Cbbe Pyramid for Brand Johnson & Johnson

(BABY PRODUCTS )

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.

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.

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.

YES, IT

DOES!

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)

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

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.

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.

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.

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.

Abhishek Shah

Anie Noorish Shaikh

Anjali Negi

Ankur Desai

Gautam Solanki

Miral Keralia

Priyal Gala

Ridhi Singh

Rikita Vijan

Sayali Chouk