Five Year Marketing Plan



Five Year Marketing Plan

Johnson & Johnson, Inc.

Thrush – no – More

Executive Summary 2

SWOT Analysis 2

Strengths 2

Weaknesses 2

Opportunities 2

Threats 2

Competitors in the Oral Hygiene Industry 2

Company Overview 3

History 3

Company Structure 4

Customer Analysis 4

Customer Characteristics. 5

Health and Nutrition Concerns: 6

Position Statement 8

Integrated Marketing Communications 8

Marketing Strategy 9

Product 9

Price (NOTE - IS THIS THRUSH-NO-MORE OR GUMS-SO-CLEAN – YOU MIX THEM UP) 9

Place 9

Promotion 10

Evaluation and Control 10

Alexis: Executive Summary – this section should appear first in your paper, but will be written after all your other content is finalized

Danielle - SWOT analysis is a critical section of information (use a table approach to display your information)

Sarah - Industry Analysis – what are the key characteristics of the industry in which your selected company belongs?

Brent - Competitor Analysis – select the key competitors and not all of them

Executive Summary

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SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Competitors in the Oral Hygiene Industry

The oral hygiene industry is expected to grow by 12.1% by 2011 (Data Monitor, 2007). At this point, Johnson & Johnson faces few competitors in this area. Making a gum cleaning type of product that is convenient to use and available without a prescription will help treat thrush with ease and convenience. No other competitor is currently making an anti-fungal medicine to treat thrush. We expect to see companies such as Merck, Novartis, and Procter & Gamble jump onboard and get involved in some sort of anti-fungal products. The industry is open for new products, but Johnson & Johnson is leading the pack on this particular line of anti-fungal product.

Patricia - Company Analysis – a brief historical background & organization of the company, not a repetition of SWOT

Company Overview

Johnson & Johnson's motto, "Caring for the world, one person at a time" is an inspiration for all people who work for the company. Their aim is to improve the well-being and health of their consumers. The company touches the lives of more than a billion people every single day through various company subsidiaries. These companies can be categorized as:

· Consumer health care

· Medical devices and diagnostics companies

· Biologist companies

· Pharmaceutical companies

History

Since its establishment in 1886 and through the present time, Johnson & Johnson has been committed to providing excellent products for the health and well-being of consumers. The company actually started out as a medical products company in New Jersey and wound care and surgical care products were their primary focus. Robert Wood Johnson, James Wood Johnson, and of course, Edward Mean Johnson founded the company. They produced the first commercial sterilized surgical clothing, which helped save the lives of many patients. They helped introduce other important products as well, including the First Aid kit, dental floss, sanitary napkins, Band-Aid adhesives, and sterile sutures among others.

It was between 1926 and 1947 that Johnson & Johnson began a period of expansion. The company expanded not only in terms of its product line but through a wider market reach as well. This was the period when they expanded beyond their borders to South Africa, Mexico, France, Mexico, Belgium, Australia, Switzerland, and Ireland among others. Johnson & Johnson also became a publicly traded company in 1944.

After this, the company continued to expand and became an established market leader in its industry. Between 1966 and 1986, Johnson & Johnson also began operating companies that pioneered medical advances for consumers. Through internal development and company acquisitions, Johnson & Johnson was able to establish market leadership in various product segments throughout the world.

Company Structure

Because of its size and scope, Johnson & Johnson needs to organize its various companies into business segments comprised of therapeutic categories and franchises. As was mentioned earlier, there are several business divisions in the corporation including the consumer health care category, the medical devices & diagnostics category, and the pharmaceutical division.

Alexis - Customer Analysis – define the characteristics of the key consumers of your company’s existing products/services

Customer Analysis

The characteristics of customers expecting to buy this product will be parents of all ages, adults caring for elderly relative, hospitals caring for patients in an inpatient status, and anyone subject to getting thrush infections. The preventative care of our Thrush-no-More product will attract parents ranging from first time dads to seasoned mothers with their children’s health as priority number one. Anyone with computer or store access can buy this product and benefit from one less worry of a health issue. This product is very age friendly. Elderly consumers will feel comfortable knowing the product was designed with them in mind. Sales are projected to be higher for infant care, however, it is expected to sell for all walks of life. Health and nutrition concerns of Americans today are focusing more and more on preventative care. Early warning and education are the motivating factors that keep consumers interested in the most up to date health measures that create potentially bigger problems. Nothing else will capture the attention of our consumers more by informing them of Thrush-no-More will help prevent and treat oral infections. Johnson & Johnson consumers will feel confident they are taking a proactive role in their family’s health.

Customer Characteristics.

People and values are Johnson & Johnson’s greatest assets. Diversity is the center of Johnson & Johnson’s company. Thrush-no-More will be an economically friendly product that will be affordable for varied categories of income levels. Johnson & Johnson prides itself on being one of the heavyweight manufacturers of single digit sales growths making their products economically friendly for all types of budgets (MMR, September 2001, Baby Care: analysis and sales statistics for baby care products, statistical data). Along with being a budget friendly product, demographically all Johnson & Johnson products are attainable on the World Wide Web and in almost all local retail stores. Age will play a significant factor in the buying rates across the world. Although this product will appeal more to parent consumers, it will give equal appeasement to all ages. Thrush-no-More will also appeal to hospital members that seek products that will better care for patients who may be more prone to contracting oral infections than most. Patients with immune deficiencies will benefit from using Thrush-no-More due to the increase risks of oral infections caused by their weakened immune systems. Elderly patients who require assistance with basic oral hygiene daily will appreciate the low cost of Thrush-no-More and its ease of use.

Health and Nutrition Concerns:

“Thrush can affect normal newborns, persons with dentures, and people who use inhaled corticosteroids. It occurs more frequently and more severely in people with weakened immune systems, particularly in persons with AIDS and people undergoing treatment for cancer. Candida esophagitis usually occurs in people with weakened immune systems. It is very unusual in otherwise healthy people.” (.nczved/dfbmd/disease_listing/candidiasis_gi.html#11). Studies have shown that a majority of fungal medications used by consumers who wear dentures are more likely to cause diarrhea and bitter taste. Long range side effects of antifungal medication use have been known to include kidney and liver problems. Thrush-no-More offers a safer and more comfortable prevention and treatment plan for consumers who wear dentures as well as infants and the immune compromised.

The target market number 1 is “New Mothers.” Newborns are most likely to be the number one target for this epidemic. New mothers will take extra care and find the best products for their newborns. New mothers want their newborns to be perfectly healthy and happy: no one wants a crying baby. New mothers will be the number one go to consumer and generate the most concern for thrush. New mothers take very good care of their newborns, pay a great deal of attention to them, and spend a large amount of time with their newborns. Whether it be antibacterial products, baby wipes, or Gum so Clean; every new mother will have these items within easy reach. Another reason why new mothers should be targeted is because no one wants thrush spreading. Also, your baby can pass thrush on to you if you're breastfeeding, resulting in a painful yeast infection on your nipples that will need a doctor's treatment.

In many cases, no treatment for thrush is necessary. It typically clears up on its own in a couple of weeks. However, if your baby appears uncomfortable or if you are breastfeeding while your baby has thrush, call your pediatrician. He or she can prescribe a medication to treat the infection. Thrush is not dangerous, but it can be painful and may interrupt your baby's feeding.

Another important target would be female friends of the mother-to-be. Every year there are hundreds of baby showers thrown for mothers-to-be; this market needs to be considered. These women shop for gifts upon gifts for their close girlfriends and want to give them the best products out there

Target Market number 3; any mother, not just a new mother. Every mother cares about their child. If the product came out years after their new-born; it does not matter; that mother is a potential client. Mothers need to have the best medicine and cure-alls for their children of all ages.

Target Market number 4; babysitters, nurseries, and preschools. Preschools, Nurseries, and Babysitters need to be aware of what could happen and the signs of thrush. They all need to be able to have a product to treat the problem immediately instead of having to call mom.

Refference:

Danielle: Target markets – describe the targeted consumers for your new product/service

Sarah: Points of difference – describe how your proposed product/service will be unique compared to whatever else is out there on the market

Brent: Positioning Statement – a precise statement that follows a specific format as illustrated at the bottom of this paper.1

Position Statement

In the past, oral thrush has not been treatable in an easy and convenient manner. Johnson & Johnson pairs ease and convenience into preventing this painful and irritating discomfort. With many new products going to be released, the problem of oral thrush is a thing of the past. Gums so Clean is the first type of gum cleaning product that will be proven to greatly reduce the occurrence of contracting oral thrush.

Patricia: IMC (Integrated Marketing Communications) Plan (another critical section of the Marketing Plan) that includes: Product, Price, Promotion, and Place (Distribution) strategies

Integrated Marketing Communications

Oral thrush is a condition wherein the fungus Candida Albicans accumulates in the lining of the mouth. Oral thrush is characterized by creamy white lesions which are usually located in the tongue, gums, and inner cheeks. These lesions can be very painful and cause bleeding in some cases. The lesions will spread to the roof of the mouth, tonsils, and even the back of the throat in severe cases. Although this condition can affect anyone, it usually occurs among babies and toddlers. Oral thrush is usually a minor problem for healthy children but it can be an inconvenience (Mayo Clinic, 2007).

The product we chose to launch is Trush-no-More. Every parent knows that it is important to get rid of bacteria in their baby's mouth. After all, as babies cannot clean their own mouths parents must do it for them. It is not only a good practice of oral hygiene, it will also prevent conditions such as oral thrush as well. Thrush-no-More will help parents achieve this purpose.

There are accessories that come with it including clips, neckties, and detachable mouthpieces (for proper sterilization). Special over-the-counter gum gels can act as the toothpaste to prevent the growth of bacteria in the baby's mouth. This device incorporated with gum gel can soothe baby’s achy gums.

Marketing Strategy

Product

This product mainly focuses on promoting the oral health of babies and toddlers by stimulating it with gentle vibrations. Bacteria and yeast may build up on the baby's mouth through feeding (Mayo Clinic, 2007). In addition, toddlers will usually experience sore gums because of infection or teething. This product is best used after feeding; the device is actually quite simple to operate. The handle is similar to a pacifier in shape making it easy to slip onto the baby’s finger. In addition, the product does not overheat so babies can hold it themselves without supervision.

Price (NOTE - IS THIS THRUSH-NO-MORE OR GUMS-SO-CLEAN – YOU MIX THEM UP)

At this early stage in the product development, the exact market price of the product is to be determined. However, the company will use the cost-plus-profit pricing strategy because Gums-so-clean is a unique product in the industry; it does not have any competitors, which they can base their prices on. Ideally, the price will range from $15-$30 to make it affordable to most parents.

Place

Gums-so-clean is available in most department stores in the baby's section. It will also be offered in specialty stand-alone stores that focus on practical and helpful products for the new mother. This type of distribution system will enable to company to directly cater to their target market.

Promotion

Since Gums-so-clean is a new product, it is essential for the company to have a promotional campaign which will educate parents about the importance of gum cleaning. To achieve this purpose, in-store seminars, infomercials, and print ads can be utilized. The company will also offer introductory discounts to encourage consumers to buy and attain brand recognition in its field.

Alexis: Evaluation and Control – how are you going to measure success or failure?.

Evaluation and Control

Success of the product will depend on how well the product is marketed to the diverse type of consumers. By targeting just the consumers who will use this product for their children will decrease our sales potential. Johnson & Johnson is a family company that prides itself on improving the health and well being of its consumers. By targeting all age groups, socioeconomic statuses, and partnering consumers, Thrush-no-More will succeed on more than just one level. Johnson & Johnson’s consumer report for 2008 first quarter shows a Worldwide Medical Devices and Diagnostics sales of $5.7 billion for the first quarter represented a 7.2% increase over the prior year with operational growth of 1.4% and a positive impact from currency of 5.8%. Domestic sales increased .2%, while international sales increased 13.8% (2.6% from operations and 11.2% from currency). These figures represent Johnson & Johnson meeting and exceeding consumer needs, which is partly the reason why it is a Fortune 500 company.

Reference

Johnson and Johnson Website. (2008). About Johnson and Johnson. Retrieved June 2, 2008 from ,

Mayo Clinic Website. (2007). Oral Thrush. Retrieved June 3, 2008 from

US Small Business Association Website. (n.d.). Market and Price. Retrieved June 3, 2008 from

.nczved/dfbmd/disease_listing/candidiasis_gi.html#11

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