CBBE PYRAMID OF JOHNSON & JOHNSON(BABY PRODUCTS )

JOHNSON & JOHNSON

Johnson & Johnson is an American pharmaceutical and consumer packaged goods manufacturer founded in 1886.

The company is listed among the Fortune 500.

It ranked at the top of Harris Interactive's National Corporate Reputation Survey for seven consecutive years up to 2005

Also ranked as the world's most respected company by Barron's Magazine in 2008

It is headquartered in New Jersey. The corporation includes 250 subsidiary companies in over 57 countries and products sold in over 175 countries.

It had worldwide sales of $65 billion for the calendar year of 2011.

JOHNSON & JOHNSON IN INDIA It spread its roots into India in 1947 In 1948, J&J started marketing its first baby

products with Johnson’s Baby Powder. Johnson & Johnson Limited was created and

registered with just 12 employees. Production began in Mulund in Mumbai first. In over 65 years of operating in India,

Johnson & Johnson Limited has gained a reputation for delivering high-quality products.

Today, we employ more than 2000 people. It has won several Best Employer Awards

and is clearly recognized as an employer of choice.

It is also very active in Corporate Social Responsibility (CSR) projects.

BABY PRODUCTS The Johnson “Natural” FMCG product

line is the only line of baby skin products.

It is at least 98% natural with over 100 years of baby care expertise.

“NO MORE TEARS” is what they denote in each of their products.

CUSTOMER BASED BRAND EQUITY PYRAMID

DOES JOHNSON & JOHNSON HOLD A BRAND EQUITY?

YES, IT DOES!

RESONANCE – SENSE OF BELONGING

It serves the notion of “health care” – Value of attachment.

Has worked on the pace of its innovation – Value of engagement.

Defined Quality – Value of loyalty.

Keen on maintaining relationships with their TG through social media & CSR activities – Value of engagement, attachment and Community.

Website portal

Face book page - With 1,165,882 likes & 4,770 talking about it.

Website Portal

Reflected as a friendly brand – Value of loyalty, attachment.

High brand recall – Value of engagement, loyalty.

Youtube Channel

It has also used blogs, Twitter and other ways of engagement.

It has used the marketing mix to create all the elements of resonance (Prints and TVC)

JUDGEMENTS

Packaging – Value of superiority High satisfactory value of the product –

Value of quality & creditability. High satisfactory quantity of the product

– Value of quality, considerability Affordability – Value of superiority,

considerability. Convenience – Value of considerability

FEELINGS – SELF REWARDING Softness & innocence Warmth – a feeling of being happy

and loved

Security – a feeling of being cared and saved from all bad germs.

Self respect – a feeling of pride to give the best to your babies, making them special & being treated with much love & care.

Social approval – a feeling of sharing the space of ‘Johnson & Johnson’ consumers minds & a feeling of being one among of using a hygienic and a standard product.

PERFORMANCE – EFFECTIVE & SAFE

Long history of innovation Stands out pure with 98% natural elements in

it Very hygienic in nature Safeguards the mild, gentle, tender skin of

babies from all possible germs and nourishes, moisturizes and keeps it soft and smooth.

A globally recognized standardized product with a good history of good service.

The pricing varies from Rs 50 to around Rs 300 which is affordable.

The durability of the product is moderate. It does not get expire very soon.

The design of the products are comfortable/easy to feel, hold, view, recognize and use.

IMAGERY – HERITAGE & PROFESSIONAL

They draw their image by niche marketing - happy babies in above-the-line advertising

Persuade a female-orientated target market to ignore generic competitors.

They innovated into new products as per the TG’s preferences, needs and choices.

Slogans for individual products like “they aren’t just for moms”, “no more tears”, “baby bathetime” etc are all the image reflection of the brand characteristics.

A well known & a favourite brand, high in recall & recognition value.

Quality & quantity defines the image of the brand The personality of the consumer is one that

defines the brand – secured, competence, sophistication.

SALIENCE – BRAND AWARENESS

Product category identification is relatively strong when compared with other alternative products when it comes to this niche TG.

Fragrance The Logo Design of the product The OTC recall value is also high due to The pure mix of ingredients as mentioned

defining a standard quality. The likeability of the babies/child Word of mouth In short, it is known as a baby’s brand for

over 125 years now, though the sales have dipped down as per present report, its name will always be fixed in our minds when it comes to baby care gentle products.

THANK YOU Abhishek Shah Anie Noorish Shaikh Anjali Negi Ankur Desai Gautam Solanki Miral Keralia Priyal Gala Ridhi Singh Rikita Vijan Sayali Chouk