Johnson & Johnson Case Competition 2015

Team NPresented by:

Rutuja Ajgaonkar

Hetal Naik

Sajeet Agrawal

Juhi Agrawal

Musa Ellison

Shekhar Gurnani

Agenda

• Case Overview• Recommended Decisions• Individual Decision Reasoning• Financial Analysis• SWOT Analysis• Competitive Analysis• Sensitivity Analysis of Decision Points• Q & A

Rutuja

Case Overview

• Lambert & Lawrence: high reputable company looking to

launch a new product

• U.S Oral Care Market: $5 Billion Industry with an average

annual growth rate of 2%

• Mouthwash emerging as a strong growth category

Rutuja

Recommended Decisions

• Marketing

➢ Initial: Prime

➢ Secondary: Prime

• Selling

➢ Initial: Standard

➢ Secondary: Superior

• Naturals Brand

• Premium Pricing

• $1.00 Off Coupon

• Donation

• Silver Packaging

Hetal

Why Naturals Brand?

• Consumers are seeking organic lifestyle

• Differentiation

• Higher growth potential

Juhi

Why Not Children’s & Whitening Brand?

Children‘s Brand

• Children typically do not

use mouthwash

• Unsafe

• Children do not typically

have the buying power

Whitening Brand

• Low amount of market share

and market size

• Chemicals

• 7% of households are using

whitening brands

Sajeet & Hetal

Premium Pricing & Coupon

• With the coupon getting the product cheaper than the parity

price

• Dopamine Effect

• 0.89 cents difference

Musa

Shekhar

Shekhar

Donations

• Marketing Strategy:

➢ Good faith

➢ Reputation

➢ Building Consumer Base

“We must be good citizens – support good works and charities

and bear our fair share of taxes”

Rutuja

Marketing Decision• Prime Initial & Secondary

– Social Media:

• Reach

• Publicity

– Free educational tools and promotional samples

• We care about the consumer’s health

• “We must encourage civic improvements and better health

and education”

Rutuja

Juhi

Selling Decision• Selling Initial: Standard

➢ We should start selling at one major retailer.

• Selling Secondary: Superior

➢ After re-evaluation, we move further with expanding our

selling strategy.

Hetal

Packaging Decision

• Silver Packaging

• Premium pricing complements the silver packaging decision

(Luxury look and feel to the bottle)

• The slogan can aid the consumers to relate our product to our

company, also establishes the company brand

• Easy grip

• Aids in logistical requirements - storage, shelf placement, &

transportation

Sajeet & Musa

Financial Analysis

Shekhar

Shekhar

Musa

STRENGTHS• Feasibility to market• Market penetration• Leader• Supports the credo

WEAKNESS• Substantial up-front

investment• Loss of opportunity to

move globally

OPPORTUNITIES • Growth potential• Promote health

THREATS• Competition• Cannibalization

SWOT

Sajeet

Competitive Analysis

Rutuja

Sensitivity Analysis of Decision Points

Shekhar

QUESTIONS?

THANK YOU!