Johnson & Johnson Marketing Plan

Michael Dinh, Richard Bui, Joey Mason, Mitchell Shapero, and Josh Joel

“We will delight our consumers, treating each person who contacts us as if they are our only consumer, providing them with a response which is evidence of our interest

and that leaves them with the clear understanding that they are important to

us.”

Overview● History● Why J&J?● SWOT Analysis● Chapter Focus● Product Focus● Current Marketing Situation● Marketing Needs● Marketing Plan Overview● ROI● Q & A

History

● Founded 1866 by the three Johnson brothers in New Brunswick, New Jersey

● 1932, Robert Johnson II transformed company into a global decentralized family of companies

● In 2011, Johnson & Johnson celebrated 125 years

Why J&J?

● Johnson & Johnson has more than 250 companies located

in 60 countries around the world.

● Consumer HealthCare

● Medical Devices

● Pharmaceuticals

SWOT AnalysisStrengthsSteady Profit

LogoProduct Diversity

Advertising CampaignsWomen Shoppers

WeaknessesSlogan

Tylenol Damaged ReputationNonexistent Nutritional Products

OpportunitiesIncreasing Demand in China

Health Restrictions within all Retail Stores Increasing Demand for Health Care OTC

Internet Social Media Marketing

Threats Counterfeit Products

Competition with its #1 Products Decline in Birth Rates

Chapter 6: Customer Driven Marketing Strategy

-Micromarketing-Positioning-Behavioral segmentation-Value proposition

Current Marketing Situation

Facebook 651,405 likes

Twitter 104K followers

No Instagram or Snapchat

Why Benadryl?

-Allergy season (Jan-Nov)-16.9 million adults have been diagnosed with allergies in the last year.-Three types of allergiesFood, Drug, Environment- 55% of the US population has allergies

Target Market

A heavy focus on people that live in these cities and are 16-45 years of age

1. Louisville, Kentucky 100/1002. Memphis, Tennessee 97/1003. Baton Rouge, Louisiana 91.93/1004. Oklahoma City, Oklahoma 91.19/1005. Jackson, Mississippi 90.61/100

Marketing Needs

We will create a instagram and snapchat for benadryl. With these two social media outlets we will be given the opportunities to increase awareness about Benadryl to cater to the younger and middle age demographic. (16-45)

Marketing Plan

● Social media applications working hand in hand in retail stores

● Advertisements will encourage consumers to download the app and will offer coupons and promotions

Social Media StatisticsSnapchat Statistics:70% are women

400 million snaps per day 30% of users are over 25 years old58% of college users use snapchat coupons

How we will incorporate Snapchat?-Flash Coupons-Advertisements-Snap Stories/Videos (Creative displays)

Social Media Statistics (cont)Instagram Statistics:68% users are women37% of users are between the age of 18-2918% are between the age of 30-496% are between the age of 50-64

How will we incorporate Instagram?- Memes- Advertisements

WE LOVE BENADRYL

RETURN ON INVESTMENT

Revenue

Sponsorship with Target = $100,000Expected amount of people downloading the app x

$1.50 per ad charge = 50,000 x $1.50 = $75,000

+ $100,000+ $75,000_________ $175,000

Expense● Two Marketing Interns

o Cost: $12 per hour for 1 month= $1152 x 2 = $2304 Create an Instagram Post Pollen Updates on

Instagram, Twittero Flyer cost: 1000 flyers= $579.99

● Creating an application iPhone/Android estimate = $43,600 $2,304

$43,600

+ $579.99

Total Cost:

Total Cost $46,483.99

ROI Calculations

$175,000 - $46,483.99 $46,483.99 = 2.76%

Expected Profit

$175,000 - $46,483.99 = $128,516.01

Q & A

Works Cited1. http://www.healthline.com/health-slideshow/worst-cities-for-allergies#62. http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ 3. https://www.convertwithcontent.com/instagram-snapchat-vine-included-social-media-marketing-str

ategy/