Brand Extension of Johnson & Johnson: Principles of Marketing

Principles of marketing

Executive Summary
Marketing is one of the vital function of management. In this report there is discussion
related to brand extension done by Johnson & Johnson. It is important to understand the brand
and brand value for this reason Kapferer’s Brand Identity Prism is evaluated. A company must
target right customers as that helps them in achieving success so STP is part of this report.
PESTLE analysis and Ansoff’s Grid are also part of this report. There is discussion related to
new product and its competitor so that the organisation is able to take suitable actions.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Methodology....................................................................................................................................4
Findings............................................................................................................................................4
Existing brand and Brand Values................................................................................................4
Description of the Target Market................................................................................................5
Analysis of the New Market, Including Trends .........................................................................5
An Explanation of the New Product...........................................................................................6
Competition.................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERNCES:..................................................................................................................................8
Books and Journals:....................................................................................................................8