Project Brief

Johnson & Johnson: Our Consumer Business touches a billion lives around the world and works with the
vision of 'Bringing science to the art of healthy living'. In India, the company touches the lives of consumers
through businesses spanning Baby Care, Women’s Health, Skin Health, Oral and OTC products which are
endorsed by healthcare professionals around the world. Some of our key brands include Johnson's® Baby,
Stayfree®, Clean & Clear™, Neutrogena®, Listerine®, Aveeno, ORSL and Benadryl®

Our Credo: Johnson & Johnson is guided by the values set forth in Our Credo, created by General Robert
Wood Johnson in 1943. These principles have guided us over the years and continue to set the tone of
integrity for the entire Company. At all levels, the employees of Johnson & Johnson are committed to the
ethical principles embodied in Our Credo and these principles have been woven into the fabric of the
Company. We believe it’s a recipe for business success. Put simply, Our Credo challenges us to put the
needs and well-being of the people we serve first.

Project Title:

Redesigning Planning Processes to improve customer service of Emerging Channels (E-Com, Modern
Trade, Cash & Carry)

Background of the Project:

Johnson & Johnson Consumer business in India serves its customers through multi-channel model. The
channels are – General Trade (Distributor Retail, Wholesaler, Sub-stockiest), CSD, Institution & Modern
Trade/Emerging channels. Emerging channels include E-commerce, Organized Retail (Key Accounts) and
Cash and Carry and currently contributed to >15% of India business. With changing consumer needs and
proliferation of technology in India these channels are expected to grow at 3x of regular channel growth,
thus making it a significant contributor to our business.
With high growth and rapid expansion of portfolio demand variability is very high at SKU and location
level. Trade Promotions and various marketing driven initiatives also add to this variability. Timely
response to these variabilities is a challenging task. What should be the approach to improve demand
prediction and how should we design our value chain to meet these channel needs.
Opportunity Area:

Improving planning process considering Emerging channels in mind. Having better inventory positioning
strategy and bringing agility to cater to the MT channel demand with better customer service at optimized
cost.

Project Objective:

To redesign the supply chain processes (Demand Planning, Inventory Planning, Supply and Deployment
planning) to meet the MT channels customer demand with improved customer service at optimized cost

Project deliverables:

• Industry benchmarking
• Planning process design for emerging channels
o Demand-Supply-Deployment Planning strategies
o As-Is : To-Be design
• Cost to serve model

NOTES / additional info:

Guide Name: Sumit Chhipa
Buddies: Akanksha Narain, Ankit Modi, Priyasha Dutta
Mentor Name: Himanshu Sharma

Johnson & Johnson India: http://www.jnjindia.com/

OUR CREDO: http://www.jnj.com/connect/about-jnj/jnj-credo/

Note: Please submit duly filled form to requester along with additional guidelines / instructions /
information, in case any.

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