cbbe pyramid for brand johnson & johnson
TRANSCRIPT
(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