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Home » Marketing mix articles » Marketing mix of Johnson and johnson – The 4 P’s of J&J

Marketing mix of Johnson and johnson – The 4 P’s of J&J

April 15, 2019 By Hitesh Bhasin Tagged With: Marketing mix articles

In the year 1886, a public company was established by the name of Johnson & Johnson.
This multi-national American company deals in consumer goods as well as
pharmaceutical goods. Johnson & Johnson brand is today associated with qualitative
products. In this health conscious world, the company has earned the trust of its
consumers by supplying natural products that do not have any chemicals. This globally
acknowledged brand has targeted every segment of the society with age being no bar. It
has products for babies, children, teenagers and even adults.

The company faces competition from the following-

Abbott Labs
Lilly Elli & Co
Novartis A G
Hindustan Unilever
Nivea
Wipro
Himalaya
Procter & Gamble
Pigeon
Colgate

Table of Contents 
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Products in the Marketing mix of Johnson and Johnson
Johnson & Johnson is a well-established brand whose product portfolio is divided into
three segments      like consumer products, Pharmaceuticals and equipment related to
medical industry. Its consumer division is one of the most important manufacturers of
India and helped in the steady growth of the company. Most of its items are available in
different colors and fragrances.   Its product line includes

Baby care products like massage oil, toothbrush, shampoo, wipes, nappy pads,
powder, body lotion, soap, cream and hair oil.
Skin care products like Clean & Clear face wash, Clean & Clear deep action cleanser,
Clean & Clear moisturizer, Shower to shower, Body lotion and Neutrogena skin care
products.
Wound care like band aid
Oral care products like mouth wash under the name This is available in three
varieties-mouthwashes, fresh burst and cool mint.
Nutritional products
Women’s health care like Stay Free’s sanitary napkins
Pharmaceutical products– The range of these items is varied and large. They are
generally used for therapeutic uses like Dermatology, Contraceptive, Cardiovascular,
Anti-effective and Anti-fungal.
Medical equipment that are used by medicinal professionals. This includes products
related to spinal care, circulatory diseases and products for orthopedics. The other
products include disposable contact lens and diabetes testers.

Place in the Marketing mix of Johnson and Johnson

Johnson & Johnson is a renowned brand name that has two hundred and thirty subsidiary
companies with operations in more than fifty-seven countries. They have the advantage of
local windows of the operating companies to meet the various s customer needs through
scientific developments. The company has set up an executive committee, which is
responsible for all its operations and for its resources allocation. The main responsibility
of the company is to supervise and coordinate the various consumer activities, the
medical devices and the diagnostic business. In most of the cases, the local citizens
manage the subsidiaries.

In order to meet the aspirations of the consumers and to fulfill their needs, the company
has been using a well-organized distribution channel. Johnson & Johnson has been using
an approach called decentralized management, where the employees of the company are
encouraged to give their hundred percent with the understanding that they will
eventually benefit from this scheme.
They have also utilized the modern technology to their advantage and hence have been
selling their products on various portals and shopping sites on the internet. They have 
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successfully capitalized the emerging internet market to its full potential. Today the
company’s sales figure through internet is astounding. All Johnson & Johnson items are
easily accessible at retail outlets, wholesalers and modern markets like Metro Cash &
Carry, Wal-Mart, Dmart, Reliance Fresh and Big Bazar.

Price in the Marketing mix of Johnson and Johnson

The quality of every Johnson & Johnson product is very good and even then, the company
has decided on an affordable pricing policy. Many times, its products also use
psychological pricing by keeping the value of the product at multiples of 99 or 49.

The company for all its health care products has tried to retain their increased net prices
inside the CPI or the Consumer Price Index.  It is an index in use in USA and it considers
the average purchase price of a product which the consumer can afford. As Johnson and
Johnson is a consumer product, it takes care of its customers through its pricing policy.

Johnson & Johnson is aware of its responsibility to the society and for this; they have
worked closely with the government to keep prices reasonable for medical items.

In order to determine the value of their product the company has a team of efficient
members that analyses the various factors like the production cost, the targeted segment
of the society, demand, supply and the ability to pay for the product. After proper
evaluation, the prices for any product are determined.

In some cases, the prices are at a little higher rate, for instance on products like consumer
goods and baby care products, where the consumer is willing to give out the extra money
for the health of their family members. In cases of medical equipment, the prices are at
affordably priced so that people can easily buy those products.

Promotions in the Marketing mix of Johnson and

Johnson
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Johnson & Johnson has realized the advantage of consumer awareness and hence has
decided on promotional activities that are instructive with a strong message as well as are
eye-catching. Good and sensible marketing is very important in order to increase the
product visibility and so the ads are placed on the hoardings, magazines as well as
newspapers so that they can be easily viewed. It is dedicated to the concept of natural
and qualitative products and hence has made its packaging process environmental
friendly.

Johnson & Johnson has been associated with promotions that inspire healthy living. Some
of the famous campaigns are “Having a Baby Changes Things” and “The Campaign for
Nursing’s Future”. Famous actor Prachi Desai has been associated with the company and
its various campaigns. The new baby to be involved in the Johnson’s ads is “Khiyaan
Singhvi”. The company has been showing delightful ads featuring babies and children in
prime time slots of the various television channels. Popular cartoons like The Little
Mermaid, Pocahontas and Winnie the Pooh and Pals have also been included in the ads for
baby care products making them highly popular amongst the viewers.

One of the most loving part of Johnson and Johnson is the cute and absolutely delightful
baby ads it shows on television. People love such ads. And as the baby is most important
to mothers, the mother and baby connection is shown strongly in the ads by Johnson and
Johnson. This is one of the reasons the company thrives because it has a strong emotional
connect with its target audience.

Johnson & Johnson offers various schemes to its customers at regular intervals like soap
free with every three purchases, hundred-milliliter bottle free with five hundred milliliter
product. It also offers special discounted coupons on products like Stay Free Secure,
Baby powder and Baby soap. Many hospitals have been giving out special baby product
kits to the new mothers who leave the hospitals with their babies. This is a very smart
scheme as the products gain the trust of mothers at an early stage and hence the mothers
generally continue with the products of this company. 
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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial
entrepreneur & I created Marketing91 because I wanted my readers to stay ahead
in this hectic business world.

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