Johnson & Johnson Marketing Strategy Analysis
Added on 2020-01-23
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Critical Reflection
Critically analyzing an advertising or PR campaign.Advertising or promotion campaign can be referred as the promotional tool for product orservice. For instance, any organization that introduces or launches its new product or servicegiven an advertisement in print or digital media. Thus, such type of marketing activities helps inattracting target audience and enhance the sales and profitability. In the present study, Johnsonand Johnson (J&J) is undertaken which is well established medicated brand of UK. According tothe opinion of Boone and Kurtz (2011), after 1990's company realized that its expertise in babiesskin care products might have credibility for other skin care products as well. Therefore, J&Jdecided to develop a new range of products under the brand name Johnson and thus targeted atdifferent age groups (Boone and Kurtz, 2011). As per the view of Coaching (2013), J&J took over an advertising campaign in order totarget female teenagers. However, such market is considered because they are getting rid ofbeauty products. Therefore, company launched a full range of beauty product under the name ofClean & Clear (Coaching, 2013). Company decided to launch a specific marketing campaigntargeting female teenagers because they are using a lot of medicated products and thus theywould grow up to become potential adult buyers of Johnson and Johnson. Davis (2011), arguedthat company was already knowing the culture of people living in UK therefore considering thatthey relaunch the J&J medicated products with the brand name of Clean & Clear in order totarget teenagers and enhance the brand image of firm in market. Hence, it was a completely newlaunch of products among teenagers and thus requires proper advertisement campaign in order toattract potential customers (Davis, 2011). According to the Fourie and Ball (2012), main campaign objectives developed by J&J forlaunching Clean & Clear were to become the number one medicated skincare brand amongfemale teenagers. Company also intended to focus effective marketing strategies throughcelebrity endorsement and become the most popular medicated brands used by female teenagers(Fourie and Ball, 2012). J&J also tried to establish a strong relationship with teenage females bylaunching an effective advertisement campaign related to spots on faces and thus make loyalcustomers to Johnson and Johnson. However, Sutherland and Sylvester (2010), argued thatcompany uses effective communication channel such as digital marketing in order to promote thebrand among teenagers and provide them best information about the medicare goods. It isessential for marketing team to build effective communication among teenage females and help
them to believe within organization that understood the benefits of products and fulfill theirneeds (Sutherland and Sylvester, 2010). As per the Sivesan (2011), J&J took effective advertisement campaign in order to attractUK teenage females i.e. 'Girls Talking'. In this advertising campaign company focuses uponconfident girls talking regarding how they don't worry about spots because they use Clean &Clear medicated product. However, such idea was observed by the marketing team of Johnson &Johnson that teenage females spend a lot of their time talking about spots among themselves.Communication channel adopted by J&J is television advertising along with press advertising(Sivesan, 2011). Company uses young girls and provides a clear idea about advertisementcampaign in order to encourage potential customers to purchase the medicated products insteadof other brands. Mullin (2010), stated that through the launch of Clean & Clear products in the UK marketit made significant value share and attains a growth of around 14%. Further, company facescertain issues regarding achieving the objectives and thus it was not preferred by target audiencesas number one medicated brand. Also, it was not popular among teenage females and they areusing different medicated products of competitive brands (Mullin, 2010). Therefore, marketingteam of Johnson and Johnson establishes a depth understanding and they found that growth insales appeared to be generated because of distribution gains rather than consumer demand. Thus,it was found that company launches ten new Clean & Clear products and thus it was bought byretail outlets and thus it increases their stock but the sell of brand was moving very slowly.Hence, value of J&J decreases by a significant amount and it was essential for firm to re launchan effective advertising campaign to attract potential buyers (O'Guinn and et. al., 2014). Thus, it is essential for marketing team of J&J to increase the sales of Clean & Clearproducts by introducing wide range of varieties rather than substantial increase in the demand forthe individual products. As per the Wong, Ho. and Merrilees (2010), it is because the sales ofsome more established products were actually declining. However, another issue being faced bythe J&J brand was being threatened by the competitors selling medicated products for teenagergirls. Company's positioning strategy was increasingly under the threat and it was realized thatthere was a need to create a growth through increases in stock rather than through distribution.Further, it is essential for J&J to develop effective promotional strategy so that effectivecustomer perception can be revealed that lies with some problem in the advertising (Wong, Ho.
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