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Johnson & Johnson babies are the most recognized segment of the company

2021-11-10 来源: 51Due教员组 类别: Essay范文

51Due教员组给各位留学生分享一篇纯原创代写范文essay,文章主要讨论美国跨国医疗、制药和消费品公司强生公司(Johnson&Johnson)也经营婴儿用品。尽管该部门在其收入或利润中所占比例不大,但对公司来说意义重大,因为它是行业中市场份额最高的参与者。品牌名称之所以重要,是因为它受到消费者的信任,而强生婴儿是强生最受认可的细分市场。人们一提起强生婴儿这个名字,就会首先想到强生婴儿。因此,该公司不能失去品牌形象,必须重新获得婴儿产品的市场份额。

希望这篇可以帮助到各位留学生,同时需要代写也可以直接联系我们51Due客服vx(vx:Athey520)进行咨询。

Johnson & Johnson, an American multinational medical, pharmaceutical and consumer goods firm, also has operations in baby products. Although this division is not a large percentage of their revenue or profits, it is significant to the firm because it is the player in the industry with the highest market share. Also, the brand name is significant because it is trusted by consumers and Johnson Baby is the most recognized subdivision of J&J. People think about Johnson Baby first when the name J&J is brought up. So, the firm cannot lose its brand image and must regain their market share in baby products.

Companies that focused more on e-commerce have captured market share from Johnson & Johnson in the baby product category. Online channels have been growing at a much faster trend and if J&J doesn’t start selling online, they would be left behind soon. Other competitors in the industry are also trying to change from chemicals to natural ingredients so that it sounds healthy to the consumers.

In the past, Johnson & Johnson has already developed strategies to regain the market share, including replacing chemical dyes with natural ones, establishing market campaigns, updating the package of their product and etc, in an innovative project called Project Apollo. They started paying social influencers for them to post ads online to cater to the consumers nowadays. The final package resembled the familiar yellow that the consumers traditionally liked.

The case mentioned that J&J is losing its market share in China. In this special market, consumers actual trust foreign brands more than local ones due to safety concerns. J&J should stress their safety and natural ingredients on the product label to stress their corporate branding. This is one way to enhance product positioning in the minds of the customers. In addition, influencers in each different country should be used to regain the market share in that particular country. For countries with special shopping festivals, J&J should take this opportunity and raise up their product price, and then place a discount on the increased price to attract more customers to buy. If J&J’s products are in the declining stage of the life cycle and is short of marketing budget, they could offer a huge prize as the winning package for a lucky lottery draw. For example, J&J could offer a lifetime’s free use of their products for this single lucky person in a country and all those people who share this information on social platforms can automatically enter this draw. Users would share this information actively without J&J paying a single penny for advertising.

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