Final Marketing Plan Project: MKT6210, Summer 2019, J&J
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Project
AI Summary
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.
MARKETING MANAGEMENT 0
Marketing Management
Student’s Details-
7/17/2019
Marketing Management
Student’s Details-
7/17/2019
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MARKETING MANAGEMENT 1
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.
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.
MARKETING MANAGEMENT 2
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
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
MARKETING MANAGEMENT 3
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
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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MARKETING MANAGEMENT 4
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
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
MARKETING MANAGEMENT 5
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.
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.
MARKETING MANAGEMENT 6
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
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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MARKETING MANAGEMENT 7
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).
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).
MARKETING MANAGEMENT 8
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,
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,
MARKETING MANAGEMENT 9
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).
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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MARKETING MANAGEMENT 10
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).
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).
MARKETING MANAGEMENT 11
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:
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:
MARKETING MANAGEMENT 12
The company is involved various litigations and have been sued by shareholders which
affects the reputation and brand image of Johnson and Johnson (Faizul, 2017).
The company has emerging conflicts between the partnering companies who are emerged
through mergers and acquisitions.
The company is dependent upon the niche segments for the availability of the certain
products.
Johnson and Johnson have been forced to reduce the prices and preserve the expiry of
copyrights.
Johnson and Johnson have following threats while introducing the skin care product:
The ingredients of the product of the company have found to be harmful that ultimately
affects the reputation of the company.
The company is increasingly facing strong competition among their rivalry companies
producing the substitute products and has reduced the market share (Valle, 2012).
Johnson and Johnson are facing problems due to the changing taste and preferences of the
customers which is a major threat for the company.
Environmental regulations of US are threat for Johnson and Johnson’s existing categories
of the product.
Market Research to support Marketing Strategy
Market research is the technique used by companies for the determination of viability of
the product or service that they want to introduce into the market. It enables the companies to
interact with the potential buyers and understand the opinion or need of the customers (Markus,
2016). Similarly, Johnson and Johnson also do the market research which is a base activity for
The company is involved various litigations and have been sued by shareholders which
affects the reputation and brand image of Johnson and Johnson (Faizul, 2017).
The company has emerging conflicts between the partnering companies who are emerged
through mergers and acquisitions.
The company is dependent upon the niche segments for the availability of the certain
products.
Johnson and Johnson have been forced to reduce the prices and preserve the expiry of
copyrights.
Johnson and Johnson have following threats while introducing the skin care product:
The ingredients of the product of the company have found to be harmful that ultimately
affects the reputation of the company.
The company is increasingly facing strong competition among their rivalry companies
producing the substitute products and has reduced the market share (Valle, 2012).
Johnson and Johnson are facing problems due to the changing taste and preferences of the
customers which is a major threat for the company.
Environmental regulations of US are threat for Johnson and Johnson’s existing categories
of the product.
Market Research to support Marketing Strategy
Market research is the technique used by companies for the determination of viability of
the product or service that they want to introduce into the market. It enables the companies to
interact with the potential buyers and understand the opinion or need of the customers (Markus,
2016). Similarly, Johnson and Johnson also do the market research which is a base activity for
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MARKETING MANAGEMENT 13
market strategy. It helps in identifying what customer wants from a product or service by
discovering the market segments and providing support to the marketing strategies. In the case
situation of launching a skin care product, market research plays a very vital role in developing a
marketing strategy. This shapes the marketing plan and marketing strategy. Johnson and Johnson
does the market research to get the insights of the perceptions of the customers regarding the
company and determining their core needs in order to make the skin care product as per the
needs (Beest, 2017). The following shows the importance of market research in developing an
effective marketing strategy for the elbow whitening cream as an innovative product for the
company.
Understanding Customers
Market research helps in understanding the customers, their needs and their
specifications. In case of introducing the skin care product like elbow whitening cream, market
research will give suitable information regarding the customers and that research can be used for
developing the marketing strategy for attracting the potential customers (Dinehart, 2013).
Promotes marketing effectives
Johnson and Johnson use various market research tools that give deep understanding of
customer needs. The data extracted from market research can be used by the companies for the
effectiveness of the marketing campaign to be used for the elbow whitening cream and gives
future ideas about the promotional activities to be undertaken (Souder, 2016).
Identifying new opportunities
The company generally uses market research to identify the new opportunities in order to
introduce and expand the business. In case of coming up with the new product of skin care
market strategy. It helps in identifying what customer wants from a product or service by
discovering the market segments and providing support to the marketing strategies. In the case
situation of launching a skin care product, market research plays a very vital role in developing a
marketing strategy. This shapes the marketing plan and marketing strategy. Johnson and Johnson
does the market research to get the insights of the perceptions of the customers regarding the
company and determining their core needs in order to make the skin care product as per the
needs (Beest, 2017). The following shows the importance of market research in developing an
effective marketing strategy for the elbow whitening cream as an innovative product for the
company.
Understanding Customers
Market research helps in understanding the customers, their needs and their
specifications. In case of introducing the skin care product like elbow whitening cream, market
research will give suitable information regarding the customers and that research can be used for
developing the marketing strategy for attracting the potential customers (Dinehart, 2013).
Promotes marketing effectives
Johnson and Johnson use various market research tools that give deep understanding of
customer needs. The data extracted from market research can be used by the companies for the
effectiveness of the marketing campaign to be used for the elbow whitening cream and gives
future ideas about the promotional activities to be undertaken (Souder, 2016).
Identifying new opportunities
The company generally uses market research to identify the new opportunities in order to
introduce and expand the business. In case of coming up with the new product of skin care
MARKETING MANAGEMENT 14
industry, Johnson and Johnson can test the readiness of the market to analyze the opportunities
and threats introducing and growing business of elbow whitening cream and the consumers of
this products and their buying behaviors as well (Schmidt, 2018).
Improving the Product features
When the product already exists in the market, market research provides the feedback of
customers who are using the product that can be used for improving the features of the product.
In case of Johnson and Johnson introducing skin care product, the company can improve the
features of the product by analyzing the needs and adding the special features that are hugely in
the demand (Washington R. , 2013).
Low Business Risk
When Johnson and Johnson is introducing the elbow whitening cream, the company’s
market research will help in meeting the emerging needs of potential and existing customers. The
company does the continuous market research to test the features and new designs to identify the
problem areas which can reduce the risk related with the new product (Large, 2017).
Consumer Decision Making
Consumer decision making is considered as a complex process where consumers decide
or identify their needs, collect information regarding the product, examine and evaluate different
alternatives available and then make the buying decision (Dudovskiy, 2013). Johnson and
Johnson have taken into account consumer decision making factors for making the marketing
decisions. These factors influence the buying decision of the consumers which states that the
preferences and buying capacity of the consumers and that ultimately helps in making the
industry, Johnson and Johnson can test the readiness of the market to analyze the opportunities
and threats introducing and growing business of elbow whitening cream and the consumers of
this products and their buying behaviors as well (Schmidt, 2018).
Improving the Product features
When the product already exists in the market, market research provides the feedback of
customers who are using the product that can be used for improving the features of the product.
In case of Johnson and Johnson introducing skin care product, the company can improve the
features of the product by analyzing the needs and adding the special features that are hugely in
the demand (Washington R. , 2013).
Low Business Risk
When Johnson and Johnson is introducing the elbow whitening cream, the company’s
market research will help in meeting the emerging needs of potential and existing customers. The
company does the continuous market research to test the features and new designs to identify the
problem areas which can reduce the risk related with the new product (Large, 2017).
Consumer Decision Making
Consumer decision making is considered as a complex process where consumers decide
or identify their needs, collect information regarding the product, examine and evaluate different
alternatives available and then make the buying decision (Dudovskiy, 2013). Johnson and
Johnson have taken into account consumer decision making factors for making the marketing
decisions. These factors influence the buying decision of the consumers which states that the
preferences and buying capacity of the consumers and that ultimately helps in making the
MARKETING MANAGEMENT 15
marketing decisions. The factors that influence the buying decision of consumers and how these
factors affect the marketing decisions of Johnson and Johnson are explained below:
Economic Factor
This factor states the affordability of the consumer to buy the product. If Johnson and
Johnson are introducing a new product then the economic factor affects the marketing decision.
It defines the capacity of an individual that the person is willing to pay a significant amount of
money to buy the product (Maranga, 2014).
Personal Factors
Personal factors include the age, life stage and personality of the consumers buying the
product (Heshmat, 2017). These personality traits determine that what type of product the
consumer is willing to purchase and which ultimately helps the company identify their behaviors.
Psychological factors
Psychological factors include the consumer’s motivation, learning, attitudes and beliefs
that have a major impact on the buying decision of the customers. When the customer is
motivated to buy the product and when the customer has a certain attitude and belief regarding
the product, then these factors influence the buying decision of the customers (Maniatis, 2016).
This influences the marketing strategy of the Johnson and Johnson and the company may have to
change their marketing strategy as per the decisions to be evaluated.
Social Factors
The customer’s buying decision is highly influenced by the social factors which defines
the social class, family status and culture of the customer. The customers buy the product that
fulfills their social needs and these factors affect the decision-making process of the customer
marketing decisions. The factors that influence the buying decision of consumers and how these
factors affect the marketing decisions of Johnson and Johnson are explained below:
Economic Factor
This factor states the affordability of the consumer to buy the product. If Johnson and
Johnson are introducing a new product then the economic factor affects the marketing decision.
It defines the capacity of an individual that the person is willing to pay a significant amount of
money to buy the product (Maranga, 2014).
Personal Factors
Personal factors include the age, life stage and personality of the consumers buying the
product (Heshmat, 2017). These personality traits determine that what type of product the
consumer is willing to purchase and which ultimately helps the company identify their behaviors.
Psychological factors
Psychological factors include the consumer’s motivation, learning, attitudes and beliefs
that have a major impact on the buying decision of the customers. When the customer is
motivated to buy the product and when the customer has a certain attitude and belief regarding
the product, then these factors influence the buying decision of the customers (Maniatis, 2016).
This influences the marketing strategy of the Johnson and Johnson and the company may have to
change their marketing strategy as per the decisions to be evaluated.
Social Factors
The customer’s buying decision is highly influenced by the social factors which defines
the social class, family status and culture of the customer. The customers buy the product that
fulfills their social needs and these factors affect the decision-making process of the customer
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MARKETING MANAGEMENT 16
(Alton, 2016). However, such factors have influence on the marketing decision of the company
as well.
Therefore, identification of decision-making process of the customers plays a vital role in
the company. In the case situation of introducing skin care product by Johnson and Johnson, the
customers preference and buying decisions affects the profitability of the product to be
introduced. These factors influence the marketing decision of Johnson and Johnson which are
undertaken while introduction of the new product. When the company is launching the skin care
product, it should take into account the consumer decisions process for the effectiveness of the
marketing decision to be made.
Evaluation of Marketing Strategy
Marketing strategy play a very vital role in making the marketing plan of the company. In
the case situation of Johnson and Johnson who is introducing an elbow whitening cream as their
new and innovative product, role of marketing strategy is significant. The marketing strategy
determines the promotional tools for attracting the potential customers. However, it is important
for the company to evaluate the marketing strategy to make the overall marketing plan of the
company which helps in reaching the target market and making the possibility of earning higher
profits (Smith, 2018).
Internet marketing is an effective marketing strategy that can be used by Johnson and
Johnson for the promotion their new product. Through this marketing strategy, the company will
be able to reach the potential customers. Nowadays every person is on online platforms.
Therefore, it will be a good technique to advertise the product to a large number of customers.
Apart from this, relationship marketing can be used by the companies as this strategy is helpful
(Alton, 2016). However, such factors have influence on the marketing decision of the company
as well.
Therefore, identification of decision-making process of the customers plays a vital role in
the company. In the case situation of introducing skin care product by Johnson and Johnson, the
customers preference and buying decisions affects the profitability of the product to be
introduced. These factors influence the marketing decision of Johnson and Johnson which are
undertaken while introduction of the new product. When the company is launching the skin care
product, it should take into account the consumer decisions process for the effectiveness of the
marketing decision to be made.
Evaluation of Marketing Strategy
Marketing strategy play a very vital role in making the marketing plan of the company. In
the case situation of Johnson and Johnson who is introducing an elbow whitening cream as their
new and innovative product, role of marketing strategy is significant. The marketing strategy
determines the promotional tools for attracting the potential customers. However, it is important
for the company to evaluate the marketing strategy to make the overall marketing plan of the
company which helps in reaching the target market and making the possibility of earning higher
profits (Smith, 2018).
Internet marketing is an effective marketing strategy that can be used by Johnson and
Johnson for the promotion their new product. Through this marketing strategy, the company will
be able to reach the potential customers. Nowadays every person is on online platforms.
Therefore, it will be a good technique to advertise the product to a large number of customers.
Apart from this, relationship marketing can be used by the companies as this strategy is helpful
MARKETING MANAGEMENT 17
in connecting with the customers. This strategy helps in getting detailed information about the
customers which can be used in promotion of the new product. Uncover marketing is not an
effective strategy for the new product as this strategy does not visualizes the features of the
product in a better way because there is always a hindrance factors associated with the product.
Word of mouth is not as much good strategy for skin care product as the customer may feel that
the company is making false commitments regarding the product. Transactional Marketing is a
good strategy to be executed as it helps in gaining sales revenue but at some point of time this
may fail when the company is departing from the point of view of customers. Apart from this,
there is diversity marketing which is an effective strategy for Johnson and Johnson as it helps in
meeting the needs of social groups and it is important for the skin care product to meet the
societal needs.
Indeed, it can be summarized that the strategies made under the marketing plan are
unsuccessful to be implemented. The marketing strategies in the marketing plan are not effective
for the successful implementation of the new product in the market. The marketing plan is
suitable for the existing products which have already established the customer base but is not for
the new product. However, there is a proposed marketing plan which can be adopted by the
company for the promotion of the new product which is discussed further.
Proposed Marketing Plan
In the case situation of introducing an elbow whitening cream as an innovative skin care
product by Johnson and Johnson, the proposed marketing plan will be consisting of following
points:
in connecting with the customers. This strategy helps in getting detailed information about the
customers which can be used in promotion of the new product. Uncover marketing is not an
effective strategy for the new product as this strategy does not visualizes the features of the
product in a better way because there is always a hindrance factors associated with the product.
Word of mouth is not as much good strategy for skin care product as the customer may feel that
the company is making false commitments regarding the product. Transactional Marketing is a
good strategy to be executed as it helps in gaining sales revenue but at some point of time this
may fail when the company is departing from the point of view of customers. Apart from this,
there is diversity marketing which is an effective strategy for Johnson and Johnson as it helps in
meeting the needs of social groups and it is important for the skin care product to meet the
societal needs.
Indeed, it can be summarized that the strategies made under the marketing plan are
unsuccessful to be implemented. The marketing strategies in the marketing plan are not effective
for the successful implementation of the new product in the market. The marketing plan is
suitable for the existing products which have already established the customer base but is not for
the new product. However, there is a proposed marketing plan which can be adopted by the
company for the promotion of the new product which is discussed further.
Proposed Marketing Plan
In the case situation of introducing an elbow whitening cream as an innovative skin care
product by Johnson and Johnson, the proposed marketing plan will be consisting of following
points:
MARKETING MANAGEMENT 18
Market Segmentation
Market segmentation refers to dividing the market into smaller segments. In this, the
individual strategies are adopted as per the requirement of each segment (Wedel & Kamakura,
2012). In order to make an effective marketing plan, Johnson and Johnson will break the market
into smaller segments having similar characteristics by identifying the basis of segmentation.
Elbow whitening cream which is the new and innovative product to be launched in the market
falls under the category of consumer products among the different categories of products that the
company is offering. There are different basis for market segmentation which are as follows:
Geographic segmentation divides the market to analyze the needs of specific region. For
launching a skin care product, the company will target the region where they have huge
customer base and where there is high need of skin care product. In US, 17billion USD
revenue is generated in the skin care market (Shahbandeh, 2019).
Demographic segmentation divides the market on the basis of demographic
characteristics like age, gender, income level of the consumers. The company will
analyze the needs of different age groups and also identify the income levels of
consumers to decide the price. Women’s Facial Skincare Consumer Report 2017
identifies that 40 to 50 percent of women in US actively seek for natural skin care
product (Washington P. , 2017).
Psychographic segmentation means dividing the market on the basis of personality traits
like attitude, social class and lifestyle of the individual. The company will understand the
requirement of people who have different lifestyle and what trends the consumers are
following currently. People in USA are moving towards organic skin care products.
Market Segmentation
Market segmentation refers to dividing the market into smaller segments. In this, the
individual strategies are adopted as per the requirement of each segment (Wedel & Kamakura,
2012). In order to make an effective marketing plan, Johnson and Johnson will break the market
into smaller segments having similar characteristics by identifying the basis of segmentation.
Elbow whitening cream which is the new and innovative product to be launched in the market
falls under the category of consumer products among the different categories of products that the
company is offering. There are different basis for market segmentation which are as follows:
Geographic segmentation divides the market to analyze the needs of specific region. For
launching a skin care product, the company will target the region where they have huge
customer base and where there is high need of skin care product. In US, 17billion USD
revenue is generated in the skin care market (Shahbandeh, 2019).
Demographic segmentation divides the market on the basis of demographic
characteristics like age, gender, income level of the consumers. The company will
analyze the needs of different age groups and also identify the income levels of
consumers to decide the price. Women’s Facial Skincare Consumer Report 2017
identifies that 40 to 50 percent of women in US actively seek for natural skin care
product (Washington P. , 2017).
Psychographic segmentation means dividing the market on the basis of personality traits
like attitude, social class and lifestyle of the individual. The company will understand the
requirement of people who have different lifestyle and what trends the consumers are
following currently. People in USA are moving towards organic skin care products.
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MARKETING MANAGEMENT 19
Behavioral segmentation determines the buyer’s perception regarding the product. For
introducing an elbow whitening cream, the company will analyze the preferences,
perceptions and attitude of the consumers to analyze the strategy.
Targeting
Targeting means selecting the target customers from the segments that are already made
in market segmentation. After dividing the market, target customers are chosen through
targeting. Johnson and Johnson will target the customers for their skin care product by doing
survey for understanding the needs and expectations of potential customers. The company will
adopt the marketing techniques like advertising to target the customers. However, the following
table outlines the target customers along with different basis of segmentation of the elbow
whitening cream:
SEGMENTATION BASIS TARGET CUSTOMERS
Geographic
Region United States
Density Urban areas
Demographic
Age 5 to 25, 30 to 80
Gender Male and female
Income middle income and upper income
Occupation Employees, housewives and Professionals
Psychographic
Lifestyle Modern lifestyle
Personality Hygienic people, determined, image conscious
Social class Middle class and upper class
Behavioral Occasions Regular
Behavioral segmentation determines the buyer’s perception regarding the product. For
introducing an elbow whitening cream, the company will analyze the preferences,
perceptions and attitude of the consumers to analyze the strategy.
Targeting
Targeting means selecting the target customers from the segments that are already made
in market segmentation. After dividing the market, target customers are chosen through
targeting. Johnson and Johnson will target the customers for their skin care product by doing
survey for understanding the needs and expectations of potential customers. The company will
adopt the marketing techniques like advertising to target the customers. However, the following
table outlines the target customers along with different basis of segmentation of the elbow
whitening cream:
SEGMENTATION BASIS TARGET CUSTOMERS
Geographic
Region United States
Density Urban areas
Demographic
Age 5 to 25, 30 to 80
Gender Male and female
Income middle income and upper income
Occupation Employees, housewives and Professionals
Psychographic
Lifestyle Modern lifestyle
Personality Hygienic people, determined, image conscious
Social class Middle class and upper class
Behavioral Occasions Regular
MARKETING MANAGEMENT 20
Attitude Positive
Positioning
Market positioning means creating the brand awareness of the products or services
through promotional tools. The four marketing strategies that are used in positioning of the
product are regarded as marketing mix that is used by companies to check the viability of the
product to be introduced in the market. Johnson and Johnson use the four Ps of marketing mix
which is product, price, place and promotion that describes the company’s marketing strategy. In
the case situation, Johnson and Johnson can use the 4 Ps of marketing mix for the elbow
whitening product of the company which are as follows:
Product
A product is a tangible or intangible good or service which satisfies the needs of the
customers. A product is carefully selected by companies which has demand in the market and
has the capacity to satisfy the specific needs of target market (Hanlon, 2018). Johnson and
Johnson have three segments in products like pharmaceutical, consumer and medical products.
Each category has different products. However, the category of consumer products has enabled
the company to see a steady growth. In the case situation, Johnson and Johnson has introduced
the new skin care product which has demand in the market and satisfies the needs of specific
segments of customers like kids, adults and old age people.
Price
Price is the amount of the product that the customers pay for buying a product or service.
The price is carefully decided by companies by overlooking the competitor’s price and the utility
of the product (Martin, 2014). Johnson and Johnson maintain the quality of the product and have
affordable pricing policy. The company will decide the price by evaluating the ability of the
Attitude Positive
Positioning
Market positioning means creating the brand awareness of the products or services
through promotional tools. The four marketing strategies that are used in positioning of the
product are regarded as marketing mix that is used by companies to check the viability of the
product to be introduced in the market. Johnson and Johnson use the four Ps of marketing mix
which is product, price, place and promotion that describes the company’s marketing strategy. In
the case situation, Johnson and Johnson can use the 4 Ps of marketing mix for the elbow
whitening product of the company which are as follows:
Product
A product is a tangible or intangible good or service which satisfies the needs of the
customers. A product is carefully selected by companies which has demand in the market and
has the capacity to satisfy the specific needs of target market (Hanlon, 2018). Johnson and
Johnson have three segments in products like pharmaceutical, consumer and medical products.
Each category has different products. However, the category of consumer products has enabled
the company to see a steady growth. In the case situation, Johnson and Johnson has introduced
the new skin care product which has demand in the market and satisfies the needs of specific
segments of customers like kids, adults and old age people.
Price
Price is the amount of the product that the customers pay for buying a product or service.
The price is carefully decided by companies by overlooking the competitor’s price and the utility
of the product (Martin, 2014). Johnson and Johnson maintain the quality of the product and have
affordable pricing policy. The company will decide the price by evaluating the ability of the
MARKETING MANAGEMENT 21
customers to pay for the product. In the case when the company introducing an elbow whitening
cream as an innovative product, the price is decided according to the buying capacity of the
customers and the nature of the customers.
Place
Place defines the distribution channel to be used for reaching the target potential
customers. It comes with deep understanding of the target market (Lake, 2018). Johnson and
Johnson have strong distribution network and their products are easily available at various
geographic locations. It has captured the market through online shopping by choosing the right
opportunity the business. When introducing a skin care product as a case situation, the place
where the product will be launched plays a vital role. Johnson and Johnson will have to make
strong distribution channel and execute the market research to analyze the needs of geographic
segments in order to reach the customers.
Promotion
Promotion refers to undertaking of the activities that makes the customers aware about
the product. These activities create the interest of customers to buy the product (Ernest-Jones,
2019). Johnson and Johnson focus on the brand awareness and use aggressive promotional
techniques to attract the customers. Their promotional activities are eye-catching and have a
strong influence on the customers. In the case situation of the company introducing an elbow
whitening cream as their new and innovative product, Johnson and Johnson should will use
different promotional techniques to retain potential customers and create a brand value for their
skin care product that is to be offered in the market.
customers to pay for the product. In the case when the company introducing an elbow whitening
cream as an innovative product, the price is decided according to the buying capacity of the
customers and the nature of the customers.
Place
Place defines the distribution channel to be used for reaching the target potential
customers. It comes with deep understanding of the target market (Lake, 2018). Johnson and
Johnson have strong distribution network and their products are easily available at various
geographic locations. It has captured the market through online shopping by choosing the right
opportunity the business. When introducing a skin care product as a case situation, the place
where the product will be launched plays a vital role. Johnson and Johnson will have to make
strong distribution channel and execute the market research to analyze the needs of geographic
segments in order to reach the customers.
Promotion
Promotion refers to undertaking of the activities that makes the customers aware about
the product. These activities create the interest of customers to buy the product (Ernest-Jones,
2019). Johnson and Johnson focus on the brand awareness and use aggressive promotional
techniques to attract the customers. Their promotional activities are eye-catching and have a
strong influence on the customers. In the case situation of the company introducing an elbow
whitening cream as their new and innovative product, Johnson and Johnson should will use
different promotional techniques to retain potential customers and create a brand value for their
skin care product that is to be offered in the market.
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MARKETING MANAGEMENT 22
Apart from the 4 Ps of marketing mix, there are three more marketing strategies which
are people, process and physical environment. People are the human beings who have some
involvement in offering of a product or service. They can be the buyers and employees as well.
Process is regarded as the complete procedure of providing the product to final consumer.
Physical environment is the place where buyers and sellers will interact. As per the case situation
of Johnson and Johnson who are coming with the new skin care product will have to take care of
the people associated with the product whether they are buyers who will buy the product or the
manufacturers who are engaged in production of the product. Apart from the company will have
to see the process the company is following to manufacturing the product and the physical
environment where the company will analyze the opportunities and threats the company may
face while introduction of the elbow whitening cream.
Conclusion
To summarize it can be said that marketing management is crucial for the business as it
lays down the marketing activities that can be helpful in the promotion of the existing or new
product. In the implementation of the marketing plan, various marketing strategies are used for
the successful implementation of the overall plan. This marketing plan defines the action plans
that the company will take to overcome competitors and also to attain a substantial market
position in the target market.
This report outlines the marketing plan of the Johnson and Johnson for the introduction of
new skin care product in the market. The company’s mission, vision, business strategy and
marketing strategy are analyzed along with their alignment. Further, business strength,
opportunity, weaknesses and threats are analyzed. Market research is also executed along with
Apart from the 4 Ps of marketing mix, there are three more marketing strategies which
are people, process and physical environment. People are the human beings who have some
involvement in offering of a product or service. They can be the buyers and employees as well.
Process is regarded as the complete procedure of providing the product to final consumer.
Physical environment is the place where buyers and sellers will interact. As per the case situation
of Johnson and Johnson who are coming with the new skin care product will have to take care of
the people associated with the product whether they are buyers who will buy the product or the
manufacturers who are engaged in production of the product. Apart from the company will have
to see the process the company is following to manufacturing the product and the physical
environment where the company will analyze the opportunities and threats the company may
face while introduction of the elbow whitening cream.
Conclusion
To summarize it can be said that marketing management is crucial for the business as it
lays down the marketing activities that can be helpful in the promotion of the existing or new
product. In the implementation of the marketing plan, various marketing strategies are used for
the successful implementation of the overall plan. This marketing plan defines the action plans
that the company will take to overcome competitors and also to attain a substantial market
position in the target market.
This report outlines the marketing plan of the Johnson and Johnson for the introduction of
new skin care product in the market. The company’s mission, vision, business strategy and
marketing strategy are analyzed along with their alignment. Further, business strength,
opportunity, weaknesses and threats are analyzed. Market research is also executed along with
MARKETING MANAGEMENT 23
elaborating the importance of market research to support marketing strategy. Further, the process
of consumer decision making is also evaluated with the analyzing the factors that influence the
buying decision of the customers on the marketing decisions that are made by the company. The
evaluation of marketing strategies is made that is to be executed into the marketing plan. Lastly,
there is an analysis of proposed marketing plan that includes market segmentation, targeting and
positioning. Therefore, in the end, it can be said that when a company is introducing a new
product, there are a lot of hurdles in front of the company. However, when a company comes
with aggressive marketing techniques and proper planning of promoting the product then it
becomes easier for the company to survive in the competitive environment. It can be learned that
the marketing strategies are important for every business as it facilitates the promotional tools to
the company that wants to come up with the emerging new product.
References
Abrams, P. (2012, February 1). The J&J Credo — A Model for Corporate America That Would
Make America Work. Retrieved July 20, 2019, from Huffpost:
https://www.huffpost.com/entry/responsible-capitalism_b_1125597
Alton, L. (2016, January 5). 5 Factors That Directly Influence Customer Purchase Decisions.
Retrieved July 20, 2019, from Customer Think: http://customerthink.com/5-factors-that-
directly-influence-customer-purchase-decisions/
elaborating the importance of market research to support marketing strategy. Further, the process
of consumer decision making is also evaluated with the analyzing the factors that influence the
buying decision of the customers on the marketing decisions that are made by the company. The
evaluation of marketing strategies is made that is to be executed into the marketing plan. Lastly,
there is an analysis of proposed marketing plan that includes market segmentation, targeting and
positioning. Therefore, in the end, it can be said that when a company is introducing a new
product, there are a lot of hurdles in front of the company. However, when a company comes
with aggressive marketing techniques and proper planning of promoting the product then it
becomes easier for the company to survive in the competitive environment. It can be learned that
the marketing strategies are important for every business as it facilitates the promotional tools to
the company that wants to come up with the emerging new product.
References
Abrams, P. (2012, February 1). The J&J Credo — A Model for Corporate America That Would
Make America Work. Retrieved July 20, 2019, from Huffpost:
https://www.huffpost.com/entry/responsible-capitalism_b_1125597
Alton, L. (2016, January 5). 5 Factors That Directly Influence Customer Purchase Decisions.
Retrieved July 20, 2019, from Customer Think: http://customerthink.com/5-factors-that-
directly-influence-customer-purchase-decisions/
MARKETING MANAGEMENT 24
Beest, M. V. (2017, September 26). Why Is Marketing Research Important to Developing a
Marketing Strategy? Retrieved July 20, 2019, from bizfluent: https://bizfluent.com/about-
6166810-marketing-important-developing-marketing-strategy-.html
Chaffey, D. (2019). Digital Marketing. Pearson UK.
DeMers, J. (2016, June 9). 6 Ways to Align Your Mission With Your Content-Marketing Strategy.
Retrieved July 20, 2019, from Enterpreneur.com:
https://www.entrepreneur.com/article/276893
Dinehart, J. (2013, June 30). Market Research: The Backbone Of Your Strategic Marketing Plan.
Retrieved July 20, 2019, from Business 2 Community:
https://www.business2community.com/marketing/market-research-the-backbone-of-
your-strategic-marketing-plan-2-0537845
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MARKETING MANAGEMENT 25
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MARKETING MANAGEMENT 28
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