johnsons & johnsons
TRANSCRIPT
Branding of Johnsons & JohnsonsBaby soap and Body wash
Rishab Gupta15BSP1001Section-CIBS Mumbai
Johnson & Johnson
• The world’s largest and most comprehensive manufacturer of health care products
• Founded in 1886
• Headquartered in New Brunswick, New Jersey
• Sales of $64 billion in 2004
• 200+ operating companies in 50+ countries
• 109,000+ employees worldwide
• Customers in over 175 countries
Major competitors in the market
Major Competitors
Johnson & Johnson
70-75%
Emami
Wipro
7-8%
Mysore Sandal
Baby soapDove
Sparsh
Dettol
Products
• Baby Products
• Skin Care
• Wound Care
Baby Products
• Baby Powder
• Baby Oil
• Baby Cream
• Baby Lotion
• Baby Shampoo
• Baby Hair Oil
• Baby Soap
Baby Products
Skin Care
• Clean and Clear Face wash
• Johnson Buds
Wound Care
• Band Aid
• Savlon
• Johnson Plast
CARING FOR THE
WORLD…ONE PERSON AT A
TIME…
• NEEDS:
• Hygienic
• For the safe skin of the baby
• Complete child care
• wants:
• Safety (ex: No tears Shampoo)
Positive Emotional
• Have positioned themselves directly to the consumers emotional state, needs and aspirations
• They have been so successful as it triggers an emotional response in the consumers mind, were they cannot fully rationalize
• Feeling of bonding, companionship and love
INTENTION•Safeguarding the mild, gentle, tender skin from all possible germs and nourishing and keeping it soft and smooth
BENEFITS• Very hygienic in
nature
• Long history of innovation
• The durability of product is moderate
• The design of the product are comfortable , easy to feel, view and use
VALUE• Value of superiority
• Value of quality and credibility
• Value of quality and consider ability
• Value of superiority
GOAL = HYEGINE, CARE, SAFETY
CONSUMER PERSONALITY
• Softness and 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
their babies, making them special and being treated
with much love and care
• Social approval- a feeling of sharing the space of
Johnson and Johnson consumers mind and a feeling
of being one among of using a hygienic and a
standard product
BRAND PERSONALITY• Sincerity• Genuine• Kind• Family Oriented • Trustful
BRAND PERSONALITY
Social Responsibilities
• Earthquake in Pakistan
• Hurricane ‘Katrina’
• HIV/AIDS
• International Disaster Relief
Organization
• Mumbai Floods
Coordinate Relationships
With Stakeholders
Collect and Analyze
Stakeholder Attitudes
Serve As the Official Channel of Information
Keep the Public Aware of
Organization’s Activities
Plan and Administer Information
Programs
Coordinate With Other
Departments
Plan and Administer Information
Programs
Collect and Analyze
Stakeholder Attitudes
Coordinate Relationships
With Stakeholders
Keep the Public Aware of
Organization’s Activities
Serve As the Official Channel of Information
PR Dept Functions
PR
Corporate Communications
Employee Relations
Brand Publicity Media Relations
Financial/Investor Relations
Crisis Management
Financial
Relations
Employee Relations
Corporate Communications
Media RelationsBrand Publicity
PR Activities
PR
Activities
Publicity
Tools
News Release (Press Release)
Pitch LetterDirect Communication
News Release (Press Release)
What Are Brand Publicity Tools?
News Kit (Press Kit)
Key Part of Brand Publicity: Media Relations
Key part of brand publicity:
Media relations: Maintaining a positive
professional relationship with the media in
general or with media that specialize in
covering a specific industry
• The challenge: getting past media gatekeepers
• Editors and reporters who select (or reject)
stories for their publications or stations based
on what they think will interest their audiences
Publicity
Tools
News Release (Press Release)
Pitch LetterCampaign at the Launch Of
New Product
Television Advertisements
Tools for Media Relations
Ads In Different Languages
Establish Corporate Identity
Advocacy
Demonstrating Social Responsibility
Advocacy
Establish Corporate Identity
Three Corporate Advertising Objectives
Objectives
Corporate Advertising
+
Campaign For A Cure
+
3M’s Annual Report Is An Example Of Financial Relations
+
Johnson & Johnson Enjoys One Of The Strongest Reputations In The World
+
Thank You