Johnson & Johnson - Presenters Alyssa McCulla Anthony Esposito Renee Daggett • Current Role: Asst. Brand • Current Role: Asst. Brand • Current Role: Asst. Brand Manager, Allergy Manager, Allergy Manager, Comp Skin Consumer Promotions Professional • School: Drexel, ‘14 • School: Penn State, ’15 • School: Villanova, ’15 • Major: Communications • Major: Marketing • Major: Marketing/Business Analytics • Experience: • Experience: • JOHNSON’S® Baby, • Marketing co-op, • Experience: innovation JOHNSON’S® Baby • Marketing co-op, • Walmart team – • BENADRYL® Brand, RoC and AVEENO® analyst & shopper forecasting, CP/TP GFO • Three undergrad co- ops, Marketing & PR The #1 Health Care company in the world Decentralized management of companies in three sectors: Medical Devices & Consumer Pharmaceuticals Diagnostics Family in diverse health care business: – Pharmaceuticals – Biotechnology – Contact lenses – Over-the-counter drugs – Consumer packaged goods 265 operating companies in more than 60 countries, employing about 126,500 people Johnson & Johnson Consumer Segment 2015 Sales: $13.5 billion a science-based approach to growth connecting clinically proven efficacy with consumer insights career opportunities to work with some of the world’s most visible and respected brands Lori Kumar, Ph.D. (seen here with daughter Aparna) led the development of LISTERINE® WHITENING® Quick Dissolving Strips Johnson & Johnson Pharmaceuticals Segment 2015 Sales: $31.4 billion We are directly addressing the critical needs of patients around the world Major therapeutic areas: Oncology HIV/AIDS – 33 million people Cardiovascular and Epilepsy – 50 million people Metabolism Hepatitis C – 170 million people Neuroscience, including Pain Diabetes – 230 million people Infectious Diseases Immunology disorders – 200 million people Biologics/Immunology Schizophrenia – 50 million people Johnson & Johnson Medical Devices and Diagnostics Segment THE WORLD’S LARGEST MEDICAL TECHNOLOGY BUSINESS 2015 Sales: $25.1 billion CORDIS® DEPUY® DIABETES CARE ETHICON® ETHICON ENDO-SURGERY® ORTHO CLINICAL DIAGNOSTICS® VISION CARE Our Credo challenges us to put the needs and well-being of the people we serve first our customers our employees communities and the environment our stockholders Caring for people around the world, by anticipating their needs, creating solutions and experiences, that help them and those they care for, live healthy, vibrant lives. - J&J Consumer Sector Mission SKIN CARE OTC BABY CARE ORAL CARE COMPROMISED SKIN WHAT DOES MARKETING LOOK LIKE TO YOU? BUT WHAT ELSE IS MARKETING? In Store Displays Packaging Budget Management FSIs Forecasting New Product Innovation Digital Campaigns Pricing Consumer Research Website Updates Public Relations Business Planning Coupon Offers Consumer Promotions Brand Strategy SO IS THIS AN EXAMPLE OF GOOD MARKETING? JOHNSON’S® BABY IT’S ALL ABOUT… SO WHAT IS STRATEGY? Marketing Excellence: An Integrated Framework Brand Vision Consumer Competition Company Positioning Statement Marketing Mix BRAND VISION To win baby’s first bath by being the #1 trusted brand by Moms. BRAND STRATEGY Brand Vision Consumer Competition Company Positioning Statement Marketing Mix THE CONSUMER Ages 18-35 Places a high value on research Women being core consumer and proven effectiveness at an Without alienating men affordable price “I only want the best for my child. When I choose the products I use for her, I need to be assured that they are safe, trusted and Strong heritage and multi- gentle for my baby’s benefit claims serve as a delicate skin.” strong positioning foundation Has a baby 0-3 years old THE COMPETITION Private Label and Value Premium All-Natural Brands Brand Look-Alikes Mid-Tier Natural/Gentle Brands Professional Line Brands THE COMPANY BRAND STRATEGY Brand Vision Consumer Competition Company Positioning Statement Marketing Mix BASIC STRATEGIC QUESTIONS CONSUMER COMPETITION COMPANY WHO is our target? What are the market What is our product DIFFERENTIATION? characteristics? What key INSIGHTS do we need to know? Where are the unmet What are our product NEEDS? ATTRIBUTES? & How should we POSITION What is VALUE to this them? consumer? How will it evolve? What is your value proposition? What is the positioning statement? POSITIONING STATEMENT BRAND STRATEGY Brand Vision Consumer Competition Company Positioning Statement Marketing Mix MARKETING MIX – The 4 P’s - PRODUCT 1960 1990 2013 MARKETING MIX – The 4 P’s - PRICE $12.00 $10.99 $9.99 $9.99 $10.00 $8.00 $6.99 $6.99 $6.00 Retail PriceRetail $3.99 $4.00 $2.99 $1.00 $2.99 $2.00 $1.49 $- Private Label Baby Magic Johnson's Aveeno Baby Burts Bees CeraVe Baby Mustela California Baby Media SOV 0% 0% 78% 16% 0% 0% 2% 0% 24 Note: Retail pricing, distribution, shelving and merchandising decisions are at the sole discretion of retailer. AO 4% SOV MARKETING MIX – The 4 P’s- PLACEMENT MARKETING MIX – The 4 P’s - PROMOTION BRAND EVALUATION – SWOT ANALYSIS Strengths Weaknesses (Product) INTERNAL Opportunities Threats (Market) EXTERNAL SWOT Exercise SWOT ANALYSIS: JOHNSONS® STRENGTHS WEAKNESSES - Brand Equity - Formulas - Building Basket -BME Spend -Education (Product) -Differentiation INTERNAL OPPORTUNITIES THREATS - Natural - Co-marketing brands/competitive - Multiple - Efficacy – does it placement (Market) work? EXTERNAL - Brand relevancy WHAT IS THE BRAND VISION OF RED BULL®? EXAMPLE 1 EXAMPLE 3 EXAMPLE 2 THANK YOU! IS THERE ANYTHING YOU WANT TO ASK US? CONTACT INFORMATION • Alyssa McCulla: Assistant Brand Manager • [email protected] • Anthony Esposito: Assistant Brand Manager • [email protected] • Renee Daggett: Assistant Brand Manager • [email protected] .