Johnson & Johnson - Presenters

Alyssa McCulla Anthony Esposito Renee Daggett

• Current Role: Asst. Brand • Current Role: Asst. Brand • Current Role: Asst. Brand
Manager, Allergy Manager, Allergy Manager, Comp Skin
Consumer Promotions Professional
• School: Drexel, ‘14
• School: Penn State, ’15 • School: Villanova, ’15
• Major: Communications
• Major: Marketing • Major: Marketing/Business
Analytics • Experience:
• Experience: • JOHNSON’S® Baby,
• Marketing co-op, • Experience: innovation
JOHNSON’S® Baby • Marketing co-op, • Walmart team –
• BENADRYL® Brand, RoC and AVEENO® analyst & shopper
forecasting, CP/TP GFO • Three undergrad co-
ops, Marketing & PR
 The #1 Health Care company in the world

Decentralized management of companies in three sectors:

Medical Devices &

Consumer Pharmaceuticals
Diagnostics

Family in diverse health care business:

– Pharmaceuticals
– Biotechnology
– Contact lenses
– Over-the-counter drugs
– Consumer packaged goods

265 operating companies in more than 60 countries, employing

about 126,500 people
Johnson & Johnson
Consumer Segment
2015 Sales: $13.5 billion

 a science-based approach
to growth
 connecting clinically proven
efficacy with consumer insights
 career opportunities to work with
some of the world’s most visible
and respected brands

Lori Kumar, Ph.D. (seen here with daughter

Aparna) led the development of LISTERINE®
WHITENING® Quick Dissolving Strips

HIV/AIDS – 33 million people
Epilepsy – 50 million people
Hepatitis C – 170 million people
Diabetes – 230 million people
Immunology disorders –
200 million people
Schizophrenia – 50 million people
Johnson & Johnson
Pharmaceuticals Segment
2015 Sales: $31.4 billion
We are directly addressing the
critical needs of patients around
the world
Major therapeutic areas:
Oncology
Cardiovascular and
Metabolism
Neuroscience, including Pain
Infectious Diseases
Biologics/Immunology
Johnson & Johnson
Medical Devices and Diagnostics
Segment

THE WORLD’S LARGEST MEDICAL

TECHNOLOGY BUSINESS
2015 Sales: $25.1 billion
 CORDIS®
 DEPUY®
 DIABETES CARE
 ETHICON®
 ETHICON ENDO-SURGERY®
 ORTHO CLINICAL DIAGNOSTICS®
 VISION CARE
Our Credo
challenges us to put the needs and
well-being of the people we serve first
 our customers
 our employees
 communities and the
environment
 our stockholders
 Caring for people around the world, by
anticipating their needs, creating solutions
and experiences, that help them and those
they care for, live healthy, vibrant lives.
- J&J Consumer Sector Mission
SKIN CARE OTC

BABY CARE ORAL CARE

COMPROMISED SKIN
WHAT DOES MARKETING LOOK LIKE TO YOU?

BUT WHAT ELSE IS MARKETING?

In Store Displays Packaging Budget Management

FSIs Forecasting New Product Innovation
Digital Campaigns Pricing Consumer Research
Website Updates Public Relations Business Planning
Coupon Offers Consumer Promotions Brand Strategy
SO IS THIS AN EXAMPLE OF GOOD MARKETING?

JOHNSON’S® BABY
IT’S ALL ABOUT…
SO WHAT IS STRATEGY?

Marketing Excellence: An Integrated Framework

Brand Vision

Consumer Competition Company

Positioning Statement

Marketing Mix
BRAND VISION

To win baby’s first bath by being the #1

trusted brand by Moms.
BRAND STRATEGY

Brand Vision

Consumer Competition Company

Positioning Statement

Marketing Mix
 THE CONSUMER

Ages 18-35 Places a high value on research

Women being core consumer and proven effectiveness at an
Without alienating men affordable price

“I only want the best

for my child. When I
choose the products I
use for her, I need to
be assured that they
are safe, trusted and Strong heritage and multi-
gentle for my baby’s
delicate skin.”
benefit claims serve as a
strong positioning foundation
Has a baby 0-3 years old
 THE COMPETITION
Private Label and Value Premium All-Natural Brands
Brand Look-Alikes

Mid-Tier Natural/Gentle Brands Professional Line Brands

THE COMPANY
BRAND STRATEGY

Brand Vision

Consumer Competition Company

Positioning Statement

Marketing Mix
 BASIC STRATEGIC QUESTIONS

CONSUMER COMPETITION COMPANY

WHO is our target? What are the market What is our product
characteristics? DIFFERENTIATION?

What key INSIGHTS do we

need to know? Where are the unmet What are our product
NEEDS? ATTRIBUTES? & How
should we POSITION
What is VALUE to this them?
consumer? How will it evolve?

What is your value proposition?

What is the positioning statement?

POSITIONING STATEMENT
BRAND STRATEGY

Brand Vision

Consumer Competition Company

Positioning Statement

Marketing Mix
MARKETING MIX – The 4 P’s - PRODUCT

1960 1990 2013

 MARKETING MIX – The 4 P’s - PRICE
$12.00
$10.99
$9.99 $9.99
$10.00

$8.00
$6.99 $6.99
Retail Price

$6.00

$3.99
$4.00
$2.99 $1.00
$2.99
$2.00 $1.49

$-
Private Label Baby Magic Johnson's Aveeno Baby Burts Bees CeraVe Baby Mustela California Baby

Media
SOV 0% 0% 78% 16% 0% 0% 2% 0%

Note: Retail pricing, distribution, shelving and merchandising decisions are at the sole discretion of retailer. 24
AO 4% SOV
MARKETING MIX – The 4 P’s- PLACEMENT
MARKETING MIX – The 4 P’s - PROMOTION
BRAND EVALUATION – SWOT ANALYSIS

INTERNAL
(Product)
Strengths Weaknesses
EXTERNAL
(Market)

Opportunities Threats
SWOT Exercise
 SWOT ANALYSIS: JOHNSONS®

STRENGTHS WEAKNESSES
INTERNAL

- Brand Equity
(Product)

- Formulas
- Building Basket
-BME Spend
-Education
-Differentiation

OPPORTUNITIES THREATS
EXTERNAL
(Market)

- Natural
- Co-marketing
brands/competitive
- Multiple
- Efficacy – does it
placement
work?
- Brand relevancy
 WHAT IS THE BRAND VISION OF RED BULL®?

EXAMPLE 1 EXAMPLE 3
EXAMPLE 2
THANK YOU!
IS THERE ANYTHING YOU WANT TO ASK US?
CONTACT INFORMATION

• Alyssa McCulla: Assistant Brand Manager

• amccull1@ITS.JNJ.com

• Anthony Esposito: Assistant Brand Manager

• aesposi@ITS.JNJ.com

• Renee Daggett: Assistant Brand Manager

• rdagge22@its.jnj.com