Johnson & Johnson's Marketing Mix

Paper Summary:

This paper reviews and discusses the global leader in health care products, Johnson & Johnson (JNJ). According to the paper, JNJ has over 200 subsidiaries with offices in nearly every nation of the world. The paper reports that Johnson & Johnson has gone through a variety of structural and organizational structures in the last twenty years and today is centered on a market segment-based approach which comprises their consumer, medical devices & diagnostics and pharmaceuticals businesses.

Outline:
Company Description
Business Segments are aligned to Target Markets
Pharmaceutical Segment
Medical Devices & Diagnostics
Consumer
Product Strategy
Pricing Strategies
Distribution Strategy
Promotions and Marketing Communications
Conclusion

From the Paper:

"JNJ's move into markets that require more sophistication in drug development and production is also exemplified by their move into the market for medications to treat Schizophrenia, an area of their business that made up 18% of total 2006 pharmaceutical revenues. The anemia market is another source of challenge for the company as price erosion has been necessary to stem market share losses. We assume revenue erosion in the mid-single digits over the next 3 years with continued competition from Amgen and some modest negative effects from Roche's Cera, expected to launch in May 2007. The anemia franchise (Procrit/Eprex) made up 14% of JNJ's pharmaceutical sales in 2006.
The MD&D division has enjoyed industry leadership, particularly at the company's Cordis business. This previously fast-growing business made up 20% of JNJ's MD&D sales in 2006 and a significant proportion of its profit. Noteworthy competition from Boston Scientific, Abbott, and Medtronic is likely to erode market share beginning in 2007, driving Cordis sales declines in the range of 4% to 19% in 2007-10. The Conor acquisition is expected to be successful.The Consumer division should benefit from the recent acquisition of Pfizer's consumer line."

Sample of Sources Used:

• AMR Research (2006) - Pharmaceutical and Life Sciences Industry Overview. AMR Research Alert. Monday June 5, 2006. Hussain Moorai and Roddy Martin.
• Credit Suisse (2006) - Johnson and Johnson Research Brief. January 24, 2007.New York, NY.
• Life Science Analytics (2007) - Life Science Analytics Johnson & Johnson Pipeline Report. January 3, 2007. Boston, MA
• PhRMA (2005) - Pharmaceutical Research and Manufacturers of America (PhRMA) Conference Proceedings. Accessed from the Internet on February 10, 2007 from: http://www.phrma.org/innovation/
• Founder's Knowledge (2005) -Venture 2006: Companies for Tomorrow. Marketing in Practice". December 7, 2005. Accessed from the Internet on February 10, 2007 from location: http://www.venture.ch/download/veranstaltungen/Founders_Knowledge_Marketing_e.pdf

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