• A CASE STUDY ON:

Johnson &
Johnson
India
1) Baby Care
Products

&
2) Health Care
Products
________________________________________________________________________

Case Study On: “Johnson & Johnson India” focusing on

the Baby Care Products and Health Care Products
marketed in India. The case study also emphasises on
SWOT analysis, Marketing Mix, Competition analysis of
both the Baby Care Products and Health Care Products.
Submitted By:
Priya Pandey
Shri Shikshayatan College
Department: BBA 2nd Year
Roll no:
Registration no:

_______________________________________________________________

• FROM THE DESK

Since its inception,Johnson & Johnson India has stayed ahead

thanks to it constant marketing initiatives that have at all points in time understood
the needs of and opportunities in a changing nation.

Johnson & Johnson spread its roots to the world’s largest democracy, India, during
the endemic post-independence turmoil of 1947. It was Mr. Patrick Whaley who
set about with confidence and determination during this period of turbulence to
begin the work of establishing Johnson & Johnson in the subcontinent. Things
progressed quickly and by 1948, Johnson’s Baby Powder was being manufactured by
British Drug House in Prabhadevi, Bombay, and marketed by the company.

Other consumer products like TEK toothbrushes, Johnson’s Baby Cream and
Prickly Heat Powder followed suit. However, highly specialized products like
Belladonna plasters, pharmaceuticals and Permacel Tapes were imported from the
parent company. It was only ten years later that the company began to manufacture
its own products.
In September 1957, a new company, Johnson & Johnson India Ltd. was created and
registered with twelve employees on its rolls.
In the 50 years since its establishment as a modest 12-employee outfit, Johnson &
Johnson Ltd. has gained a reputation for delivering high-quality products at
competitive prices. Our success, we believe, stems from our staunch commitment to
caring for and catering to the needs of our customers and employees.

If we explore the rich history as well as the recent advances from the company we
can find the following:
Since the founding in 1886, the company has grown to meet the health care needs of
people worldwide. Through mergers, acquisitions and the formation of new companies,
they have become the world’s largest and most broadly based health care company.
Here are some highlights of the historical growth.

1886 – 1926: Johnson & Johnson Founded With Surgical and Wound Care Products
In 1886, the founders – Robert Wood Johnson, James Wood Johnson and Edward
Mead Johnson – started a small medical products company in New Brunswick, New
Jersey. They made the first-ever commercial sterile surgical dressings, which helped
save the lives of patients.

To be clean and clear, I undertake that all the findings and research process was
conducted by me and any fallacies one may find in the report is mine and no one else.
To sum up I can say, “The only way to attract the consumer towards its products is to
provide them scientifically sound, high quality products and services to help heal,
cure disease and improve the quality of life."

Thank You
• ACKNOWLEDGEMENT
Of the many people who have been enormously helpful in the preparation of this
report on “ Johnson & Johnson” ,I am specially grateful to the owners
of all medicinal , cosmetic, grocery shops situated in and around Kolkata who have
provided me with invaluable experimental and experiential feedback to this research.

I would particularly like to thank my teachers for their continued support,

encouragement. I am grateful to Mrs.J.Dasgupta for highly constructive feedback,
suggestions and comments.

To all the people who had been generous with their time, their support and
encouragement, I would like to thank them.
 • OBJECTIVE

This project aims at highlighting the details of “Johnson & Johnson

India” as a company as a brand and the history related to it.

Comparison of “Johnson & Johnson” with its competitors is also a

basic objective of the company.

The detailed study of its Baby Care Products and Health Care Products is also done.

SWOT analysis is also given in order to find out the strength, weakness,
opportunities and threats.

Company Structure, Management Approach, Approach towards Consumers is also

highlighted.
 • METHODOLOGY

The source of data is primary and secondary in nature.

Primary data are those data which are provided by the sellers of Johnson &
Johnson like Medicine Shops, cosmetic shops etc .The secondary data has been
collected from magazines ,newspapers and internet.
 • HISTORY

Introduction

One of America's most admired companies, “ Johnson & Johnson” (J &

J) is one of the largest healthcare firms in the world and one of the most diversified.
Its operations are organized into three business segments: pharmaceutical, which
generates 39 percent of revenues and 61 percent of operating income; professional,
which accounts for 36 percent of revenues and 27 percent of operating income; and
consumer, which contributes 25 percent of revenues and 12 percent of operating
income. J & J's pharmaceutical products--which are sold under such brands as
Janssen Pharmaceutica, Ortho-McNeil Pharmaceutical, and Centocor--include
drugs for family planning, mental illness, gastroenterology, oncology, pain
management, and other areas. The professional segment includes surgical and patient
care equipment and devices, diagnostic products, joint replacements, and disposable
contact lenses. The company's well-known line of consumer products includes the
Johnson's baby care line, the Neutrogena skin and hair care line, Tylenol and Motrin
pain relievers, o.b. and Stayfree feminine hygiene products, the Reach oral care line,
Band-Aid brand adhesive bandages, Imodium A-D diarrhea treatment, Mylanta
gastrointestinal products, and Pepcid AC acid controller. J & J generates about half
of its revenues outside the United States, through its network of 190 operating
companies in 51 countries and its marketing organization that sells in more than 175
countries.
Johnson & Johnson was founded more than 120 years ago on a revolutionary idea:
Doctors and nurses should use sterile sutures, dressings and bandages to treat
peoples’ wounds. Since then, the company brought the world new ideas and products
that have transformed human health and well-being. Every invention, every product,
every breakthrough has been powered by generations of employees who are inspired
to make a difference.

Explore the rich history as well as the recent advances from the company:
Since the founding in 1886, the company has grown to meet the health care needs of
people worldwide. Through mergers, acquisitions and the formation of new companies,
they have become the world’s largest and most broadly based health care company.
Here are some highlights of the historical growth

1886 – 1926: Johnson & Johnson Founded With Surgical and Wound Care Products
In 1886, the founders – Robert Wood Johnson, James Wood Johnson and Edward
Mead Johnson – started a small medical products company in New Brunswick, New
Jersey. They made the first-ever commercial sterile surgical dressings, which helped
save the lives of patients.

_______________________________________________________________
Headquarters

Johnson & Johnson has historically been located on the Delaware and
Raritan Canal, in New Brunswick. The company considered moving its headquarters
out of New Brunswick in the 1960s, but decided to stay in town after city officials
promised to gentrify downtown New Brunswick by demolishing old buildings and
constructing new ones. While New Brunswick lost at least one historic edifice (the inn
where Rutgers University began) to the redevelopment, the gentrification did attract
people back to New Brunswick. Johnson & Johnson hired Henry N. Cobb from Pei
Cobb Freed & Partners to design an addition to its headquarters, which took the form
of a white tower in a park across the Northeast Corridor railroad tracks from the
older portion of the headquarters. The stretch of Delaware and Raritan canal by the
company's headquarters was replaced by a stretch of New Jersey Route 18 in the
late 1970s after a lengthy dispute.

Product Background
Every day, millions of people around the world enjoy the benefits of products from
the “Johnson & Johnson” Family of Companies. Very likely, someone in
our family is one of them.

According to company’s saying -“Your family’s health and well-being is our passion”,
that’s why the Johnson & Johnson companies offer the world’s broadest range of
health care products. Whether we have a skin blemish or sniffles or a serious
medical condition, the health professionals we trust can turn to Johnson & Johnson
companies’ products for comfort and care.

In our home, products from Johnson & Johnson consumer health companies brighten
our smile, add luster to our hair and ease that nagging headache. Consumers can
rely on Johnson & Johnson to help keep baby fresh, sooth an irritating itch, or relieve
an aching muscle.

In operating rooms and laboratories, doctors and nurses, too, rely on products from
Johnson & Johnson medical technology companies. They use these products to
perform hip replacements, implant coronary stents, and run tests for metastatic
breast cancer that give people hope for a longer, more active life. These products
help people conquer life-threatening obesity, ward off colon cancer, and control
their diabetes. The list goes on.
These prescription medicines treat a wide array of conditions, ranging from migraines
and rheumatoid arthritis to cancer and serious infections.
Whatever our family’s health care needs, the Johnson & Johnson Family of
Companies is at our side.

• JOHNSON AND JOHNSON :THE

COMPANY

Johnson & Johnson Ltd

It's nearly impossible to get well without Johnson & Johnson (J&J). The diversified
health care giant operates in three segments through more than 250 operating
companies located in some 60 countries. Its Pharmaceuticals division makes drugs for
an array of ailments, such as neurological conditions, blood disorders, autoimmune
diseases, and pain. Top sellers are psoriasis drug Remicade and schizophrenia
medication Risperdal. J&J's Medical Devices and Diagnostics division offers surgical
equipment, monitoring devices, orthopedic products, and contact lenses, among other
things. Its Consumer segment makes over-the-counter drugs and products for baby,
skin, and oral care, as well as first aid and women's health.

Johnson and Johnson is basically a global brand. One of the most important factors
of such growing interest of global Brands in India is despite the global economic
downturn, India remains one of the fastest-growing beauty markets globally, growing
at 13% per annum and valued at $6.3 billion. The market offers extensive
opportunities for domestic and international players. Even with double-digit growth
rates, the market penetration of cosmetics and toiletries products in India is very
low. Current per capita expenditure on cosmetics is about $1, compared to $36.65 in
other Asian countries. This low market penetration for cosmetics and personal care
products in India offers an opportunity for more significant growth down the road in
this country of 1.2 billion people.

Major Brands:

• AVEENO (Skin Care Products)

• BAND-AID (Brand Adhesive Bandages)
• CLEAN & CLEAR (Teen Skin Care Products)
• JOHNSON’S BABY (Baby Products)
• NEUTROGENA (Skin and Hair Care Products)
• REMBRANDT (Brand of Oral Care Products)
 • SPLENDA (No Calorie Sweetener)

Pharmaceutical:

Pharmaceutical segment includes products

in the following therapeutic areas:

• Anti-Fungal
• Anti-Infective
• Cardiovascular
• Contraceptive
• Dermatology
• Gastrointestinal and many more.

Business Overview:
Johnson & Johnson has interests in a broad spectrum of the health care market, and
takes a decentralized approach to managing its 250 operating companies and
franchises. In the company's continuing effort to diversify its business and increase
profits, Johnson & Johnson is constantly acquiring new companies, including 8 in the
last year alone. In 2009, worldwide sales totalled $61.9 billion, making Johnson &
Johnson the second largest manufacturer of health care products, behind Pfizer.

Johnson & Johnson's 2009 second quarter net income fell by 3.5% to $3.21 billion
compared to $3.33 billion a year ago. Quarterly sales fell by 7.4 percent to $15.24
billion, down from $16.45 billion the year before but above expectations of $15
billion. The decline is partially attributable to two major patent expiries (Risperdal
and Topamax), as well as a decline 4.5% in consumer products revenue. [1]

Johnson & Johnson's 2009 struggle continued in Q3, as sales ($15.1 billion)
decreased 5.3% from Q3 2008.[2] J&J's poor domestic performance (8.1% sales
decline) was the reason for the sales decline, as the firm is still trying to handle
"tough economic conditions."[2]. JNJ is optimistic for the rest of it's fiscal year,
however, as it made two acquisitions and had four new drugs become FDA approved.[2]

In Q4 of 2009, Johnson & Johnson reported total sales of $16.55 billion, a growth of
9% over the same quarter of 2008. Net earnings, however, only amounted to $2.2
billion, a decrease of 18.8%. The profits decrease was largely due to a $850 million
restructuring charge that the company took. Earnings generally beat analyst
estimates for the quarter. J&J also announced its 2010 projections, which forecast
earnings growth of 7%, a modest projection relative to analyst estimates.
 • COMPETITION

INDIAN Competitors:

Colgate Palmolive -Colgate

Gillette -Oral B
Ponds-face wash etc.
Dabur- Laal Tail(oil)

J&J India is at the leading edge of global product launches. In some cases J&J India
has launched new products in India even before in the US (for example, the cipher
stent). Indian doctors’ ability to quickly learn and apply new techniques provides
the Company with quick feedback and faster launches.

• The Indian R&D and testing centres provide services to J&J worldwide. Jansen
Cilag (the pharma division of J&J) has a stability centre in India. Indian managers
are constantly promoted to overseas operations. An Indian team is also managing the
supply chain planning for the Asia-Pacific region.
• J&J India is manufacturing baby soaps for other countries. Some speciality soaps
for the US too are manufactured in India.
Global Competition Comparision:

DIRECT COMPETITOR COMPARISON

JNJ LLY NVS PG Industry

Market Cap: 174.22B 38.20B 107.67B 173.69B 133.38M

Employ ees: 115,500 40,360 99,834 135,000 181

Rev. Growth (ttm): 9.00% 14.00% 27.40% 6.40% 14.60%

Revenue (ttm): 61.90B 21.84B 45.08B 79.12B 31.21M

Gross Margin (ttm): 70.38% 80.55% 72.87% 52.38% 72.87%

EBITDA (ttm): 19.55B 7.67B 12.54B 19.89B -1.91M

Oper. Margins (ttm): 27.10% 29.17% 22.80% 21.22% 12.81%

Net Income (ttm): 12.27B 4.33B 8.40B 11.34B N/A

EPS (ttm): 4.398 3.941 3.69 4.198 N/A

PE (ttm): 14.40 8.78 12.75 14.37 13.79

PEG (ttm): 1.93 N/A 1.92 1.65 1.92

PS (ttm): 2.79 1.70 2.33 2.18 3.63

LLY = Eli Lilly & Co.

NVS = Novartis AG

PG = Procter & Gamble Co.

Industry = Drug Manufacturers - Major

GENERIC DRUGMAKERS RANKED BY SALES:

Company Symbol Price Change Market Cap P/E

Watson Pharmaceuticals Inc. WPI 41.99 -0.90% 5.19B 21.49

King Pharmaceuticals Inc. KG 9.59 3.56% 2.38B 25.85

Ranbaxy Laboratories Limited Private - View Profile

Mylan, Inc. MYL 21.34 -0.14% 6.59B 69.97

Pfizer Inc. PFE 16.46 -1.67% 132.84B 13.43

Johnson & Johnson JNJ 63.31 -0.14% 174.22B 14.40

GlaxoSmithKline plc GSK 34.20 -2.01% 86.83B 10.52

Sanofi-Aventis SNY 30.90 -2.74% 80.91B N/A

Novartis AG NVS 47.06 -2.59% 107.67B 12.75

RHHBY.PK 36.54 -0.25% N/A N/A

U.S. & International Sales for 10 Years:

 _______________________________________________________
• ADVERTISEMENT

The Campaign for Nursing’s

Future:

• America’s Nurses :THEY DARE TO CARE

• Nursing profession, facing a severe manpower shortage
• Various associates, National Student Nurses association, National League for
Nursing, American Nurses Association etc.
• To encourage the people to enter into the nursing profession.

Having A Baby Changes

Everything:

• Reinforces the value that people have come to expect of J&J.

• To enhance the bond between parents and their babies.
• Helps to keep your baby happy and healthy.
• E.g.- J&J No More Tears baby shampoo.
_______________________________________________________
• MILESTONES

2000: Introduced the first blood screening kit for HCV antigen.
1999: Introduced the first fully automated blood and Plasma screening system .
1997: Introduced the first fully automated blood banking system in Europe.
1996: Introduced the first test kit to screen blood for antigens to HIV-1, the virus
that is responsible for the vast majority of AIDS cases in the U.S.
1989: Introduced the first test kit for the detection of Antibodies to hepatitis

Geographical Distribution:

Geographic Area No. of Facilities (in thousands)

Square Feet
United States 63 7,448
Europe 37 8,667
Western Hemisphere 16 3,026
(Excluding USA)
Africa, Asia and Pacific 32 3,429
Worldwide Total 148
22,590
_______________________________________________________________

• JOHNSON AND
JOHNSON
Baby Care Products

Johnson & Johnson Baby: The gentleness found in JOHNSON’ Baby

Care
Products come in many forms. Here is the portfolio of the company for baby product
types.

• Baby Bath Products:

Watch out, here comes rubber ducky! Bath time offers a wonderful opportunity for
bonding with your baby, and the right baby washes can make baby bathtime even
more special. JOHNSON'S offers mild, gentle baby products containing ‘NO MORE
TEARS’ formula just for babies, which are mild to the skin and as gentle to the eyes
as pure water.

1) Gentlest Baby Care Cleansers Are:

• JOHNSON'S HEAD-TO-TOE Baby Wash

An ultra-mild cleanser for baby's entire body and hair. Soap-free, dye-free,
hypoallergenic, pH balanced and dermatologist-tested. The #1 choice of
hospitals.
• JOHNSON'S Baby Bubble Bath & Wash
The first and only bubble bath mild enough for baby girls and boys. Dermatologist
and paediatrician-tested ‘NO MORE TEARS’ formula is gentle enough to use
every day.
• JOHNSON'S Baby BEDTIME Bubble Bath & Wash
Combines ‘NATURALCALM’ essences with lots of bubbles and our ‘NO MORE
TEARS’ formula, extra gentle baby wash.
• JOHNSON'S Vanilla Oatmeal Baby Wash
This gentle cleanser combines oatmeal, an ingredient long known to help
moisturize, with an essence of vanilla for baby soft skin.
• JOHNSON'S Cucumber Melon Baby Wash
This creamy formula gently cleanses while helping to nourish, soften and protect
skin from dryness. Enriched with cucumber and melon extracts.
• JOHNSON'S Baby Bar
Form-fitting easy-to-grip bar makes it even easier to bathe babies. Cleanses
baby's face and body.

2) To gently moisturize baby's skin while cleansing:

• JOHNSON'S Moisture Care Baby Wash

Everything which is needed to make bath time magical and create memories that
will last forever.
3) To provide soothing comfort when babies catch cold:

• JOHNSON'S Soothing Vapor Baby Bath

A gentle cleanser enriched with rosemary, eucalyptus and menthol, natural
ingredients known for their aromatherapy benefits.

4) To help calm babies before bed:

• JOHNSON'S BEDTIME BATH

A nightly 3-step routine, including a warm bath with JOHNSON'S BEDTIME
BATH, is clinically proven to help babies fall asleep easier and sleep through the
night better.
• JOHNSON'S BEDTIME WASHCLOTHS
Contains the JOHNSON'S BEDTIME BATH gentle cleaners easy to use cloth. A
nightly 3-step routine, including a warm bath with this disposable cloth, clinically
proven to help babies fall asleep easier and sleep through the night better. Each
disposable cloth has a unique textured pattern for improved, convenient cleansing.

5) Cleansers for growing toddler:

• JOHNSON'S BUDDIES Easy-grip Sudzing Bar

Makes bath time mess-free and easy. Non-slip bar is designed for little hands and
produces a rich, easy-rinse lather.
• JOHNSON'S BUDDIES Clean-you-can-see Foam Hand Wash
Foams instantly and rubs easily into the hands or onto the face. Rinses away
quickly.
• JOHNSON'S BUDDIES clean-you-can see BODY WASH
‘NO MORE TEARS’ body wash gently cleans with added skin moisturizers.

• Cotton Products:
Baby soft skin deserves baby soft cotton. JOHNSON'S cotton products are great
for baby care and applying ointments, cleansing around newborn's eyes, keeping your
baby's ears clean, keeping the umbilical cord area clean, and more. They're also great
for grown ups. JOHNSON'S cotton product is also used to apply makeup, astringents,
and lotions, or to remove makeup and nail polish. JOHNSON'S 100 percent pure,
high-quality cotton has just the right combination of softness and strength.

1) To gently clean your baby's ears:

JOHNSON'S Safety Swabs

Cotton swabs that are uniquely designed with the EAR SAFE BULB. Clinically proven
to be safer for children.

2) To gently clean all those little folds and creases:

JOHNSON'S Cotton Swabs

Great for umbilical cord care or for applying ointments.

3) To apply astringents, cleansers and more:

• JOHNSON'S® Pure Cotton Rounds

Great for applying ointments or cleaning gently around your baby's eyes.
• JOHNSON'S® Pure Cotton Balls
100 percent cotton. Great for applying ointments to your baby, and great for
adults as it can be used to apply make-up and astringents or for removing make-up
and nail polish.

• Diaper Rash Care:

DESITIN diaper rash treatments are the #1 choice of both pediatricians and moms,
offering a range of products to help meet your treatment and protection needs.

• DESITIN Rapid Relief Cream

This hypoallergenic, dermatologist-tested cream forms a protective layer on
baby's skin to soothe and relieve diaper rash discomfort, providing relief from
the very first use. Over 88% of moms agree that nothing works faster.
• DESITIN Maximum Strength Original Paste
The only leading brand that contains the maximum level of zinc oxide, immediately
forming a protective barrier to help heal and soothe diaper rash discomfort.
There's no stronger treatment available without a prescription.
• DESITIN Multi-Purpose Ointment
This hypoallergenic ointment forms a protective layer on skin to immediately soothe
and start to relieve minor skin irritations, such as dry, chapped skin and minor cuts and
burns, and rash discomfort.

• Baby Lotions and Creams:

 Baby's skin is different from yours-it's thinner, more susceptible to irritants, and
can lose moisture more quickly. JOHNSON'S baby lotions and creams are specially
made for baby's unique skin, providing essential moisture to help keep skin soft,
supple, and healthy.

1) Gentlest moisturizers:

• JOHNSON'S HEAD-TO-TOE® Fragrance Free Baby Lotion

Paraben free, dye free, and fragrance free, this ultra-mild lotion is designed
gentle enough for a newborn's skin.
• JOHNSON'S Baby Lotion
Mild and gentle: the #1 choice of hospitals. Moisturizes to help protect from dry
skin, keeping baby's skin feeling soft and smooth. Plus, it has that wonderful baby
smell.

2) To gently nourish and relieve dry skin:

• JOHNSON'S Shea & Cocoa Butter Baby Lotion

Rich, nourishing shea and cocoa butters, ingredients known to soothe and relieve
dry skin, combine with hydrating emollients to provide gentle moisture for baby
• JOHNSON'S Vanilla Oatmeal Baby Lotion
Unique lotion combines skin-soothing properties of oatmeal with the comforting
essence of vanilla. Non-greasy and fast absorbing, it moisturizes for 24 hours.
• JOHNSON'S Cucumber Melon Baby Lotion
Gentle formula is enriched with cool cucumber and melon extracts, long known to
moisturize and freshen the skin. Fast absorbing, gentle and mild.
• JOHNSON'S Baby Lotion with Aloe Vera & Vitamin E
Unique formula is enriched with natural aloe vera, known for its soothing qualities,
and vitamin E, a natural skin conditioner. Keeps skin soft and moisturized.
• JOHNSON'S Baby Cream
Enriched with a blend of essential emollients to help keep baby’s skin feeling
 softer, longer. Provides 24-hour moisturization. Rich and creamy non-greasy
formula.

3) To help protect baby's delicate skin from the sun:

• JOHNSON'S Baby Daily Face & Body Lotion SPF 40

With 100% naturally sourced sunscreen ingredients, our broad-spectrum, NO
MORE TEARS® formula sunscreen is fragrance, paraben and salicylate free.

4) To calm and relax before bed:

• JOHNSON'S BEDTIME LOTION

Helps calm and relax your baby or toddler. A nightly routine that includes
JOHNSON'S BEDTIME BATH, JOHNSON'S BEDTIME LOTION, and quiet
time, is clinically proven to help babies fall asleep easier and sleep through the
night better.

• Baby Oils:
JOHNSON'S baby oils, with their clinically proven mild formulas, help lock in
moisture with the smooth, silky feel that only an oil can provide. Plus, these easy-to-
spread moisturizers provide a unique opportunity for you to bond with your baby when
you use them for infant or baby massage. JOHNSON'S® Baby Oil is also great for
adult skin, locking in up to 10 times more moisture on wet skin than an ordinary lotion
can on dry skin, leaving skin feeling baby soft.

1) To gently nourish and relieve dry skin:

• JOHNSON'S Baby Oil - Baby Skin Care

Locks in up to 10 times more moisture on wet skin than an ordinary lotion can on
dry skin. Ideal for baby massage. Pure mineral oil forms a silky barrier to help
prevent excess moisture loss.
• JOHNSON'S Baby Oil with Aloe Vera & Vitamin E
Unique formula is enriched with natural aloe vera, known for skin soothing
qualities, and vitamin E, a natural skin conditioner. Ideal for infant massage.

2) For lasting protection:

• JOHNSON'S Baby Oil Gel

Provides extra moisturization to help nourish and protect skin from dryness.
Dermatologist and allergy-tested, this formula is clinically proven mild and gentle.
• JOHNSON'S Baby Oil Gel with Shea and Cocoa Butter
This concentrated gel contains Cocoa Butter, known for its skin nourishing
properties, as well as Shea, known for its skin conditioning. Using it daily to help
lock in moisture and leave skin feeling soft and smooth.
• JOHNSON'S Baby Oil Gel with Aloe Vera & Vitamin E
With Aloe Vera and Vitamin E, this concentrated gel formula is a long-lasting way
to help nourish and protect skin.

• Baby Powders:
JOHNSON'S baby powders help keep skin feeling soft and comfortable and dry
while helping to eliminate friction which can irritate skin. They have a classic scent of
JOHNSON'S Baby Powder, or the fresh scents of JOHNSON'S Baby Powder
Comforting Vanilla & Jasmine.

1) Classic baby fresh scent:

JOHNSON'S Baby Powder

Keeps skin soft, fresh and comfortable while helping to eliminate friction. Clinically
proven gentle and mild. Allergy and dermatologist-tested.

2) Calming and comforting scent:

JOHNSON'S Baby Powder Calming Lavender & Chamomile

Calms and relaxes the senses while keeping skin dry and baby soft. Clinically proven
gentle and mild. Allergy and dermatologist-tested. Enjoy the fresh scents of lavender
& chamomile.

• Baby Hair Care:

1) Classic shampoo:

• JOHNSON’S Baby Shampoo

NO MORE TEARS formula is as gentle to eyes as pure water.

2) To soothe, calm and relax:

• JOHNSON’S Baby Shampoo

with Natural Lavender
Use in a warm bath to help calm and relax, with lavender and chamomile.

_______________________________________________________________
 • JOHNSON AND
JOHNSON
Health Care Products

Johnson & Johnson Health: The gentleness found in JOHNSON’S

products comes in many forms. Here is the portfolio of the company for Health product
types.

• Wound Care:

Johnsonplast:
JOHNSONPLAST is a non-medicated adhesive tape plaster used to stick surgical
dressings on boils, burns and large wounds that cannot be covered by medicated
dressings such as BAND-AID. It is used in dispensaries, small hospitals and
households.

Savlon:
SAVLON antiseptic helps heal without hurting. It contains a powerful combination of
chlorhexidine gluconate and cetrimide, which together not only kill germs but also
prevent their re-growth.

Band-Aid:
BAND-AID is the world’s first medicated dressing. It contains Benzakonium Chloride,
which kills prevents re-growth of germs, acts as a cleansing agent and is gentle on
the skin. BAND-AID is the only sterilized medicated dressing in India and has a
 delnet to prevent the medicated pad from sticking to the wound. It is available in
regular and wash proof forms.

• Adult Toiletries:

SHOWER TO SHOWER PRICKLY HEAT POWDER:

Shower To Shower effectively absorbs sweat, keeping prickly heat at bay. The
powder contains Salicylic Acid and Boric Acid, which act against bacteria that cause
prickly heat. Shower To Shower comes in four fragrances - Cologne Cool, Morning
Fresh, Sandal and Plain.

• Skincare Products:

Clean & Clear:

Clean & Clear includes a range of genuine face-care products that works on the skin in
ways that enhance its natural beauty. As a result, a Clean & Clear face can always be
spotted, fresh and glowing! Clean & Clear Moisturiser and Face Wash are the two
products available.
_________________________________________________________________________

• VISION STATEMENT

Johnson & Johnson, a global company, posts that "The fundamental

objective of Johnson & Johnson is to provide scientifically sound, high quality
products and services to help heal, cure disease and improve the quality of life."

They believe their first responsibility is to the doctors, nurses and patients, to
mothers and fathers and all others who use our products and services. In meeting
their needs everything we do must be of high quality.

Their vision is to deliver solid results, which make the India unit stand out. Build an
outstanding bench strength, which is sought after across the world. And contribute
back to our country. Johnson & Johnson comes into the lives of many consumers at
the most delicate and joyful moments in their lives—when they give a birth.
Unfortunately in India, many of these moments turn into tragic moments. Our Infant
Mortality Rate is one of the highest for the level of technological and economical
development of our country. Swami Raote, MD, Johnson & Johnson Consumer, India
Says he would like their company to work with medical professionals and Government
infrastructure to upskill the health care workers and reduce infant mortality. That
would be the best way of thanking consumers for placing trust in the company for
over 50 year
 • COMPANY INITIATIVE

Johnson & Johnson is involved with many causes and advertising

campaigns that encourage healthy lifestyles and support those people who care for
the health of others. A key initiative includes:

‘The Johnson & Johnson Campaign for Nursing's Future’

This U.S. initiative has championed the nursing profession and helped recruit and
retain nurses.

‘Strength for Caring’

This is a comprehensive online resource and community developed to help family
caregivers care for their loved ones and themselves.

‘Safe Kids Worldwide’

Children die from accidents more than any other cause. They work to put an end to
childhood injury and death.

‘Because We Care, We Act’

This advertising campaign currently running in China celebrates the unsung heroes
who dedicate themselves to caring for others.

‘Having a Baby Changes Everything’

This campaign uses real moms and dads in real situations to celebrate the joys of
parenthood.
 • MANAGEMENT
APPROACH

Johnson & Johnson is a company of enduring strength. They play a role

in helping millions of people the world over be well and stay well through more than a
century of change. As the science of human health and well-being has grown, they’ve
been able to grow along with it. Even more important, they’ve helped shape and define
what health and well-being means in every day lives. The company credits their
strength and endurance to a consistent approach to managing business, and to the
character of people. The company is guided in everything they do by “Our Credo”, a
management document authored more than 60 years ago by Robert Wood Johnson,
former chairman from 1932 to 1963, and by four strategic principles.

‘Our Credo: Our Guiding Philosophy’

The overarching philosophy that guides the business is “Our Credo”, a deeply held set
of values that have served as the strategic and moral compass for generations of
Johnson & Johnson leaders and employees. Above all, “Our Credo” challenges to put
the needs and well-being of the people they serve first. It also speaks of the
responsibilities they have towards their employees, to the communities in which they
live and work and the world community, and to the shareholders. They believe “Our
Credo” is a blueprint for long-term growth and sustainability that’s as relevant today
as when it was written.

‘Broadly Based in Human Health’

Being broadly based gives them a number of advantages. More than 250 operating
companies have a local window into emerging customer needs, scientific developments,
and technologies throughout the world. They turn those insights into innovative new
products and sometimes whole new businesses. It allows them to transfer scientific
breakthroughs, marketing insights and manufacturing expertise easily across the full
range of their businesses. This broad base has helped them bring more science to the
consumer health products that people use every day.

‘A Decentralized Management Approach’

Each of their operating companies functions as its own small business. They are
strongly entrepreneurial in character, and they know that their success depends on
anticipating customers’ needs and delivering meaningful, high-quality solutions. While
“J n J’s” people operate in a small-company setting, they also have access to the
know-how and resources of a Fortune 50 company. It’s like having dozens of strategic
partners at their fingertips.

• CITIZENSHIP
Johnson & Johnson’s aim to make the world a better and healthier
place through everything they do—the products they discover and develop, the
positions they take on public policy issues, the way they run othei business every day,
and the programs and alliances they build and join. Approach to corporate citizenship
defines who they are and how they aspire to act in the world.

‘The Promise of Health Care’

Their belief in the best health care systems put the needs of people first.

‘Perspectives on Medical Innovation’

Advances in medical progress require an environment that supports research and

development.

‘Access to Medicines’

Hundreds of Johnson & Johnson medicines are available free or at low cost to
patients, helping to improve and save lives.

‘Wellness, Prevention & Health Education’

They carry many programs to help people prevent illness and enhance wellness.

‘Accountable Business Practices’

The values, ethical principles and policies guide them in how they should conduct
business.

‘Transparency in Business Activities’

The company is committed to provide open and accurate information on business

activities.
 • CORPORATE GOVERNANCE

The values embodied in ‘Our Credo’ guide the actions of the people of the Johnson &
Johnson Family of Companies at all levels and in all parts of the world. They have
done so for more than 60 years. These Credo values extend to their accounting and
financial reporting responsibilities. Management is responsible for timely, accurate,
reliable and objective financial statements and related information. As such:

1. They maintain a well-designed system of internal

accounting controls.
2. They encourage strong and effective corporate
governance from our Board of Directors.
3. They continuously review our business results and
strategic choices.
4. They focus on financial stewardship.
 • AWARDS AND RECOGNITION IN
INDIA:

As a manufacturer of health care products, as well as a

provider of related services, every division of J&J works
towards making their positive contribution to the relevant
industries. Recognition and awards have poured in
acknowledgement of this fact, both from within the company,
and externally.

J&J India is Best Company to work for in Healthcare sector:

Johnson & Johnson Limited India has been ranked as the Best Company
to Work for amongst Healthcare companies in India and as one of the top 10 MNCs in
India. The Company got an overall ranking of 22 in a study by the Great Places to
Work Institute in partnership with The Economic Times, India's No 1 business daily.
This was the biggest study of 2009 and more than 373 companies participated in it.
Only 50 made it to the Best Companies to Work For list, making it one of the
toughest contests of this kind globally. This is a tribute to all J&J India Employees
and stands testimony to the strong CREDO culture and HR programs. Around 360
employees participated in the Survey conducted by the Great Places to Work
Institute.
 • QUALITY POLICY AND
CERTIFICATION

Johnson & Johnson is one of the Best ISO 14001 Certified Companies
The Brazil Mexico Chamber of Commerce, Industry and Tourism recognized their
commitment to environmental protection and named Johnson & Johnson as one of the
best ISO 14001 certified companies.
They aspire to be the most environmentally responsible company in the world. ISO’s
Healthy Planet 2010 goals serve as a roadmap to help Johnson & Johnson get there.

Every five years, the Johnson & Johnson Family of Companies sets new long-term
goals that help reduce environmental footprint. In 2006, they introduced their
newest goals: Healthy Planet 2010. In developing them, they sought counsel from
many stakeholders, including government officials, environmental groups, other
companies and academic thought leaders. They are confident that Healthy Planet
2010 goals will help safeguard the health of our planet.

Healthy Planet 2010 Goal Categories:

• Energy Use—Carbon Dioxide Reduction

• Water Use
• Paper and Packaging
• Waste Reduction
• Product Stewardship
• Environmental Literacy
• Transparency
• Biodiversity
• Compliance
• External Manufacturing
 • GROWTH AND
PROFIBILTY
Three New Units to Focus on Convergence and New Opportunities
A new Office of Strategy and Growth will identify opportunities for future growth
that are distinct from those being pursued by the Company's existing businesses; a
Surgical Care Group will focus on advancing technologies, solutions and services to
enhance patient care in the surgical setting; and a Comprehensive Care Group will
create portfolios to address some of the world’s most chronic and pervasive
conditions, such as metabolic disorders, through the convergence of technologies,
products and services.
"These decisions recognize that a new environment is emerging in human health and
well-being," said William C. Weldon, Chairman and Chief Executive Officer of Johnson
& Johnson. "They reflect our assessment of the best way for us to capture and
develop the opportunities associated with those changes and they capitalize on the
unique, broadly-based, decentralized approach of Johnson & Johnson."
Each of the new organizations and appointments become effective, January 1, 2008.
"Much of the change in health care reflects the coming together of parts of the
system that were at one time separate," Mr. Weldon said. "The very solutions that
the health care system most needs – those coming from the convergence of science,
technology and services – are the ones we are most capable of providing. We have the
know-how across our pharmaceutical, biologics, devices, diagnostics and consumer
businesses to bring completely new solutions to market. And we believe we can
accelerate growth through a dedicated focus on the intersection of our existing
capabilities, customer needs and emerging trends."
Johnson & Johnson's Consumer businesses are not directly impacted by today's
announcements. Under the guidance of Colleen Goggins, Worldwide Chairman, Johnson
& Johnson Consumer Group, the integration of the Pfizer Consumer Healthcare
business continues to track ahead of the original acquisition plan.
Johnson & Johnson is the world's most comprehensive and broadly-based
manufacturer of health care products, as well as a provider of related services, for
the consumer, pharmaceutical, and medical devices and diagnostics markets. The
more than 250 Johnson & Johnson operating companies employ approximately
120,000 men and women in 57 countries and sell products throughout the world.
 • GLOBAL RECOGNITION
Johnson & Johnson is recognized by important organizations and
publications for the many ways they have embraced diversity as a part of the
cultures of their Family of Companies. This recognition includes:
• Johnson & Johnson continues to be a member company of the FTSE4Good
Index, the responsible investment index calculated by global index provider
FTSE Group.
• Johnson & Johnson was ranked #2 by DiversityInc magazine on its
“2010 DiversityInc Top 50 Companies for Diversity®” list.
• Working Mother magazine has named Johnson & Johnson one of the “Top 100
Companies for Working Mothers” every year since the list was initiated 24
years ago.
• Barron’s magazine, in 2010, ranked Johnson & Johnson #2 in the World's
Most Respected Companies list, a survey of top investors to rank the world's
largest companies on strength of management, business strategy, ethical
business practices, competitive edge, shareholder orientation, and consistent
revenue/profit growth and “One of the Best Places to Work” by the Human
Rights Campaign.
Leaders throughout the Johnson & Johnson Family of Companies have also been
recognized through the years for their contributions and initiative in the area of
diversity and inclusion.
 • FREQUENT CONCERNS

• Baby Allergies
• Baby Acne
• Baby Bronchitis
• Burns
• Baby Colic
• Cradle Cap
• Diaper Rash
• Infant Sleep - Difficulty Sleeping (Newborns)
• Difficulty Sleeping (Older Infants)
• Dry Skin
• Baby Eczema
• Irritation from Drooling
• Newborn Jaundice
• Poison Ingestion / Overdose
• Baby Sickness
• Stomach-aches
• Baby Hair Care - Tangled Hair
• Baby Teething Pain and Discomfort
• Thrush
 • JOHNSON AND
JOHNSON: As a brand
Any brand is a set of perceptions and images that represent a company, product or
service. While many people refer to a brand as a logo, tag line or audio jingle, a brand
is actually much larger. A brand is the essence or promise of what will be delivered or
experienced.
Importantly, brands enable a buyer to easily identify the offerings of a particular
company. Brands are generally developed over time through:

• Advertisements containing consistent messaging

• Recommendations from friends, family members or colleagues
• Interactions with a company and its representatives
• Real-life experiences using a product or service (generally considered the
most important element of establishing a brand)

Once developed, brands provide an umbrella under which many different products can
be offered--providing a company tremendous economic leverage and strategic
advantage in generating awareness of their offerings in the marketplace.

Johnson & Johnson Brand is the world's most comprehensive and broadly-based
manufacturer of health care products as well as a provider of related services for
the consumer. Thousands of products across a wide range of categories are
constantly innovated, manufactured and marketed to help families all over the world
lead healthy, happy lives.
• OLYMPIC
SPONSERSHIP
_________________________________________________________________________

• SOCIAL
RESPONSIBILITIES

• Earthquake in Pakistan
• Hurricane ‘Katrina’
• HIV/AIDS
• International Disaster Relief
• Organization Mumbai Floods
_________________________________________________________________________

• WHAT IS PUBLIC
RELATIONS?

Public relations (PR):

A communication function used to promote mutual understanding between an

organization and its various stakeholder groups.

Johnson and Johnson main goal of a public relations department is to enhance a

company’s reputation. Staff that work in public relations, or as it is commonly known,
PR, are skilled publicists. They are able to present a company or individual to the
world in the best light. The role of a public relations department can be seen as a
reputation protector.

The business world of today is extremely competitive. Companies need to have an

edge that makes them stand out from the crowd, something that makes them more
appealing and interesting to both the public and the media. The public are the buyers
of the product and the media are responsible for selling it.

Public relations provide a service for the company by helping to give the public and
the media a better understanding of how the company works. Within a
company, public relations can also come under the title of
public information or customer relations. These departments assist customers if they
have any problems with the company. They are usually the most helpful departments,
as they exist to show the company at their best.

PR also helps the company to achieve its full potential. They provide feedback to the
company from the public. This usually takes the form of research regarding what
areas the public is most happy and unhappy with.

People often have the perception of public relations as a group of people who spin
everything. Spin can mean to turn around a bad situation to the company’s advantage.
It is true that part of the purpose of public relations is to show the company in a
positive light no matter what. There are certain PR experts that a company can turn
to for this particular skill.

The public often think of PR as a glamorous job. Public relations people seem to have
been tarred with the image of constant partying and networking to find new contacts. The
reality is usually long hours and hard work for anyone involved in public relations.

________________________________________________________________________
• WHAT IS BRAND
PUBLICITY?

Brand publicity:

Publicity is the attempt to manage the public's perception . The subjects of publicity
include people (for example, politicians and performing artists), goods and services,
organizations of all kinds, and works of art or entertainment.

From a marketing perspective, publicity is one component of promotion which is one

component of marketing. The other elements of the promotional
mix are advertising, sales promotion, and personal selling. Promotion But the publicist
cannot wait around for the news to present opportunities. Johnson and Johnson must
also try to create their own news. Examples of this include:

 Art exhibitions
 Event sponsorship
 Arrange a speech or talk
 Make an analysis or prediction
 Conduct a poll or survey
  Dasavataram
 Robot
 Anniyan
 Announce an appointment
 Invent then present an award
 Stage a debate
 Organize a tour of your business or projects
 Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity
is aired in between news stories like on evening TV news casts). New technologies
such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting
of pictures and videos to websites) are changing the cost-structure. The
disadvantages are lack of control over how your releases will be used, and frustration
over the low percentage of releases that are taken up by the media. Publicity draws
on several key themes including birth, love, and death. These are of particular
interest because they are themes in human lives which feature heavily throughout
life. In television serials several couples have emerged during crucial ratings and
important publicity times, as a way to make constant headlines. Also known as
a publicity stunt, the pairings may or may not be according to the fact.

_______________________________________________________________

• Johnson & Johnson

Enjoys One Of The
Strongest Reputations In The
World
__________________________________________________________________________________________________

SWOT ANALYSIS
A tool that identifies the Strengths, Weaknesses, Opportunities and Threats of an
organization. Specifically, SWOT is a basic, straightforward model that assesses
what an organization can and cannot do as well as its potential opportunities and
threats. The method of SWOT analysis is to take the information from an
environmental analysis and separate it into internal (strengths and weaknesses) and
external issues (opportunities and threats). Once this is completed, SWOT analysis
determines what may assist the firm in accomplishing its objectives, and what
obstacles must be overcome or minimized to achieve desired results.

SWOT Analysis: Johnson And Johnson India

Strengths

• Sales in India have grown by 14% indicating a strong position for the global
group.

• The business model adapted by Johnson and Johnson fundamentally uses the
adaptation of entrepreneurial values in order to retain an edge within the market
place.

• Working with intensive scientific notions Johnson and Johnson utilise a varied
expanse of problem solving techniques in order to challenge the standard practice
and capitalise on growth through emerging markets which enables associated
growth.

• The use of independent offices working as standalone units provides the

opportunity to develop concepts with cultural considerations which can prove
important when taking a product to global markets.

Weaknesses

• There is increasing pressure within pharmaceutical markets to reduce prices

in line with medical budgets and maintain patent expirations to ensure generic
programmes are updated within critical path movements.

• Challenges have been faced within Johnson and Johnson where a reduction in
the market demand for key products has been identified; some of these products
were branded and have been replaced by generic programmes at the end of patent
time lines.

• Internal weakness across the industry and not isolated to Johnson and
Johnson would be the level of theft and counterfeiting of drugs managed through
internal personnel.

Opportunity
 • Whilst the recent acquisition of Pfizer Consumer Healthcare will act as an
opportunity in its own right to promote growth for the organisation through
alternative routes there is the added value capitalised through the return on
investment which will be realised 12 months before plan releasing funds back into
the bottom line.
• Johnson and Johnson have highlighted new developments in pharma products
with five undergoing regulatory review which provides the opportunity to grow the
existing product portfolio.
• Development into new functions of medical devices and diagnostics will provide
new markets to entry which will result in business growth.
• With the development of WTO rules to prevent the availability of cheap
generic drugs there is the opportunity to reduce the level of lost profit due to
generic introduction as patents run out. Whilst this will aid Johnson and Johnson
where they own the brand where they are looking to capitalise on introducing
generic drugs to market this ruling will become a hindrance.

Threats

• Generally within the main pharmaceutical companies there is a high level of

competition for the generics markets where patents finish and it is the first to
entry where success will generally be determined.

• Technological developments with bio-tech concepts will potentially move the

traditional pharmaceutical methods out of the market place in the long term
although there is an economical argument that this form of development can be
segregated to run alongside traditional methods and complement as opposed to
replace.

_______________________________________________________________
 STRENGTHS AND
WEAKNESS

STARS: Baby soap, Baby hair oil, Baby oil, Baby shampoo

Cash cows: Baby body wash, Baby toothbrush, band-aid, savlon

Question marks: clean and clear

Dogs: shower to shower

_________________________________________________________________________

FUTURE PLANS

J&J Corporation has a very good perception of India. This has been supported by
good results in the country. The outlook is bullish, and is supported by a high level of
confidence in the Indian management team and more investments likely in the coming
years. Double-digit growth is forecast for the India operations. India would be a key
growth driver for J&J worldwide. J&J is also exploring the opportunities for setting
up BPO operations in the country.
_______________________________________________________________

SUBSIDIARY HOLDINGS

Johnson & Johnson is a highly diversified company with at least 230 subsidiaries,
which it refers
to as the "Johnson & Johnson Family of Companies". Some of these subsidiaries
include:
· ALZA Corporation
· Baby Centre, L.L.C.
· Johnson & Johnson, Group of Consumer Companies, Inc.
· Johnson & Johnson Health Care Systems Inc.
· Johnson & Johnson - Merck Consumer Pharmaceuticals Co.
· Johnson & Johnson Pharmaceutical Research & Development, L.L.C.
· Pfizer Consumer
_______________________________________________________________

CONCLUSION

The “Johnson & Johnson” company is so omnipresent in the market

that without it even the world of the baby products and health care product sounds
incomplete. They believe their first responsibility is to the doctors, nurses and
patients, to mothers and fathers and all others who use Johnson and Johnson
products and services. In meeting their needs everything they do are in high quality.
In India when we talk about baby products Johnson and Johnson products is what
comes first in our mind. Everything related to the brand, be its advertisements,
products, after sale services are all example of perfect excellence. The company has
rooted itself in India much stronger than it did when it first entered the Indian
Market. Every time they make an advertisement they make it sure that it leaves a
long lasting impact on the users, and the company is always successful in doing so. The
taglines of the company always leave a lasting impression on the viewers. The
sequences they show are so similar to our daily lives that people can easily connect to
it. The catchy slogans have always helped the company to enhance it brand quality and
brand loyalty. Johnson and Johnson deal with all kind of baby care products, cosmetic
products etc. The marketing strategy of such a global company is real vast and global
in nature. The company very well knows that different countries have different
people who again have different set of minds, so they built marketing strategies
based on the people they deal with. The company for several years has been the
favourite amongst nursing mothers and now is continuing its position amongst the
mothers. The main area of concern is cosmetic products, health care products and
oral care products though the company is ace in manufacturing and trading its
products, cosmetics, oral and health care products have constantly failed to find
consumers in India.
The company has been taking several steps to enhance its sales of cosmetics and
health care products. The sales report of the company has shown increase in the
sales of such products though not in vast quantity. The company still is struggling to
set its base in India for its health care, oral and cosmetic products. Johnson and
Johnson has successfully transformed its brand image globally amongst different
types of people by convincing people that the service they provide is best and
superior than any of their present competitors. This has led to a major thrust in
increasing the number of distributors and retailers across the country with the
result that Johnson and Johnson products are available in every medicine, cosmetics
and grocery shops of India.
_______________________________________________________________

BIBLIOGRAPHY