Johnson & Johnson Marking Plan

The focus of this paper is to discuss a marketing plan for a new product to be marketed by Johnson & Johnson. An overview of the organization as well as a description of a hormone cream that the marketing research team is considering for production is detailed along with an explanation of the importance of marketing to Johnson & Johnson’s success. A SWOTT analysis on the new product has been conducted and is included in this paper, followed by the marketing research approach the marketing team will use to develop the marketing strategy and tactics for the hormone cream.

Johnson & Johnson

James Johnson and Edward Johnson set out on a mission in 1886. That mission was to create safe and effective health care products. The Johnson brothers rented a space that was once a wallpaper factory, in New Brunswick, New Jersey where Johnson & Johnson was born. Johnson & Johnson started out with only one product (antiseptic surgical dressing) and only had 14 factory workers. James and Edwards Brother was the one that had heard Sr. Joseph Lister’s theories of germs and believed in the need to develop sterile dressings (Johnson & Johnson, 2008). This brother’s name was Robert and he joined Johnson & Johnson before the company was a year old. By 1887 the company had flourished in their products enough to publish a 32-page catalog. In 1888 Johnson & Johnson had grown to 125 employees and 35,000 square feet of factory space (Johnson & Johnson, 2008).

In 1890 Johnson & Johnson introduced some talcum powder and creams and began their baby care line. Later the same year they introduced the first aid kit. In 1892 Johnson & Johnson introduced the first pre packaged sterile rap. Using the same silk they used to make sutures they introduced dental floss in 1896. In 1900 disaster struck the city of Galveston, Texas and San Francisco. Johnson & Johnson came to their aids and sent medical supplies beginning their long tradition of disaster relief (Johnson & Johnson, 2008).

The publication of a first aid manual came about in 1901 by Johnson & Johnson. By 1911 Johnson & Johnson was supplying 90% of the cotton, gauze, and bandages used in the world. Johnson & Johnson went international in 1919 with the opening of a company in Canada, now Johnson & Johnson can be found in 57 countries. An employee of Johnson & Johnson by the name of Earl Dickson invented a self-sticking bandage, he showed his invention to his supervisor and in 1920 Johnson & Johnson introduced it and called it a Band-Aid (Johnson & Johnson, 2008).

In 1929 Johnson & Johnson proved their loyalty to their employees when the senior executives took a cut back in pay. This great act guaranteed no employee of Johnson & Johnson was laid off during or lost his or her job during the depression (Johnson & Johnson, 2008).

Johnson & Johnson began their line of family planning products in 1937 with the line of Ortho products, that are still in productivity today. The Company remained family owned until 1944 when it went public on the New York Stock exchange at $34.75 per share (Johnson 2008).

In 1959, Johnson & Johnson joined the pharmaceutical field with Tylenol. In 1982 disaster struck again, only this time it hit Johnson & Johnson directly. An unknown individual tampered with the pain reliever Tylenol killing seven people in the Chicago area. Johnson & Johnson quickly went into action and recalled every bottle all 246,000 of them. Everyone considered this to be the end of Tylenol and possible Johnson & Johnson. However a short time later the shelves were stocked once again with Tylenol, only this time with tamper proof packaging. Despite the efforts of Johnson & Johnson Tylenol tampering once again happened in 1986. This time was slightly different with only one fatality and Johnson & Johnson completely discontinued the sell of over the counter capsule medication. Johnson & Johnson remain a strong and very profiting company (Johnson & Johnson, 2008).

By looking at this timeline one can tell that the top three priorities of Johnson & Johnson are their customers, their employees and their product.

Our Product

Due to controversies regarding the possible dangers of long-term use of oral estrogen, an alliterative was to use a cream that can be rubbed on the skin, thereby; offering an all-natural hormonal cream that will help women with fertilization and menopause (Crandall, 2005). This cream is designed to send endorphins to a woman’s brain in order to stimulate the ovulation process. However this cream will not work for women who are barren. Menopausal women will experience less swelling and water gain coupled with decreasing hot flashes. With oral hormonal medications extended