One of the
brands chosen for this purpose is Johnson and Johnson Baby Shampoo which has
been one of the most prominent brands launched by the company over its decade
of quality product and service providing. The brand is particular catered for
children, mainly infants and has the USP of tear prevention due to which it has
been able to cater and develop a massive market of its own especially among
families and children alike. Since the launch of the product, the baby shampoo
has capitalized and exploited upon the unique selling point that it contains
substances and ingredients that prevent tears in children of small age when
they take a bath.
It has primarily
been on the basis of this feature due to which it has been able to cater a
massive consumer base for this particular product. In addition to this, it is
also important to mention here that the brand identity and leverage associated
with the name of J&J acts as a booster for the launch of all its products
and hence this brand advantage is automatically translated and materialized in
the form of the profile uplift that the baby shampoo was and is still able to
enjoy among consumers. At the same time, it will be unfair if the product value
and segmented target market of the company is only restricted to children. The
company has launched numerous such products through the help of which it is
able to cater to the needs and product requirements of a larger target market
which encompasses elders and even people from old age segments. The demographic distribution has mainly been
conducted on the basis of products dedicated for different target market and
segments.
Moreover, the baby shampoo product by J&J
has been in news for many reasons, the most important being the presence of
carcinogenic substances that were said to be responsible for tear prevention
among children. However, the company was quick enough to respond to such
rumours by clarifying their position by saying that any such substances after
conducting thorough research has been removed from the ingredients of the
product, reinforcing the fact that the company on the whole does not want any
negative publicity regarding one of its highly valued brands (Johnson, 2011).
Apart from that,
during all these years no news regarding any of the products by J&J have
been a target of any negative marketing. Also, from the perspectives of
wholesale, retail and logistical point of view the product can be termed as
highly positive, once again because of the established and constantly
strengthening global base and operations from the company itself. From a retail
and wholesale point of view the baby shampoo product along with any other brand
launched by the company are readily available at all prominent retail and
wholesale stores such as Wal-Mart, DMart, Target, Tesco and Costco. The company
in this context has effectively managed its logistical as well as placement
marketing aspects in an effective manner.
Also, in order
to further beef up the profile and brand value of the product J&J has
launched various advertising campaigns through which they have been able to
beef up their product and service providing profile along with their adherence
to corporate and social values through awareness marketing campaigns such as
Having a Baby Changes Everything.
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