Johnson & Johnson
Consumer
Beauty & Personal Care
(BPC)Baby Care
PharmaceuticalMedical Devices
& Digonostics
• Health focused company• Primary focus on human health and well being• $ 74.3 billion Revenue: Broad geographic spread• World BPC Value share: 2.8%Johnson’s baby• Global value share of 22% in 2013; Category leader• CAGR of 4% over 2014-2018• Baby Care Sales of $ 2.2 billion in• Emerging markets major growth drivers, especially
Asia Pacific (9% CAGR)
Hair Care• Oil
• Shampoo• Conditioner
• Cologne
Skin Care• Powder• Oil• Lotion• Oil gel• Cream
Sun Care• Lotion• Cream
Toiletries• Wipes• Bedtime bath• Safety Swabs• Nursing Pads• Wash Clothes
Johnson’s Baby
Product Line
In India, Baby & Child Specific Product Category• Growth @ CAGR 1.5% [2008-13]• Expected CAGR of 7.6%Johnson’ baby:• Holds 73% Market Share• Most Valuable brand of company portfolio• Accounting for almost 1/3rd of beauty and personal
care sales
OTC28%
Skin Care26%
Baby Care16%
Oral Care11%
Wound Care10%
Women's health9%
CONSUMER SALES
2009 2010 2011 2012 2013
5.5 66.9
7.88.8
4.136 4.4765.0784
5.68626.3976
Baby and Child Specific Products Market Size (INR bn)
Baby & Child Specific Products Johnson's Company Share
COMPETITION
Johnson’s Baby
WiproDabur
VVF ProductsHimalaya Products
Johnson's Baby73%
Wipro11%
Dabur2%
VVF3%
Himalaya1%
Others10%
MARKET SHARE
SEGMENTATION & TARGET CONSUMER
Market Segmentation
Geographic
• Urban Population
• Tier 1,2,3 cities
Demographic
• Above BPL, medium to high income families
• Females/ Mothers
• Age ~ 24-35
Behavioral
• Parents concerned with wellness of the child
POSITIONING
Focus on relation between
mother and her baby
Connect it to relationship
between Johnson’s and
mothers
Gives moms more and more ways to make every moment with their
baby a special moment.
Happy mothers enjoying the time they spend with infants
The Power of Gentle acknowledges that babies change
lives of both parents
Own the mother
child
relationship
POSITIONING
Safely care for babies
Better products everyday
Moms trust on Johnson
Emphasis the fact that J&J knows that mothers decides ( know better ) about what is good for the baby.
“Papa ko kya malum”
SafeMild
GentleTrust
Johnson’s Baby: Product
SKUs
Catering to different volumes
50 gms – 700 gms
Varients
Multiple products for different needs
All baby care products
Flavor based: Aloevera, bedtime, blossoms etc.
Availability
Hospital stores have smaller sizes for trial basis
Retail Stores have larger sizes for monthly needs
Attributes
Smoothens, protects
Combos
For gift occasions
Johnson’s Baby: Price & Place
Sales
Personal selling to mother’s through doctors
Distribution
Distribution
• Medical stores, grocery stores, modern trade
• Retail stores like mom and me, justbornetc.
• In India: 9,993 hospitals, 1,48,124 registered medical shops reaching a consumer base of around 120,193,444
• Different sizes
• Different variants
• Rs 25 – Rs 200
• Gift combos with multiple Johnson’s baby products
• Prices within the CPI
Johnson’s Baby: Promotions
Mother Child relation
established
TV Ads• Screened during
afternoon
• Targeting house wives
Print• Caring mother and
bubbly baby
• Light colors pink and white
Digital Media
• Pop Up Ads on e-commerce sites
• YouTube ads linked with child care videos
COMPETITIVE FRAME OF REFERENCE
• First – mover advantage
• First in India
• Consumer trust
• long-standing presence
• Mother's choice
Market Leader
• CAGR ~ 3%
• More number of working parents and one-child families Higher disposable incomes higher expenditure on baby care
• High growth in baby wipes segment
Prospects
• Launch by Dabur
• Key players
• Dabur Ltd
• Wipro Ltd
• VVF Ltd (Doy)
Threats
On the whole!
A trusted brand in
baby care
By mother’s for their children
Provides safe, gentle and mild
care And makes the mother-child bonding even more special
More to offer than
anyone else
REFERENCES
• Euromonitor - GMID• Baby & Child Specific Products in India
• Johnson’s Baby Official Website - www.johnsonsbaby.com
• Johnson’s Baby Social Media Pages – Facebook, Twitter
• Marketing Management by Kotler
• Brand Strategy by Prof. Sameer Mathur