Clean n Clear Report

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REPOSITIONING OF

CLEAN & CLEAR FACE WASH

Submitted To:

Ms. Farah Ali Nawaz

Submitted By:

Hatim Mustafa 4331

Hussain Kakal 4116

Kanchan Rajkumar 4202

Mir Raza Talpur

Sumaiya Reyaz Dhib 4315

Yousuf Hussain 4021

Date of Submission:

19th July 2008


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Letter Of Transmittal

July 19th 2008

Ms. Farah Ali Nawaz

Iqra University

Karachi

Dear Madam,

We have a pleasure in presenting to you this report for the subject of Marketing

Management. The report has been prepared keeping the course requirement in mind.

We would like to thank you for providing us such a wonderful learning opportunity. It

has helped us immensely to improve upon our managerial knowledge by sharpening our

analytical skills.

Thank you

Sincerely,

Hatim MustufaHussain Kakal

Kanchan Rajkumar

Mir Raza Talpur

Sumaiya Reyaz DhibYousuf Hussain

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Acknowledgement

First of all we would like to thank Almighty God for giving us the strength and

courage to accomplish all tasks, big and small. And the will power and patience in

making this report possible.

We went through certain hardships during the making of this report. In spite of all of

this we remained unshaken and confident by the difficulties that hindered our effort. It

was the most laborious task for us and we couldnt have accomplished this without

those promising group discussions and the support of a lot of people.

We cannot oversee the extended help of our Marketing Management Teacher who

give us all the guidance, advice and examples in making this report possible. We are

grateful for her help and co-operation.

This report will be a source of best secondary data for the upcoming students with

similar projects

In the end I hope and pray that this report meets the criteria, which we were asked to

adhere to and you have a worthy time going through it.

THANKYOU

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TABLE OF CONTENT

S NO PARTICULARS PAGE NO

1 Executive Summary 6

2 Introduction 7

3 Our History 7

4 People & Values 7

5 CREDO 8

6 Product Offering 9

7 Johnson & Johnson Products 10

8 Reason for Repositioning 11

9 Product benefit 1110 Target Market 11

11 Financial Objectives 11

12 Segmentation 12

13 Competitor analysis 14

14 SWOT analysis 15

15 Value Proposition 16

16 Positioning 17

17 Positioning for Competitive Advantage 17

18 Competitive Advantage 18

19 Overall Positioning Strategy of Clean & Clear Face wash 18

20 Marketing Mix 1921 Promotion-Advertising Strategy 20

22 Scheduling of the Advertising-Television 21

23 Broadcast Media-Radio 22

24 Print Media 23

25 Mobile Media 24

26 Outdoor Media 24

27 Conclusion 25

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Executive Summary

We chose the re-positioning of the brand Clean & Clear Face wash, which was quite

challenging because it is easier to work over a new product but harder to make a product

successfully reposition.

If we look beyond the big-name brands of face wash, we find a whole world of lesser-

known face washes. Thousands of new skin care products are introduced every year

around the world.

But not all of these products survive. Every year, many of these new face wash and even

some older brands go extinct. And perhaps secret characteristics and a uniqueness of

products are lost along with it.

Sometimes we assume these foaming facials, cleansers and face washes were rejected by

the public due to poor quality or high price. In a level competitive field the losers must

have been defective and the winners superior, right? But most often this is a

simpleminded way of looking at business. Maybe it was sloppy bookkeeping, or poor

marketing decisions, or sudden materials expenses, any of these factors could have

doomed these businesses, without any input from the consumer.

In our report, we first tried out to identify the actual users of Clean & clear face wash. We

came to know that though women are target audience for Clean & clear face wash but

men are also users of it. So we decided to target it for men as well so they dont feel

hesitant using it without being targeted.

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Introduction

Caring for the world, one person at a time... inspires and unites the people of

Johnson & Johnson. We embrace research and science - bringing innovative ideas,

products and services to advance the health and well-being of people. Employees of the

Johnson & Johnson Family of Companies work with partners in health care to touch the

lives of over a billion people every day, throughout the world.

Our Family of Companies comprises:

The worlds premier consumer health company

The worlds largest and most diverse medical devices and diagnostics company

The worlds third-largest biologics company And the worlds sixth-largest pharmaceuticals company

We have more than 250 operating companies in 57 countries employing 120,200 people.

Our worldwide headquarters is in New Brunswick, New Jersey, USA.

Our History

Johnson & Johnson was founded more than 120 years ago on a revolutionary

idea: Doctors and nurses should use sterile sutures, dressings and bandages to treat

peoples wounds. Since then, weve brought the world new ideas and products that

have transformed human health and well-being. Every invention, every product,

every breakthrough has been powered by generations of employees who are

inspired to make a difference.

People and Values

People and values are Johnson & Johnsons greatest assets. We know that every

invention, every product, and every breakthrough weve brought to human health and

well-being has been powered by people. Our people strive to make a difference. We

believe the shared values embodied in Our Credo help us attract and keep the most

talented values-driven people in the world.

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CREDO

We believe our first responsibility is to the doctors, nurses and patients,to mothers and fathers and all others who use our products and

services.In meeting their needs everything we do must be of high quality.

We must constantly strive to reduce our costsin order to maintain reasonable prices.

Customers' orders must be serviced promptly and accurately.Our suppliers and distributors must have an opportunity

to make a fair profit.We are responsible to our employees,

the men and women who work with us throughout the world.Everyone must be considered as an individual.

We must respect their dignity and recognize their merit.They must have a sense of security in their jobs.

Compensation must be fair and adequate,and working conditions clean, orderly and safe.

We must be mindful of ways to help our employees fulfilltheir family responsibilities.

Employees must feel free to make suggestions and complaints.There must be equal opportunity for employment, development

and advancement for those qualified.We must provide competent management,and their actions must be just and ethical.

We are responsible to the communities in which we live and workand to the world community as well.

We must be good citizens support good works and charitiesand bear our fair share of taxes.

We must encourage civic improvements and better health andeducation.

We must maintain in good orderthe property we are privileged to use,

protecting the environment and natural resources.

Our final responsibility is to our stockholders.Business must make a sound profit.We must experiment with new ideas.

Research must be carried on, innovative programs developed

and mistakes paid for.New equipment must be purchased, new facilities provided

and new products launched.Reserves must be created to provide for adverse times.

When we operate according to these principles,the stockholders should realize a fair return.

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Product Offering

Every day, millions of people around the world enjoy the benefits of products from the

Johnson & Johnson Family of Companies. Very likely, someone in your family is one of

them.

Your familys health and well-being is our passion. Thats why our companies offer the

worlds broadest range of health care products. Whether you have a skin blemish or

sniffles or a serious medical condition, you and the health professionals you trust can turn

to our companies products for comfort and care.

In your home, products from our consumer health companies brighten your smile, add

luster to your hair and ease that nagging headache. You can rely on us to help keep babyfresh, sooth an irritating itch, or relieve an aching muscle.

In operating rooms and laboratories, doctors and nurses, too, rely on products from our

medical technology companies. They use these products to perform hip replacements,

implant coronary stents, and run tests for metastatic breast cancer that give people hope

for a longer, more active life. These products help them help people conquer life-

threatening obesity, ward off colon cancer, and control their diabetes. The list goes on.

And products from our pharmaceutical companies have likely helped someone you know.

These medicines treat a wide array of conditions, ranging from migraines and rheumatoid

arthritis to cancer and serious infections.

Whatever your familys health care needs, the Johnson & Johnson Family of Companies

is at your side.

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JOHNSON & JOHNSON PRODUCTS

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REASON FOR REPOSITIONING

The reason for repositioning clean & clear face wash is to attract a new target market,

increase the product acceptability among males and hence generate sales.

PRODUCT BENEFIT

Clean & clear face wash is a skin care product for those people who want healthy and

clean skin. Its a face wash which helps prevent blemish.

TARGET MARKET

Target markets consist of a set of buyers who share common needs or characteristics that

the company decides to serve. These include people from all age groups especially

ranging from 15-30 where the attitudes of individuals are to be professional and

successful in their social strata. If we attract and keep these innovators we will be a

source of attraction for other potential customers.

Our marketing strategies, which will follow differentiated marketing, will focus not only

on women but also on men. In order to attract all these groups Clean & Clear face washwill now be re-positioned and will also be targeted to men.

FINANCIAL OBJECTIVES

Our financial objectives are as follows:

To make profit within 5 years of establishment.

To achieve sales growth of minimum of 10% every year.

To break even within the 10 years of operation.

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SEGMENTATION

The segmentation which we will use for Clean & Clear Face Wash will be:

Demographic:

It emphasizes mostly on demographic factors which include:

Age and life cycle:

Clean & Clear Face wash is for age group 15 - 30

Gender:

Initially these products were targeted to women and children but now we have re-

positioned it for men as well.

Income

Income levels of above 15000. SEC A and SEC B can afford to buy the Clean & Clear

face wash.

Psychographics:

Clean & Clear face-wash also segments the market based on psychographic variables:

Social class:

Clean & Clear faces wash targets middle class, upper middle class and upper class.

Life style:Clean & Clear product line is suitable for health conscious people and its positive

aspect is hygiene.

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Behavioral: Occasions:

Its product line fits use as a part of a daily routine.

Benefits:

It provides its customer with high quality skin care and blemish control. It is also

conveniently available at every super market.

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COMPETITOR ANALYSIS

DOVE FACE WASH PONDS FACE WASH

NEUTROGENA

OLAY FACE WASH LOREAL

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SWOT ANALYSIS

Strengths

Well established products

High quality of products

Existing distribution network

Weaknesses

No specialized variant for men

No specialized personnel used

Opportunities

The market segment of upper-middle

class and upper class are relatively less

price sensitive

Men are becoming increasingly aware of

the importance of skin care

Threats

Competitors: Local and international

Environment changes

Large proportion of men who are

currently unaware and place low priority

on skin care

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Value Proposition

1. FunctionalBenefit: Face wash will be the Functional benefit here.

2. Emotional Benefit: Emotional benefit will be the confidence which one gets after

using Clean & Clear face wash.

3. Self Expressive: It makes my skin really refreshed.

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POSITIONING

A product positioning is the way a product is defined by consumers on important

attributes- place the product occupies in consumers minds relative to competing products.

Positioning involves implanting the brands unique benefits and differentiation in

consumers mind.

The marketing strategy is built on segmentation, targeting and positioning. A company

discovers different needs and groups in the market, targets them to serve them in a

superior way, and then position its efficiency so that the target market recognizes thecompanys distinctive offering & image.

Through research, we analyzed that a certain number of male population are also the

users of Clean & Clear Face wash though they have not been targeted. Therefore we are

re-positioning the product for men so that the number of users and subsequent market

share increases.

POSITIONING FOR COMPETITIVE ADVANTAGE

Johnson & Johnson has effectively positioned itself in the consumers minds. They have

categorized their product line according to different consumer needs. In order to plan

position, it has widened the target market by catering to the needs of the neglected

segments, such as baby care, skin and hair care, oral care, nutrition, pain relief, topical

care and much more. By doing so it has not only occupied a place in consumers minds

relative to the competing products like Ponds, Garnier, Loreal, Himalya, Dove etc., but

has also implanted a unique brand differentiation in consumers minds.

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COMPETITIVE ADVANTAGE

Clean & Clear has built profitable relationships with its target customers by

understanding their needs better than their competitors and by delivering more value. It

has gained the competitive advantage by providing superior value to the consumers. It

has delivered the promised quality by offering the best one.

THE OVERALL POSITIONING STRATEGY OF CLEAN & CLEAR

FACE WASH

Value proposition is the full positioning of the brand, that is, the full mix of benefits upon

which it is positioned. Clean & Clear value proposition hinges on quality, convenience

and health, all for a price that is not even very high than the mix of benefits being offered.

Clean & Clear has differentiated its offers by building a unique bundle of benefits that

appeal to a substantial group within the segment.

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MARKETING MIX

Product:

Clean & Clear face wash is a skin care product that possesses special ingredients to

help eliminate acne blemishes without over drying. It leaves your skin look healthy,

clean, and radiant. This face wash is being used by women and men as well. Previously

the target audience was women but after conducting a survey we came to know that not

only women are the actual users of Clean & clear face wash but men also frequently use

it. So we have repositioned it for men as well.

Price:

The price of the product is reasonable.

The small bottle is for Rs 70

The large bottle is for Rs 130

Place:

Clean & Clear face wash is available at every super market namely Aghas, EPCO,

Mottas, Paradise Store and other retail outlets

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PROMOTION

Advertising Strategy:

The advertising strategy is determined by the advertisers use of the creative mix. The

creative mix is composed of four main elements:

The target audience : This is the specific group of people the advertising will

approach. Clean & clears target audience will thus include men and women.

The Product Concept : This refers to the bundle of values the product is intended

to represent to the customer. Clean & Clears product concept is that of a Face

wash that provides freshness and complete skin care.

Communications Media : These are the vehicles used to transmit the advertisers

message. Clean & Clear face wash communication media will include Broadcast,

Print, Point- of-Purchase and Outdoor media.

Advertising Message : This is what the company plans to say in its advertisements

and how it plans to say it. Clean & Clear face wash advertising message will

focus on the confidence provided by fresh and blemish-free skin for both genders.

Language & Punch line : The ads in the broadcast media will be in English to get

maximum reach amongst the audiences especially of todays generation. The tag

line is :

Clean & Clear - Key to clear skin

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Scheduling of the Advertising

Scheduling refers to the timing of the promotion expenditures or the sequencing of

promotions within a time-period.

Few of them are:

Massing

Flighting

Pulsing

Even-scheduling

For Clean & Clear, the company has selected Even Scheduling because it involves

regular scheduling of ads for long periods of time within a year as it is a product which is

used as part of a daily routine throughout the year. Secondly, it will also allow retention

of our brand in the minds of the people and hence top-of-the-mind recall.

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BROADCAST MEDIA

Television

Our company will use television advertising, on top domestic channels: HUM TV, Geo

TV and TV ONE. It will advertise Clean & Clear aggressively on television because we

feel that channel wise these three can provide us the most apt and regular coverage for

our product. We feel that TV is a powerful medium and can offer us the following

advantages:

Audio and Visual support: Seeing is believing and nothing shows it better than

television in terms of the mass media. Thus Clean & Clear can be shown to be

actually more effective than other face wash. The basic message conveyed

through TV will be Clean & Clear - Key to clear skin

High Penetration : Television advertisements have the advantage of being able to

reach the greatest number of people at a time. Moreover, majority of the target

market comprises of young adults who are regular TV enthusiasts, thus the

penetration of this medium will be the highest of all media.

Geographic Selectivity : The Company can attain a high degree of geographic

selectivity by using the different television channels to geographically segment

their target market. This will be done by using different time slots according to

program popularity for that region.

The disadvantages of using TV such as clutter, perishability and high cost will beovercome by Our Company by using program sponsorship, increasing frequency and

achieving low cost per person. Both 30 second and 15 second insertions will be run

simultaneously in the beginning in order to create a relationship between the two

different formats of the same advertisement.

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Moreover, when introducing the product in Karachi, the company will be using

nationwide advertising to create awareness of the new product in its future target markets

as well.

At this stage a disclaimer will be inserted in the advertisements on the national network

indicating that the product is currently available in Karachi only in order to reduce

confusion among the viewers.

Radio

We will also utilize Radio advertising to advertise Clean & Clear Face wash. Radio willbe used to reinforce and support its Television campaign and approach the target market

from another angle to aggressively impinge the brand in consumer minds.

Fm-89, Fm-86 and Fm 106.2 are the ideal channel for Clean & Clear s target market of

men and women

Print Media

Newspapers

Newspaper advertising will help our company in reaching the masses which will enable it

to penetrate a greater percentage of the population. The major advantages of newspapers

such as editorial support and secondary readership will be capitalized by the company

for reaching every possible consumer which falls in the target market for Clean &

Clear, in a cost efficient manner.

The negative aspects of newspaper advertising such as short life and poor quality of work

are expected to be overcome by ensuring maximum exposure using front page

advertisements and advertising in relevant sections of the paper, of interest to the target

market.

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The company will advertise Clean & Clear in the most popular newspapers of the target

market namely: Dawn, The News and Daily Jang. Using both English and Urdu language

papers will allow maximum exposure to Clean & Clear s advertisements and cater to thetarget markets needs in two languages.

Magazines

In order to spotlight the target market our company will also advertise Clean & Clear in

magazines with majority readership made up of men and women.

Given the high demographic selectivity and quality of workmanship magazine

advertisements will provide Clean & Clear with the cutting edge in its advertising

campaign. The following magazines have been chosen for their proximity to the target

market:

- She

- Mag

- Aurora

- Herald

Only four magazines have been selected in order to ensure maximum coverage in this

expensive medium with its limited geographic availability.

Mobile Media

Mobile media consists of outdoor media and transit media both of which try to relay the

advertising message to the customer while the customer is not at home. Our company

will make selective use of outdoor media to promote Clean & Clear

Outdoor Media

In outdoor media, Clean & Clear will be advertised on hoardings and banners which

will be strategically placed to draw maximum attention.

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CONCLUSION

Johnson & Johnson creates products which have great demand in todays market whereskincare has become a high priority for both men and women. Clean N Clear provides a

face wash with distinct health benefits for both men and women. Its current positioning

focuses on providing skin care to women only, featuring them in all product promotions.

However now, Clean N Clear will feature both the genders in its communication, thus

extending its current product line and benefits to a diverse target market.

Documents

Clean n Clear Report