"Brand - Johnson and JohnsonQ.1. Store, type of business, brief history etc. (300 words approx.)Johnson and Johnson has been the most preferred baby products brand for decades.Johnson and Johnson is a Multinational Company found in 1886 and based out inNew Brunswick, New Jersey, United States of America. This company has expandedits wings into many sectors like pharmaceutical, medical devices and consumerpackaged goods. This conglomerate has been listed among the Fortune 500.But until 1959, Johnson and Johnson company wasn’t very popular in the field ofpharmaceutical Industry. Johnson and Johnson company was started by three brotherswho were inspired by hearing a speech by Antiseptic Advocate Joseph Lister. Thefirst product which was designed by Johnson and Johnson was First aid kits to treatrailroad workers. Only in 1894, Johnson and Johnson entered the baby product marketby introducing Maternity kits. The main purpose of the maternity kit was to make thechildbirth process safe to both the mother and the baby. In the very same year, theyintroduced their successful Baby powder which is actually popular till date. In thefollowing year they introduced many sanitary protection products for the women.Ethicon, A subsidiary of J&J’s was created to manufacture surgical suture and woundclosure devices. Later this Ethicon was incorporated as a separate company. In the year 1959, after acquiring two major pharmaceutical companies, J&J’s showedits significant presence in the field of pharmaceutical medicines. In the followingdecades Johnson and Johnson expanded its wings worldwide and became aMultinational conglomerate. As of now the Johnson and Johnson Corporation haveover two hundred and fifty subsidiary companies. It has spread its operations overfifty seven countries and its products are available for sale in over One hundred andSeventy five countries. The most famous consumer products of Johnson and JohnsonCorporation are Band-Aid, Listerine, Johnson’s baby, Neutrogena, Clean and Clear,etc. Q.2. Branded product chosen and why (300 words approx.)The branded product chosen for this report is Johnson and Johnson baby productbrand. The exact brand name is “Johnson’s”. I have chosen this brand for its uniquecategory. Johnson and Johnson Corporation create a niche market for the babyproducts industry. They clearly knew the potential of the baby care market. Theyexpanded theory product all over the world, this segment isn’t limited to a communityor country. The UNICEF estimates that every day more than 350,000 babies set footon the planet. Johnson’s products include Baby powder, baby shampoo, Baby oil, Baby soap, babywipes, baby moisturizer, etc. The first baby product introduced by the Johnson andJohnson Corporation was Johnson’s Baby powder. After the success of the brand’sbaby powder, then went on to produce soaps, creams, moisturizers, lotions, etc. Thecompany was called by its consumers a baby company owing to their huge success inthe baby care product industry. The legacy of the product was passed on to generation;any new product introduced by Brand Johnson’s carried the legacy and trust.Consumer identification of the product is still growing strong for the brand. TheJohnson and Johnson Corporation is usually referred as a “Baby company”, whichclearly states the significance of its baby products category thought they started out asa medical supply company. The most significant criteria for choosing this brand arethe brand’s customer base. Johnson and Johnson made every mother to believe intheir product for its quality. Every consumer who bought this product had a huge trust factor on Johnson’s brand because they were going to use in on their new born bay.This was main criteria which attracted me to consider this brand for detailed analysis. Q.3. Segmentation (type - e.g. relative to popularity/customer's needs etc.) (300 wordsapprox.)Market Segmentation at its most essential levelmeans subdividing a market into smallunits based on their shared characteristic. Johnson and Johnson Corporation hadcarefully segmented it’s product in Baby care and Mother care segment. The productis fixed in consumer’s mind with parent-infant band. The baby products weremarketed along with maternity and obstetric kits. The objective of this strategy was toaddress the needs of the mother and the infant. We have to also keep this in mind,those days childbirth took place at home. The maternity kit carried a clear instructionbooklet. The main use of the product was to prevent infection in mother and baby.The mothers were satisfied with the product and believed in the quality of the productand were ready to use the brand’s baby products on their new born babies.Now parent are very keen to give the best product to their child and till now Johnsonand Johnson leads the race. In the current advertisement campaign the companyhighlights the features of their products. Thus this product is clearly segmented based on Demographics. Gender, income, age,education, etc. are the most common demographic variables. Age plays a major rolewith regard to Johnson’s Brand.This segment is “Baby care product”, the growingpopulation in the age group between 0 to 5 years provides the ever going need for thebaby care products. A recent ad campaign of the company says that Johnson’s babyproducts can be used for kids above five years also. This brand targets the new mothersand the end consumer is the babies. Parents are the target audience in this case. Andthe mother is the Decision maker in this brand’s purchase. The Well-definedsegmentation of this product is also significant factor in the success of the brand. Q.4. Target Marketing (marketing tactics to attract potential customers) (300 wordsapprox.) Though Johnson’s have become a renowned brand in the baby care product segment, ithas to continuously market its products and target its customers to lead the market. Thepotential competitors for the brand are listed below;? Abbott Labs? Pigeon? Lilly Elli & Co? Himalaya? Nivea? Novartis A G? Wipro? Procter & Gamble? Hindustan Unilever? ColgateThe target consumer group of this brand is Mothers of the age group twenty four tothirty two and every new mother who tries to take good care of the health of child. The marketing tactics of the Johnson’s brand to attract the target customers have beendiscussed in detail in the following paragraphs. Target marketing mainly refers tomarketing the product to a small unit of likeminded people. Here obviously the targetgroups are the new mothers. In all the advertisement campaign of the Johnson’s brandproducts, the following features were present:? Infant and mother bonding ? Father taking care of the baby? Grandparents and baby bonding? Smooth skin babies and mother’s touching the smooth skin of the baby ? Active babied were portrayed in all ads Thus the brand used holistic marketing by emotionally attaching the product with theconsumers. And making the family members getting attached to the brand for thewell-being of the family’s new born. Once the brand also tried experiential marketing,they rolled out 4.3 million newspaper copies smelling Johnson’s Baby powder. Thiscampaign was executed in India. Times of India and Hindu newspapers executed thiscampaign. Johnson’s products are distributed through hospitals, medical shops andsupermarkets. Distributing the product through hospitals and medical shops is alsostrategy to make people believe that using Johnson’s product control infection in babiesand promotes well-being of the new born.Q.5. Positioning/Price (in store, on special etc) Perhaps "impulse positioning" nearcheck-out counters etc. (300 words)Market positioning involves positing a product in its competitive edge to attract itstarget customers. Market positioning in simple words is nothing but how the productis positioned in the minds of the target group which it aims at.Johnson's baby powderat different stages of its life cycle was positioned differently and the positioningstatements include 'Mother's Choice', 'Like Father, Like Child', 'Smooth skin,guaranteed', etc.Johnson's baby products have been promoted in all the mediums available forpromotion in the past. After entry of various competitors, Johnson’s products faced a slight decline in sales in the early 2000s’ and after this setback they concentrated moreon the print medium and digital online campaign. Pop up advertisements and Videoadvertisement. Online ad campaigns main objective was to bloggers and online forummembers. Impulse positioning isn’t done in this brand as this product falls under thebaby care category. Pricing StrategiesPricing is the element based on which the brand in placed in the mind of the consumer.The Major target group of the product with regard to income is parents who are abovepoverty line,grandparents and family who live in cities and rural areas. With regard topricing, the prices of the products are fixed, so that they are affordable to above targetgroup. Johnson and Johnson fix its net price of the product based on the ConsumerPrice Index (CPI). Johnson has tried to introduce new products and new campaign toremain in the race. In the recent years it has also introduced tiered offering to increasesales growth and profit margin. Johnson and Johnson Corporation have been reasonableand responsible in pricing its products. This strategy has made it the most preferredproduct by the consumers."