Johnsons Baby Lotion

Journalism 304 Advertising Media Plan

Sonia Mayol Spring 2012

Table of Contents Introduction3 Situation Analysis...4-12 Company Analysis..4 Market Analysis..5 Product Analysis...6-7 Market Analysis..8-10 Consumer Analysis11 S.W.O.T.12 Target Market Profile.13 Media Objectives...14 Media Strategy..15-19 Strategy.15-16 Tactics17 Media Budget.18 Media Schedule..19 Contingency Plan...20 References..21

Overview This advertising media plan is for Johnsons Baby Lotion. This plan seeks to maximize the African American and Hispanic woman consumers and this plan will demonstrate that. Baby care products are an item that will never expire in this economy. This media plan explains the product and its competitors. A S.W.O.T. analysis of the product is done. Media strategies and tactics are shown to draw out how Johnsons Baby Lotion will appeal to its target market. A contingency plan is formulated to discuss how cut-backs or increases will be made based on the final budget total.

Situation Analysis
Company Analysis Johnson & Johnson is an American company founded by Robert, James and Edward Johnson in 1886. Johnson & Johnson manufactures a wide range of innovative products to better the human health and well being. They are known as the world largest and most diverse Medical and Diagnostics Company. J&J has companies established around the world, as they own 250 operating companies in 60 countries. J&J consistently ranks as the worlds most respected and favored company (Santoli, 2008). They receive many awards and recognition for providing high quality products and making the well being of the consumer a top priority (Johnson, 2012). In 1893, J&J launched its baby brand across the USA, and 30 years later expanded globally. They started manufacturing baby powder that was tested and proven safe to use on babies skin. By that, they gained a reputation of a caring and trustworthy company. Since then J&J products have been deemed as safe and effective while representing good value for money. Johnson and Johnson do not have a traditional mission statement that hangs on a wall instead they have made a credo. Such elements belonging in their credo is having a responsibility to doctors, nurses, patient, mothers and fathers. Also found in their credo is the notion that everything they do must be of high quality. The credo is a promise of priority to consumer families as well as staff as Johnson & Johnsons motto is Caring for the world, one person at a time... (Johnson, 2012).

Market Analysis Nowadays in society, the economy has been undergoing a steady downfall. People are constantly on the go because they are trying to rush off to work or school in hopes to breakthrough and stay afloat in this economic crisis. People are looking for fast items to take on the go that offer quality and value for their money. Johnsons Baby Lotion meets their needs. The baby care market continues to grow and is deemed one of the key product areas that will survive this economic crisis. It is predicted that the value growth is at steady increase by 3% since 2008. It is set that the expansion of the baby care market will be over $7 billion from 2008-2013. It is steadily increasing by $1 billion each year to reach that $6 billion mark by the end of this year (Lennard, 2009). Johnson & Johnson continues to dominate the baby care market with more than 35% or $350 billion of all baby care sales worldwide with its leading brand, Johnsons Baby. Although, Johnsons baby leads in market sales, the competition is at a steady rise, as more international baby products are being manufactured. Not only are international products at a steady rise but international companies are beginning to manufacture natural and organic products that are appealing to buyers, therefore giving them an upper hand in the market (Kirillov, 2008). By the increase of the baby care market it can be inferred that babies are not always benefitting at the end of every product purchase. In fact this growth can be attributed to adult female consumers. As this recession is set in play, women consumers have been swapping standard body lotions with baby lotions due to cost effectiveness. It was evident because there was a drop in the purchase of general body care and a rise in baby skin care (Lennard, 2009).

Product Analysis Not only is Johnson & Johnsons health products preferred in most hospitals, but Johnsons Baby brand is also preferred in the maternity ward. Today, most hospitals are continuing to use Johnsons Baby products on newborn babies than any other baby product. In fact, 60% of new mothers end up utilizing Johnsons Baby brand to give their child their first bath (Superbrands). Johnsons Baby Lotion continues to receive rave reviews after being around for over 100 years. Johnsons Baby Lotion comes in soft pastel colored packaging to render a babys theme. Each color represent a different fragrance as Johnsons baby lotion offers a variety of lotions ranging from different scents to skin needs-something competitors lack. Johnsons Baby also offers lotion for the face and body with SPF 40 to protect a babys skin from harmful rays of the sun which is very appealing to consumers. There is also a lotion designed to calm babies down just before their bedtime. Johnsons Baby just introduced a new line of baby products that is environmentally friendly and is the only line of baby skin products that is at least 98% natural (Baby, 2012). Johnsons Baby Lotion maintains a very high reputation as being a trusted brand that is high in quality and extremely affordable. Johnsons Baby Lotion on average, costs about $3 for a 15oz bottle which is the standard size. However, for $5 the size of the bottle almost doubles with 27oz. What sets Johnsons Baby Lotion aside from its competitors is that consumers of Johnsons Baby Lotion will get more for their buck because other baby lotions offer the same prices for a fraction of the size. Johnsons Baby website offers $1 off coupons on this already inexpensive lotion to ensure that consumers are getting the most out of their money.

In recent years, Johnsons Baby brand worked with Animation Collective, a flash animation studio that focuses on childrens programming. The company launched a series of animation shorts called Advertainments, featuring the voice of celebrity Mariska Hargitay to promote Johnsons Baby Lotion. These series of advertainments ran exclusively online and were promoted through banner ads on websites that expectant mothers frequently visited. The company also released print and television advertising that displayed the tagline Make Your Touch More Touching. These ads ran on select television networks such as Lifetime, TLC, and Nick at Nite and appeared in publications such as American Baby and Parents (Mason, 2008). Johnsons Baby website is very innovative with its central focus being the wellbeing of the child. The website contains offers that ensure the brands trustworthiness and loyalty to parents. The website offers Johnsons By Your Side, a customer program that parents can sign up for to receive exclusive offers on baby products, free downloadable baby guides and stage-based advice from experts. Also found on the website are videos on baby care tips, and a text messaging program called Text4Baby that helps moms across the world get prenatal advice right to their phones. The website also utilizes Facebook to promote their products. By liking the companys page parents are able to enter a contest to have their baby featured on an upcoming ad and receive $5,000.

Competitive Analysis Baby Magic Introduced in 1951, Baby Magic has been known as Johnsons Babys top competitor as the look and pricing is nearly identical. Often times the two brands can be mistaken for one another due to their similarities. Baby Magic was owned by the Colgate-Palmolive Co. and later sold to Playtex for $90 million (Times, 1999). Baby Magics slogan is Pure Magic which gives the idea to consumers that their products are of high quality and just what a baby needs. Similar to Johnsons Baby Lotion, the bottle is similar in shape, size and color. It is offered for the same price as Johnsons 18oz bottle, but only offers a 16oz. However, it makes up for that with their 30oz bottle for the same price as Johnsons 27oz. Baby Magics lotion is not offered in as many varieties as Johnsons but they manufacture a lotion with the same concept of calming babies down before bedtime. Baby Magics lotion is offered in three different scents, whereas Johnsons Baby Lotion offers seven. Previous advertising efforts consisted of a centralized theme of a generational message in 2009. They created a tagline to be seen in magazines, websites, banner ads, and even the Jumbo Tron in Madison Square. The tagline was Trusted by Moms for Generations. Coincidentally in that same year, they started sampling their original wash and lotions. In 2010 they produced a series of playful baby magic nursery rhymes in which they integrated the products strong points

and original baby smells. They began advertising these nursery rhymes in magazines such as Parents and American baby (the same magazines Johnsons Baby lotion ran ads on).

Aveeno Baby Aveeno manufactures skin care products and known for its active natural ingredients such as oatmeal designed to help skin conditions such as eczema, psoriasis, poison ivy, chicken pox, hives, and many more. The company was founded in 1945 by Rydelle Laboratories, and later sold in 1999 to Johnson & Johnson. Johnson & Johnson partnered up with a marketing team to build a new strategy to deliver real skin benefits while still maintaining the active natural ingredients. In those efforts Aveeno expanded its brand into Baby Care and Body Wash and launched Aveeno Baby in 2001 (Aveeno, 2012). The packaging of the Aveeno Baby lotion is somewhat similar in shape as Johnsons Baby Lotion. The colors of the two brands of lotions differ in that Aveeno Babys packaging contain colors that appear more organic and natural to enhance the natural ingredients used in their products. The pricing of an 18oz bottle runs for about $8, while a smaller oz bottle is about $6. One thing that competes with Johnsons Baby Lotion is that Aveeno Baby manufactures a lotion that is designed to treat Eczema. Aveeno Baby lotion does not come in a variety of fragrances which may be a turn off to potential consumers. The scents range from fragrance free to lightly scented lavender.

Aveeno Babys website contains the same organic theme as the main colors are brown and tan. Located on the website is a simple Best Product For category with sub-categories that consumers can choose from that caters to their babys specific needs. This provides easy navigation for consumers. The website also offers a unique Gift Set category that mothers can purchase for themselves or someone they know.

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Consumer Analysis [MRI+ database] Johnsons Baby Lotions largest group of consumers consists of women. This group makes up the majority of users of the product with 71.5% or 6,365,000 users. Specifically speaking, the primary age group of the lotions consumers is comprised of women ages 18-49, with 53.6% or 4,774,000 users. It can be assumed that this age group consists of teens to young moms starting out a family and wanting a quality lotion for their newborn babies. This group can also consist of grandmothers buying lotion for their grandbabies, as the average age of grandmothers is 48 (Grandparents.com, 2009). These users are 82% above average in the buying index. The greatest numbers of consumers are homeowners residing in the southern region with 42.9% or 3,818,000 users. It can be inferred that reasons for this number is because of the constant warm climate that may cause dehydration in skin.

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S.W.O.T. Analysis

STRENGTHS High brand equity, trusted/affordable product, central focus on babys wellbeing, very appealing to mothers, many resources for mothers, offers a variety of scents, and used by hospitals.

WEAKNESSES Only one lotion that is made 98% natural, owns its own competitive brand, most of the main consumers reside in the southern region and of Caucasian decent.

OPPORTUNITIES Continue to build brand equity as a trusted and loyal company, continue to gain women consumers and expand outside of the southern region.

THREATS More baby lotion manufacturers, more organic/eco friendly products, may be overshadowed by its own competitive brand.

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Target Market Profile Johnsons Baby Lotion primary target market will include women ages 25-54 that currently is comprised of 3,372,000 people .This group demonstrates a good potential in the buying index as they are 35% above average in the buying index. Also, the region that will be targeted will be the West who are homeowners and generate a regular household income of $30,000-$39,000. Johnsons Baby Lotion would like to increase its race diversity by increasing the African American and Hispanic consumers. Most women that are targeted both have newborn babies or small children and have attended college. These women enjoy reading magazines such as Parents, Essence, American Baby, and Latina.

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Media Objectives Objective 1: To reach 65% of the target market at least 5 times with one year. Rationale: Frequency is a key factor in expanding the target market.

Objective 2: Increase advertising in the West by 35%. Rationale: Concentration in the geographic region of our target market is key in product awareness.

Objective 3: Concentrate in a pulsing pattern throughout the year with a heavier concentration in the summer and winter months (June-August, December-February). Rationale: During those month skin becomes dehydrated thus providing a need for Johnsons Baby Lotion.

Objective 4: Increase frequency by 3 in the summer and winter months. Rationale: Increasing the frequency will create a stronger pulsing pattern and will appeal more to the target audience during the time of need.

Objective 5: Increase the African American consumers from 28 percent to 35 percent. Rationale: Increasing this set of consumers poses great opportunity for company growth.

Objective 6: Increase the Hispanic consumers from 23 percent to 30 percent. Rationale: Increasing this set of consumers poses great opportunity for company growth.

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Media Strategy

The target audience is made up of African American and Hispanic women between the ages of 25-54. Most of these women will have small children or grandchildren so the babys well being is going to be the central focus of this campaign. The budget for this campaign will be $40 million dollars. The media mix that will be generated is drawn from the target markets demographics and psychographics. Johnsons Baby Lotion aims to reach 65% of their target audience at least five times during one year. A higher reach results in brand awareness and the potential to buy. In order to do this, advertisements will be placed in popular national magazines that appeal most to the target audience based on demographics and psychographics, such magazines include: News and Entertainment Weeklies, Parenthood, Ebony, Essence and Latina. Online ads will be beneficial as well as there will be YouTube commercial and Facebook ads. YouTube ads will run before playing a video to enhance exposure. People can search these videos on YouTube and embed them on Facebookthus creating cost efficiency. There will also be banner ads in Yahoo! Mail. Increasing advertisements in the West by 35% is very crucial to this campaign. Increased outdoor advertisements will be displayed in different states throughout the West. Such outdoor mediums will include billboards, and bus ads. This can be extremely beneficial as these mediums have high reach during high traffic volumes. Also there will be local radio station ads so mothers will have the potential of listening during the commute to and from work or running errands, etc. Johnsons Baby Lotion seeks to gain more African American and Hispanic consumers and seeks to increase both those percentages by 7 percent. In efforts of doing so, there will be ads placed in magazines and television channels that will appeal to the target market. Such
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magazines include Essence, Ebony and Latina. Television channels will include TBS, Lifetime, BET, and Oxygen. There will be a promotional season in the summer and winter months Johnsons Baby Lotion will be giving away coupons and free samples of the lotion inside of the magazines in which ads are being placed. A small sample will be given and a $1 off coupon to hopefully promote purchase of this product.

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Tactics TV Television networks that were selected as vehicles to distribute our ads effectively were chosen accordingly, the times chosen to run these ads are on weekdays between the hours of 4-7:30pm. $22,300,000 will be the budget for the television ads in to run during prime time which generates an overall rating of 6.0. TBS Lifetime BET Oxygen Radio There will be local radio ads playing between the hours of 6-10am on weekdays. This may be effective as the women we are targeting may be traveling in their vehicles at this time. The annual budget for this, medium will be $600,000. Magazine This will contain our promotional strategy. The small samples and $1 off coupons will be found inside the magazine where our ads are placed Magazines have a long life so it would be very cost efficient to place ads in this medium, there will be full color ads that will be ran. These magazines include: CPM Circulation (000) Cost News and Entertainment Weeklies 10.34 4039 $215,000 Parenthood 13.73 2007 $140,000 Ebony 5 1157 $58,000 Essence 9.34 939 $85,000 Latina 12.62 348 $40,000 Total: $538,000 Annual: $6,456,000 The promotional budget for the year will be $144,000. Websites There will be ads placed in these websites to increase the reach of our target market, the annual budget for that will be $9,000,000. YouTube Facebook Yahoo! Mail Outdoor There will be several outdoor ads that will be placed in various locations if the west. As there are high traffic volumes, the chances of seeing these ads are much greater. This enhances Johnsons chances of having their ads seen during travel. The budget for outdoor ads will be $1,500,000 for 20 billboards. Billboards Buses

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Advertising Budget

Outdoor (3.8%)

Online (22.5%)

Radio (1.5%) Promotional (0.4%)

Television (55.8%)

Magazine (16.1%)

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Media Scheduling

Television TBS Lifetime BET Oxygen Magazines News & Entertainment Weekly Parenthood Ebony Essence Latina Websites YouTube Facebook Yahoo! Mail Radio Local- Weekdays 6-10am,3-7pm Outdoor Billboards Buses

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Dec

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Contingency Plan
For Johnsons Baby Lotion campaign, the media plan budget was $40 million dollars. In the event that the plan exceeds the budget, cuts in the frequency of the some of the selected channels during the summer and winter months will be made. In the event that the plan is under budget, an
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increase in frequency in advertisements will run on the channel BET and more ads will be placed in Ebony, Essence and Latina magazine. The reason for this is because these are the mediums that appeal most to the target audience.

References
Aveeno. (2012, March 2). The History of Aveeno. Retrieved from Aveeno Active Naturals: http://www.aveenoprofessional.com/about-aveeno Baby, J. (2012). Johnson's Baby: Introducing Johnson's naturals. Retrieved from Johnson's baby: http://www.johnsonsbaby.com/naturals

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Grandparents.com. (2009, August 12). Surprising Facts About Grandparents. Retrieved from Grandparents. Johnson, J. &. (2012). Johnson & Johnson. Retrieved from http://www.jnj.com/connect/aboutjnj/company-history/ Kirillov, A. (2008, August 5). Global Baby Care: Mighty but Small. Retrieved from GCI: http://www.gcimagazine.com/marketstrends/consumers/children/26292409.html?page=3 Lennard, C. (2009, June 5). State of the Industry: Bright Spots Remain in Down Market. Retrieved from GCI: http://www.gcimagazine.com/marketstrends/regions/world/47067872.html?page=2 Mason, S. (2008, August 5). Baby's Skin. Retrieved from GCI: http://www.gcimagazine.com/marketstrends/segments/skincare/26284414.html?page=4 Santoli, M. (2008, September 8). Barron's Cover. Retrieved from http://online.barrons.com/article/SB122065360919305361.html?mod=b_hps_9_0001_b_this_weeks_m agazine_home_top#articleTabs_article%3D1 Superbrands. (n.d.). Johnson's Baby. Retrieved from Superbrands: http://www.superbrandsbrands.com/volII/brand_Johnson.htm Times, T. N. (1999). COMPANY NEWS; PLAYTEX IS ACQUIRING BABY MAGIC BRAND FROM COLGATE. The New York Times .

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