Johnson & Johnson Marketing Strategy Analysis

This assignment delves into an analysis of Johnson & Johnson's (J&J) marketing strategies. It emphasizes the importance of ethical considerations in their business practices, including responsible environmental impact and transparent communication regarding their medicated skincare products. The analysis aims to explore how J&J can become the leading medicated skincare brand while upholding ethical standards and fulfilling consumer needs effectively.

Critical Reflection

Critically analyzing an advertising or PR campaign.
Advertising or promotion campaign can be referred as the promotional tool for product or
service. For instance, any organization that introduces or launches its new product or service
given an advertisement in print or digital media. Thus, such type of marketing activities helps in
attracting target audience and enhance the sales and profitability. In the present study, Johnson
and Johnson (J&J) is undertaken which is well established medicated brand of UK. According to
the opinion of Boone and Kurtz (2011), after 1990's company realized that its expertise in babies
skin care products might have credibility for other skin care products as well. Therefore, J&J
decided to develop a new range of products under the brand name Johnson and thus targeted at
different age groups (Boone and Kurtz, 2011).
As per the view of Coaching (2013), J&J took over an advertising campaign in order to
target female teenagers. However, such market is considered because they are getting rid of
beauty products. Therefore, company launched a full range of beauty product under the name of
Clean & Clear (Coaching, 2013). Company decided to launch a specific marketing campaign
targeting female teenagers because they are using a lot of medicated products and thus they
would grow up to become potential adult buyers of Johnson and Johnson. Davis (2011), argued
that company was already knowing the culture of people living in UK therefore considering that
they relaunch the J&J medicated products with the brand name of Clean & Clear in order to
target teenagers and enhance the brand image of firm in market. Hence, it was a completely new
launch of products among teenagers and thus requires proper advertisement campaign in order to
attract potential customers (Davis, 2011).
According to the Fourie and Ball (2012), main campaign objectives developed by J&J for
launching Clean & Clear were to become the number one medicated skincare brand among
female teenagers. Company also intended to focus effective marketing strategies through
celebrity 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 by
launching an effective advertisement campaign related to spots on faces and thus make loyal
customers to Johnson and Johnson. However, Sutherland and Sylvester (2010), argued that
company uses effective communication channel such as digital marketing in order to promote the
brand among teenagers and provide them best information about the medicare goods. It is
essential 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 their
needs (Sutherland and Sylvester, 2010).
As per the Sivesan (2011), J&J took effective advertisement campaign in order to attract
UK teenage females i.e. 'Girls Talking'. In this advertising campaign company focuses upon
confident 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 advertisement
campaign in order to encourage potential customers to purchase the medicated products instead
of other brands.
Mullin (2010), stated that through the launch of Clean & Clear products in the UK market
it made significant value share and attains a growth of around 14%. Further, company faces
certain issues regarding achieving the objectives and thus it was not preferred by target audiences
as number one medicated brand. Also, it was not popular among teenage females and they are
using different medicated products of competitive brands (Mullin, 2010). Therefore, marketing
team of Johnson and Johnson establishes a depth understanding and they found that growth in
sales 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 by
retail 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 launch
an 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 & Clear
products by introducing wide range of varieties rather than substantial increase in the demand for
the individual products. As per the Wong, Ho. and Merrilees (2010), it is because the sales of
some more established products were actually declining. However, another issue being faced by
the J&J brand was being threatened by the competitors selling medicated products for teenager
girls. Company's positioning strategy was increasingly under the threat and it was realized that
there 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 effective
customer perception can be revealed that lies with some problem in the advertising (Wong, Ho.

and Merrilees, 2010). Therefore, J&J needs to develop effectively awareness regarding
advertisement and deliver effective message so that individual can identify the brand in the
market. Company advertises regarding the spot awareness among teenage girls and provide them
crucial information about the Clean and Clear's product range (Communication Process is Key
for a Successful Business, 2013).
As per the opinion of Boone and Kurtz (2011), 'Girls Talking' campaign launched by J&J
was not seemed to be much accepted by the UK girls as they found the advertisement to be
conversational style and content of the advertising to be artificial and patronizing. It needed to be
made real for UK girls and thus it is essential for Johnson and Johnson to focus upon the
requirement of target audience and avoid affecting environment. Company also carries out
environmental protection campaign and Corporate Social Responsibility so that creative
advertisement can be made in order to attract target audience. However, Davis (2011), argued
that the media plan was designed in order to focus highly upon the teenage girls and should be
broadcasted at the time of famous cooking shows which is highly viewed by young girls. With
the help of tight targeting it enables Clean and Clear is required to talk effectively to teenage
girls for longer and thus keep with this tight marketing, the advertising agency need to focus
upon the target audience needs in order to attain desired results (Davis, 2011).
It is evaluated that through regular promotion and advertisement campaign, company was
able to become the most popular brand among female buyers. J&J provides best medicated
skincare products in order to meet the objectives of teenage girls. As per the opinion of
Sutherland and Sylvester (2010), the success of Clean & Clear was affected by the new
advertising campaign that involves enhanced advertising awareness in order to attract consumers
who are connected with the brand. Thus, with the help of effective advertising campaign it helps
in improving brand awareness by 49%. Marketing team of firm carries out effective research in
order to view the needs of target audience and thus assessed that company adopts effective
promotional strategy in order to provide the product to target audience i.e. young females and
enhance sales and profitability (Sutherland and Sylvester, 2010).
According to the Mullin (2010), J&J also adopts effective econometric model that takes
into account different factors that might affect the sales of firm. Hence, company needs to
promote effective advertising marketing campaign in order to add value to the company's
product and thus enhance the sales and profitability of company. Furthermore, there are various

other factors that also provides success to the Clean and Clear product range in market. It
involves that J&J focuses upon the particular product range and thus no new products were
launched and also there were no product reformation or changes done in the packaging of goods.
Company also does not done any significant changes in the factors relating to distribution
(Mullin, 2010). J&J also adopts effective pricing strategy and thus there were no price cuts in
fact prices of product actually rise a little higher than compared to the competitors. Company
also increased its expenditure budget in relation to the rivals.
Further, there are various other factors that enhance the population of teenage girls
requires increase in the demand of products by them. Therefore, company is required to enhance
their market share by launching effective promotional and advertising campaign and thus provide
best medicated products to consumers (O'Guinn and et. al., 2014). It is essential for the
marketing team of J&J to launch effective PR campaign so that they can make connection with
the target audience i.e. teenage girls and thus advertise the products in the global market. Hence,
with such marketing objectives it helps Johnson and Johnson to become the number one
medicated skincare brand in terms of value share so that needs of consumers can be fulfilled
effectively and efficiently.
It can be concluded from the study that company is required to develop effective
marketing strategy in order to promote ethical behavior in business and thus overcome
irresponsible social behavior such as affecting environment or polluting it. Hence, it is essential
for businesses to incorporate Corporate Social Responsibility so that best results can be attained.
J&J should also not provide any misleading information in their advertisement regarding
medicated products so that effective product information can be provided to consumers and thus
enhance the market share and profitability.

REFERENCES
Books and Journals
Boone, E. L. and Kurtz, L. D., 2011. Contemporary Business. John Wiley & Sons.
Coaching, B. S., 2013. 7 Steps to an Integrated & Implementable Marketing Plan: Failing to
Plan IS Planning to Fail. Speedy Publishing LLC.
Davis, C., 2011. Online and Offline Advertising and Promotion for Books. Christy Davis.
Fourie, I. and Ball, L., 2012. Promotional strategies for information products and services:
Aligning with the serious and entertainment facets of information consumers' lives.
Library Hi Tech. 30(4). pp.683 – 692.
Fourie, I. and Ball, L., 2012. Promotional strategies for information products and services:
Aligning with the serious and entertainment facets of information consumers' lives.
Library Hi Tech. 30(4). pp.683 – 692.
Mullin, R., 2010. Sales Promotion: How to Create, Implement and Integrate Campaigns that
Really Work. Kogan Page Publishers.
O'Guinn, T. and et. al., 2014. Advertising and Integrated Brand Promotion. 7th ed. Cengage
Learning.
Sivesan, S., 2011. An empirical study on the promotional mix and brand equity: mobile service
providers. Herald Journal of Marketing and Business Management. 2(1). pp. 47-50.
Sutherland, M. and Sylvester, A., 2010. Advertising and the Mind of the Consumer: What Works,
what Doesn't and why. Kogan Page.
Wong, Ho. and Merrilees, B., 2010. Multiple roles for branding in international marketing.
International Marketing Review. 24(4). pp.384–408.
Online
Communication Process is Key for a Successful Business, 2013. [PDF]. Available through: <
http://www.mybusinessprocess.net/communication-process-is-key-for-a-successful-
business/ >. [Accessed on 19th April 2016]..