1.

Market segmentation

JOHNSON & JOHNSON PAKISTAN

https://www.ravimagazine.com/johnson-johnson-pakistan-marketing-report/

MARKET SEGMENTATION

The market segmentation for Johnson’s baby is done on the basis of consumer characteristic by taking
into account their demographic, psychographic and behavioural characteristics.

DEMOGRAPHIC SEGMENTATION

The two most important variables in the demographic segmentation are:

 AGE AND LIFE CYCLE STAGE

Babies and young kids are the primary users groups of the Johnson’s baby products. Companies future
sales are likely to improve with increase population.

 GENDER

As regard to gender Mother is the main target for purchasing and using these products for their babies,
young girls are also targeted for the product usage.

Pakistan’s demographic environment offers a lot of opportunities for baby products. Because of
following reasons.

 High birth rate

 Female population is comparatively greater than the male population.

 increasing literacy rate and income levels

 The influence of Indian ads through cable networks adds to the Brand equity of J&J products.

PSYCHOGRAPHIC SEGMENTATION:

The variables affecting the target audience’s psychographics are lifestyle, personality, and attitude of the
mothers. Mother-child association has been the main theme for communicating with the target market.
Mothers would want to conform to the general image of being the most caring mother and would buy
personality-defining products like Johnson’s baby.
Traditionally mothers had simple attitudes towards motherhood and care giving but recently we have
witnessed that care giving has taken a new shape. This has happened because mothers now have
greater choices available and also because their role and status in the society and at home has changed.

2. SWOT Analysis

UNILEVER PAKISTAN

https://www.ukessays.com/essays/marketing/market-strategy-plan-for-unilever-pakistan-marketing-
essay.php

STRENGTH:

‘All Out’ is a totally unique product that provides on the spot cleaning.

No competitor in the market is offering such a product. A vast first mover’s advantage can be gained.

High quality product achieved through state of the art processing unit that utilizes DIQUEST SNA an
efficient dispersant.

The product is offered by Unilever that possesses incomparable international experience translating into
huge Brand Equity.

Comparative Affordability, Accessibility, Portability and Disposability in a cleaning product. Unheard of in

Pakistan’s consumer markets.

Dry cleaning on the move.

WEAKNESS:

A completely dirty shirt cannot be immediately washed but can only act upon stains.

It might take long for people to adapt and become used to it, mainly in lower income groups that may
ponder over either buying ‘Surf’ or ‘All Out’.

OPPORTUNITY:

Pakistan’s total urban population is 32.8% which is growing at a constant rate of between 0.75-1 %
annually.

Price is affordable.

Currently there are no direct competitors.

Because of growing socialization trends, the demand for this product is expected to rise.

THREATS:

Entrance of competitors
Rising Inflation

Political Instability.

3. PTCL

https://www.slideshare.net/baglol/ptcl-imc-plan

https://www.slideshare.net/mehmoonarafaqat/ptcl-presentation

4. 4P’s

KHAADI

https://www.slideshare.net/mobile/MahnoorHashmi1/khaadi-106877570