of 2009 and more than 373
companies participated in it. Only 50 made it to the Best Companies to Work
For list, making it one of the toughest contests of this kind globally. This is a
tribute to all J&J India Employees and stands testimony to the strong CREDO
culture and HR programs. Around 360 employees participated in the Survey
conducted by the Great Places to Work Institute.
Johnson & Johnson is one of the Best ISO 14001 Certified Companies
The Brazil Mexico Chamber of Commerce, Industry and Tourism recognized
their commitment to environmental protection and named Johnson & Johnson
as one of the best ISO 14001 certified companies.
They aspire to be the most environmentally responsible company in the world.
ISO’s Healthy Planet 2010 goals serve as a roadmap to help Johnson & Johnson
get there.
Every five years, the Johnson & Johnson Family of Companies sets new long-
term goals that help reduce environmental footprint. In 2006, they introduced
their newest goals: Healthy Planet 2010. In developing them, they sought
counsel from many stakeholders, including government officials, environmental
groups, other companies and academic thought leaders. They are confident that
Healthy Planet 2010 goals will help safeguard the health of our planet.
GLOBAL RECOGNITION
FREQUENT CONCERNS
Baby Allergies
Baby Acne
Baby Bronchitis
Burns
Baby Colic
Cradle Cap
Diaper Rash
Infant Sleep - Difficulty Sleeping (Newborns)
Difficulty Sleeping (Older Infants)
Dry Skin
Baby Eczema
Irritation from Drooling
Newborn Jaundice
Poison Ingestion / Overdose
Baby Sickness
Stomach-aches
Baby Hair Care - Tangled Hair
Baby Teething Pain and Discomfort
Thrush
Any brand is a set of perceptions and images that represent a company, product
or service. While many people refer to a brand as a logo, tag line or audio jingle,
a brand is actually much larger. A brand is the essence or promise of what will
be delivered or experienced.
Importantly, brands enable a buyer to easily identify the offerings of a particular
company. Brands are generally developed over time through:
Advertisements containing consistent messaging
Recommendations from friends, family members or colleagues
Interactions with a company and its representatives
Real-life experiences using a product or service (generally considered the
most important element of establishing a brand)
OLYMPIC SPONSERSHIP
SOCIAL RESPONSIBILITIES
Earthquake in Pakistan
Hurricane ‘Katrina’
HIV/AIDS
International Disaster Relief
Organization Mumbai Floods
PR also helps the company to achieve its full potential. They provide feedback
to the company from the public. This usually takes the form of research
regarding what areas the public is most happy and unhappy with.
People often have the perception of public relations as a group of people who
spin everything. Spin can mean to turn around a bad situation to the company’s
advantage. It is true that part of the purpose of public relations is to show the
company in a positive light no matter what. There are certain PR experts that a
company can turn to for this particular skill.
The public often think of PR as a glamorous job. Public relations people seem
to have been tarred with the image of constant partying and networking to find
new contacts. The reality is usually long hours and hard work for anyone
involved in public relations.
WHAT IS BRAND PUBLICITY?
Brand publicity:
Art exhibitions
Event sponsorship
Arrange a speech or talk
Make an analysis or prediction
Conduct a poll or survey
Dasavataram
Robot
Anniyan
Announce an appointment
Invent then present an award
Stage a debate
Organize a tour of your business or projects
Issue a commendation
The advantages of publicity are low cost, and credibility (particularly if the
publicity is aired in between news stories like on evening TV news casts). New
technologies such as weblogs, web cameras, web affiliates, and convergence
(phone-camera posting of pictures and videos to websites) are changing the
cost-structure. The disadvantages are lack of control over how your releases will
be used, and frustration over the low percentage of releases that are taken up by
the media. Publicity draws on several key themes including birth, love, and
death. These are of particular interest because they are themes in human lives
which feature heavily throughout life. In television serials several couples have
emerged during crucial ratings and important publicity times, as a way to make
constant headlines. Also known as a publicity stunt, the pairings may or may not
be according to the fact.
OBJECTIVE
Comparison of “ Johnson & Johnson” with its competitors is also a basic objective of the
company.
The detailed study of its Baby Care Products and Health Care Products is also done.
SWOT analysis is also given in order to find out the strength, weakness, opportunities and threats.
Research on products
Research on market
Research on consumer
Research on distribution
Research on price
Research on competition
Research on sales
This project has followed all the above criteria’s and following things are taken
A research design is purely and simply the focus of the study in on studying the
analysis of data. The descriptive research design has been used in this project,
Data sources
Secondary data was obtained from journals, magazines newspapers, books and
the internet.
Research Instrument
For doing the survey research, structured questionnaire with both open ended
Mode of Survey
The mode of survey was personal interview with the respondents during the
Sampling
The sampling used for this study was probability sampling. Since the study is
only meant for certain specific categories within the total population, a stratified
random sample was used. Three groups of categories have been taken into
Sample Size
Sample Unit
This study was basically an opinion survey of the male of female in category of
Place of study
Strengths
Sales in India have grown by 14% indicating a strong position for the global
group.
The business model adapted by Johnson and Johnson fundamentally uses the
adaptation of entrepreneurial values in order to retain an edge within the
market place.
Challenges have been faced within Johnson and Johnson where a reduction
in the market demand for key products has been identified; some of these
products were branded and have been replaced by generic programmes at the
end of patent time lines.
Internal weakness across the industry and not isolated to Johnson and
Johnson would be the level of theft and counterfeiting of drugs managed
through internal personnel.
Opportunity
DATA ANALYSIS
1. After the survey (150 samples) the population understands the soap by
I HAMMAM 5%
II DETTOL 9%
IV LIRIL 20%
V BREEZE 8%
VI DOVE 3%
VII PEARS 4%
IX NIRMA 14%
X OTHERS 6%
3. The individual rates their present soap by the following qualities-
I. HUL 45%
IV NIRMA 30%
V OTHERS 5%
7. After the survey of 50 samples I analyse that small family uses-.
IV NIRMA 30%
V OTHERS 5%
8. In the premium segmentation of the soap the rich people uses-
I. Pears 30%
IV Doy 5%
J&J Corporation has a very good perception of India. This has been supported
by good results in the country. The outlook is bullish, and is supported by a high
level of confidence in the Indian management team and more investments likely
in the coming years. Double-digit growth is forecast for the India operations.
India would be a key growth driver for J&J worldwide. J&J is also exploring
the opportunities for setting up BPO operations in the country.
FUTURE PLANS
J&J Corporation has a very good perception of India. This has been supported
by good results in the country. The outlook is bullish, and is supported by a high
level of confidence in the Indian management team and more investments likely
in the coming years. Double-digit growth is forecast for the India operations.
India would be a key growth driver for J&J worldwide. J&J is also exploring
the opportunities for setting up BPO operations in the country.
SUBSIDIARY HOLDINGS
Lower class people use Nirma & Lifebuoy because it cost price is very
Middle class people uses Lux, Cinthol & Liril because these are
economical soaps.
Upper class people use Camay, Pears & Dove these soaps tell of high
society.
Most people like HUL products because it has got varieties of products.
Johnson & Johnson have targeted the children and they have achieved it.
People say that price of Dove & Pears should be economical to all
categories.
On the basis of my studies I want to suggest that P&G has to make out the more
Because any company stands in the competitive market should have lot of
varieties of products to overtake the entire market. The P&G has to check out
there pricing strategy because the price of the HUL is much lesser than P&G
The sales and promotional activities of HUL is very effective than other
also emphasize on the dealer network distribution with the help of there talented
marketing executives.
there sales and promotional activities and should make there proper marketing
strategy.
Last but not least the channel of distribution, packaging, segmentation and
moreover only after the proper marketing research they should launch their new
products in the market to grasp the entire market and increase their market
shares.
CONCLUSION
BIBLIOGRAPHY
1. www.HUL.com
Marketing Research (Author- G C Beri)
QUESTIONNAIRE
Information Requirement
I. Consumer perception of brands and the important they attach the
brand name.
II. The extent to which the consumer think the following attributes
Questions-
i) Company Name
3) Please name some soap companies that you have heard of.
i) Not important
ii) Important
i) Packaging of soap
6) Are you satisfied with the overall performance of your present soap?
i) Yes ii) No
8) Did you change both the soap at the same time and one time?
11) What are the factors that you considered when you purchase the soap?
i) Parents suggestion
13) What are the factors that you considered when you purchase the soap?
i) Company name
iv) Advertising
PERSONAL INFORMATION
i) 18 – 25 ii) 25 – 35