Johnson & Johnson is the leading pharmaceutical company and is included as one of Fortune’s most admired companies for the past 30 years. Johnson & Johnson has a long-standing history that is committed to caring for its consumers since it started. Johnson & Johnson delivers an annual report to depict the company’s performance and growth in the past year and for the future in order to inform shareholders and potential investors. Johnson & Johnson’s annual report uses a visual/verbal strategy of a number of engaging videos to demonstrate quality of products, a verbal strategy of industry details and statistics to show competitive dominance, and visual strategy consisting of family images to convey diversity among consumers.
Johnson & Johnson uses a number of engaging videos with personal stories to demonstrate the quality of products and how they care for its consumers. In the video, “Our Safety and Care Commitment,” Susan Nettesheim, vice president of product stewardship, is explaining the new website where consumers can view the ingredient policies and learn about scientific standards of the five level safety assurance programs. She states, “As a leader in scientific research about baby care products for over 100 years, the Johnson & Johnson Family of Consumer Companies pioneered much of the research that our industry relies on.” This information is important to investors because telling this story shows that Johnson & Johnson has a commitment to their customers, as well as quality and safety of the consumers of its products. Johnson & Johnson’s “Transplanting Love” video explained the tremendous affect the innovative Ethicon sutures used during surgery, had on a mother and her family. The heartfelt story explains the effectiveness of Johnson & Johnson’s products, as well as its commitment to care for consumers. Johnson & Johnson uses engaging videos to tell a story of reliable products used to care for their consumers. Johnson & Johnson uses industry details and statistics to show its competitive dominance in pharmaceuticals, medical devices and diagnostics, and consumer industries. In one instance, Johnson & Johnson states, “With $25.4 billion in worldwide sales in 2012.” This number demonstrates Johnson & Johnson’s exponential growth in the past year, which is pertinent information to potential investors and shareholders. Johnson & Johnson explains in the annual report, “We are the eighth-largest pharmaceuticals business in the world and the sixth-largest biotech business.” These specifics such as “eighth-largest” demonstrate how they are a dominant company in not just one area, but two. “Our medical Devices and Diagnostics business is the largest medical technology business in the world.” This shows the company’s exemplary performance in its industry. This information is of particular importance to investors, because it demonstrates Johnson & Johnson has the best medical technology compared to its competitors. Within Johnson & Johnson’s consumer business, they state “With $14.4 billion in worldwide sales in 2012, our Consumer business is the sixth largest consumer health care business in the world.” These statistics show Johnson & Johnson’s position in the world’s consumer health care industry, exemplifying that they are a worldwide leader placing sixth in the world. All of these statistics show how Johnson & Johnson dominates all three areas of operation, resulting in growth which potential investors and shareholders want to see.
Johnson & Johnson uses a visual strategy of family images to convey diversity among its consumers. The cover page of the annual report depicts three generations of satisfied consumers. This picture captivates investors’ and shareholder’s attention because the baby, mother, and grandmother exemplify the range of people Johnson & Johnson products reach. This visual image depicts Johnson & Johnson’s dominance in a diverse market, they help people of all ages care for their health. Johnson and Johnson has helped millions of families around the world live better and healthier lives for over 125 years. This image illustrates how large Johnson & Johnson’s customer base is, making investors eager to invest, because a wide customer base leads to profitability. The image of three generations shows that Johnson & Johnson is instilled in family values. Johnson & Johnson has a strong brand loyalty, they create products that generations of consumers continue to use for over 100 years. Johnson & Johnson has geared its success through continuous customer satisfaction. Consumers continue to buy the same products for numbers of years based on Johnson & Johnson’s reliability. This commitment to family indicates that Johnson & Johnson cares for their consumers, which creates value for the firm. Johnson & Johnson uses engaging videos, industry statistics, and family images to strategically attract its investors. The company, consumer, and product has been and continues to be the glue of Johnson & Johnson’s success over the years, pertinent information investors want to see. The annual report tells customers and investors its performance in the past and plans for growth in the future. Johnson & Johnson effectively communicates the quality of products, dominance in the industry, as well as diversity among consumers. Johnson & Johnson’s annual report uses engaging videos to demonstrate quality of products, industry details to indicate competitive dominance, and family images to display consumer diversity, in order to indicate future profitability and growth.