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1.

The Brand Excels at delivering the benefits customers truly desire

The product which i have taken up for my Marketing Diary is Johnson's Baby Powder. It is a
product specially meant for babies from a company which established its roots in India as early as
1947. The company was registered as Johnson and Johnson Limited in the year of 1957.

Baby Powder was launched under Johnson and Johnson Limited in the year of 1959 along with
11 other health care products. This product is categorized under the major 'Baby Care'
by the company and regarded as the market leader in this category.

Customer Perceived Value (CPV) is the difference between the prospective customer's evaluation
of all the benefits and all the costs of an offering and the perceived alternatives. Total customer
benefit is the perceived monetary value of the bundle of economic, functional, and psychological
benefits customers expect from a given market offering because of the product, service, people and
image. Total customer cost is the perceived bundle of costs customers expect to incur in
evaluating, obtaining, using and disposing of the given market offering, including monetary, time,
energy and psychological costs.
Customer value of Johnsons' Baby Powder
Total Customer Benefit
Image Benefit

Branding
Presence of the brand in other healthcare products
Reputation

Personnel Benefit

Mother and child relationship


Fragrance
Services Benefit

No services after sale


Distribution as a service
Easy to place
Shops near maternity hospitals
Baby care retail chains

Product Benefit

Soft and smooth skin


Protection to child
Avoids Chafing

Total Customer Cost


Monetary Cost
Price (Moderate and affordable)
Availability in offer packs
Gift packs along with other baby care products

Time Cost

Time spent in search of the product is less, since it is available near hospitals and all
medical shops some of which are even 24*7 working. Since the no. of variants of the product is less,
the customer does not get confused what to buy.

Energy Cost

The product is well distributed among the medical shops and fancy stores near maternity
hospitals and hence the energy spent in buying the product is very less except in the cases of rural
markets like remote villages where in there is not even a medical shop.

Psychological Cost

Reputation of Johnson and Johnson as a brand makes this a go to product for the
customers and there is not much thinking involved in the customers mind before buying the
product
Values
The values of the product Johnson's Baby Powder,

Above mentioned are the apealing factors of Johnson's Baby Powder for the mentioned people
groups

The Johnson's baby powder as a product itself has the following set of characteristics which
makes the consumer recognize the product in the market,

Gives smooth skin to the baby


Protects the baby from rashes
Looks - cylindrical packaging with pores on the top, cuboid with curved edges
Twist and unlock
Mild colors like White or pink or light green in packaging and design
Different sizes ranging from 50g-700g
Branded as Johnson's baby powder even though the company's branding is Johnson and Johnson.
Available in different variants - Original, Aloe vera, lavendar, Blossoms, Bedtime.

2. The Brand Stays Relevant


Baby powder as product related to child care and wellness is broadly distributed not only in
medical stores but also in many of the fancy and grocery stores near children care hospitals.
Apart from these, Johnson's baby powder is available in all medical stores and pharmacies
in all hospitals including the Government hospitals for easy availability of the product to
consumers. Recent developments in the distribution of baby powder is the inception of lot of
retail chains dealing with baby products like mom and me, justborn etc,. e-commerce has
also given a possibility of this product being able to reach each and every household in the
country.

3. The Pricing Strategy is based on consumers perceptions of value

Pricing is the factor with which the product is placed in the market for sales. Every product has a
specific price associated with it based on the different sizes in which the product is available and
also based on the different variants in which the product is available. Johnson's baby powder are
priced at a amount ranging from Rs 25 to Rs 250 based on the sizing of the product in this case from
50gms to 700gms.

50gms - 700gms
Apart from selling baby powder as a sole product Johnson's also have this strategy of selling this
specific product along with a varied no. of gift packs or combo packs along with different other
Johnson's products like baby shampoo, ear buds, hair oil, etc,. sharing the package. The products in
these cases are priced slightly on the lower side.

The sizing of the product is based on the customer who is buying the product, if one is new
customer probably smaller packs of baby powder is bought at the shop and once it forms a reliable
bond with the consumer, probably larger packs of baby powder is bought. Hence, near the hospitals
Johnson's baby powder is mostly available in smaller sizes and in higher end retail chains like Mom
and me etc., it is available in larger sizes where most of the customers would buy for their monthly
requirements in the post natal maternity period.
4. The brand portfolio and hierarchy makes sense6

Consumers at times tend to show this blind attitude towards brands and products which they tend to
buy. Generally, this is due to the trust which they have in the brand and the product as such. Being a
historic product from a well known brand Johnson's Baby Powder has been able to build this trust
among the consumers which in turn led to the Blind behavior of Consumers when buying this
product.

Some the brand recognition factors which are responsible for this are as follows,
Reputation and Product placing
Mother's choice
Close to heart product
Emotional attachment
Gift packages

5. The Brand is Consistent5


Johnson's baby powder being a product from a famous brand johnson and johnson depends
on a lot of other health care companies and medical companies for the success of thier
business. There needs to be a balance maintained between the goods coming out and the
raw materials that get into production of the product.

A demand caused for this product could affect almost the whole of the babycare industry, since
johnson's are the sole manufacturer of many of the products under this industry. Thus, a very
small demand for this product causing demand for other raw materials could affect the whole
healthcare industry all over the country.

Johnson's baby powder targeted towards the new born and the mother has a huge scope as
a product because of the fact of reproduction by humans which is a necesary act. Especially in a
fast growing country like India, there could never be a setback for this kind of product also
because of the fact that people care for their babies over here.

6. The Brand is properly positioned 4b

Every product is targeted towards a specific group of people and is positioned in a manner
related to that specific target group. Johnson's baby powder in the same way is targeted towards a
group of new parents and new born children.

Customer segment

Almost all segment parents who are above the poverty line with respect to the income
Pension earning grand parents
Family groups in Tier 1,2,3 cities, rural areas (Town and panchayat)

Target group

Mothers of age group (24-32)


New mothers tries to take good care for the health of child so the product is mainly targeted to
the mothers of the above mentioned age group.

Positioning

Positioning is nothing but how the product is positioned in the minds of the target group which it aims
at.
Johnson's baby powder at different stages of its life cycle as used different positioning statements
like 'Mother's Choice', 'Like Father, Like Child', 'Smooth skin, guaranteed'

7. The Brand makes use of and coordinates a full repertoire of marketing activities to build equity

Branding is the marketing process which builds the brand image of the product and the brand under
which it comes to the market.
Since introduction into market Johnson's baby powder has come up with different taglines
branding the product. The characteristics of the brand campaign in different medium are as follows,

Print

Ads with light colors(Pink, white) with pictures of the mother and the child together
'Bubbly' child being portrayed as the Johnson's baby in the images on the print ads
Most often the caring image of the mother is shown
Television

Mother - Child relationship is well established


Family caring involving father and other members of the family is shown
Smooth skin of the child is well established in most of the advertisements by showing the scene of
the mother feeling the child's skin
Active Babies are well adapted in all advertisement
TV Ad 1982 (first minute)
TV Ad 2010
TV Ad 2012

Experiential marketing

Johnson's baby powder early January this year came up with a branding strategy of experiential
marketing campaign to bring to life the Power of Gentle proposition for their range of baby
powder. At the core of the campaign was print media innovation, conceptualized by OMD,
which allowed broadsheets such as The Times of India and The Hindu to be infused with the
smell of Johnson & Johnson baby powder.
The two newspapers came out smelling like babies on Wednesday, January 29. The front
page also carried a half-page advertisement to connect the scent with the communication.
The trademark fragrance of Johnsons baby powder was supplied by J&J to the publishers,
who used a special technology to infuse it on the newspaper. After a pilot phase in Mumbai,
the concept was rolled out in multiple cities.
The innovation in The Times of India and The Hindu was implemented on 4.3 million
copies across eight key cities reaching out to 7.6 million readers.
8. The Brand Managers to understand what the brand means to consumer

Since, the product is emotionally attached with the consumers as the go to product for the
wellness of the baby, Johnson's baby powder uses this attachment to its benefit by
conducting campaigns that could make the consumers fell thier relationship with the family.
There was a campaign of remembering Grand parents on Grand parents day is one such
example. They went full on promoting the product in all medium with the significance given to
the caring shown by the grandparents towards the baby
.
9. The Brand is given proper support and the support is sustained over the long run
Baby powder as product related to child care and wellness is broadly distributed not only in
medical stores but also in many of the fancy and grocery stores near children care hospitals.
Apart from these, Johnson's baby powder is available in all medical stores and pharmacies
in all hospitals including the Government hospitals for easy availability of the product to
consumers. Recent developments in the distribution of baby powder is the inception of lot of
retail chains dealing with baby products like mom and me, justborn etc,. e-commerce has
also given a possibility of this product being able to reach each and every household in the
country.

Johnson's baby powder is widely distributed through 9,993 hospitals, 1,48,124 registered
medical shops reaching a consumer base of around 120,193,444 people in India.
10. The Company monitors sources of brand equality
11. he marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. However, nowadays, several other P's like Packaging,
Positioning, People and even Politics are being added up as vital elements in the marketing
mix
12.
Description: What are the 4P's of marketing?

Price: refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors.

Product: refers to the item actually being sold.

Place: refers to the point of sale. In every industry, catching the eye of the consumer and
making it easy for her to buy it is the main aim of a good distribution or 'place' strategy.
13.
Promotion: this refers to all the activities undertaken to make the product or service known to
the user and trade.

14.
15. Posted 21st August 2014 by Shashidharan Ranganathan
16. Labels: 4 P's Marketing mix
17.

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