Write a 2 page marketing plan report focused on “Marketing Mix” only for the following scenario.

Write a 2 page marketing plan report focused on “Marketing Mix” only for the following scenario.

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Company: Johnson & Johnson (NYSE: JNJ)

Marketing challenge and importance:

Johnson & Johnson (J&J) recently lost a lawsuit regarding its talcum based powder products and its potential link to ovarian cancer.  The case (Eva Echeverria et al. v. Johnson & Johnson et al.), which was tried in the Los Angeles Superior Court, charged the pharmaceutical company with failing to adequately inform consumers about the cancer risks.  This case is only one of thousands of ongoing lawsuits.  J&J’s talc-based products include a commonly used baby product- Johnson’s Baby Powder.

J&J plans to appeal the recent verdict because of their stance on the safety profile of baby powder.  The clinical studies and agency reports regarding talcum powder and cancer risk are often reduced to unfavorable soundbites in the press. The press and social media are portraying J&J as a corporation that conspired to hide safety evidence in pursuit of revenue.  The challenge for J&J is defending its sale of talc-based products, while simultaneously repairing its reputation as a trusted provider of personal care products.  Both tasks are important to retain and grow customer loyalty.

Significant marketing challenges lay underway for J&J. The corporation is now tasked with public relations battle as they must work towards rebuilding trust with consumers.  J&J’s brand portfolio ranges from baby products/consumer goods to pharmaceuticals to medical devices.  These products, in particular, require strong consumer trust and must be branded as both safe and effective.  J&J understands the emotional ties its brands convey as its current brand campaign centers around “for all you love, Johnson and Johnson”.

The importance of this marketing challenge, not only affects the sales of Johnson’s baby powder, but also challenges the corporation’s credibility and brand strength.  Though consumer products only pertain to 18.5% of J&J’s revenue dollars, due to the large product line that J&J supports, other segments of J&J’s portfolio may be affected as well.  In 2016 alone J&J had 71.9 billion U.S. dollars in revenue and a net income of 16.5 billion dollars.  This may open the door to J&J’s competitors such as Merck, Pfizer, Unilever NV, Nestle S.A., Kimberly Clark Corporation, and Procter and Gamble as they challenge one another for market share in the competitive consumer product and pharmaceutical industry.

J&J has over 130 years of healthcare experience.  Three decades ago, J&J set the corporate standard of damage control in the Tylenol poisonings.  J&J turned a public relations nightmare into position of strength by their swift and bold actions.  If J&J seeks to maintain market leadership and revenues, they must act accordingly.

TASK:

Marketing Mix (2 pages)

In this section, you develop a marketing mix (product, price, promotion and place) to solve the marketing problem and to achieve the objectives.