Particulars - Customer based brand equity pyramid on J&J

1. (BABY PRODUCTS )

2.  Johnson & Johnson is an American pharmaceutical
and consumer packaged goods manufacturer founded
in 1886.
 The company is listed among the Fortune 500.
 It ranked at the top of Harris Interactive's National
Corporate Reputation Survey for seven consecutive
years up to 2005
 Also ranked as the world's most respected company
by Barron's Magazine in 2008
 It is headquartered in New Jersey. The corporation
includes 250 subsidiary companies in over 57
countries and products sold in over 175 countries.
 It had worldwide sales of $65 billion for the calendar
year of 2011.

3.  It spread its roots into India in 1947
 In 1948, J&J started marketing its first baby
products with Johnson’s Baby Powder.
 Johnson & Johnson Limited was created and
registered with just 12 employees.
 Production began in Mulund in Mumbai first.
 In over 65 years of operating in India, Johnson &
Johnson Limited has gained a reputation for
delivering high-quality products.
 Today, we employ more than 2000 people.
 It has won several Best Employer Awards and is
clearly recognized as an employer of choice.
 It is also very active in Corporate Social Responsibility
(CSR) projects.

4.  The Johnson “Natural” FMCG product line is the
only line of baby skin products.
 It is at least 98% natural with over 100 years of baby
care expertise.
 “NO MORE TEARS” is what they denote in each of
their products.

6. YES, IT
DOES!

7.  It serves the notion of “health care” – Value of
attachment.
 Has worked on the pace of its innovation –
Value of engagement.
 Defined Quality – Value of loyalty.

8.  Keen on maintaining relationships with their TG
through social media & CSR activities – Value of
engagement, attachment and Community.
Website
portal

9. Face book page
- With
1,165,882 likes
& 4,770 talking
about it.
Website
Portal

10.  Reflected as a friendly brand – Value of loyalty,
attachment.
 High brand recall – Value of engagement, loyalty.
Youtube
Channel
It has also used
blogs, Twitter
and other ways
of engagement.

11.  It has used the marketing mix to create all the
elements of resonance (Prints and TVC)

12.  Packaging – Value of superiority
 High satisfactory value of the product – Value of
quality & creditability.
 High satisfactory quantity of the product – Value of
quality, considerability
 Affordability – Value of superiority, considerability.
 Convenience – Value of considerability

13.  Softness & innocence
 Warmth – a feeling of being happy and loved
 Security – a feeling of being cared and saved
from all bad germs.

14.  Self respect – a feeling of pride to give the best to your
babies, making them special & being treated with
much love & care.
 Social approval – a feeling of sharing the space of
‘Johnson & Johnson’ consumers minds & a feeling of
being one among of using a hygienic and a standard
product.

15.  Long history of innovation
 Stands out pure with 98% natural elements in it
 Very hygienic in nature
 Safeguards the mild, gentle, tender skin of babies from
all possible germs and nourishes, moisturizes and keeps it
soft and smooth.
 A globally recognized standardized product with a good
history of good service.
 The pricing varies from Rs 50 to around Rs 300 which is
affordable.
 The durability of the product is moderate. It does not get
expire very soon.
 The design of the products are comfortable/easy to feel,
hold, view, recognize and use.

16.  They draw their image by niche marketing - happy
babies in above-the-line advertising
 Persuade a female-orientated target market to ignore
generic competitors.
 They innovated into new products as per the TG’s
preferences, needs and choices.
 Slogans for individual products like “they aren’t just
for moms”, “no more tears”, “baby bathetime” etc are
all the image reflection of the brand characteristics.
 A well known & a favourite brand, high in recall &
recognition value.
 Quality & quantity defines the image of the brand
 The personality of the consumer is one that defines the
brand – secured, competence, sophistication.

17.  Product category identification is relatively strong
when compared with other alternative products when it
comes to this niche TG.
 Fragrance
 The Logo
 Design of the product
 The OTC recall value is also high due to
 The pure mix of ingredients as mentioned defining a
standard quality.
 The likeability of the babies/child
 Word of mouth
 In short, it is known as a baby’s brand for over 125
years now, though the sales have dipped down as per
present report, its name will always be fixed in our
minds when it comes to baby care gentle products.

18.  Abhishek Shah
 Anie Noorish Shaikh
 Anjali Negi
 Ankur Desai
 Gautam Solanki
 Miral Keralia
 Priyal Gala
 Ridhi Singh
 Rikita Vijan
 Sayali Chouk