Johnson & Johnson personal care products are categorized into three groups namely consumer health care, medical devices as well as diagnostics and pharmaceuticals. It has more than 200 operating stores in 53 countries selling over 50,000 products (Sander &Slatter 23). The organization boasts of its well branded product portfolio which it sells in the United States as well as in other foreign markets.
Consumer health care
Consumer health care products include personal care products for babies, beauty-based products, health care products for women, oral care and nutritional products. Consumer health care products comprise those required in First Aid and also products associated with personal sanitary protection (Sander & Slatter 24).
Pharmaceuticals cover a wider range of products in the field of healthcare provision and the medical needs in certain therapeutic areas. Pharmaceutical products offer a variety of medicines that treat and prevent most of the common diseases across the world bearing in mind that the company has developed myriad of drugs to meet the needs of consumers across all marketing points.
Pharmaceutical products are used for various purposes including the treatment of fungi infections, controlling cardiovascular complications, minimizing the risk of infectious diseases, contraceptives for birth control and drugs used in management of pain (Sander &Slatter 27).
Medical device and diagnostics
Johnson & Johnson medical devices and diagnostics comprises of products used for advanced sterilization. The latter is meant to prevent infections and promote hand hygiene to effectively protect healthcare providers and patients who use or handle equipment or body surfaces that are likely to be infected with germs.
Other products and services offered under medical device and diagnostics include surgical sutures, applying advanced technologies in the diagnosis and management of infectious diseases and above all, developing programs for early detection and diagnosis of diseases.
These assist in timely provision of medication and expedited decision making on matters related to medication. The company is also a leading manufacturer of contact lenses which are meant to improve vision for patients with eye problems (Shawn 79).
Products position and their Marketing mix
Johnson and Johnson Company is known for the manufacturing of health care products and also a provider of related services which are widely used across the world. They have wide variety of products which are leading in the worldwide market with the traditional outstanding performances in the personal care products. They have a growing consumer demand for their products which is facilitated by the frequent innovation of new products.
The company’s products have penetrated the market through the acquisition of more than 200 businesses which deals with the manufacture of products such as blockbuster drugs. It has penetrated in the lucrative sectors which is first growing market for the medical devices alongside diversifying its product range. The multinational corporation is one of the major manufacturers in the provision of heartbeat electrical devices and products used in clearing blockages in blood vessels.
Marketing mix strategies at Johnson and Johnson has been steady over the past years and largely sustained by the innovation of new products which gives it a competitive advantage over its market rivals. It has recognizable brands in the market in which the public identifies themselves with.
One of the renowned products is Procrit. The latter has been strategically marketed not only as a way of promoting the sole product but also engaging the entire company in rigorous marketing of the brand name. (Barnaby par.3).They avail their products to the public by taking them closer to marketing points. For instance, Bandaid is a product which targets hospital and it was distributed to hospitals for easy access by patients.
Products promotions are carried out with the aim of reaching out for the majority of both active and prospective consumers. This is carried out through improving the consciousness and creating the positive image about the products offered by the company.
In addition, Johnson and Johnson have offered relatively low cost and affordable products in the market which have enabled their products to be the choice of many buyers. The pricing strategy used by the company is meant to beat the market competition of similar products being produced by other rival companies while at the same time sustain the company towards growth and profitability.
Market share and target
Johnson and Johnson Company has a larger market share for its major brands. Tylenol is one of the brands in the consumer healthcare with larger overall market share worldwide (Regester & Larkin 148-150). Tylenol is an over the counter product and it has over one hundred million users across the globe.
It contributes up to19 percent of the Johnson and Johnson corporate profits and is also a major sale drive for the company. The brand is used as a painkiller and has a global market share of close to 37 percent. It outsells the other brands including Bufferin, Bayer and others combined. Johnson & Johnson consumer health care products contribute 45 percent of the market share, this comprises of the cosmetics for skin and body care (Anselmo 86).
Johnson & Johnson has diversified their personal care products in various markets depending on their target individuals, for instance, consumer health care products like baby shampoo is mostly targeting the baby boomers. Proper market target is essential in increasing the company’s total sale (Shawn 63). The multinational has been targeting the females market through sponsoring free breast cancer charity events to ensure their products reach not only the targeted market, but also those in dire need of their services.
Anselmo, Donna. Marketing Demystified. New York: McGraw-Hill Professional, 2010.
Barnaby, Feder. “Johnson &Johnson Decides It Needs Devise”. The New York Times.8 Dec .2004.
Regester, Michael & Larkin, Judy. Risk issues and crisis management: a casebook of best practice, London: Chartered Institute of Public Relations, 2005.
Sander, Peter & Slatter, John. The Best 100 Stocks. New York: Adams Business, 2009.
Shawn, Clarck. The Core Marketing Solution. New York: McGraw-Hill Proffesional, 2000.