Johnson & Johnsons Marketing Strategy - Essay Example

Johnson and Johnson Marketing Concept A marketing concept refers to the strategy that a firm, or organization intends to follow in the process of reaching information on their products to consumers. The concept could be based on the product itself or the needs and interests of the consumer. For example, there two different institutions; Lanier Law firm and Johnson and Johnson, a healthcare giant these two organizations use different marketing concepts in trading their products; Johnson and Johnson uses a concept that is based on the products they manufacture while, Lanier Law firm are more concerned with the needs of the clients. The Johnson concept aims at moving more products out of their hands and into the market without minding much about the interest of the consumers. As a result, they end up putting products in the market without approval of the Food and Drug Administration. This implies that, moving more units of their products is more important to them. On the other hand, Lanier Law firm is concerned with providing quality service to their clients and, as a result, represents more victims of organizations that care less about their customers. For example, with Johnson and Johnson selling defective implants; Lanier Law firm works towards the victims getting litigation for the damage caused by these products. To show their concern for their clients, they go to the extent of investigating other companies that may have similar defective products causing damage to their users. Lanier Law firm bases it marketing strategy on its strengths and achievements in their service delivery, as well as the lengths they are willing to go for their clients. This is in terms of investigating all potential legal claims regarding to, medical products that cause harm to their users. The above concepts explain the marketing myopia that some firms use in their marketing strategies. Marketing myopia in this case refers to the product or company based approach to marketing in that it pays more attention to the needs of the company and not on the needs and wants of the customers. In this case, Johnson and Johnson have fallen into the trap of marketing myopia in that their products do not define the company. This is the form of creating substandard products that cause damage to their users. Johnson and Johnson, therefore, do not look for ways to make products that are specific to the needs and wants of their customers as they end up harming their users. Avoiding this kind of marketing myopia is proving effective to the success of Lanier Law firm; in that they show their dedication to their clients and their services define the company. Also, the strategies used by Lanier Law firm to market themselves and their services beats marketing myopia in that it seeks to build a reputation by marketing itself as a firm that cares for the needs of its clients. This is in the form of boasting qualified trial attorneys that have years of experience that involve dangerous pharmaceutical drugs, defective medical products and toxic exposure. This, therefore, proves that Johnson and Johnson implemented a myopic marketing strategy leading to losses. By using this strategy, Johnson and Johnson believe that they are putting their company in a position to succeed, but instead they end up losing due to the implications due to not caring for the needs of the same consumers who put them in the market. In regard to market segmentation, the two firms are using different approaches in regard to its application. Market segmentation in this case is the division of a given market, in this case the various clients that each firm has into groups with particular needs requiring particular products and services. Johnson and Johnson uses segmentation to produce vaginal mesh patches. This is in accordance to the needs of the female market that requires this specific product. The product has, therefore, been created to suit the need of an implant. This is clear evidence of how to divide the market and create products that match the exact needs of a group, though not entirely. As for the Lanier Law firm, their division of the market is in regard to providing legal representation for victims of defective medical products. This is response to the need for legal action against companies that default the general health of their product consumers. As a result, they have created a niche for their services by dividing the market and having their own segment whose needs they can fully satisfy. As for targeting, Lanier Law firm has created a base of clients with needs that they can serve and satisfy gratuitously. This is in the form of representing clients who have faced damage of any kind or have suffered the effects of defective medical products and toxic exposure. This is evident in the mass of victims they are representing in such cases and the experience they have amassed in the process. As for Johnson and Johnson, the company has sought to gratify the needs of the female gender by creating the mesh implants. In regard to positioning, the Lanier Law firm has gained a reputation as one of the top law firms in representing plaintiffs. This is in accordance to clients who have received services from the firm. On the other hand, Johnson and Johnson is labeled as a healthcare giant to imply its ranked level, in regard to the products they create. This, in marketing, plays a key role as consumers already have a clue as to which products stand a better chance of meeting their needs. Products and services also have a lifecycle in that at one time they grow, mature and then decline in the market. The services rendered by Lanier Law firm have grown to a level that they are now mature. This is to the extent they are now riding on the reputation they have created for themselves in legal representation. The form is yet to decline as it has seasoned trial attorneys and it is bound to grow further based on this information. Environmental factors affecting marketing strategies that Lanier Law firm is employing include demographic distribution of people and the cases they represent. For this reason, the firm has offices in various locations in order to meet the needs of increased clients. All strategies applied by Lanier Law firm are in its favor as they mainly focus on the clients’ needs and avoid putting the firm’s interests before those of their clients. As a result, the firm has grown and matured in regard to the position it enjoys from ranking by its clients. Also, its quality of service is a marketing point for the services it offers. Read More