4. • Johnson & Johnson is an
American multinational medical devices,
pharmaceutical and consumer packaged goods
manufacturer founded in 1886.
• The company operates in three segments:
Consumer Products
Pharmaceuticals, and
Medical Devices and Diagnostics.
ROBERT WOOD JOHNSON
6. • NEEDS:
• Hygienic
• For the safe skin of the baby
• Complete child care
• wants:
• Safety (ex: No tears Shampoo)
7. Motivation Strategy
Positive Emotional
• Have positioned themselves directly to the
consumers emotional state, needs and
aspirations
• They have been so successful as it triggers
an emotional response in the consumers
mind, were they cannot fully rationalize
• Feeling of bonding, companionship and love
8.
9. INTENTION
•Safeguarding the mild,
gentle, tender skin from
all possible germs and
nourishing and keeping
it soft and smooth
BENEFITS
• Very hygienic in
nature
• Long history of
innovation
• The durability of
product is moderate
• The design of the
product are
comfortable , easy to
feel, view and use
VALUE
• Value of superiority
• Value of quality and
credibility
• Value of quality and
considerability
• Value of superiority
GOAL = HYEGINE, CARE, SAFETY
10. CONSUMER PERSONALITY
• Softness and innocence
• Warmth- a feeling of being happy and loved
• Security – a feeling of being cared and saved
from all bad germs
• Self respect- a feeling of pride to give the best
to their babies, making them special and being
treated with much love and care
• Social approval- a feeling of sharing the space
of Johnson and Johnson consumers mind and a
feeling of being one among of using a hygienic
and a standard product
