Marketing Strategy of Johnson and Johnson

Marketing Strategy of Johnson and Johnson: This article examines the marketing strategy that is employed by Johnson and Johnson. Johnson and Johnson is one of the top-rated brands on the market. It is a top brand in the industry and is present in a variety of industries including the pharmaceutical industry as well as the consumer packaged products industry, among others. It is frequently ranked in the Forbes top 500 and even ranks within the Forbes top 100 often too. So, without further delay, we will look at the marketing Strategies that Johnson and Johnson have developed. Johnson and Johnson. Read Article: What Is Marketing Strategy? Definition

Marketing Strategy of Johnson and Johnson

Did You Know About Johnson and Johnson?

[wp-svg-icons icon=”office” wrap=”I”] Company : Johnson and Johnson

[wp-svg-icons icon=”user” wrap=”I”] CEO:  Alex Gorsky

[wp-svg-icons icon=”user” wrap=”I”] Founder:  James Wood Johnson | Edward Mead Johnson | Robert Wood Johnson I

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: January 1886

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: One Johnson & Johnson Plaza, New Brunswick, New Jersey, U.S.

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue:  US$82.584 billion

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income:  US$14.714 billion

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: Band-Aids, Tylenol and Johnson’s Baby Powder. Also, Johnson & Johnson manufactures health care products and provides related services for the consumer, pharmaceutical, and medical devices markets. The Company sells products such as skin and hair products, the-counter-products, prescription pharmaceuticals, and surgical implants in countries around the world.

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: Bristol Myers Squibb | Merck | Unilever | Pfizer | Procter & Gamble

[wp-svg-icons icon=”globe” wrap=”I”] Website:

Johnson and Johnson Fun Fact: Johnson & Johnson is the world’s largest health care company, and one of the world’s largest companies of any kind. The Spanish-born executive leads the company’s Pharmaceuticals and Consumer businesses, as well as the Health and Wellness, Technology, Supply Chain and Global Services groups.

Marketing Strategy of Johnson and Johnson

Marketing Strategy of Johnson and Johnson – Segmentation, Targeting, Positioning

Johnson has considered demographic (education-income-occupation), geographic (urban-rural-further city-wise segmentation), and behavioral (lifestyle) factors to seek out the consumers. 

Johnson’s infant care products specifically target the parents of young children and describe as a safe gentle, mild baby products. 

Johnson’s Clean and Clear brand is a worldwide skincare brand that is geared towards teen girls. It teaches the idea that beauty is about being content in their own skin. 

Johnson has divided the market for adult skin and has offered a variety of skincare products that claim as being suitable for all types of skin. 

According to the psychographic segments, Johnson has the brand Neutrogena that sells itself in the context of recommendation from dermatologists those who seek expert advice on skincare are targeted. 

Band-Aid, which is a category of health and healing products has been positioned as a must-have in an emergency kit for families to provide care as well as comfort and security. 

Listerine Mouthwash is solely based on the benefits it provides that provide protection against gingivitis, plaque, and bad breath. It is marketed as a “bomb that is fresh’. 

Johnson and Johnson Mission Statement

“Make diversity & inclusion how we work every day. Our mission is to make diversity & inclusion our way of doing business. We will advance our culture of belonging where opens and minds combine to unleash the potential of the brilliant mix of people in every corner of Johnson & Johnson.”

Johnson and Johnson Vision Statement

Be yourself, change the world. Our vision at Johnson & Johnson is for every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.

Johnson and Johnson Tagline

Best for the Baby – Best for You

Marketing Strategy of Johnson and Johnson – Competitive Advantage

It is the brand’s name itself 

Johnson & Johnson was founded over 120 years ago. Today, it is home to more than 250 companies in 57 countries across the globe. The history of the brand and its global reach gives the company an edge over the competition. 


Safety, gentleness, and comfort are the main focus of J&J. The company makes use of safe chemicals and all products undergo rigorous testing in order to provide the best quality for their products for babies. It’s a prominent influence on the minds of parents. 

The company is a leader in the field of product development. It has an initiative called EARTHWARDS that requires teams to integrate sustainability throughout the entire product lifecycle from design to manufacturing, and even product usage and to bring about positive change in sustainability. 


Every year J&J is investing billions in R&D In 2014 it invested 11.4 percent of its sales, making it one of the most profitable companies investing in R&D and among the top of its field. 

Each year they come out with new and innovative products to help keep ahead of the market. 

Marketing Strategy of Johnson and Johnson – BCG Matrix

In the field of baby care, J&J offers a complete collection of products that offer safe and gentle baby products such as baby cream diaper cream, oil, etc. It is well-known by everyone and is the name that is the first thing people think of in their minds when they think of purchasing products for their children. It provides a steady cash flow, which is why it is considered to be the cash cow. 

In the field of wound treatment, Band-Aid has long been an essential part of a family’s first aid kit. J&J is the market leader of the market for the Indian wound care industry, making its main source of revenue inside BCG’s CCG matrix 

Under the category of beauty cosmetics, J&J has Aveeno, Clean & Clear, Johnson’s Adult, and Neutrogena. According to the data provided by J&J worldwide, sales of the consumer brand rose by 2.2 percent. The main factors behind the growth included Neutrogena, Aveeno, and Tylenol. Neutrogena is a 40-year-old company and provides over 400 items on its world market. In 2009, Johnson and Johnson introduced a skincare line from the Neutrogena label in India but it is not successful in establishing itself within the Indian market. The top brands are Dove, Fair & lovely, Lakme, and so on. So, in the context of the Indian market, it’s an unanswered question within the BCG matrix. 

In 2017 J&J launched Aveeno featuring a child as well as body care products in India because there is a growing segment of mothers searching for products made of natural ingredients. Aveeno should perform well, however, since it will compete with other established brands however, its uncertain nature is putting it in the question Mark category. 

Marketing Strategy of Johnson and Johnson – Distribution Strategy

employing more than 120,500 people J&J sells its products across over 175 nations. Because it is among the largest companies that cater to consumers, J&J has a huge network of distribution across India and its brand creates an ethos of pride among the distributors who have a connection with J&J which is why it has an influence on distributors. 

When deciding on channel participants, J&J selects channels on the basis of their importance rather than economic criteria. This is the reason J&J products can be found in small stores in rural regions. The brand has been distributing the products through Wholesalers/distributors, Retailers, supermarket chains, and e-commerce websites. 

It is home to over 350,000 products and greater than 350 distribution centers across the globe that cater to the requirements of hundreds of thousands of customers. 

J&J has recently completed significant advancement in Europe The company invests 33 million to build a European Distribution Center that functions as a European supply Chain Hub. The company has mainly expanded through acquisitions, each company is managed by its own structure, and distribution system which can complicate issues. The center has been able to unify the businesses through streamlining its warehouses and maintaining good relations. 

Marketing Strategy of Johnson and Johnson- Brand equity

The company makes use of emotional and mental communication to build trust and create emotions in its customers so that they purchase their products. J&J is a household name in India because of its attention to mothers. It is focused on trust in the marketplace where it is a top priority in baby products. Johnson’s baby offers a guarantee of recognized and high-quality products. 

Neutrogena launched an all-over campaign, with their catchy slogan “See What’s Possible”, targeted at female empowered women and was the first time that Neutrogena launched advertisements that weren’t product-specific. Equity campaigns were employed to bring together Neutrogena Brand known for different products in different countries. 

Band-Aid focused on Brand Equity with its new #CoveringIsCaringEffort focusing on what the brand means rather than its product-differentiating category stating caring is pretty much universal. 

The personality of the brand is fun and displays perfection. The personality is edgy due to the company’s efforts to technological advancement and also through the product which offers consumers top quality and complete reliability. product, it demonstrates perfectionism. 

Marketing Strategy of Johnson and Johnson – Market Analysis

The year 2017 saw Johnson and Johnson’s share of the world infant care industry was reported to be 21.3 percent. The sales of the franchise decreased by 7.2 percent up to $2.0 billion during 2016, which included an operating decline of 2.7 percent in the US market. The fierce competition has slowed the expansion of Johnson’s infant products. Unilever has launched baby-care products under the brand name Dove. The company reported strong sales for Aveeno baby products due to the fact that parents are choosing products that contain greater natural and organic ingredients. 

The oral care franchise reported growth because of successful marketing campaigns as well as the geographic growth of the Listerine brand. 

The sales of beauty franchises increased 7.9 percent in 2016 to ~$3.9 billion last year aided by the impressive performance of the Neutrogena brand. 

Marketing Strategy of Johnson and Johnson – Customer Analysis

Johnson’s Baby Care products include a majority of parents of moderate incomes and pension-eligible grandparents. Clean & Clear works in the anti-acne industry and has seen its popularity grow among teens. 

The Neutrogena target is young people and professionals of both genders who are adamant about dermatologists in the field of skincare. 

The customers of Band-Aid are from every segment and of different ages and it is a product that is always in the news. 

Marketing Strategy of Johnson and Johnson – Promotional Strategy

J&J has managed to draw many followers through the creation of an independent platform for content. Content Marketing Strategy for their baby products is well-defined through an accurate audience profile of expecting mothers and young parents who would like to read about parenthood as well as information on babies, and are looking to connect to other people who face similar problems. This Clean & Clear brand has recently launched a brand new campaign that is titled #ForEveryFace Indonesia encouraging teenage girls to become more confident. Through the “See What’s Possible” campaign under the brand name Neutrogena J&J has pulled efforts toward female empowerment. 

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