Final Marketing Plan Project: MKT6210, Summer 2019, J&J

This marketing plan project analyzes the marketing strategies for Johnson & Johnson, specifically focusing on the introduction of an elbow whitening cream. The project begins with an executive summary, followed by an introduction that highlights the importance of marketing management in business. It then delves into the company's corporate mission, vision, business strategy (growth and differentiation), and marketing strategy, including various types like internet, relationship, and diversity marketing. The project assesses the alignment of corporate mission, business strategy, and marketing strategy. It also examines business strengths, weaknesses, opportunities, and threats, alongside market research and consumer decision-making processes. The evaluation of marketing strategies and a proposed marketing plan, including market segmentation, targeting, positioning, product, price, place, and promotion, are also included. This project provides a comprehensive overview of how to develop and implement a successful marketing plan for a new product.

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Marketing Management
Student’s Details-
7/17/2019

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Executive Summary
Marketing Management plays a vital role in the long-term profitability of the
organization. It involves the planning, organizing and controlling the marketing activities in
order to achieve the objectives of the organization. It particularly involves the sales and
distribution activities of the companies in order to bring awareness of the product in the market.
The marketing management has growing importance as it decreases the competitions and helps
in engaging with more customers by satisfying their needs. The activities of marketing
management help in the innovation of the product and the promotion of existing product in order
to beat the competitors and capturing the market. In marketing management, there is growing
importance of marketing plan which is generally made while introducing a new product.
Marketing plan outlines the overall the promotional activities of the company to promote a
product or service. The companies make marketing plan either for the promotion of existing
product or for the introduction of the new product. It is important for the companies to make the
marketing plan as it helps in satisfying the needs of the customers and helps in the long-term
productivity of the company. Th results of the marketing plan gives the insights regarding the
improvement of the product. Marketing plan gives the overall picture of the marketing strategy
and provides the company with suitable tools and techniques for serving their customers in a
better way.

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Contents
Introduction......................................................................................................................................4
Corporate Mission and Vision.........................................................................................................5
Corporate Business Strategy............................................................................................................6
Corporate Marketing Strategy.........................................................................................................7
Types of Marketing Strategy........................................................................................................7
Internet Marketing....................................................................................................................7
Relationship Marketing............................................................................................................8
Undercover Marketing.............................................................................................................8
Word of Mouth.........................................................................................................................8
Transactional Marketing...........................................................................................................8
Diversity Marketing.................................................................................................................8
Alignment of Corporate Mission, Business Strategy and Marketing Strategy................................9
Business Strength and Business Opportunity................................................................................10
Business Weakness and Business Threats.....................................................................................11
Market Research to support Marketing Strategy...........................................................................12
Understanding Customers..........................................................................................................13
Promotes marketing effectives...................................................................................................13
Identifying new opportunities....................................................................................................13
Improving the Product features..................................................................................................13

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Low Business Risk.....................................................................................................................14
Consumer Decision Making..........................................................................................................14
Economic Factor........................................................................................................................14
Personal Factors.........................................................................................................................15
Psychological factors.................................................................................................................15
Social Factors.............................................................................................................................15
Evaluation of Marketing Strategy..................................................................................................16
Proposed Marketing Plan...............................................................................................................17
Market Segmentation.................................................................................................................17
Targeting....................................................................................................................................18
Positioning.................................................................................................................................19
Product....................................................................................................................................19
Price........................................................................................................................................20
Place.......................................................................................................................................20
Promotion...............................................................................................................................21
Conclusion.....................................................................................................................................22

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Introduction
Marketing management plays an important role in business enterprises. It is the art and
science of managing the marketing activities of the organization. This is the entire process of
planning, organizing, and controlling the marketing activities that deals with the target markets
for the purpose of achieving the goals and objectives of the organizations (Tadajewski & Hewer,
2012). There is growing importance of marketing management in the sense that it gives the
opportunity to the companies to get innovative products. It is beneficial for the companies to
manage marketing activities as it defines the ways to reduce the sales and distribution cost and
also helps establishing the means of communication. The activities of marketing management
help in the success of the company as it provides the ways for maintaining a customer base and
fostering the relationships with the customers. The process of marketing management enables a
company to identify the needs and wants of the target customers and satisfying them with the
earliest possible way (Wiedmann, Hennigs, Schmidt, & Wuestefeld, 2011).
The report discusses the marketing plan of the Johnson and Johnson Company which
defines the marketing strategy for the product in the upcoming year. Johnson and Johnson
company is chosen for the analysis and the product is elbow whitening cream in the skin care
industry for the chosen company. The reason for choosing the product is that it is ideal for kids,
men, women and adults and hence giving a wider scope of expanding the business by covering a
large volume of customers. The product chosen has a great importance as it satisfies the needs of
customers in many ways. In this report, marketing plan is elaborated along with suitable topics.
In developing the marketing plan, the existing corporate mission and vision of the company are

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elaborated. Further, the corporate business strategy and corporate marketing strategy are
analyzed to examine the resources and the ways in which the product is to be promoted.
Alignment of corporate mission, corporate business strategy and corporate marketing strategy are
also analyzed. Further, Business strength, business weaknesses, business opportunities and
business threat are analyzed. Further, there is an analysis of market research and consumer
decision-making to determine the needs and wants of the customers. The effectiveness of
marketing strategies is also evaluated along with the proposed marketing plan.
Corporate Mission and Vision
Johnson and Johnson have a mission of treating all the consumers, communities and
employees. The company treats all the stakeholders equal and believe that all that all are equally
important. The company believes that every person who comes in contact with the company is
equal and the company will serve them in the best interest of them and make them understand
that they are important for the company. The company has also mentioned in their mission
statement that the company will look after the dissatisfactions of the customers from any product
of the company. In case of dissatisfaction from the product, they have mission of providing the
customers an alternative of the product. Johnson and Johnson have a mission of understanding
the needs of the customers and assist the customers by the quality and the preferences they have
from the particular product (Abrams, 2012).
Johnson and Johnson have vision of providing every customer unique experience while
buying any product in order to create a healthier experience for them. The vision for employees
is to create unique experiences and backgrounds together with the company in order create a
better and healthier world.

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Corporate Business Strategy
Corporate Business strategy determines the ways in which strategic actions are taken to
grab the attention of customers and growing the performance of the company. Johnson and
Johnson use growth strategy as its business strategy to expand the business and to survive in the
long run. The company has pharmaceuticals growth strategy where the company has generated
$22.4 billion sales which is 36 percent of the total revenue and is also regarded as eight largest
pharmaceutical companies (N. J., 2011). The company is using this growth strategy for capturing
the market and long-term profits of the company. In the situation of introducing a new product in
the skin care product category which is an elbow whitening cream, the company can use growth
strategy for making a loyal customer base. Johnson and Johnson also use differentiation strategy
by producing differentiated medicines to stand alone in the market and make a significant market
share. Therefore, the company uses differentiation as well by differentiating new features in the
existing product or by introducing a new product.
However, there are various corporate strategies that are used by the companies to gain
advantage over the competitors (Yuan, Tian, & Yu, 2018). Johnson and Johnson use the growth
strategy for consumer segment as well. It makes significant investment in the products like,
moisturizer, body lotions, skin care products and other consumer products to promote growth in
consumer segment in US and non-Us markets. By taking the case situation, the company can
come up with the new product like elbow whitening cream which is new in the market and have
a huge requirement in the market. The company has used diversification strategy by opening new
subsidiaries and investing in pharmaceuticals, medical devices and consumer products. Apart
from this, the company is investing innovations of the products. The company is focused towards
understanding the needs of the customers and make innovations in the existing product or it

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introduces a new product which particularly brings new idea and which satisfies the needs of few
segments of the market. However, the company can come up with the new product by making
investment in the new products to attract the potential customers.
Corporate Marketing Strategy
Marketing strategy is overall plan of the organization that defines a way for reaching the
target market. It helps in making a customer base by attracting customers on the product or
services of the company on order to achieve the specific objectives of the company (Morgan,
Whitler, Feng, & Chari, 2019). The marketing strategy for Johnson and Johnson is to introduce
new product in the market. By this, the company can create new customer base. The company
emerges themselves by coming with a new product to get higher profits in the long run. In the
case situation, Johnson and Johnson can introduce a skin care product like elbow whitening
cream to capture the market. The marketing strategies for a company are regarded as the
marketing mix which is used as the tools or methods for reaching and getting a response from the
target market (Morgan, Whitler, Feng, & Chari, 2019).
Types of Marketing Strategy
Various marketing strategies can be adopted by the companies to promote their products.
Some of the marketing strategies that can be used by Johnson and Johnson are explained as
below:
Internet Marketing
This kind of marketing is the most effective marketing techniques that are used by the
companies to promote their existing and new product to retain the customers (Chaffey, 2019).

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Under internet marketing, Johnson and Johnson can list their products on multiple platforms
where it can retain a number of audiences.
Relationship Marketing
This kind of marketing focuses on maintaining long-term relationships with the
customers rather than short-term relationships. Relationship marketing has the goal of creating a
connection with the customers rather than selling the products for profit (Johnson, 2018). The
company can use this marketing strategy by engaging with the customers which can help in
building customer satisfaction.
Undercover Marketing
Undercover marketing is used by the companies to promote the product in a hidden
manner. Under this marketing, a marketer or the concerned representative speaks about the
product without the knowledge of the customers that they are being marketed (Gregory, 2010).
The company can adopt this strategy by the help of an actor who can create an influence to buy
the product.
Word of Mouth
This is the traditional marketing technique that can be used by the company to attract the
customers. The company can give the quality products which can make the impression of the
company on the customers. Johnson and Johnson are successful in providing the quality products
to their customers and hence this technique can be effectively used by the company.
Transactional Marketing
Transactional marketing focuses on the volume of sales rather than maintaining
relationship with the customers. It relies on the efficient production and brand loyalty (Elledge,

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2016). The company can adopt this strategy to maximize the sales and earn higher profits
through the new product.
Diversity Marketing
Diversity marketing targets the customers having the social group such as the attitude,
values and beliefs of the group. This marketing integrates various marketing techniques
(Jordheim, 2015). The company can adopt this strategy to promote the products into diverse
groups by satisfying the needs of the society which can enhance the brand loyalty of the
company.
Alignment of Corporate Mission, Business Strategy and Marketing
Strategy
The company’s mission, business strategy and marketing strategy are aligned to evaluate
the effectiveness of the marketing plan and company’s strategy to reach the target customers and
attain maximum profits (DeMers, 2016). Johnson and Johnson make the mission of satisfying the
each and every customer to whom the company has to deal with. The company treats the
customers equally and treats every customer with loyalty. This mission can give insights
regarding the business strategy that the company makes to beat the competitors. Business
strategy plays a vital role in accomplishment of the corporate mission of the company. When the
company has made the mission of satisfying the customers, then the company should have a
business strategy to reach them and the techniques of making them aware about the product by
adopting the marketing strategy. Corporate strategies define the objectives of reaching the
customers and the marketing strategy defines the ways or techniques of reaching the target
market through promotional activities (DeMers, 2016).

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In the case situation of inauguration of the elbow whitening cream as an innovative skin
care product for the Johnson and Johnson, the company’s mission will be to satisfy and grab the
as much as customers from their new product and for that the company will make business
objectives or goals and the determination of the active utilization of company’s resources to
achieve the objectives and overcome the competitors by making cost leadership, focus and
leadership strategy that can help them to capture the market. Marketing strategy provides support
to the corporate strategy. For coming with the new skin care product, the company will have to
effective marketing efforts to meet the objectives made in business strategy and corporate
mission of the company. For that, effective marketing mix through product, price, place and
promotion for providing the customers a unique experience. There are specific tasks in marketing
strategy that help the company to achieve the objectives for the particular product. In this way, it
can be said that corporate mission, business strategy and marketing strategy are related to each
other and support each other. Mission describes the existence of the company and business
strategy defines the suitable actions that the company can take to achieve that mission and
marketing strategy states the marketing activities that are undertaken for the promotional
activities for meeting the goal or objective of the company.
Business Strength and Business Opportunity
Johnson and Johnson have following strengths for their newly launched skin care product:
 Johnson and Johnson is the largest healthcare provider dealing in pharmaceutical,
consumer and medical devices. Consumer products like skin care, moisturizer and baby
lotions have grabbed the largest share (Mueller, 2018).

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 The company’s brand portfolio is its biggest strength which helps them in occupying the
market by their large number of brands.
 Johnson and Johnson is a trusted brand which has huge customer base. Medical
practitioners and the consumers in local market prefer the brand of the company.
 The company has made strategic mergers and acquisitions with the related
pharmaceutical industries in order to be technological advanced and avoid the
competition.
 Johnson and Johnson are known for their strong supply chain management and have
covered rural areas by opening of retail outlets in these areas.
 The company has an adequate business model that has innovative products in the
healthcare industry which differentiates them from competitors (Mueller, 2018).
Johnson and Johnson have following opportunities for their product:
 The company has diversified products to be offered which increases the revenue of the
company.
 Johnson and Johnson have added biologics in their product which makes them different
from competitors.
 The company’s skin care products in which elbow whitening cream can have an
opportunity to grow in the market due to changing lifestyle of the people which has
increased the demand of medical products (Friesner, 2014).
 The company creates opportunity through undertaking product innovation globally.
Business Weakness and Business Threats
Johnson and Johnson have following weakness for the skin care product: