How the Johnson and Johnson brand does has positioned itself

in consumer’s mind? Explain

Benefit positioning

Brand Positioning is the act of designing the company’s offering and image to
occupy a distinctive place in the mind of the target market i.e. the place a
product occupies in consumers mind relative to competing products. To target
audience, our product is the category that provides functional, symbolic or
experiential benefits because support/reason to believe.
Positioning Johnson's baby powder at different stages of its life cycle as used
different positioning statements like 'Mother's Choice', 'Like Father, Like
Child', 'and Smooth skin, guaranteed’. Determine positioning. A market
position is developed for the product so that the target will clearly know
where the product stands in relation to the competition, as well as other
products marketed by the organization.

J & J is the market leader in baby care industry. J&J known better for its baby
soap is a part of the global healthcare established in India in 1947. In, J& J has
been the undisputable market leader in baby care market with its soap, lotion,
and shampoo having virtually no competitors. Johnson & Johnson products
are positioned as good value products but are slowing threat faced by Johnson
& Johnson. Johnson’s baby care product targets young parents and positions
itself as a safe, mild and gentle product for babies. Johnson & Johnson is well
positioned within the global health care market. The company uses innovative
products, robust pipelines and its talented people to capture a global presence
in the health care industry.
Johnson’s baby is positioned as a mild and gentle product that has been
clinically proven.  Every package of J&J products mentions “Clinically Proven
mildness” to communicate that Johnson’s baby is a reliable brand. It is
currently seen as having very strong existing equities in
 Trusted
 Research backed
 The leader
The baby shampoo has competitive edge over its competitors because of its
“NO TEARS” image.

Positioning based on functional needs

Johnson’s Clean and Clear brand is a global skincare brand dedicated to teen
girls and promotes that beauty comes from being happy in their own skin. It
give us product which has least chemicals and good for skin and health and
give us a high quality product. To loving and nurturing mothers, Johnson’s
baby shampoo is the brands that transforms bath time into playtime and
allows your baby take bath every day because of its clinically proven formula
that is so mild and gentle Johnson has segmented the market for adult and has
provided a range of beauty products which positions itself to be perfect for all
skin types. Johnson & Johnson have position their products-High Quality and
good price. Johnson’s baby care product targets young parents and positions itself as
a safe, mild and gentle product for babies.
Johnson’s baby is a premium brand in care-giving and personal care segment;
that offer the benefit of clinically proven mildness that best for baby and best
for you; with a target market of babies and women (age 18 –35) belonging to
the middle upper and upper income segment.

Positioning based on symbolic needs

This measure of the market relates to the different distribution channels to
market for each product. The distribution can include the following channels
Consumer Goods example:
Supermarket
Hypermarket
Discount Store
Corner shop
Internet Etc.
Johnson & Johnson's new fundraiser strategy just doesn't seem appropriate to
me. Earlier this week J&J announced it will launch a new promotion this
month enabling fundraising groups to sell J&J's over-the-counter medicines
and products in exchange for an 8% donation to the community group
sponsoring the fundraiser.
J&J is positioning this new distribution channel as a great alternative to door-
to-door sales of cookies, wrapping paper or candy. And if we sell our luxury
products/items then we also have to see the surrounding’s.

Positioning based on experiential needs

No other brands of any other country were able to get the trust of the
mothers. Wipro tried its hand with the Wipro baby soft but could not make a
significant impact on J&J’s market share. J& J have brought out many variants
of the soap with different ingredients and scents. Product positioning is how a
product is positioned in the mind of the consumer.  Positioning begins with
finding a difference in the product that is worth establishing to the extent that
it is important, distinctive, superior, communicable, pre-emptive, affordable,
and profitable. Johnson & Johnson have positioned themselves as home and
personal care producers. Johnson & Johnson have position their products-
High Quality and good price.
Some of reviews are; 1.This is the trusted brand of my family since I was
a kid. They are known for affordable but good quality products. I love
using their baby products especially baby powder and cologne. I never
encountered any bad experience about using them. I recommend it to
others…..
2. I use this brand for skin and hair since i was a little boy and i am happy
with it.

THE REASONS  THAT MADE J& J BRAND REACH PEOPLE:

No other brands of any other country were able to get the trust of the
mothers. Wipro tried its hand with the Wipro baby soft but could not make a
significant impact on J&J’s market share. J& J have brought out many variants
of the soap with different ingredients and scents.

REFERENCES:

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

https://www.slideshare.net/nandhinidurairaj/j-and-j-johnson-and-johnson

https://www.ukessays.com/essays/marketing/case-study-johnson-johnson-marketing-
essay.php

www.jnj.com

https://www.marketing91.com/marketing-strategy-of-johnson-and-johnson/