Business ethics (BBA512A)

Table Of Contents
1 Company’s profile

2 Product concepts

3 Market segmentation

4 Channel structure

5 Promotion

6 Pricing

7 Conclusion

8 Appendices
 Company’s Profile

• In 1886, three brothers – Robert Wood Johnson, • Johnson & Johnson (J&J) is a diversified health care
James Wood Johnson, and Edward Mead Johnson – giant operating through more than 260 companies
founded Johnson & Johnson, in New Brunswick, located in more than 60 countries.
New Jersey in the United States.

• It is said that the Johnson brothers were inspired to • Its Pharmaceuticals division is focused on
start the business in order to create a line of ready- manufacturing medicines for infectious diseases,
to-use surgical dressings, after hearing a speech by neurological, cardiovascular, pulmonary
antiseptic advocate Joseph Lister in 1885. hypertension, autoimmune, and oncology ailments.
 Product Concepts
1. Health Products
At Johnson & Johnson Consumer Health, we are
uniquely positioned to help improve personal health
by delivering products that are rooted in science and
endorsed by professionals.
3. Medical Devices
At Johnson & Johnson Medical Devices Companies,
they are using our breadth, scale, and experience to
reimagine the way healthcare is delivered and help
people live longer, healthier lives.

2. Pharmaceutical Products
The Janssen Pharmaceutical Companies of Johnson
& Johnson address some of the most devastating and
complex diseases faced in our time with advanced
biologic and other treatments, Janssen is investing in
a transformative future, changing the way diseases
are prevented, intercepted, treated, and cured.
• Johnson has considered demographic (education
Market segmentation
income occupation), geographic (urban rural further
wise segmentation) and behavioral (lifestyle) factors
to seek out the consumers.
• Under psychographic segmentation, Johnson
has the brand Neutrogena which markets itself
based on being recommended by dermatologists,
where customers who take expert advice when it
comes to skin care are being targeted. • Johnson and Johnson Company Marketing
Strategies Demographic Segmentation This is
because demand depends on the age, this is
because demand depends on the age, race, and
gender.
• For 2014, this segment generated revenue of about
$14.5 billion. This was achieved mainly due to the
cost containment initiatives.
 Channel Structure

• Johnson and Johnson’s marketing channels can

satisfy the wants and needs of the target markets
because they are such a large company. With their
scale they can reach wide ranges of individuals.

• They also have broken their different product types

into categories, each with their own target markets.
This helps the company direct their marketing at the
right audiences for their right products.
Channel Structure

• Direct selling- Johnson and Johnson is also direct

selling. The consumers benefit from direct selling
because of the convenience and service benefits it
provides, including personal demonstration and
explanation of products, home delivery, and
generous satisfaction guarantees.

• Retailer channel- J&J has so many products under

so many different outlets they are most definitely
utilizing the retailer distribution system to market
their various products.
Promotion

▪ Johnson & Johnson has

followed a very good
marketing strategy, creating
awareness through
advertisements via different
medias which are generally
very eye catching. This appeals
the customers to buys the
products.
Promotion

The Johnson & Johnson ads

are placed everywhere and
through all mediums, like
hoardings, magazines,
newspapers etc. Their
advertisements also carry an
emotional content majorly
focusing on quality and care.
Promotion

Johnson & Johnson social

media posts that are more
relevant to its target
audience. The posts
encourage further action by
customers such as sharing
the posts with friends or
leaving feedback in the form
of comments.
Pricing
Profit oriented- Businesses come into
being with the primary purpose of
creating wealth for their owners.
Price Strategies
Penetration pricing- introduce new
products with a price penetration
strategy where it offers an initial lower
price than competitors to gain market
share.
Price skimming- high price is charged
for a product till such time as
competitors allow after which prices
can be dropped.
Pricing tactics
psychological pricing- Johnson & Johnson has also
followed a psychological pricing technique keeping
its prices in the multiples of 99 or 49.
Discounts and allowances- It lowers prices for a
short period of time in order to attract customers and
gain market share.
Segmented pricing- which prevents many medical
facilities from switching over to competitor products
even if the competing device's pricing is cheaper.
 Conclusion

Overall, Johnson & Johnson is a very successful

company and has been doing well for over a century.
The company has grown internally by acquiring other
brands to increase its competitiveness on a domestic
level. Also, the company has moved into overseas
markets with its decision to expand globally. Johnson
and Johnson have a good image in the community and
should keep this image clean for many more years.
They will be a leader in the healthcare industry for a
long time.
Appendices
Johnson and Johnson Products

Johnson and Johnson covid 19 vaccine

Appendices