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