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J&J (Philippines) Case Analysis

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Submitted By kringmanaligod
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CASE ANALYSIS ON JOHNSON AND JOHNSON (PHILIPPINES), INC.: JOHNSON’S FACE POWDER

Submitted by:
Bravante, Marikon
Manaligod, Kristina
Salumbides, Lois Conrad
Sumadsad, Beatrix Keith
Tolentino, Maria Yvette

I. Point of view

We will take the point of view of Vice President of Marketing P.M. “Boy” de Claro because he is in-charge of the introduction of the product to the market.

II. Situation Audit

* In the mid-1880s, Johnson and Johnson (J&J) was founded in the U.S producing antiseptic bandages for wound care. * As the company grew larger, it started to manufacture baby care, first-aid and hospital supplies, and became the leading manufacturer of the said products. * In 1959, the firm entered in the pharmaceutical industry. * J&J sold its product in over 150 countries and had worldwide sales of $9.75 billion in 1989. * The company’s major product lines are Consumer Products, Pharmaceuticals and Medical Devices and Diagnostics. * Johnson and Johnson is an established company in the Philippines and around the world. Trusted by families in the country, it is known for catering products for babies since 1956. * Most Filipino teens use Johnson’s Baby powder as a skin freshener and as a refill to cosmetic compacts which deviate from the product’s original purpose. * Young female adults put baby powder in a handkerchief or tissue, put the package in their purse, and applies the powder in their face outside home. Inspired by this insight, the marketing team came up with the idea to make compact face powder which is basically Johnson’s Baby Powder with several variations to cater this unique need. * The product aims to target urban teens and young female adults between ages 16-25 from AB and C household economic category. * 20.3 % of the Philippine’s population consists of people ages 15-24 which is a huge

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