Johnson & Johnson

Introduction
Johnson & Johnson was founded on more than 120 years ago on a radical idea. It
provides medical & diagnostic sections which offer surgical equipment orthopedic
products, monitoring devices and contact lenses. The team brought the new ideas &
products that can transform human health and well being to use the hygienic
sutures, dressings and bandages to pleasure peoples� wounds. They have grown to
meet worldwide since 1886. Because of the mergers, the formation of new companies
and acquisitions, they are now world�s largest and most largely based health care
company.
In the consumer sections they manufactures & markets a high range of products used
in baby care, child care, skin care, oral and women�s health care fields. The
medical diagnosis sections cover products utilized by or under the direction of
physicians, nurses, hospitals and clinics. It is a company of continuing strength.
Its products, services, ideas are giving the touch to the lives of billions of
people every day. They like to share small stories of the people and they have also
introduced new ideas their passion and stories and introduced stands a team of
people. Johnson and Johnson cares the world however one person at a time this
inspires and unites the people of this company. J&J had worldwide pharmaceutical
sales of $24.6 billion for the full-year 2008.
Literature Review (Johnson and Johnson)
Marketing is the process that creates interest among customers in goods or
services. It generates the strategy that underlies sales techniques, business
communication and business developments. It is a process by which companies build
strong customer relations and create questionable value for their customers and for
themselves. ^ a b Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders
(2008).
Marketing is basically used to make out the customer, to convince the customer, and
to keep the customer. The marketing concept id to achieve organizational goals
depends upon knowing the needs and satisfying the customer needs and also
delivering the4 desired satisfactions.
4Ps of Marketing
Product � Mass is produced on a large scale as intangible service or tangible
object with a specific volume of units. Service based products are intangible
products like tourism industry and hotel industry or codes based products like
cellphone load and credits. Examples of tangible object are motor car and the
disposable razor. Packaging also needs to be considered.
Price � The price is the amount paid by the customer for a product. It is firmed by
a number of factors including market share, competition, material costs, product
identity and the customer�s perceived value of the product. If other stores have
the same product the prices may be fluctuated in the business.
Place � Place represents the location where a product can be purchased. It is also
known as the distribution channel. Any physical store as well as virtual stores can
be included on the Internet.
Promotion -May be used by the marketer in the marketplace as represents all of the
communications. Promotion has four distinct elements: advertising, public
relations, idle talk and point of sale. When promotion uses the four principal
elements jointly, which is common in film promotion, a certain amount of crossover
occurs.
Case Overview (Block Marketing Strategy)
Johnson & Johnson�s well-executed competitive intelligence (CI) strategy and
following marketing defensive block against Bristol-Myers during Tylenol � Datril
argument on the market is considered as a typical example of the CI effective use.
Bristol-Myers has not executed any kind of counterintelligence strategy, as a
result the company failed to notice the Johnson & Johnson�s competitive
intelligence activities.
Johnson & Johnson Strategies Product Strategy
To improve the quality of your everyday life Products from our Consumer companies
stand at the ready. We present products and information targeting baby care, oral
care, nutritionals, pain relief, topical care, skin and hair care and much more.
Within the Consumer business franchise they create a meaningful innovation in
healthcare which relies on a research strategy equally entrenched in technology and
consumer insights, in maintaining with our vision: BRINGING SCIENCE TO THE ART OF
HEALTHY LIVING.

Marketing Strategy
Sell skin care products for mothers the worlds over which are of trusted brands.
Johnson and Johnson able to address all of the different segments within the
market, because each segment is different in terms of its users and equipment, its
products are helpful to all of the different segments.
Brand Values- Vision & Mission of Johnson and Johnson is that this is a global
company, to provide scientifically sound is the fundamental objective high quality
products and high standard of living. To provide a baby healthy life right from the
start. Understanding mother�s & baby�s balanced & emotional needs, so that every
mother and baby can be a Johnson�s mother or Johnson�s baby. It also recognizes the
weight of healthcare professionals. To enhance the position and facilitate the
special connection between a mother and her baby product attributes. The following
steps done: Given utmost importance to safety, comfort, and gentleness. It is
clinically proven that Johnson and Johnson brand is a Seal of Mildness.
Product Innovation
1) Make products as per the needs of the customers.
2) Customized baby oil as per Indian consumer�s requirements.
3) As per Indian preference providing fragrances in soaps / powder etc.

Pricing Promotional & Pricing Strategy Advertising

On parity with competition Johnson and Johnson tries to bring new products in a new
market so that their marketing doesn�t leave the race. For economic value
determining the products or services. Creation of tiered offerings to drive growth
and margin. Using price analytics to identify opportunities for policy and process
change. Managing negotiations to avoid the �price trap�.
Company Analysis
The success of Johnson and Johnson in blocking the Bristol-Myers product Datril�s
penetration on the numbing market and extending its own brand reputation in the
market can be attributed to the following factors:
To develop effective defense strategy Johnson & Johnson had a capability to learn
its rival�s plan and also planned well-positioned competitive intelligence program.
Johnson & Johnson management faced problems in decreasing the Tylenol�s prices
however since in the course of the conflict the company lost millions in profits.
However, on long run, this change made capture major market share and to turn into
a biggest player on the market. As Johnson and Johnson could not anticipate so fast
this was one of the reasons that Bristol Myers dismissed the Johnson and Johnson�s
warning