Critical Marketing Execution on Johnson and Johnson - Essay Example

Critical Marketing Execution on Johnson & Johnson of the Campaign The Johnsons& Johnsons resent ad campaign sets to capitalize on the social media platform. The campaign dubbed, “Cake Smash” uses Prince George as they brand model to increase their popularity. It is common for new mothers to share their children’s pictures on social sites such as Instagram. The campaign challenges mothers to post pictures of the first birthday of their baby through Instagram. It is a popularity marketing strategy aimed at creating awareness of their products through involving new mothers. Intended Message The message is to relate their products with fun activities that new moms experience. Consumers have power in the baby product industry because they can always go to another location. There are many competitors and decision makers and Johnsons & Johnsons need to develop a corporate growth strategy to increase their penetration of current product-markets. The organization’s web page is full of promotional activities to attract customers and increase their market penetration. In order to attract customers to new class offerings, their webpage says, “at Johnson & Johnsons we recognize that times are hard, so we want to help you tighten your belt this June with an automatic 10% off your membership” (Johnson & Johnsons 1). The organization is also updating their facility on a continual basis to improve their facilities. Facilities like these increase market penetration. Target Market. Johnsons and Johnsons marketing strategy tends to be more aggressive rather than passive, reactor or analyzer. Their target market is new moms who are almost hosting the first birthday for their children. They are actively trying to stimulate new marketing opportunities and develop new products. They have an extensive staff with different strategic business units. New product development is actively pursued” (Eisma 1). Part of the marketing department is advertising plan is to offer free or reduced price classes to both new and regular members. They also go out of their way to attract members who have stopped using their products. No successful marketing strategy is entirely focused on one plan. Marketers look at what is happening on a local, national, and international levels so that they could adapt their offerings and expand their offerings appropriately. Meaningfulness The S.M.A.R.T. goal method is one of the simplest and most easily understood tools to help decision makers move their plans forward. An organization’s performance goals are often “linked to accountability and could involve problem-solving, innovation, or implementation of some type of improvement” which might enhance current performance or prepare a group for a new role (Kokemuller 1). They need to be objective and answer five questions, who, what, when, where, and why and end with a specific timeframe. The list is indeed focused on goals or behaviors that would improve Johnson & Johnsons performance. Unfortunately there is no mention of the responsible parties for commitments that need to be completed. There is no way for staff people to know if they have achieved their goal because there is no specified one. Aims like “enhancing the reputation and profile of the social media through maintaining and marketing first-rate baby products” are not measurable (Kokemuller 1). The entire list is made of pledges to improve their facilities, to build ties with other organizations, and to improve children’s products. These organizational activities would generate more sales in a global perspective. Desired behavior change The need for Johnsons and Johnsons to change comes with the new mode of communication exhibited in the world of technology. Large retailers like Kroger, Target, Walmart, and K-Mart buy merchandise in large quantities, and then sells them in smaller quantities to consumers for a profit. Two large, successful retail operations that sell products to their shoppers in distinctly different ways are Johnsons & Johnsons. Critics blame the retail giant for shutting down Main Street shops in America and abusing their employees. The head of the company is depicted as a devil trying to control the shopping world. Johnsons and Johnsons successful, and although they appear to have very different business models, they are more alike than their shoppers would like to admit. One of the biggest differences in Johnsons is the type of shopping experience for shoppers coming to their encounter customers in their stores have. Johnsons and Johnsons began its corporate life ago at the turn of the last century. By 1961, the company had already begun to re-organize their service plan into the Johnsons & Johnsons stores that is seen today. Johnsons and Johnsons, drew upon his company’s vast wealth of department store experience to create a vision for this new kind of store which, in his own words, would "combine the best of the business world with the best of the discount world. The shopping experience would be fun, delightful, and welcoming to the entire family, and stores would include wide aisles, easy-to-shop displays, fast checkout and "loads of well-lighted parking" (Alcamo 1). The baby Products Company is the largest and most successful retailer in the world, has been serving consumers for almost as long as their biggest competitor. However, Johnsons & Johnsons decision makers goal for consumers, their shoppers customers shopping experience is not to make sure that they have a "delightful, fun" time in their stores, it is purely to save their customers money. Indeed, their mission statement says just that is to save people money; "We save people money so they can live better" (Lussier and Kimball 1). Unlike most companies, where nobody knows what the mission statement is, Sam Walton, the founders belief in saving money is so strong that the mission statement is also their advertising slogan. Customers can see it splashed everywhere, and many people around the world know that Johnsons & Johnsons mission is to save people money. Sam Walton, truly believed that "If we work together, well lower the cost of living for everyone well give the world an opportunity to see what it is like to save and have a better life"(Investopedia 1). Johnsons and Johnsons focus on being frugal rather than fashionable. The stores philosophy is that as long as people are saving money they will continue to return repeatedly to shop. Johnsons and Johnsons developed a very specific, united corporate culture for his store. In order to save money for their customers and provide good customer service Walmart managers are supposed to have an open door policy. For instance, stores have a "sundown rule" that ensures that all customers receive answers to their queries on the same day that they are asked. Walton wanted to make sure that his organization was flexible and responsive to his customers and employees alike. Overall assessment Industries vary greatly in their competitive situation, business makeup, and potential for growth. The SWOT analysis of Johnsons & Johnsons provides the assessment of the current standing with the ad campaign. Competition is a threat faced by the company, which draws the attention of their clients. Also, there are many opportunities for potential rivals to offer alternative or substitute services and products. It would be challenging for a new company to enter this field and compete successfully against already established organizations with loyal customers. Their products are quite expensive and every successful company needs to make sure they have the same products so they can compete effectively for customers. There is a lot of competition in this business, and other baby product companies around the country offer specials on a continual basis to attract members. Not only do they offer special memberships, they also offer classes in many different areas for new mothers. Recommendations The baby products industry is unique. “Creating products for babies can be a very challenging and daunting task. Many companies, administrators, and managers alike often struggle with the task of ad campaigns because of the complexity of linking different aspects together. There is a high degree of competitiveness and consumers have a lot of power because they can choose to take their business to other institutions. Their world-class organization influences individuals to return to Johnson & Johnsons. The move will help them live up to their mission statement of strengthening their organization standing and service role through partnerships and healthy lifestyle opportunities. Works Cited Alcamo, Edward. Hierarchical Levels of Strategy. 2010. 9 September 2014 . Eisma, Q. Q4 Categories of Aggressiveness Strategy every marketer should know. 22 February 2013. 9 September 2014 . Investopedia. Market Segmentation. Market Segmentation. (n.d.). Retrieved August 1, 2014, from Investopedia website: August 2014. 9 September 2014 < http://www.investopedia.com/terms/m/marketsegmentation.asp>. Kokemuller, N. What Is the Difference Between a Macro & Micro Perspective on an Organization? . 2014. 9 September 2014 . Lussier, R. N and C Kimball. "Five competitive forces in sport business environments." Human Kinetics (2014): 1-5. Read More