Marketing Planning

Table of Content: Page:

1.0 Current Market Situation 3

1.1 The 4 P's 3

1.11 Product 3

1.12 Price 4

1.13 Promotion 4

1.14 Place 5

1.2 PEST Analysis 5

1.21 Economical 5

1.22 Political 6

1.23 Social 7

1.24 Technological 8

2.0 SWOT Analysis 9

2.1 Strengths 9

2.2 Weaknesses 10

2.3 Opportunities 11

2.4 Threats 12

3.0 References 14

Phase 1

* Current marketing situation -marketing audit

* SWOT analysis

1.0 Current Market Situation

The current market situation consists of looks at two major current audits of the company, i.e. the 4 P's and a PEST analysis. The 4 P's show the current internal factors affecting Johnson and Johnson whilst the PEST analysis points out the external ones affecting the organization.

1.1 The 4 P's (Product, Price, Place and Promotion) of Johnson and Johnson

The categories that can be controlled in the marketing of a good or service: product, price, place and promotion. The four Ps, often referred to as the marketing mix, are all constrained by internal and external factors in the overall environment. (Investopedia, 2010) http://www.investopedia.com/terms/f/four-ps.asp

1.11 Product

Product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. "Product" also includes services, events, persons, places, organizations, ideas, or mixes of these. (Kotler and Armstrong, 13ed pp 248)

The company structure has three main groups covering different subdivisions: consumer health care, medical devices & diagnostics and pharmaceuticals. Satisfying the demand and taste of the diversity of consumers. (Johnson & Johnson, 2011) Johnson & Johnson's products are targeted to a large variety of people with different body, hair and organism characteristics, in order to maintain a good health care. In Johnson & Johnson they specialize in seven main groups of products for their consumers: baby are, skin & hair care, topical health care, oral health care, woman's health, over-the-counter medicines and nutritionals. (Johnson & Johnson, 2011) http://www.jnj.com/connect/healthcare-products/consumer/?flash=true

The product Johnson & Johnson's want to bring to Nilai is a new natural product called Sun Crystals. It is All-Natural low-calorie Sweetener made from the naturally sweet stevia plant, pure cane sugar and nothing else. It uses the sweetest, best-tasting part of the stevia plant and blends it with pure cane sugar, an all-natural sugar found on tables throughout the world. The blend gives you a delicious sweet taste that is 100% natural (McNeil Nutritionals, 2010). https://www.suncrystals.com/products/faq/

1.12 Price

Price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service. In the narrowest sense, price is the amount of money charged for a product or service. It is the only one element in the marketing mix that produces revenue. (Kotler and Armstrong, 13ed pp 314)

Johnson & Johnson's product prices are reasonable with the type of product they are offering. They offer a safe and quality product that is probable a bit high for those with low-income, adequate for the medium-income and cheap for the high-income receivers. Means their products it is mostly directed to the mid/high-income class.

1.13 Promotion

Promotion is communicating with the public in an attempt to influence them toward buying your products and/or services (Ward, 2011) Promotion mix consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationship. (Kotler and Armstrong, 13ed pp 426)

Johnson & Johnson's companies are located in the most developed countries around the world, in order to meet the demand of the population. Our policies for market, sell and interact are:

 Decisions made by the company should not be divulged

 The promotion of the products should be legal

 In the US the price must be shown in case oy repayment

Johnson & Johnson always seeks for well prepared employees to avoid negligencies and ensure safe and quality products. Potent lines of communication between the management and their subordinates result in best quality produt which ends in the satisfaction ofn the customer. The target market is the diversity, that is why they market their products worldwide. (Johnson & Johnson, 2011)

Johnson & Johnson advertising methods are: to provide information by educational brochures; internet and videos; advertising on television; newspapers and magazines (Johnson & Johnson, 2011) ensuring that consumers are fully informed about the adventajes and disadventajes of the product.

1.14 Place

Johnson & Johnson's main company is located in New Brunswick, New Jersey (USA). Nowadays, Johnson & Johnson has over 250 subsidiaries situated in 57 countries worldwide. In addition, its products are sold in over 175 countries. (Johnson & Johnson, 1997-2009) Many branches are located around the world in all the five continent. It predominates in Europe, followed by America and Asia. (1997-2009)

1.2 PEST Analysis of Current Situations of Johnson and Johnson

1.21 Economic Environment

For profit maximization purpose; companies must analyze consumer's demand and purchasing power, and accordingly the possibility to supply effectively will be higher, since economic factor is one of the macro-environment of a business and although companies