Consumer Products

Consumer Products

J&J Manufactures and markets a broad range of products used in the fields like-

• Baby and Child Care

• Skin Care

• Oral and Wound Care

• Women’s Health Care

Baby and Child Care

Product• Johnson And Johnson started with

Baby Powder in 1910.• Most trusted brand of Mothers

throughout the world• Corporate vision: Partner with every

mother around the world to provide her baby with happy, healthy start in life.

• Mission: To make every baby a Johnson's baby

Baby and Child Care

• Product Line of Baby & Child Care are as:-– Baby Hair Oil– Baby Soap– Baby Cream– Baby Body Lotion– Baby Massage Oil– Baby Powder– Baby Nappy Pads– Baby Shampoo

• Product Attributes:– Safety, comfort and gentleness : utmost importance

Baby Powder Baby OilBaby Cream

Baby Lotion Baby ShampooBaby Hair Oil Baby Soap

Known Products in India

Baby and Child Care

Product innovation:

• Indianizing products as per needs.

• Baby oil customized as per Indian customer needs

• Fragrances in soaps/powders etc. as per as Indian customer's needs.

Baby and Child Care

Price• Parity pricing with competitors.• Premium pricing for flagship brands.• Penetration pricing for new product

launch.• low cost outlay packs and innovative

packaging options in the semi-urban and rural areas.

• In the rural areas ,also included the refill packs according to which the product will be provided for a lesser price if the refill packs are used.

Baby and Child Care

Place• Distributed in department stores, retail

stores, mom and pop stores etc. • The company does not have a

separate showroom.• Online Shopping for educated moms.• E-coupons provided to promote the

sale.• Shopping through mobile- newest

technology.

Baby and Child Care

Promotion• Advertisement focuses on bond between mother

and new-born child.• Johnson’s baby invests heavily in quality

television, press advertising,educational literature and product sampling.

• Focuses on individual product- Separate Advertisement

• Create a need of gifting J & J assorted packs during naming ceremonies, birthdays etc.

• Free samples and give aways.

Baby and Child CareBaby care products litigation• In China, claims of contaminated baby products. • Some parents said their children developed allergy symptoms after

using the shampoo.• In response, Johnson & Johnson stated "that the products are safe

and the trace levels of certain compounds result from production processes rather than intentional addition, and their levels are far lower than the maximum limit set by Chinese regulatory agencies and their counterparts worldwide."

• Johnson & Johnson's products produced and sold in China were accused of being contaminated with the chemicals formaldehyde and 1,4-dioxane.

• Subsequent investigation by China's General Administration of Quality showed baby products marketed by Johnson & Johnson met with China's cosmetic regulation on formaldehyde.

Skin Care

• The teenagers & upper age group customers also have been the Target of J&J.

• J&J has done the Brand Line extension in the products like Hair Oil, Soap, Cream, Massage Oil, Powder & Shampoo by launching these products in various fragrance & colors.

• The various categories are the– Clinsers category(12 different products)– Acne treatment category(32 different products)– Moisturizers category(53 different products)

Skin CareProducts• Some of the products in the product line of Skin Care are:-

– Aveeno– Clean & Clear – Bebe– Purpose– Roc– Shower to Shower– SkinID– Vendome– Neutrogena

• In India the well known brands are the Clean and Clear, and Neutrogena.

• Available in different quantity bottles.

Skin Care

• The products of Johnson and Johnson are used in a highly differential way to dominate the high competition in the cosmetic market.

• Clean And Clear:– CLEAN & CLEAR is the leading female Teen skin care brand

across the world.– CLEAN & CLEAR is currently available in 41 countries.– The line includes more than forty products

• Neutrogena– Neutrogena is the number one recommended brand by

dermatologists.– The products target market is females of all ages because they

share common needs.

Skin Care

Main rivals in Skin care

• P&G's Olay

• Beiersdorf's Nivea

• Unilever's Dove

• L'Oreal's Plenitude

Skin Care

Pricing

• Uses differential pricing

• Follows discount pricing (Neutrogena)

• Tying– buy one get one

• Bundle pricing– Combo packs costing

less

Rs.250

Skin Care

Place• Distributed in department stores, retail stores,

mom and pop stores etc.• Since targeted on females, should be sold at

places where women visit often such as supermarkets, beauty saloons.

• Online Shopping.– Online distribution strategy is carried out to reduce the

extra cost that could have been caused by many intermediaries, middleman and distribution outlets.

Skin Care

• In foreign countries, Neutrogena available only through online.

Skin Care

Promotion• Follows 360 degree Integrated marketing communication.

Skin Care

Segmentation:

• Geographic– Based on the region, climate, temperature,

humidity.

• Demographic– Based on age (under 12,13-25,26-40,41-

55,55+), sex (male, female).

Health Care

• J&J also aims at pharmaceutical products which can be made available as consumer products.

• J&J is one of the largest healthcare firms in the world and one of the most diversified.

• Generates 47 percent of revenues and 58 percent of operating profits.

Health Care

Product• The three main brands in health care are

– Band Aid– Savlon– Listerine

• Band Aid-– Band Aid has become the generic name for the adhesive

bandages.– Was rated 7.06 in the Brand Equity index in 2006.– It is available in the form of Strips, Patches and Spots.– Band Aid has mainly two variants - Flexi and Wash proof.

Health Care

Savlon• Savlon Soap

– known as the “gentle anti bacteria soap” was launched in 2007.– Available in the 75 gm and the 125 gm in two lead variants

namely the Glycerin and Aleo Vera.

• Savlon Liquid– The brand is preferred by 7 out of 10 doctors. – It was launched in 2001.

• Savlon Hand Wash– unique soap free formula– It was launched in the year 2006.– Comes in the form of a pump pack.

Health Care

Listerine• Brand of antiseptic mouthwash.• Its original formula has notoriously strong flavor,

although variations have been released that are marketed as

tasting milder.• The product is

marketed under the slogan "Kills germs that cause bad breath".  

Health Care

Price• low-cost and considerably affordable products in

the market.• Discount price with competitors mainly Reckitt &

Colman India Ltd.’s Dettol.• Bundling pricing also practiced.

Health Care

Place• Available in departmental

stores ,mom and pop stores, retail outlets, supermrkets etc.

• The major place although is the medical stores.

Promotion• Failing to provide promotion for

Savlon.• Band Aid doesn’t need much

promotion.• Listerine promoted in a 360 degree

marketing communication.