MARKETING MANAGEMENT ANALYSIS

ON

Submitted By:
Devanshi Chavda
23058
Div.: B
Submitted To:
Prof. Mitesh Jaiswal
Dr. Raju Rathod
INTRODUCTION

Johnson & Johnson, founded in 1886 is an American company manufacturing mainly medical
products and devices, pharmaceutical, and consumer packaged goods. Johnson & Johnson
has its headquarters in New Brunswick, New Jersey. It has around 250 subsidiaries selling its
products in around 175 countries.
Johnson & Johnson is one of the leading companies of the world and listed among the fortune
500. With a very good targeting strategy followed Johnson & Johnson caters the need of all
the segments of the society, from babies to adults. More than 100,000 people are employed
with the company worldwide.
The company develops, manufactures, and sells a wide range of products in the healthcare
field. Its best-known products include its line of consumer products, medical devices, and
pharmaceutical products.

PRODUCT CATEGORIES

Johnson & Johnson’s product categories are broadly divided into three segments: Consumer
Health, Pharmaceutical, and MedTech. The Consumer Health segment includes a wide range
of products such as skin and hair care products, over-the-counter medicines, and baby care
products. The Pharmaceutical segment includes various therapies for immunology, infectious
diseases, neuroscience, oncology, cardiovascular and metabolism, and pulmonary
hypertension. The MedTech segment includes a wide range of medical devices and diagnostic
equipment.
The product strategy and mix in Johnson & Johnson marketing strategy can be explained as
follows:
Johnson & Johnson has an extremely wide and elaborate product portfolio. Johnson &
Johnson focuses majorly on three product categories i.e. pharmaceuticals, medical devices &
consumer products. The above-mentioned categories contribute significantly to the total
revenues earned for Johnson & Johnson. These offerings of Johnson & Johnson are the
product strategy in its marketing mix. The company mainly caters the consumer product
lines. The main products under Johnson & Johnson include:
1. Baby Category Johnson & Johnson products which include different types of massage oils,
body lotions, soaps, creams, powders, nappy pads and shampoos. Within these products also
there are various categories and types available.
2. Johnson & Johnson Skin Care products include Clean Care facewash which are available
in different flavor like apple, strawberry, lemon etc.
clean care face creams, clean and clear moisturizers, cleansers etc. it also has a new category
of products under Neutrogena brand name which also brings in skin care products.
3. Wound care segment brings in products like Johnson & Johnson Band aid
4. Oral care like mouth washes with different flavours like fresh mint, cool mint
5. Pharmaceuticals products are also one of the major segment of Johnson & Johnsons. They
are used for Dermatology, anti-fungal, contraceptive etc.
6. Medical equipments are also produced by Johnson & Johnson which are mainly includes
products for spinal care, circulatory diseases etc. also including disposable contact lenses and
diabetes testers.

JOHNSON & JOHNSON’S PHARMACEUTICAL BRANDS:

Actelion: Headquartered in Allschwil, Switzerland, Actelion is a pharmaceutical and
biotechnology company that treats pulmonary arterial hypertension. J&J acquired the
company in 2017 for approximately $30 billion, and it became part of the J&J Innovative
Medicine division.
Benadryl: Benadryl was invented by chemistry professor George Rieveschl and became the
first FDA-approved prescription antihistamine in 1946.Today, the brand, which J&J acquired
in 2006 as part of a $16.6 billion deal with the consumer unit of Pfizer, sells a range of
allergy and itch-relief medicines.
Benylin: Benylin produces a range of cough, cold, and flu medications for both adults and
children. The brand was sold by Pfizer to J&J in 2008, and has been a popular and trusted
brand since the early 1970s. In the U.K., it is currently the top-selling cough medicine brand.
Cilag: Cilag is a Swiss pharmaceutical company, founded in 1936 and acquired by J&J in
1959. Today, the company employs around 1,200 people and is one of the major players in
the Swiss pharmaceutical industry.
Imodium: Imodium offers a range of treatments for diarrhea. It uses an active ingredient
called loperamide hydrochloride, which slows down the movement of the gut.
Motrin: Motrin is a brand of non-steroidal anti-inflammatory drug containing ibuprofen. Its
product range includes capsules, gels, chewable tablets, and liquid drops.
Novira Therapeutics: Novira Therapeutics is a biopharmaceutical company that focuses on
treatments for chronic hepatitis B virus (HBV) infection. J&J acquired Novira in 2017 and
added it to the Infectious Diseases & Vaccines Therapeutic Area of the Janssen
Pharmaceutical Companies of J&J.
Sudafed: Sudafed is an over-the-counter medicine designed to relieve nasal and sinus
congestion and pressure due to colds, hay fever, or upper respiratory allergies. J&J acquired
the brand from Pfizer in 2006.
Tylenol: Tylenol is a brand of pain medication that includes tablets, capsules, creams and
liquid medicines.
Zyrtec: J&J acquired allergy brand Zyrtec from Pfizer in 2006 and a year later won
regulatory approval to sell its cetirizine medicine over the counter.

JOHNSON & JOHNSON’S MEDICAL DEVICE BRANDS:

Acclarent: Acclarent is a California-based medical device company, which J&J acquired in
2010 for $785 million. It won’t be a part of the company’s portfolio much longer. Integra
Lifesciences reached an agreement in 2023 to acquire the company from J&J for $275
million, and the deal is expected to close by the second quarter of this year.
Biosense Webster: J&J acquired Biosense Webster, which develops a range of diagnostic
and treatment tools for people living with cardiac arrhythmias, in 1997 for $400 million in
shares. A global leader in the field for more than 30 years, its products include 3D navigation
systems, diagnostic catheters, electrophysiology access tools, and therapeutic catheters.
Cerenovus : J&J Medical Devices Companies introduced neurovascular business
Cerenovus in July 2017. The brand quickly became a market leader in stroke care and
provides a range of medical devices designed to help physicians make stroke treatment
quicker, easier, and more effective.
DePuy Synthes : DePuy Synthes is part of J&J’s MedTech division and boasts one of the
most comprehensive orthopaedics portfolios in the world. The company, which has made
major advancements in orthopaedic devices, medical technology, and digital surgery,
specializes in joint reconstruction, trauma, craniomaxillofacial, spinal surgery, and sports
medicine. In 2012, J&J acquired Synthes, Inc for $19.7 billion and integrated it with DePuy
to establish the DePuy Synthes, the Orthopaedics Company of Johnson & Johnson.
Ethicon : Ethicon offers surgical technologies and solutions including wound closures,
surgical hemostats, and its MONARCH platform for robot-assisted procedures.
Johnson & Johnson Vision : J&J acquired Abbott Medical Optics in 2017 for $4.33 billion
and changed the eye health company’s name to Johnson & Johnson Vision.
Mentor : J&J bought Mentor, a breast implant maker, in 2008 for $1.07 billion as part of its
plan to enter the market for cosmetic medical procedures.
Tear Science : Tear Science develops ophthalmic medical devices to identify and treat
meibomian gland dysfunction, which can lead to dry eye disease. J&J completed its
acquisition of Tear Science in September 2017, furthering its goal to become a global leader
in eye health. A few months later, J&J announced that Tear Science’s LipiScan and LipiFlow
technologies would be available in more than 800 optometrist and ophthalmologist offices
across the U.S. and Canada.

JOHNSON & JOHNSON’S CONSUMER PRODUCT BRANDS :

ACUVUE : In 1987, J&J Vision (JJV) introduced the world’s first disposable soft contact
lenses, under the brand ACUVUE. ACUVUE manufactures 4 billion contact lenses annually,
and the brand’s 1 Day ACUVUE MOIST is the most popular daily disposable on the
market.
Aveeno : Aveeno is an American skin care and hair care company, founded by brothers Albert
and Sidney Musher in 1945. The pair discovered the powers of finely milled colloidal
oatmeal to help heal dry skin. J&J acquired the company in 1999 and today sells a wide range
of skin, hair, and baby products containing oatmeal.
BAND-AID : Voted the number one most trusted brand in the U.S. in 2023, BAND-AID is a
leader in first aid care, selling adhesive bandages, gauzes and pads, tapes and wraps,
antiseptic and wound washes, and first aid kits. In 1920, Earle Dickson , a J&J cotton buyer,
combined J&J’s adhesive tape and gauze to create the consumer health company’s now iconic
adhesive bandage. The brand sells more than 42.1 million units of its pharmaceutical products
in the U.S. annually.
BENGAY : BENGAY is a topical analgesic, designed to be applied to the skin to relieve pain
in muscles and joints. The consumer health brand was originally produced by Pfizer
Consumer Healthcare, before J&J acquired it for $16.6 billion in 2006.
Caladryl : Caladryl is a lotion designed to relieve the pain and itchiness associated with
rashes due to poison ivy, poison oak, or poison sumac. It is distributed by J&J Consumer
Products Company.
Ci:z Holdings : In January 2019, J&J announced the completion of its acquisition of Ci:z
Holdings. The Japan-based company develops and markets cosmetics products for the
following brands: DR. CI: LABO, LABO LABO, and GENOMER.
Clean & Clear : Clean & Clear is an American dermatology brand selling a wide range of
acne treatments, including cleansers, scrubs, treatments, toners, and moisturizers.
J&J acquired Clean & Clear from Revlon in 1991.
Beijing Dabao : Beijing Dabao is a manufacturer of personal care products, including skin
care products, hair care products, and cosmetics. J&J bought the top Chinese cosmetics firm
in 2008 for a deal estimated at more than $300 million.
Desitin : Desitin offers a range of products to treat and protect babies from diaper rash,
including a Daily Defense Cream, Maximum Strength Original Zinc Oxide Paste, and a
Multipurpose Ointment.
Johnson’s Baby : Johnson’s Baby is an American brand of baby care products,
first introduced in 1894. Since then, the brand has pioneered research to further understand
the unique needs of baby’s eyes, skin, and hair. In fact, more than 90% of all industry-led
baby skin care research comes from Johnson’s.
Lactaid : Founded in 1974 by third-generation dairy farmer, Alan E. Kligerman, Lactaid sells
a range of lactose-free dairy products and dietary supplements. All Lactaid products contain a
lactase enzyme, which breaks down lactose into sugars that are easier to digest.
Le Petit Marseillais : Le Petit Marseillais is a French beauty and personal care brand of hand
soaps, shampoos, skin care products, and lip care products. J&J acquired it in 2006 and rolled
it out to U.S. retailers – such as CVS, Target, and Ulta – in 2017.
Listerine : Listerine was developed in 1879 for use as a surgical antiseptic and the product
became available to customers over-the-counter in 1914. Since J&J acquired the mouthwash
and oral care brand in 2006 , Listerine has heavily expanded its product offering to include
toothpaste, breath fresheners and oral rinses with a wide range of flavors and functions.
Lubriderm : Pharmacist Louis Schleuse developed the first Lubriderm product in 1945 and,
for the decades that followed, it was used solely by medical professionals to treat rough,
itchy, or dry skin. In 1975, it became available for purchase to the public. J&J acquired the
brand in 2006 as part of its $16.6 billion Pfizer deal . Today, its product range includes
moisturizers and body washes.
Maui Moisture : Maui Moisture sells a line of hair care products made with aloe vera and
coconut water. In 2016, J&J acquired Maui Moisture’s parent company , Vogue International,
for approximately $3.3 billion in cash.
Neosporin : Neosporin’s range of wound care products includes antibiotic cream, BAND-
AID bandages, cleansing wipes, gauze, and ointments.
Neostrata : Neostrata produces and markets a range of dermatologist-developed skin care
products under several brand names, including NeoStrata, NeoStrata Sin Active, Exuviance,
Exuviance Age Reverse, CoverBlend, and Psorent. Dermatologist Dr. Eugene J.Van Scott and
dermo pharmacologist Dr. Ruey J. Yu founded Neostrata in 1988 and J&J acquired it in
2016.
Neutrogena : Neutrogena’s founder, Manny Stolaroff, started the brand in the 1950s with a
gentle bar soap inspired by a soap invented by a Belgian chemist. J&J acquired the brand in
1994 for $924 million. Today, Neutrogena produces a wide range of cosmetics, skin care
products, and hair care products.
Nicorette : Nicorette sells a range of smoking cessation products including mouth sprays,
patches, and chewing gums. The brand is sold globally by J&J except in the U.S., where it is
distributed by Haleon.
OGX : OGX is a premium hair care brand that sells shampoos, conditioners, treatments,
body washes, body lotions, and styling products. J&J acquired OGX as part of its Vogue
International acquisition.
PIZ BUIN : In 1946, Franz Greiter developed one of the world’s first sun protection
products , the PIZ BUIN Gletscher Crème. J&J bought the company in 1989.
Polysporin : Polysporin is a first-aid antibiotic ointment designed to prevent infection in
minor cuts, scrapes, and burns.
Rogaine : Rogaine launched its first product in 1988, a prescription-only solution to
hereditary hair loss for men. Today, it sells a range of hair regrowth products. J&J bought the
brand in 2006.
Stayfree : Energizer acquired the U.S., Canada and Caribbean business of menstrual products
company Stayfree from J&J in 2013, but J&J continues to own the brands in all other regions
of the world.
Visine : Founded in 1958, Visine sells a range of eye drops. J&J acquired the company as
part of the 2006 Pfizer deal.

PRODUCT DIVERSIFICATION
As a marketing strategy, product diversification involves offering multiple products that
appeal to different customer segments. This can include expanding into new markets or
developing new products within existing markets. In the case of Johnson & Johnson (J&J),
they have successfully implemented this strategy through their diverse range of healthcare
products for consumers, medical professionals, and pharmaceuticals.

One example of J&J’s product diversification is their consumer health division which
includes over-the-counter medications such as Tylenol, Motrin IB, Benadryl, Zyrtec, and
Neosporin. These products cater to a wide range of customers who need relief from pain,
allergies, cold symptoms, and skin irritations. Additionally, J&J offers baby care products
including lotions, shampoos, washes, and powders under brands like Johnson’s Baby and
Desitin. They also offer feminine hygiene products under the Stayfree brand.
Another aspect of J&J’s product diversification is their medical devices segment which
includes surgical equipment, orthopedic implants, diabetes management tools, and vision care
solutions. Their Ethicon subsidiary produces surgical instruments used by surgeons
worldwide while their DePuy Synthes unit provides joint replacement systems and spinal
implants. J&J Vision develops contact lenses and laser eye surgery technologies.

Their pharmaceuticals division focuses on developing treatments for chronic diseases such
as cancer, immunological disorders, neuroscience conditions, infectious diseases, and
cardiovascular disease. Some of their blockbuster drugs include Darzalex for multiple
myeloma, Imbruvica for leukemia and lymphoma, Xarelto for blood clots and stroke
prevention, Invokana for type 2 diabetes, and Simponi for rheumatoid arthritis and ulcerative
colitis.

In summary, Johnson & Johnson has successfully applied product diversification as a

marketing strategy by providing a broad range of healthcare products and services that meet
the needs of different customer segments.

PRICING POLICY

Below is the pricing strategy in Johnson & Johnson marketing strategy:

Johnson & Johnson is a renowned brand and still it has maintained its pricing to an affordable
rate so that the common man can buy the products. Johnson & Johnson follows a very well-
planned pricing policy in its marketing mix pricing strategy, mainly keeping it in the range of
the consumer price index.
As we know the major part of the company’s market is from consumer products so it keeps n
mind the affordability criteria of the consumers in the market before setting its pries. Johnson
& Johnson has also followed a psychological pricing technique keeping its prices in the
multiples of 99 or 49. Although Johnson & Johnson products are known for its superior
quality with proper packaging etc, the company has decided on affordable prices. In its
medical products category, working along with government they have priced them the
products at a reasonable rate. This also depicts the companies socially responsible intentions.
Johnson & Johnson has efficient team appointed for the pricing of the products. This teams
take into account different factors like target segment, their production cost, demand, supply,
and also the ability to pay of the customers. After all the proper evaluations and calculations,
the prices are fixed for the products. There are certain Johnson & Johnson products like the
baby care products and consumer goods where the prices charged are little high. This is
because people buying such products are ready to pay even a certain high price given good
quality and good health for their family.
JOHNSON & JOHNSON PLACE & DISTRIBUTION STRATEGY

Following is the distribution strategy in the Johnson & Johnson marketing mix:
Johnson & Johnson products are available extensively because of a strong distribution
network. With a total of around two hundred and thirty subsidiaries and with operations in
around sixty countries it is a well-known brand with its name spread even in the remote parts
of the country. Johnson & Johnson has an advantageous stand of the local windows of the
operating countries which helps them link easily with the customers. A well organized and
efficient team is appointed by Johnson & Johnson who look into all the operation and
distribution of the products. They supervise and coordinate all the activities and strive to
reach every targeted customer. There are also conditions in which the local manage the
subsidiaries thus giving an edge over the competitors. Decentralization technique of
management is followed by the company, engaging the employees. Johnson & Johnson has a
wide and well distributed distribution network as a part of its marketing mix strategy. With
the growing trend of online shopping and advancement in technology Johnson & Johnson has
rightly captured the opportunity and sell their products via different online portals and
shopping sites.
Johnson & Johnson products are easily available almost everywhere, retail stores,
wholesalers and market. With the growth of ecommerce platforms, the company has its
products available online, which the company also promotes via digital marketing, social
media engagement etc.

JOHNSON & JOHNSON PROMOTION & ADVERTISING STRATEGY

The promotional and advertising strategy in the Johnson & Johnson marketing strategy is as
follows:
Johnson & Johnson has followed a very good marketing strategy, creating awareness through
advertisements via different medias which are generally very eye catching. The marketing
mix promotional strategy of Johnson & Johnson is to have a 360 branding. This appeals the
customers to buys the products. Johnson & Johnson have realized the importance of
spreading awareness about the production the market and have utilized their full capacity to
reach out to people. The Johnson & Johnson ads are placed everywhere and through all
mediums, like hoardings, magazines, newspapers etc. Their advertisements also carry an
emotional content majorly focusing on quality and care. Johnson & Johnson have also
focused on coming up with very good packaging which is environmentally friendly. Johnson
& Johnson have come up with various kinds of campaigns also as a part of the promotional
activities. Few of them being “Having a Baby Changes Things”, “The Campaign for
Nursing’s Future” etc. Johnson & Johnson ads generally focus cute babies and kids which
people love to see and depicts love and care from a mother’s perspective. The mother baby
connection is strongly shown there. Also, few cartoon characters are used to attract the
customers. Johnson & Johnson also comes up with various kinds of offers like get a soap free
on purchase of two etc. several kinds of discounts coupons are also given along with baby
products and on buying all in one packs. Hence, this summarizes the Johnson & Johnson
marketing mix.

MARKET POSITIONING
Johnson & Johnson positions itself as a trustworthy provider of high-quality, science-based
solutions, emphasizing safety, efficacy, and comfort for both patients and consumers. The
company’s strong brand name and its diversified products with extensive global reach make it
attractive for investors looking for stable market performance.
Summary:
 Johnson & Johnson has solidified its market leadership position over the years.
 The company tends to outperform the market during economic crises, and its
operations are less vulnerable to recessions.
 J&J's strong brand name and its diversified products with extensive global reach make
the company attractive for investors looking for stable market performance.
 J&J is highly ranked in our multi-factor system, backed by solid quality, value, and
momentum factors.
 WEBLIOGRAPHY

 SEEKING ALPHA: J&J-attractive opportunity during market turmoil

Johnson & Johnson: Attractive Opportunity For Market Turmoil (NYSE:JNJ) |
Seeking Alpha
[27th October,2022]

 THE BRAND HOPPER: Marketing Strategy

Marketing Strategies of Johnson & Johnson - The Brand Hopper
[ 23rd September,2023]

 Thomasnet: list of J&J’s brands

A Complete List of Johnson & Johnson Brands (thomasnet.com)
[8th March,2024]

 Johnson & Johnson:

Johnson & Johnson: Changing health for humanity (jnj.com)