The Market for Empowerment:���Johnson & Johnson
Olivia C. | Maddie B. | Jasmine C. | Vanessa S. | Eddie X.
Our Brands
Landscape | Opportunity | Market Strategy | Results | Conclusion
Over-the-
Counter Health and Healing Products
Our Products
Landscape | Opportunity | Market Strategy | Results | Conclusion
Motrin does well with middle aged women of high income with children
Motrin does not explicitly target women but marketing is usually geared towards them
Products are geared towards children
Bengay does well demographically with older individuals
Marketing is typically geared towards fitness and staying active
Products are generally applied externally
Tylenol does well demographically with ages in the outer ranges
Most of marketing is targeted towards families without much focus on a specific age range
Has the most variety in products of all J&J brands
Competitive Landscape
Advil does well with middle aged individuals of high income and no children
Their marketing material targets people seeking to sustain active lifestyles
Products are promoted as safe and reliable
Aleve sells well to seniors with low income and no children
They market their product to people seeking to engage in daily activities without associated pain
Products are promoted as long lasting
Landscape | Opportunity | Market Strategy | Results | Conclusion
Market Opportunity
Landscape | Opportunity | Market Strategy | Results | Conclusion
Women spend more than men on drugstore shopping trips
$32
$68
83% Women
17% Men
Consumer Decisions
93% Women
OTC Mediation
7% Men
OTC pain medications targeted directly towards women
Women household spending in 2013
$11.2 Trillion
1
Our Product: Motrin for Women
Landscape | Opportunity | Market Strategy | Results | Conclusion
Function
Menstrual Cramps Distract
Motrin addresses the need for quick pain relief
Size
Travel sizes of 20 pills per bottle allow for easy carry and access
Form
Motrin will be available in pills for quick consumption
Effects
Motrin for women are fast acting pills to stop pain from holding you back from everyday life.
Target Segments
Professionals
Landscape | Opportunity | Market Strategy | Results | Conclusion
.7% annual increase in women’s workforce
Number of women in workforce in 2010:
72 million
Expected women in workforce in 2050:
92 million
Target Segments
Mothers
Landscape | Opportunity | Market Strategy | Results | Conclusion
Seeking products that are trustworthy and genuine
35%
Brand Retention
51% Brand Retention
VS
85 Million mothers in the US
Target Segments
Collective
Landscape | Opportunity | Market Strategy | Results | Conclusion
Working parents can achieve success in their career and in parenting
I currently earn my desired salary
My job has negatively affected my relationship with my children
Being a parent has caused my professional work to suffer
Fathers Mothers
70% of Mother’s participate in the labor force
Placement
Landscape | Opportunity | Market Strategy | Results | Conclusion
Store Location
Store Placement
Attention to Detail
Rite Aid, Weis, Giant, CVS, Walgreens, Walmart, Target, Amazon
Healthcare Aisle, Baby Aisle, Close to Pain Relievers, Floor Display
2Eye Level, Average height of a Woman, Next to Competition (Advil Menstrual)
Price
Count | ||||
Brand | 20 | 40/50 | 100 | 200/225 |
Advil Menstrual | $4.19 | $6.49 |
|
|
Tylenol Extra Strength | $3.99 |
| $6.99 | $13.99 |
Motrin |
| $5.67 | $7.87 | $11.06 |
Motrin for Women | $4.50 | $6.50 | $7.99 |
|
Landscape | Opportunity | Market Strategy | Results | Conclusion
Market Launch Strategy
Dove “Real Beauty”
2003 Revenue: 2014 Revenue:
2.5B 4B
Always “Like A Girl”
#1 ad aired during Super Bowl XLIX
Landscape | Opportunity | Market Strategy | Results | Conclusion
Marketing to Mothers
Landscape | Opportunity | Market Strategy | Results | Conclusion
Social Media
Ads on Television
Research Strategy
Outreach
Print Ads
Advertising in magazines such as Family Circle and The Oprah Magazine
Around-the-Clock Conference
Powerful professional women and mothers encourage women to not let pain or fear interfere�
Commercials
“Love, Mom” and “Worth It” on Facebook, YouTube, and other social media platforms
Landscape | Opportunity | Market Strategy | Results | Conclusion
Timeline
Aug ‘17 Beginning of Product Launch
Aug ‘18 Back to School with ”Worth It”
May ‘18
Start Hosting Around-the-
Clock Conferences
Sept ‘17 Rolling out print ads
Jan ’18 First “Love, Mom” Commercial
Landscape | Opportunity | Market Strategy | Results | Conclusion
Financials
Budget | |
Placement | $1 Million |
Content Creation | $1 Million |
2 x $500K | |
| $1 Million |
YouTube | $1 Million |
Around-the-Clock | $1 Million |
TOTAL | $5 Million |
Landscape | Opportunity | Market Strategy | Results | Conclusion
Landscape | Opportunity | Market Strategy | Results | Conclusion
Social Media
Social media impressions and interactions compared to previous campaigns attribute to a continuous source of involvement
Key Performance Indicators
Sales
Total sales revenue generated from Motrin for women compared to previous new product launches
Attendance
Conference attendance helps us further measure the resonance of our message with high powered women
Conclusion
Landscape | Opportunity | Market Strategy | Results | Conclusion
Explicitly target women because of a lack of OTC pain medication marketing
Present a product that fits the needs of an “on the go”, high powered woman
Engage the trend of empowering marketing campaigns and model our campaign to have similar impacts
Create a brand image that mothers and their children can support and identify with across generations
Olivia C. | Maddie B. | Jasmine C. | Vanessa S. | Eddie X.
Thank You
Questions?
Olivia C. | Maddie B. | Jasmine C. | Vanessa S. | Eddie X.
Appendix
Attitude Toward Career and Children According to US Mother and Father Internet Users, March 2015 [Digital image]. (2015, May 7). Retrieved November 9, 2016, from http://totalaccess.emarketer.com/Chart.aspx?R=172032&dsNav=Ntk:basic|mother professionals|1|,Ro:5,Nr:NOT(Type:Comparative Estimate)
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Minsker, M. (2016, August 30). Millennial Mothers Love to Splurge on Their Kids. Retrieved November 9, 2016, from http://totalaccess.emarketer.com/interview.aspx?r=6002165&ipauth=y
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Motrin Consumer Insights. (n.d.). Retrieved November 28, 2016, from http://infoscout.co/brand/motrin?utm_expid=75303912-6.htwCYLNcRc6Lien8_V3bYg.0&utm_referrer=http://infoscout.co/brand/tylenol/
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See what brands made the most of the second screen. (2016, February 2). Retrieved November 28, 2016, from http://admeter.usatoday.com/2015/02/02/adobe-second-screen-top-10/?adbid=562268782853230592&adbpl=tw&adbpr=15151711&scid=social39782577
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Schow, A. (2016, September 19). Women earning more doctoral and master's degrees than men. Retrieved November 9, 2016, from http://www.washingtonexaminer.com/women-earning-more-doctoral-and-masters-degrees-than-men/article/2602223
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Toossi, M. (2012, February 21). Labor force projections to 2020: A more slowly growing workforce. Retrieved November 9, 2016, from http://www.bls.gov/opub/mlr/2012/01/art3full.pdf
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Toossi, M. (2002, May). A century of change: The U.S. labor force, 1950–2050. Retrieved November 9, 2016, from http://www.bls.gov/opub/mlr/2002/05/art2full.pdf
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Tylenol Consumer Insights. (n.d.). Retrieved November 28, 2016, from http://infoscout.co/brand/tylenol/?utm_expid=75303912-6.htwCYLNcRc6Lien8_V3bYg.0&utm_referrer=https://www.google.com/
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U.S. Women Control the Purse Strings. (n.d.). Retrieved November 28, 2016, from http://www.nielsen.com/us/en/insights/news/2013/u-s--women-control-the-purse-strings.html
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Women In the Labor Force in 2010. (n.d.). Retrieved November 28, 2016, from https://www.dol.gov/wb/factsheets/qf-laborforce-10.htm