Running head: MARKETING CAMPAIGN 1

Johnson and Johnson Marketing Campaign

Name

Institution
MARKETING CAMPAIGN 2

Abstract

This paper focuses on the marketing campaign for Johnson and Johnson’s company. The

article looks into four Ps of the marketing mix acting as strategic points of increasing sale and

maximizing profit. Most importantly, the paper looks into place, product, price, and promotion in

details. Additionally, the article focuses on the target market and recommends positioning strategy

and pricing as alternative marketing strategies.

Johnson and Johnson Marketing Campaign

Introduction

Johnson and Johnson is a healthcare company founded in 1886 as health care products

supplier in open market. The organization has its headquarters in Brunswick, selling over 175

products across fifty-seven countries across the world. Overall, the company has different branches

across the world that operate as one of the world’s supplier of healthcare products. Most

importantly, the company also deals with diagnostics and maintains its strategies in marketing to

continue rising above their healthcare competitors (Johnson &Johnson, 2017). The main objective

of this company is maximization of wealth of its owners as well as responding competitively and

creatively to its customers. In light of this, the company strives to produce branded products as

well as services of high standard.

Target market

Johnson and Johnson marketing campaign targets customer demographics for people of all

types and groups. The company not only targets newborn and small kids but also teenagers and

customers of the upper ages. The company provides products that fit customers from each age

groups and segments as well. Most importantly, Johnson and Johnson seem to target mostly

women, teenagers and kids that prefer natural product (Johnson &Johnson, 2017). Additionally,

the company targets persons beyond the diversified pharmaceuticals and medical equipment.

Company’s Marketing Mix

Price
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Johnson and Johnson has a record of being among the best brands and maintains the price

of its products at an affordable rate to facilitate ordinary people that also need to use their products.

Apparently, the company follows a clear marketing plan to ensure that it has a definite pricing

policy based on its marketing mix. In other words, the marketing mix strategy for Johnson and

Johnson mainly keeps it at the choice of the current consumer’s price index. As one of the

company, policies, Johnson and Johnson holds that most of its customers include those that utilize

consumer products. Hence, they ensure that they concentrate on the affordability criteria before

they can set prices for products consumers (Tanveer & Riaz, 2012). On the other hand, Johnson

and Johnson follow a psychological technique for pricing to keep the cost of its products in the

multiple of forty-nine and ninety-nine. However, most people acknowledge the company for

superior quality particularly in packaging as well as price affordability. Under the category of

medical products, Johnson and Johnson work along with the governmental authorities to facilitate

pricing of company products at an affordable rate (Tanveer & Riaz, 2012). Apparently, this

portrays the social intentions of the company’s responsibility. Most importantly, Johnson and

Johnson take into account various segments of the company’s target such as supply, demand,

production cost and target after making evaluations.

Product

Johnson and Johnson's company ensures the availability of their products extensively

through a broad network of distribution. With a wide extension of the company outlets, Johnson

and Johnson operate with its brands spreading beyond the remote locations. Most importantly, the

company has the advantage of extending beyond the local areas where it is much easier to connect

with their customers. The company has an efficient and well-organized team that looks into the

firm’s operations as well as the distribution of their products (Saxena, 2005). The company has an
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extensive distribution of medical equipment, consumer products as well as pharmaceuticals. Most

importantly, the firm deals with various types of consumer products like soaps, powders, creams

and massage oils among others. Additionally, the company includes cleansers, moisturizers and

face wash in different flavors like strawberry apple and lemon. The firm focuses on its products

for oral care as well as wound treatments thereby gaining trust from its customers. In light of this,

the firm has a package for aiding in wound treatments and pharmaceuticals for contraceptives,

dermatology and contraceptives (Saxena, 2005). Most importantly, the firm’s oral care involves

the distribution of mouthwash in different flavors like cool mint fresh mint. In broader terms, the

company deals with a wide range of products that act as an advantage to the company.

Place

Johnson and Johnson's company extends its products due to its extensive network of

distribution. With over two hundred subsidiaries, the company operates in various places in

different countries as a well-known brand widespread across different networks to link with its

customers. Apparently, the company has an advantage regarding its stand of its local windows that

the company operates. As a well-organized team, the company Johnson and Johnson coordinate

and supervises its activities to reach all its targeted customers as it gives an edge over their

competitors (Laasch & Conaway, 2014). The company has also had a good opportunity to spread

its products through online shopping sites.

Promotion

Johnson and Johnson's company follows a good strategy for promotion mainly through

advertisements as a marketing strategy that catches the eye of its customers and other audience.

Most importantly, the company spreads awareness through various mediums like newspapers,
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magazines and hoardings among others (Laasch & Conaway, 2014). Likewise, they carry out other

contents that emotionally focus on care and quality of its customers such as suitable packaging.

Effectiveness of the Marketing Campaign

To maximize the company profits Johnson and Johnson utilize the marketing mix strategy

to the advantage of the company. Primarily, the company shows a remarkable progress concerning

market growth in the healthcare sector. In essence, the marketing mix, describes the best strategy

for the healthcare firm and hence its success in the industry. By far, the marketing mix has been a

useful tool for their development because it covers all the four Ps (Laasch & Conaway, 2014).

Other strategies to supplement the marketing campaign may include positioning strategy as well

as the pricing strategy.

Conclusion

As a manufacturing company, Johnson and Johnson continue to grow courtesy of the

marketing campaign that it applies to their advantage. With all the marketing mix strategy applying

in the company as well as its branches it continues to grow as one of the consumer products firm.

With a remarkable targeting strategy, the company continues to excel as it applies the marketing

mix to grow in the healthcare industry.

References

Johnson &Johnson 2017, Products, Johnson and Johnson, Accessed 18 December 2017. Retrieved

from https://www.jnj.com/healthcare-products

Tanveer, A. & Riaz, W., (2012). Marketing mix, not branding. Asian Journal of Business and

Management Sciences, 1(11), 43-52.

Saxena, R. (2005). Marketing management. New York: Tata McGraw-Hill Education.

Laasch, O., & Conaway, R. (2014). Principles of responsible management: Glocal sustainability,

responsibility, and ethics. Scarborough: Nelson Education.