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Marketing

Management
CIA-3
BAND AID

BY,
AYUSHI SINGHANIA 08D1164
PRIYANKA.M.A. 08D1175
INTRODUCTION:

Johnson & Johnson embraces research and science - bringing


innovative ideas, products and services to advance the health and
well-being of people. Employees of the Johnson & Johnson Family
of Companies work with partners in health care to touch the lives
of over a billion people every day, throughout the world.

Their Family of Companies comprises:

• The world’s premier consumer health company


• The world’s largest and most diverse medical devices and
diagnostics company
• The world’s fourth-largest biologics company
• And the world’s seventh-largest pharmaceuticals company

We have more than 250 operating companies in 57 countries


employing 117,000 people. Our worldwide headquarters is in New
Brunswick, New Jersey, USA.
Band-Aid is brand name for Johnson & Johnson's line of adhesive
bandages and related products. It has also become something of
genericized trademark for any adhesive bandage among
consuming public in United States, India, Canada, Brazil and
Australia.

[ A genericized trademark also known as a generic


trademark is a trademark or brand name that has become the
colloquial or generic description for (or synonymous with) a
general class of product or service, rather than the specific
meaning intended by the trademark's holder. A trademark
typically becomes "genericized" when the products or services
with which it is associated have acquired substantial market
dominance or mind share.] Source: Wikipedia

Origin of the brand:


The brand came into existence in 1920. The person behind this
innovation was Ms Josphene Dickson, a homemaker and wife of Mr
Eric Dickson who was cotton buyer at Johnson & Johnson.
Josphene during her daily chores inevitably encounters numerous
minor cuts and bruises, wanted an easy solution to cover the cuts
to prevent it from worsening while continuing her work. Eric
prepared a readymade bandage using cotton gauze and adhesive
tape so that Josphene can cut from the readymade bandage and
use it when in need.

Finally, after several weeks of kitchen accidents, Earle hit upon an


idea. Earle sat down and prepared some ready-made bandages
by placing squares of cotton gauze at intervals along an adhesive
strip and covering them with removable crinoline fabric. Now all
Josephine had to do was cut off a length of the strip and wrap it
over her bruise. This was the proto Band-Aid bandage.

His employer, Johnson and Johnson, a company launched by


pharmacist Robert Johnson and his two brothers, produced large,
dry, cotton and gauze dressings, which remained sterile in germ-
resistant packaging until opened. They formed their Company
upon the premise set forth by Sir Joseph Lister, of Listerine fame,
at a speech given in Philadelphia in 1876, that surgical
procedures should be sterile, to reduce the alarmingly high post-
operative mortality rates, which were 90% in Britain at the time.

Earle attached small pieces of this sterile gauze, produced by his


employer, to the center of strips of surgical tape to bandage
Josephine's wounds. A colleague of his encouraged him to pitch
his invention to Management, which he did. Management initially
dismissed his idea, but later reversed its position when Earle
demonstrated how easily the bandage could easily be applied by
oneself.

The original bandages Johnson and Johnson produced, were not


only handmade, but were rather large in size at 2 1/2" in width,
and 18" in length. The Band-Aid sales were slower than the
company expected. Only $3,000 worth were sold the first year. So
Johnson and Johnson gave unlimited numbers of free Band-Aids to
Boy Scouts. By 1924, Johnson and Johnson revamped the
production process of the Band-Aid, product advances included
machine manufacturing, a shift from cloth to plastic tape, sterile
packages with the little red thread for opening, lots of different
sizes, clear strips, medicated strips, rugged strips, waterproof
strips and decorated Band-Aids for kids. Sales skyrocketed, and
Earle's vision became a reality.

So by 1924, Johnson & Johnson introduced the first machine that


produced sterilized Band-Aids. In World War II, millions of Band-
Aid bandages were shipped overseas.

In 1951 the first decorative Band-Aids were introduced to the


market. They continue to be a commercial success today with
decorative themes such as Superman, Spider-Man, SpongeBob
SquarePants, Smiley Faces, and Batman.

Earle was eventually rewarded with a position as Vice President in


the company, where he stayed until his retirement.

By the time of his death in 1961, after being rewarded by Johnson


and Johnson with a token vice-presidency and later with a seat on
the Board of Directors, sales of the Band-Aid® exceeded
$30,000,000, and production to date exceeds one hundred billion.
History of innovation:

1920

BAND-AID® Brand Adhesive Bandages make their first appearance on the


market. They are made by hand and are not a big hit. They were three
inches wide and eighteen inches long. Only $3,000 worth were sold the first
year.

1924

The little red string used to open BAND-AID® Brand Adhesive Bandages
wrappers makes its first appearance.

1938

Completely sterile bandages are introduced.

1942

Millions of adhesive bandages go overseas as part of the war effort

1951

Plastic strips are introduced.

1956

Decorative bandages are introduced - "Stars and Strips" (not Stripes).

1957
Clear Strips bandages are introduced.

1958

BAND-AID® Brand Adhesive Bandages are first produced in sheer vinyl.

1963

Adhesive bandages go into space with Mercury astronauts.

1971

Brooke Shields appears in a BAND-AID® Brand television commercial.

1975

Terri Garr appears in a BAND-AID® Brand television commercial

1975

John Travolta appears in a BAND-AID® Brand television commercial

1982

Chris Evert appears in a BAND-AID® Brand television commercial

1988

Perestroika arrives in Eastern Europe and so does BAND-AID® Brand.

1994

BAND-AID® Brand SPORT STRIP® Adhesive Bandages are introduced


1995

75th Anniversary

1997

Introduction of BAND-AID® Brand Antibiotic Adhesive Bandages, the first ever


adhesive bandage to have specially formulated antibiotic ointment right on
the pad.

2000

BAND-AID® Brand Advanced Healing is the latest generation in wound care


available to consumers.

2001

Over 100 billion BAND-AID® Brand Adhesive Bandages have been made to
date... and band-aid.com is launched!

2002

Introduction of a revolutionary new concept from BAND-AID® Brand – the


Liquid Bandage that promotes fast healing on contact.

2005
BAND-AID® Brand celebrates its 85th Anniversary and re-launches limited
edition tins.

2006

Re-launch of plus Antibiotic with new look and more line extensions.

2007

BAND-AID® Brand brings back "I am stuck on BAND-AID Brand" jingle with
new commercial.

In India, Band-Aid was launched in the year 1978

USP and POSITIONING strategy (in India):

Band-Aid was successful because it identified the need in the


households for wound care. But to reach the dominant position in
India was not easy. Band-Aid had to fight the tradition rather than
the competitors to succeed. Traditionally, Indians prefer not to
cover the cuts and bruises because there is a feeling that wounds
should be kept open in order to heal faster. Further, Indian
consumers typically used traditional methods to heal wounds. In
earlier days most of the households had the bottle of tincture
iodine which was considered as the best solution for cuts and
bruises. Kids used to hate this because the pain will be

excruciating when tincture iodine is

applied to cuts. Band-Aid comes with red coloured medicine inside


(Benzalkonium) which resembled Iodine. This had enabled early
adoption of this brand and Band-Aid was called " Lal Dhawa Wali
Patti" which became the USP . Had the medicine color was not
red, Band-Aid would have tough time convincing mothers. The
Kids also loved the brand since they were relieved of the pain of
Tincture iodine.

Band-Aid also tried to educate mothers about the possible


problems in keeping the wounds open because of dust infections
caused by it. This also boosted the brand acceptability.

Band-Aid was a brand that changed with time and it keenly


watched the consumers and tried to identify their needs. The
company had valuable consumer insights that created the first
water proof band-aid in India. The main weakness for bandages
was that it used to come off easily when wet. This prevented the
category usage to certain extent. The waterproof band aid made
the brand usable in any condition. This innovation catapulted the
brand popularity to newer heights. Band Aid focused on the area
of application and was clever enough to come out with various
size and shapes. This come from the insight that different wounds
in different parts of the body needs different shapes. For example,
a small cut in the forehead needs a round band-aid .These
insights made the brand a market leader in the category with a
market share of over 60%.

Johnson& Johnson also saw an opportunity for the brand in the


traditional cure for cuts. In India, turmeric is used as a medicine
for cuts and blemishes. Band-Aid launched a turmeric variant of
the plaster much to the delight of the Indian consumers.

Initially positioned as a wound care brand, Band-Aid was


repositioned as a product that encourages kids to be active. Kids
have the innate desire to be active and Band-Aid makes sure that
cuts and bruises will not be hinder that desire.

One of the major factors that aided the success of this brand was
the distribution strength of J&J. Band-Aid was a mass market
product and hence it has to be there at every shop in the market.

RECENT DEVELOPMENT

The brand is currently being positioned on " Continuous Care".


The positioning is pitting this brand against the ointments and
other external applications. The concept is to educate the
customers that use of plasters will heal wounds better than the
use of ointments.
The theme of 'Continuous Care', underlines the fact that unlike
other treatments medicated dressing continues to work on your
wound and stays on till it is healed.

Promotion Mix:

The brand was promoted heavily. According to Superbrands.org,


Band-Aid was the first product endorsement of Sachin Tendulkar.
Launched in India in 1978, Band-Aid was the first player in the
adhesive bandages category to air a TV commercial. The
challenge was to grow the brand as well as lead in category

development.

The initial communication was aimed at mothers, with the


promise of a 'superior and convenient protection for
wounds'. It focused on the red pad and the J&J
heritage. In an attempt to heighten the emotional
appeal of the brand across the children's segment - its
largest user base - Band-Aid developed a new
communication in the mid 1990s, stressing on the
innate desire of the child to be active. In essence,
Band-Aid was the child's supporter of non-stop fun.

TV Commercials
Band-Aid with new Super Stick New color Band-Aids (in a black-
can pick up an egg! and-white commecial.)

2003 was also the year of the Cricket World Cup and for a nation
obsessed with cricket, having a brand endorsed by a leading
cricketer was a tactical advantage. Virender Sehwag, chosen as
Band-Aid's brand ambassador, symbolized the very essence of
what the product stood for: solid, gritty and with a never-say-die
attitude under any circumstance. This tie-up kicked off a series of
contests and promotions that included a special edition pack
featuring the explosive cricketer.
Over the years, the challenge for communication has been to shift
from passive protection to active healing. Band-Aid needed to
signal efficacy, demonstrate its 'medicinal side' and shift its
discourse without losing its core values.

The Band-Aid Goldfish campaign, launched in 2000, was a real


clutter-breaking advertisement, which elevated the awareness of
washproof to new heights. Since early 2003, the brand, with its
new campaign of ‘Continuous Care’, has tried to reposition itself
among the target audience. The simple theme is that unlike
antiseptic liquids and creams, which wear off after the initial
effect, Band-Aid works on the wound non-stop. Therefore, the
core value of the brand – ceaseless supervision – is emphatically
stated in the baseline “Iska asar lagatar”. The Kids Snapshot film
is based on this thought.
Catch phrases...

New Super-Stick
New Overall Air-Vents help keep skin fresh
Flesh color
A Speed Bandage for Minor Injuries

Target customers: Basically the target was the mothers and


children.

Competitors:

The brand has already become generic to the category. Being


generic has its share of problems also. When the customer uses
the brand as a generic name for the category , the retailer can
offer him any brand in the category. There are many local players
in the market who gain by a brand major becoming generic.
Competition is also from players like Handyplast and Dettol.
Although the Indian wound care market is estimated to be around
Rs 512 crore, the domestic adhesive bandage category is small at
Rs 25 crore. The brand equity of Band-Aid still going strong is a an
entry barrier for any one looking to enter this category.

PRODUCT

Basic Care

Durable
Just for Kids
Protection

Products

width

Advance Active
Protection Lifestyle

BASIC CARE

COMFORT-FLEX Clear COMFORT-FLEX Sheer


Bandages-
• COMFORT-FLEX® Clear, All Bandages-
One Size
• COMFORT-FLEX® Clear, • COMFORT-FLEX® Sheer, All
Spots One Size
• COMFORT-FLEX® Sheer,
Assorted 40’s
• COMFORT-FLEX® Sheer,
Assorted 60’s
• COMFORT-FLEX® Sheer,
Assorted 80’s

• COMFORT-FLEX® Sheer,
Extra Large
COMFORT-Flex Plastic • HURT-FREE® Antiseptic
bandages- Wash

• COMFORT-FLEX® Plastic,
All One Size 60s
• COMFORT-FLEX® Adhesive
Pads, Medium

• COMFORT-FLEX® Adhesive
Pads, Large

JUST FOR KIDS


• Transformers
Animated™
• Littlest PetShop™
• Dora the Explorer™
• SpongeBob
SquarePants™
• Barbie™
• Spider-Man®
• Go Diego Go!™
• Scooby-Doo™
• Hello Kitty®
ACTIVE LIFESTYLES

Flexible Fabric Bandages- WATER BLOCK PLUS Bandages-

• Flexible Fabric Assorted • WATER BLOCK PLUS®


• Flexible Fabric All One Size FINGER-WRAP®
• Flexible Fabric Knuckle and • WATER BLOCK PLUS®
Fingertip FINGER-CARE®
• Flexible Fabric Extra Large • WATER BLOCK PLUS®
Clear, All One Size
• Flexible Fabric Travel Pack
• WATER BLOCK PLUS®
Clear, Assorted
• WATER BLOCK PLUS®
Large

ACTIV-Flex Bandages- SPORT STRIP Bandages-

• ACTIV-FLEX™ Large • SPORT STRIP® Extra Wide


• ACTIV-FLEX™ Regular • SPORT STRIP® Assorted
• ACTIV-FLEX™ Finger-Wrap
Varity Pack

• Varity Pack, Assorted

Advanced Protection

Plus Antibiotic- FRICTION BLOCK stick-

plus Antibiotic, All One Size FRICTION BLOCK™ Stick

plus Antibiotic, Assorted

plus Antibiotic, Decorated

plus Antibiotic, Extra Large

plus Antibiotic Waterproof


Advanced healing blister-

Advanced Healing Blister for


Fingers and Toes

Advanced Healing Blister


ULTRA-STRIPS Bandages- SINGLE STEP-

ULTRA-STRIPS™ SINGLE STEP™ Liquid


All One Size Bandage

ULTRA-STRIPS™
Extra Large
ULTRA-STRIPS™
Assorted

DURABLE PROTECTION

TOUGH-STRIPS bandages- TOUGH-STRIPS Waterproof


bandages-
TOUGH-STRIPS®, All One Size
TOUGH-STRIPS® Waterproof,
TOUGH-STRIPS®, Finger-Care All One Size

TOUGH-STRIPS®, Extra Large TOUGH-STRIPS® Waterproof,


Assorted

TOUGH-STRIPS® Waterproof,
Extra Large

Conclusion

Band-Aid is the world's first medicated dressing containing


Benzalkonium, which kills germs and prevents their growth. It is
gentle on the skin and acts as a cleansing agent. It is known to
stay on firmly on the wound, enhancing notions of long-lasting
protection. It is the only sterilised medicated dressing in India.
Each Band-Aid strip comes in a unique easy peel packaging,
which is the only one of its kind in the category.