ASSIGNMENT NO.

:- 4TH MARKETING MANAGEMENT TOPIC: -JOHNSON & JOHNSON

Submitted to: Krishan Gopal sir

Submitted by:Sumit Kumar Roll no. A22 Reg. id 11001711 Section T1002

WHAY IS MARKETING?
Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is a product or service selling related overall activities. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

MARKETING MIX
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. A prominent marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide use.

Four Ps
Elements of the marketing mix are often referred to as the "Four P's":

1.Product - It is a tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and

the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.

2. Price The price is the amount a customer pays for the product. The business may
increase or decrease the price of product if other stores have the same product.

3. Place Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

4. Promotion - Represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline.

Johnson and Johnson Marketing Mix 4 Ps

The roots for the Johnson & Johnson Company run deep. The company began in1886. It incorporated one year later. By 1896 it had released its first major product of note a sterilizing technique for catgut sutures. The firm branched out in 1919, with the establishment of an affiliate in Canada, and in Britain in 1924. Next come a public launch and a listing on the New York Stock Exchange in 1944.

Over the years Johnson & Johnson has grown substantially in part due to strategic acquisitions ranging from large ones such as Neutrogena in 1994 and DePuy in 1998, to many smaller ones. From 1989 to 1999, the company made 45 such acquisitions of companies and product lines. Today the firm can boast of revenues exceeding $61,897 million during the financial year (FY) ended December 2009.

A. Product:Based on the article of (2003) Johnson & Johnson was a company who dwell in innovation and new products. This shows that the company has a commercial advantage against its competitors. Not only does it have a recognizable brand, it also offers products which the public identify with them. This is possible because they have identified themselves with the product. A good example of this would be their treatment of the drug, Procrit.

B. Place:Along with the famous products of the company, it also shows how effectively they make these accessible to the public. In the case of their product Band-Aid, they targeted hospitals by making it more scientific through the improvements made by their research and design department. The product was made liquid and thus accessible for hospitals as wound closing agents. Another product was also made accessible to the public. Their product, Nizoral, was formerly an antifungal treatment targeted for hospital use was transformed to commonplace merchandise, shampoo. This shows the tenacity of the company to offer the public their products and in the same time expand their market.

C. Promotion:The promotion of the products of J&J, the company takes on the persuasive craftsmanship of Weldon to the public. The article indicates that Weldon does impose rather challenging tasks to his executives. These tasks are expected to be successful at the first attempt that some of the executives even consider it impossible. Nevertheless, the pressure provided by Weldon has been considerably effective given the performance of J&J in his reign. The competitive compulsion that has enveloped the company through Weldon has helped improved consciousness and creates a positive image towards the products offered by the company.

D. Price:Early on in the article, the discussions have presented that J&J have offered the public with low-cost and considerably affordable products in the market. This doesnt only make their product known to the majority of the public, but also the choice of many buyers. The good thing about J&Js recognizable brand name is that the buying public tends to trust their products. In this manner, this part of the marketing mix tends to contribute largely to the rest of the determinants of product choice.

Critical Analysis:Johnson & Johnson Baby Products BAD so your baby is born. Your happy, healthy and on your way with parenthood. Your child comes down with dry skin so you go to the local store and pick up some baby lotion. Of course you go with a brand name that you trust. Johnson & Johnson. A name that has been around for years. There products work and are safe. Or so you figure because your parents used them on you growing up. Here is where you are wrong. Dont trust a name just because they have been around for 30, 40 or 80 years. Companies change ingredients all the time. And many times use new ingredients which are yet to have been tested thoroughly enough to prove no side effects come from them in 5, 10 or 40 years.If you have read any previous articles on this site. You might have seen the one about Parabens and the damage they can cause to the endocrine system. What is the endocrine system you might be asking? Well in a simple summary it is what controls testosterone and estrogen and helps regulate all that with it. It affects a BIG part of your life and everyday living. Product mark Johnson and Johnson has spoken about how they were putting promotion together for Prince Caspian and what thoughts they had for how to capture a wider audience for the film than the first had.

Conclusion
The presented the circumstances surrounding Johnson & Johnson as one of the most influential companies in the commercial sector. One could learn largely on the situations of J&J. It shows that a firm leader could do wonders for the company. The case study has presented that Weldon was cognizant of both internal and external elements that affect the overall environment of the company. In this manner, he was able to use these to his advantage. Knowing what needs to be done for product has greatly influenced how he became aware on how these are going to be carried out.

More important than the effective implementation of the marketing mix, the proper communication within the organization is required. Along with the strong leader, the need of a healthy interaction within the ranks presents not only an opportunity to develop but also, as seen in the case of J&J, to essentially make seemingly impossibly demanding tasks into measured ones. The company has indeed taken several missteps in their quest for development. Again, leaders have to be constantly vigilant such that these errors could be mended before major implications have infected the entire operations of the company. Companies could learn from the case of J&J. Firm leaders and able executives to realize the vision of the company spell success for the company.

Bibliography
http://ivythesis.typepad.com/term_paper_topics/2009/09/analysis-of-the-marketing-mix-ofjohnson-johnson.html#ixzz1Jo4n2VI5
http://www.slideshare.net/sk_prince/johnson-johnson-marketing-strategy http://www.jnjindia.com http://www.jnj.com/connect/ http://www.commerce.jnjgateway.com/commerce/?_requestid=64007