Research, Analysis, &

Benchmark
 Communication Issue:

Johnson & Johnson is an

established, family-trusted, reputable
brand; they are being perceived as
non-trustworthy
 Communication
Objective
Ensure public trust by
reassuring stakeholders of
product safety
 OUR STORY

Salience Model Consumers Shareholders

Employees Benchmark: P&G Objective Recap

 3 KEY
STAKEHOLDERS

Consumers Shareholders Employees

Applying the Salience Model

Consumers (Definitive)

Shareholders
(Dependent)

Employees
(Dominant)
 Consumers Value Safety
54%

48%

39
%
38
%
Source: Mintel,
2023
 Declining Baby Care Market Share
25.7%

21.3%
17.9%

Source: Statista,
2023
 J&J’s 2023 Reputation Rank Declines

P&G #23 VS. J&J #76

14 points 4
Source: Harris points
Poll, 2024
 Declining Sales in J&J Baby Care
2,346

1,858
1,461

(in millions U.S. dollars)

Source:
Statista, 2023.
Realigning with -Shareholder class action lawsuits

Shareholders'
Vision
-Fraudulent inflation of stock
prices

-Decline in market share

price
 Employee Reviews Indicate
Dissatisfaction

“More transparency.”

“Stop only focusing on profitability.”

(Comparably, 2023)
Do company leaders do what they
should to retain you as a worker?

36% said NO
Comparably, 2024
 Our Competitor
Benzene in spray bottles

Recalled 32 dry shampoos

$8 million settlement

Source:
Hernandez, 2021
Google Searches in 2021
Google Searches in 2024
 Gaining Trust

Not admitted any

wrongdoings

Voucher

Source:
Matarese,2022
Acknowledgment Immediate
Action
Commitment of
Saftey

KEY
Transparency
TAKEAWAYS

Product Testing

Source:
Grasha, 2021
 Objective Recap

Prioritize Build
product confidence with
safety consumers

Trustworthy brand image

 Key Takeaways

Health and safety Promote Transparency

Customer Focused
conscious
 Sources
Comparably. 2023. Johnson and Johnson. https://www.comparably.com/companies/johnson-johnson

GovInfo. 2019. 18-1833 - HALL v. JOHNSON & JOHNSON

Harris Poll. 2024. “2023 Corporate Reputation Rankings”. https://theharrispoll.com/partners/media/axios-harrispoll-100/.

Johnson & Johnson NPS & Customer Reviews | Comparably, www.comparably.com/brands/johnson-johnson. Accessed 14 Feb.

2024.

Mintel. 2023. Disposable Baby Products.

Procter & Gamble. "Procter & Gamble's Share of Net Sales Worldwide from 2014 to 2023, by Business Unit." Statista, Statista

Inc., 14 Aug 2023, https://www-statista-com.ezproxy4.library.arizona.edu/statistics/370345/pandg-s-net-sales-share-worldwide-

by-business-unit/