Consumer attitude towards Johnson &

Johnson baby care products in Shimoga”.

CONTENTS

Page No.

1. INTRODUCTION 4

2. COMPANY PROFILE

- JOHNSON AND JOHNSON 15

3. PRODUCT PROFILE

- JOHNSON AND JOHNSON 32

4. SURVEY ANALYSIS 46

5. SUMMARY OF MAJOR FINDINGS

SUGGESTIONS AND CONCLUSION 70

ANNEXURES 76

 CONSUMER QUESTIONNAIRE 77

 BIBLOGRAPHY 86

1
 List of Tables

4.1 Table showing number of respondents who use Johnson and

Johnson baby care products.

4.2 Table showing number of Respondent using the Johnson &

Johnson baby care products at present

4.3 Table showing duration since respondents have been Johnson

& Johnson baby care products.

4.4 Table showing respondents who liked fragrance of Johnson &

Johnson baby care products.

4.5 Table showing rate of satisfaction with the quality of Johnson

& Johnson baby care products

4.6 Table showing the reactions about Johnson & Johnson baby

care brand.

4.7 Table showing respondents reaction about price of Johnson &

Johnson baby care products.

4.8 Table showing respondents who are aware of Johnson &

Johnson baby care products.

4.9 Table showing the availability of Johnson & Johnson baby care

products in retail shop.

4.10 Table showing the media in which respondent’s watched

Johnson and Johnson baby care products advertisement.

2
4.11 Table showing the reasons for adapting to Johnson and

Johnson baby care products.

4.12 Table showing respondents using different brands of baby care

products.

3
List of Graphs

 Graph showing number of respondents who use Johnson and

Johnson baby care products.

 Graph showing number of Respondent using the Johnson &

Johnson baby care products at present

 Graph showing duration since respondents have been Johnson &

Johnson baby care products.

 Graph and Graph showing respondents who liked fragrance of

Johnson & Johnson baby care products.

 Graph showing rate of satisfaction with the quality of Johnson

& Johnson baby care products

 Graph showing the reaction about Johnson & Johnson baby care

brand.

 Graph showing respondents reaction about price of Johnson &

Johnson baby care products.

 Graph showing respondents who are aware of Johnson &

Johnson baby care products.

 Graph and Graph showing the availability of Johnson &

Johnson baby care products in retail shop.

 Graph showing the media in which respondent’s watched

Johnson and Johnson baby care products advertisement.

4
 Graph showing the reasons for adapting to Johnson and Johnson

baby care products.

 Graph showing no of respondents using different brands of baby

care products.

5
 CHAPTER – 1

INTRODUCTION

 General Introduction to Project Report

 Specific Introduction to the Study

 Objectives of the Study

 Scope of the Study

 Methodology Used

 Limitations of the study

 Chapter Scheme

6
 INTRODUCTION

General Introduction to Project Report

In the early 1950’s many marketers began to realize that could

sell more goods more easily. If they produce only those goods that

they had pre-determined consumers would buy. This resulted in the

development of marketing concept.

Marketing is the continuous or ongoing process of defining

anticipating and creating customers needs and wants. Then

organizing all the resources of enterprise to satisfy customers

demand and desirable profit to the firm. Modern market is customer

oriented.

Just as Copernicus made us realize that the earth is not center

of the universe but revolves around the sun we have to believe that

the business firm is not the center of economic universe but revolves

around the customers.

We have called the truth edition the millennium edition

because it will appear just as a new millennium begins and just plan

is accelerating it is an opportunity to select the of the past theory and

7
to practice and to introduce the new marketing ideas tools and

practices that companies will need to operate successfully in the new

millennium.

Said Charles Dickens of the French revolution in a tale of 100

years ago “ it was the best of times it was the worst of times”.

Today, there are many blessing vast improvements in modern

medicine extremely high productivity because of mechanization and

automation, the promise of computers and the internet the rapid

growth of global trade and end of the cold war.

There are a few certainties that must be needed first global

forces will continues to affect every one is business and personal

life.

Second technology will continue to advance and amaze us.

The cloning of the sheep Dolly was only the beginning of the bio-

genetic revolution.

Third there is a continuous push towards deregulation of the

economic sector.

8
 These three developments globalization technological

advances and deregulation spell endless opportunities. As John

Gardner observed many years ago, “ Behind every problem is a

brilliantly disguised opportunity”.

But what is marketing and what does it have to do with these

issues ? Marketing deals with identifying and meeting human and

social needs. One of the shortest definitions of marketing is

“Meeting needs profitably”.

Specific Introduction to the Study

Initially, marketing environment was largely described as sellers

market demand and was invariably greater than supply. Most of our

business enterprise are still having selling concept which is product

oriented. A change is taking place in the marketing environment at rapid

speed and many consumer oriented marketing company’s are beginning to

realize the presence of competition and buyers marketing.

The aim of the modern business is to satisfy the consumers

and there by to earn profit. His main intention is to provide quality

products to the consumers.

9
 In the modern marketing “consumer is the king”. So, the

producer’s fate is decided by the action of the consumer i.e. by either

buying the product or rejecting it. So, a producer tries hard to gain

competitive efficiency over the other by adopting new technologies

in production and cost reduction measures.

This project report offers specific study regarding “Consumer

attitude towards Johnson & Johnson baby care products in

Shimoga”.

Objectives of the Study

Following are some of the specific objectives of the study :

 To know about the products of Johnson and Johnson baby care

products.

 To know the consumer buying motives of Johnson and Johnson

baby care products.

 To know the effectiveness of advertisement of Johnson and

Johnson baby products towards different group of people.

 To assess strengths and weaknesses of competitors.

10
 To find out general marketing conditions and tendencies and to

give suggestions to improve marketing strategy.

Scope of the Study

The scope of the project is restricted to the buyer’s opinion

regarding Johnson and Johnson baby care products in Shimoga city

only. Their opinion is collected according to their willingness

education and financial position in Shimoga city. This is because it

has to satisfy their needs.

Methodology Used

Primary Data

Primary data is first hand data which is solely for a particular

purpose. Both primary data and secondary data have been collected

to bring out this project report. The primary data have been collected

through questionnaire study technique to collect information from

customers.

A questionnaire is the most common research instrument.

Questioning methods have considerable versatility. They are used to

obtain data on almost any type of marketing problem. To know the

consumers behavior towards the product, questionnaire was prepared

11
and distributed to different consumers of different age groups,

different income groups and of different occupation.

Questionnaires were prepared to know the following facts:

 Opinion of the consumers about the product.

 The factors affecting the consumers while buying Johnson and

Johnson baby care products.

 Opinion about the price and quality of Johnson and Johnson

baby care products.

 The effect of its advertisement on the consumers.

Secondary Data

Secondary data is a second hand data. There are numerous

sources of secondary data. It is published or semi published data.

Secondary data has been collected by referring through text books,

Internet, publications and reports, catalogues etc.

Limitation of the Study

 The scope of study is limited to Shimoga city only. The reference

has been drawn with the opinion of consumer Shimoga city.

 Time is the main factor in conducting the survey. We have

limited time for preparing the project report. This is one of the

main limitations in the presentation of the report.

12
 Analysis of questionnaires on the basis of annual income could

not analyze on each aspects because majority of response did not

mention it properly.

 Due to lack of time only 50 respondents were interviewed.

Chapter Scheme

This projects contains five chapter every chapter contains a

different information and its analysis,

Chapter –1 entitled Introduction has introductory aspects about the

project.

Chapter –2 entitled company profile:- Johnson & Johnson has

information regarding profile of the company

Chapter –3 entitled product profile deals with the product profile of

Johnson & Johnson baby care products.

Chapter –4 entitled survey analysis deals with the analysis of the

survey conducted in Shimoga.

Chapter -5 entitled summary of findings, suggestions and

conclusion deals with survey findings followed by suggestions and

conclusion.

13
 CHAPTER- 2

COMPANY PROFILE - JOHNSON & JOHNSON

 Introduction

 Business

 Brands

 History

 Fast facts

 Leaders speak

 Awards

 R&D

 Marketing

14
 COMPANY PROFILE

Introduction

Johnson & Johnson is one of the

biggest healthcare companies in the

world. Its worldwide sales in 2008 were

$15.9 billion. The company figured sixth

in Fortune magazine's Most Admired

Companies list (2006). Johnson &

Johnson employs about 116,000 people in

57 countries

Business

Johnson & Johnson manufactures healthcare products and provides

services for the consumer, pharmaceutical and professional markets. The

company has more than 200 operating companies, which manufacture and

market thousands of products in hundreds of categories.

Among medical devices and diagnostics, Johnson & Johnson's

product lines include surgical implants, instruments, needles and sutures;

blood glucose monitoring systems, wound closure devices; orthopaedic

products, contact lenses and clinical chemistry systems.

15
 Johnson & Johnson also develops products for family planning,

psychiatry, mental illness and diseases of the nervous system, oncology,

cardiovascular disease, dermatology, pain management and allergy.

Brands

Familiar brand names include:

 Johnson's Baby line of products

 Band Aid adhesive bandages

 Neutrogena

 Clean & Clear skincare products

 Tylenol (Acetaminophen),

 Motrin (Ibuprofen)

 St Joseph aspirin analgesics

 Benecol and Splenda (sucralose) brand sweetener

 Imodium A-D antidiarrheal

 O.B tampons

 Stayfree sanitary protection products

 Reach toothbrushes

 Mylanta gastrointestinal

 Monistat for vaginal yeast infection

 Healthy Woman dietary supplements

16
Location

Johnson & Johnson is headquartered in New Brunswick, New

Jersey, about 40 miles southwest of New York City.

History

Johnson & Johnson spread its roots to the world’s largest

democracy, India, during the endemic post-independence turmoil of 1947.

It was Mr. Patrick Whaley who set about with confidence and

determination during this period of turbulence to begin the wok of

establishing Johnson & Johnson in the subcontinent. Things progressed

quickly and by 1948, Johnson’s Baby Powder was being manufactured by

British Drug House in Prabhadevi, Bombay, and marketed by the

company.

Other consumer products like TEK toothbrushes, Johnson’s Baby

Cream and Prickly Heat Powder followed suit. However, highly

specialized products like Belladonna plasters, pharmaceuticals and

Permacel Tapes were imported from the parent company. It was only ten

years later that the company began to manufacture its own products.

In September 1957, a new company, Johnson & Johnson India Ltd.

was created and registered with twelve employees on its rolls.

In the 50 years since its establishment as a modest 12-employee

outfit, Johnson & Johnson Ltd. has gained a reputation for delivering high-

17
quality products at competitive prices. Our success, we believe, stems from

our staunch commitment to caring for and catering to the needs of our

customers and employees.

Fast facts

 Founded in 1886 in New Brunswick, New Jersey.

 Headquarters situated in New Brunswick for more than 115 years.

 JOHNSON'S® Baby Powder, from Johnson & Johnson Consumer

Products Company, introduced in 1893.

 International expansion started in 1919 with Johnson & Johnson,

Canada.

 Companies established in Latin America, Europe, Africa and Australia

for more than 50 years.

 BAND-AID® Brand Adhesive Bandages, from Johnson & Johnson

Consumer Products Company, introduced in 1921.

 TYLENOL® (acetaminophen), from McNeil Consumer & Specialty

Pharmaceuticals, launched as a consumer product in 1960.

 New World Headquarters facility opened in New Brunswick in 1983.

 Company was family-owned until listed on NYSE in 1944.

 Dividends issued to shareowners every quarter since 1944.

 Dividend raised each year for 41 consecutive years.

18
 Sales have increased each year for 70 consecutive years.

 More than 179,000 registered shareowners.

 Family of companies consisting of more than 200 operating companies

in 54 countries.

 112,000 employees, more than 40,000 in the United States.

 Johnson & Johnson's medical device companies develop, market and

sell more medical devices than any other company in the world.

 Johnson & Johnson Vision Care Inc., is the world leader in contact

lenses.

 Fortune magazine ranks Johnson & Johnson as the 6th Most Admired

Company in America and the first among pharmaceutical companies.

 An annual reputation poll conducted in by Harris Interactive and

published in The Wall Street Journal, acknowledged Johnson & Johnson

in 2003 for having the best corporate reputation in America for the

fourth straight year.

 Johnson & Johnson's pharmaceutical companies were ranked third in

sales in the United States during 2002 by IMS Health.

 Johnson & Johnson was ranked fourth in the Business Week list of the

"50 Best-Performing Companies."

19
Leaders’ Speak

President & Managing Director

"At Johnson & Johnson we believe that our ethical character is

reflected in values and decisions of our people. The principles stated in

"OUR CREDO" and behaviours identified in "Standards of Leadership"

articulate our expectations. We strive to attract people with strong ethical

values. People who have a will to learn and keen to make a mark in life.

Consumer Products Division offers a uniquely stimulating and satisfying

work environment. Consumer Focus, Innovation, Collaboration and

Continuous Improvement are the key drivers of our success, in building

Brand Equity and Loyalty for our products."

Managing Director

Johnson & Johnson Medical India

A Division of Johnson & Johnson Ltd.

At Johnson & Johnson Medical - The World's largest and most

diversified Medical Device & Diagnostics Company - the customer comes

first. All efforts of this organization are directed towards improving the

outcomes of surgery and helping the patient achieve a better quality of life.

J&J Medical is the leading medical device company in India with

innovative products in Cardiology, Orthopedics, Blood Glucose

20
Monitoring, Minimally invasive surgery, Women's Health and General

Surgery.

J&J Medical attracts highly competent and capable professionals from

across the world. Rated among the Best Employers in India, J&J Medical is

a 'career' company. Many Johnsonian's have enjoyed long and satisfying

careers in the Company and have spent over a decade in the company both

in India and abroad. An equal opportunity employer, we have a focus on

recruiting women employees to build a pipeline of leaders for the future.

"People are our main asset" and are the key to our success in

meeting Customer expectations.

Country Leader

“Johnson & Johnson, is a company of many leaders. The work

environment encourages leadership at a very early stage in ones career.

Independent thinking, innovation, risk-taking ability, are encouraged and

nurtured to bring out the best in its managers.

Johnson & Johnson offers a rich diversity in its product range, customer

groups, distribution channels, and marketing strategies:- A fertile ground

for young managers.

This is a company that is driven by a team of committed high

performers. Business deliverables are of primary importance and profitable

21
growth is the buzz-word for every employee. Starting with selection, and at

every stage thereafter, emphasis is put on high potentials, with a an ability

to learn, adapt and drive change. We build our business for the long-term

without missing out the opportunities in the short –term.

Leadership, opportunities, stretch performances, and a robust value system

have created some of the best talent in the industry.

The CREDO is our guiding star from where each leader gets his

direction.

Regional Vice President, New Business Development, Asia Pacific

"Health care Industry in India is growing rapidly and we are

witnessing exciting times. Johnson & Johnson Medical India has been

enjoying strong growth for the last 5 years which has opened rapid career

growth for bright and young recruits. Many of them are currently leading

dream assignments that may not be possible in mature markets. Being

highly customer focused, we in JJM need young dynamic and

entrepreneurial individuals to participate in harnessing growth opportunities

and partner with us in transforming patient care in India."

22
Awards

As a manufacturer of health care products, as well as a

provider of related services, every division of J&J works

towards making their positive contribution to the relevant

industries. Recognition and awards have poured in

acknowledgement of this fact, both from within the company, and externally.

A glance at some of our recent accomplishments:

Award Received by Awarded by

Six Sigma Johnson & Johnson Indian Statistical
Consumer Products Institute & The
India National Institution of
Quality &
Reliability
Winning Spree & Information Johnson & Johnson,
Image Award Management Worldwide
Industrial Catgut Plant, Dharavi National Safety
Safety Award Council, Maharashtra
Meritorious Chapter
Performance
in Industrial Safety
during 2002
Image Award Ortho - Clinical Johnson & Johnson,
Significant IM Diagnostics Division Worldwide

23
innovation
and developed and
implemented withing
the
applying organisation
Best Employers 2003 Johnson & Johnson Hewitt Associates
Rank 4 Consumer Products
India
Great Places to Work Johnson & Johnson Grow Talent Inc.
Rank 3 Consumer Products
India
Best Supply Chain Johnson & Johnson NITIE
Project Award Medical India
Under the project "
Adaptive Supply
Chain for Cordis".
Non Stock Awards Johnson & Johnson Johnson & Johnson,
2002 India Worldwide

24
 JOHNSON & JOHNSON INDIA : 50 YEARS

A Tradition of Caring

 On September 5, 2007 Johnson & Johnson India celebrated 50 years of

operations in India. The theme for the celebrations was “A Tradition of

Caring”.

 The day was celebrated across all locations and offices of J&J India.

 At the Corporate Office in Mumbai, members of the J&J India

Presidents’ Council – M/s N.K. Ambwani, A. Vaidheesh, and Rajan

Tejuja, kicked off the celebrations with the ceremonial lighting of the

traditional lamp.

 This was followed by the screening of a video with interviews of

various stakeholders - doctors and and patients, consumer, employees

and NGO representatives.

 A unique video with congratulatory messages conveyed by the

Worldwide Leaders of J&J, including Bill Weldon, Christine Poon, Joe

Scodari, Nick Valeriani, Colleen Goggins, was shown.

25
 The day’s agenda also witnessed a lucid and insightful Panel Discussion

with the J&J India Presidents’ Council.

A. Vaidheesh, N.K. Ambwani and Rajan Tejuja – The J&J India

Presidents’ Council, lighting the lamp to mark an auspicious start for the

50th year celebration event at Mumbai, India.

26
27
R&D

Johnson & Johnson Technical Laboratory is recognized by the

Department of Science and Technology, New Delhi. The technical

organisation comprises of a team of dedicated and qualified scientists

aiming to create total consumer offerings with specific focus on products,

packages and advertising claims by working in partnership with Marketing

and Product Supply organizations.

The vision of the technical team is to continuously meet the

consumer health care needs, building lifelong bonds, partnering with

customers and health care professionals.

The innovative organization is fun to work in and passionately practices the

Standards of Leadership and effective leadership standards.

J&J Consumer Lab with its pool of

outstanding talent is considered to be

the 'best in class' in the AsPac region.

The team not only caters to the needs of

the local consumer, but also leads the

development of concept / product /

packages for the overseas market.

To this end, several new products have been successfully developed and

launched by understanding consumer requirements thereby uncovering their

28
unarticulated needs. Some of the new products launched in recent years in

the local Indian market are:

 Johnson's Baby Milk Bath

 Johnson's Baby Oil with Vitamin D

 Savlon Soap

 Johnson's Baby Moisturising Soap (Regular and Blossoms)

The increased focus of the technical team is to churn out more and

more new products and processes with enhanced speed to market in order

to keep up the customers' delight.

Johnson & Johnson is the world's most comprehensive and broadly-

based manufacturer of health care products as well as a provider of related

services for the consumer. Thousands of products across a wide range of

categories are constantly innovated, manufactured and marketed to help

families all over the world lead healthy, happy lives.

Marketing

The consumer division in India has 5 major franchises namely Baby care,

wound care, women health, skin care and adult toiletries. Johnson’s baby is the

leading brand of Johnson & Johnson in India and is the recognized the world over

by mothers and health care professionals as the trusted name in baby care.

Johnson’s baby products are the mildest and safest products for use on babies.

29
 Band-aid is the well-known brand of adhesive bandages from the

stable of Johnson & Johnson in the wound care portfolio. Brand-aid enjoys

the markets leadership in this category, and is internationally known as an

innovative brand. Together with savlon, they comprise the wound care

franchise. Stayfree, a brand of sanitary napkins from Johnson & Johnson is

also the market leader in the sanitary napkins category with its varied

assortment of napkins suited for every need.

30
 CHAPTER - 3

PRODUCT PROFILE

- JOHNSON & JOHNSON

31
 PRODUCT PROFILE

Most people associate the Johnson & Johnson name with

healthy, happily, smiling babies. For than 100 years, our baby

products have brought comfort and improved the health of infants

while encouraging important bonding between parents and child.

Children, teenagers and adult enjoy using the skin care products;

they are introduced to as babies as they get older.

The Consumer Division of India has Five major Franchises

namely, Baby care, Wound Care, Women Care, Skin Care and Adult

Care.

Johnson’s baby is the leading brand of Johnson & Johnson in

India, and is recognized the world over by mothers and health care

32
professionals as the trusted name in Baby Care, Johnson & Johnson

products are the mildest and safest products for use on babies.

Marketing

The vision of Johnson’s Baby is to partner with the every

mother around the world to provide her baby with a happy, healthy

start in life.

Johnson’s baby is the trusted brand of skin care products for

mothers the world over. It owes it strength to the trust of mothers,

the long Heritage of safe and pure superior quality products. Being

specially designed for babies it has earned the trust, the trust of

professionals who continue to endorse these products. Johnson baby

care products helps build the special loving bond between a mother

and her baby through the unique set of values that Johnson’s Baby

stands for.

All products are made from mild ingredients, which are suited

to the delicate skin of babies. Most of the Johnson baby care

products are clinically proven to be mild. This seal of CPM

(clinically proven mildness) ensures that the mother and the health

care professionals trust our products for her delicate baby.

33
Baby Powder

JOHNSON'S® baby powder is the only powder which offers complete

protection to a baby's sensitive skin. Not only is it sterilized, but also,

unlike adult powders, the edges of the talc particles are

smooth and will not penetrate the pores. This allows

your baby's skin to breathe easily and remain healthy.

Ingredients

It contains Talc [decontaminated], fragrance skin powder for

infants.

Usage

To keep baby’s skin soft and smooth, dry and happy. It is

good when it is used after baby’s bath.

Safety Tip

It should be keep away from children’s nose and mouth, to

avoid accidental inhalation.

Baby Oil

JOHNSON'S® baby oil contains Aloe Vera extract and

Vitamin E acetate. It is Clinically Proven Mild for use on

babies. It is a light, non-staining oil that can be used

before bath and for moisturizing after bath.

Ingredients

34
 It contains Mineral Oil and Fragrance.

Usages

It used for gentle massage all over the Baby. Clinical study

shows that 15 minutes a day of infant massage may help baby fall

asleep faster and promote healthy weight and increase baby’s

alertness. It should be used right after baby’s bath or before bath to

help seal in moisture.

Warning

It is for external use only. It should not be applied for irritated

skin. If any rash occurs it should be discontinued. It should be kept

out of children’s reach to avoid drinking and accidental inhalation

which can cause serious injury. If any breathing problem occurs,

they must consult Doctors immediately.

Baby Cream

JOHNSON'S® baby cream contains lanolin, which

nourishes a baby's tender, delicate skin and protects it

from chafing, rubbing, cold etc. The cream contains

Vitamin A and Glycerin which moisturises the baby's

sking and is great for the mothers too.

Ingredients

35
 It contains Water, Glycerin, Petrolatum, Mineral Oil,

Dimethicone, Cetyi Alcohol, Stearly Alcohol, Carbomer, Ceteareth,

Tetra Sodium, EDTA, Fragrance, Benzalkonium Chloride,

Methylparaben, Propylparaben, Ethylparaben, Redzz, Red 40,

Yellow 10, may also contain Sodium Citrate, Sodium Hydroxide,

Citric Acid.

Usage

It is good when it is applied daily for entire body in order to

get softens and replenishes skin.

Safety Tip

It should be keep out of reach of children.

Baby Lotion

JOHNSON'S® baby lotion is specially formulated to

protect and nourish a baby’s tender skin from the drying

effects of the environment. Unlike ordinary lotions,

Johnson’s baby lotion is mild, pure and gentle on a

baby’s skin. It works both as a moisturizer and cleanser. It is an oil-in-water

emulsion, which makes it less greasy than creams and other lotions.

Ingredients

36
 It contain water, propylene Giycol, Myristyl Myristate,

Glyceryl sterarate, Oleic acid, Stearic acid, Polysorbate 61, C-12/15

Alkyl Benzoate, Dimethicone, Isoproplypalmitate, Sorbitan Stearate,

Cetyl Alcohol, Synthetic Beeswax, stearys Alcohol, Benzyl Alcohol,

carbomer, Fragrance, Methyl paraben, Proplyparaben, Butyl

paraben, BHT, Sodium Hydroxide, Red 33.

Usage

It should be apply over entire baby’s body to help moisturize

soften and protect skin.

Safety Tip

It should be kept out of reach of children.

Baby Shampoo

No more tears, Johnson's baby shampoo does not irritate

baby's eyes. For those first few months, new born babies

do not have normal tear secretions that protect their eyes

from irritants. Johnson's baby shampoo has a special No

More

Ingredients

It contains Water, Cocamidopropyl Betaine, PEG-80, Sorbitan

Laurate, Sodium Trideceth, PEG 150, Distearate, Honey, Tetra

37
Sodium EDTA, Fragrance, Polyquaternium 10, Tocopheryl Acetate,

Quanterium 15, Citric Acid, Yellow 6,Red 4, Red 33, Blue 1.

Usage

It should be applied to wet hair and it should be rinsed during

bath time in order to clean baby’s hair and scalp.

Safety Tip

It should keep out of reach of children.

Baby Hair oil

Johnson & Johnson® baby hair oil is the first hair oil to

contain Pro-Vitamin B5. Its skin conditioning

properties helps prevent flaking of soft skin from baby's

scalp. The Pro-Vitamin B-5 nourishes hair roots and

strengthens the hair.

Baby Soap

JOHNSON'S® baby soap does not irritate baby's

sensitive skin. It has no strong perfumes, no colouring

agents or any harsh chemicals that will strip away the

skin's natural microbial flora. Causing no allergy or

irritation to baby's skin. Enriched with Coconut oil, this is the mildest

gentlest and is a completely safe soap to use on baby's delicate skin.

38
Ingredients

It contains Sodium Tallow ate, Water, Sodium cocotte, or

Sodium kern elate, Glycerin, Titanium Dioxide, Fragrance, Pent

sodium Pent tale, Tetra Sodium Etidronate.

Usage

During bath time it should be gently apply to baby’s skin and

rinse of completely. It is used to clean baby’s face and body.

Safety Tip

It should be keep out of reach of children.

Our Baby Products Types

The gentleness found in JOHNSON'S products comes in many forms.

Here, you can explore our portfolio by baby product type.

 Baby Bath Products

 Cotton Products

 Diaper Rash Care

 Baby Lotions and Creams

 Baby Oils

 Baby Powders

 Baby Hair Care

39
  Baby Specialty Products

Baby Skin Care

JOHNSON'S NO MORE TEARS cleansers are ultra-gentle and

effective - as gentle to the eyes as pure water and clinically

proven mild to the skin.

For your newborn's skin care routine:

To moisturize and nourish extra dry skin:

JOHNSON'S® SOOTHING NATURALS™ Soothe & Protect

Balm

Soothing balm glides on easily to soften dry cheeks and chapped lips and

can be used all over baby's body to help relieve extra dry patches.

For newborns through toddlers:

JOHNSON'S® Baby Powder Pure Cornstarch with Aloe Vera &

Vitamin E

Absorbs excess wetness and helps keep skin feeling dry and

comfortable. Clinically proven gentle and mild. Allergy and dermatologist-

tested.

40
Baby Bath Products

Watch out, here comes rubber ducky! Bathtime offers a wonderful

opportunity for bonding with your baby, and the right baby washes can

make baby bathtime even more special. JOHNSON'S offers mild, gentle

baby products containing our NO MORE TEARS formula just for babies,

which are mild to the skin and as gentle to the eyes as pure water.

Our gentlest baby care cleansers:

JOHNSON'S Baby Bubble Bath & Wash

The first and only bubble bath mild enough for baby girls and boys.

Dermatologist and pediatrician-tested NO MORE TEARS formula is gentle

enough to use every day.

JOHNSON'S HEAD-TO-TOE Baby Wash

An ultra-mild cleanser for your baby's entire body and hair. Soap-free, dye-

free, hypoallergenic, pH balanced and dermatologist-tested. The #1 choice

of hospitals.

41
JOHNSON'S HEAD-TO-TOE Washcloths

These gentle baby washcloths have JOHNSON'S® HEAD-TO-TOE Baby

Wash built right in. Disposable, so you get a clean cloth every time. Perfect

for bathtime or just a quick cleansing outside the bath.

JOHNSON'S Baby Bar

Form-fitting easy-to-grip bar makes it even easier for you to bathe your

baby. Cleanses baby's face and body.

To gently moisturize your baby's skin while cleansing:

JOHNSON'S Moisture Care Baby Wash

Everything you need to make bathtime magical and create memories that

will last forever.

To provide soothing comfort when your baby has a cold:

JOHNSON'S Soothing Vapor Baby Bath

A gentle cleanser enriched with rosemary, eucalyptus and menthol, natural

ingredients known for their aromatherapy benefits.

42
To help calm your baby before bed:

JOHNSON'S BEDTIME BATH

A nightly 3-step routine, including a warm bath with JOHNSON'S

BEDTIME BATH, is clinically proven to help babies fall asleep easier and

sleep through the night better.

JOHNSON'S BEDTIME WASHCLOTHS

Contains the JOHNSON'S BEDTIME BATH gentle cleaners you love right

in this easy to use cloth. A nightly 3-step routine, including a warm bath

with this disposable cloth, clinically proven to help babies fall asleep easier

and sleep through the night better. Each disposable cloth has a unique

textured pattern for improved, convenient cleansing.

Cleansers for your growing toddler:

JOHNSON'S BUDDIES Easy-grip Sudzing Bar

Makes bathtime mess-free and easy. Non-slip bar is designed for little

hands and produces a rich, easy-rinse lather.

JOHNSON'S BUDDIES Clean-you-can-see Foam Hand Wash

43
Foams instantly and rubs easily into the hands or onto the face. Rinses

away quickly.

JOHNSON'S BUDDIES clean-you-can see BODY WASH

NO MORE TEARS body wash gently cleans with added skin moisturizers.

To gently clean your baby's ears:

JOHNSON'S Safety Swabs

Cotton swabs that are uniquely designed with the EAR SAFE BULB.

Clinically proven to be safer for children.

To gently clean all those little folds and creases:

JOHNSON'S Cotton Swabs

Great for umbilical cord care or for applying ointments. Also great for you:

Use to apply makeup or to gently clean your ears.

To apply astringents, cleansers and more:

JOHNSON'S Pure Cotton Rounds

Great for applying ointments or cleaning gently around your baby's eyes.

44
JOHNSON'S Pure Cotton Balls

100 percent cotton. Great for applying ointments to your baby, and great for

you: Use to apply make-up and astringents or for removing make-up and

nail polish.

Nursing pads for nursing moms:

JOHNSON'S Nursing Pads

Designed for confident protection and complete discretion. Ultra-absorbent

and soft.

Diaper Rash Care

Every moment your baby is uncomfortable is a moment too long.

Trapped moisture, diaper soils and friction can irritate her diaper area.

Incidence of diaper rash is also higher when baby starts to eat solid foods, is

teething, or is taking antibiotics. Trust the #1 choice of pediatricians and

moms. DESITIN Ointments begin to treat diaper rash on contact so you can

start soothing your baby's discomfort right away.

Desitin Original

45
Diaper rash treatment that prevents and treats diaper rash. Thick ointment

with 40% Zinc Oxide helps promote healing and forms a protective barrier

to shield against wetness and prevent further irritation. In a clinical study, 9

out of 10 babies treated with DESITIN got noticeable relief within 12

hours.

Desitin Creamy

Creamy formula with Aloe and Vitamin E glides on smoothly and wipes off

easily. DESITIN CREAMY has a light fresh scent, protects chafed skin due

to diaper rash and seals out wetness to prevent further irritation. In a

clinical study, 9 out of 10 babies treated with DESITIN got noticeable relief

within 12 hours.

Baby Skin Care Products – Baby Lotions and Creams

Your baby's skin is different from yours-it's thinner, more

susceptible to irritants, and can lose moisture more quickly. JOHNSON'S ®

baby lotions and creams are specially made for your baby's unique skin,

providing essential moisture to help keep skin soft, supple, and healthy.

Our gentlest moisturizers:

JOHNSON'S Baby Lotion

46
Mild and gentle: the #1 choice of hospitals. Moisturizes to help protect

from dry skin, keeping your baby's skin feeling soft and smooth. Plus, it has

that wonderful baby smell.

JOHNSON'S Baby Lotion with Aloe Vera & Vitamin E

Unique formula is enriched with natural aloe vera, known for its soothing

qualities, and vitamin E, a natural skin conditioner. Keeps skin soft and

moisturized.

To gently nourish and relieve dry skin:

JOHNSON'S Baby Cream

Enriched with a blend of essential emollients to help keep your baby's skin

feeling softer, longer. Provides 24-hour moisturization. Rich and creamy

non-greasy formula.

To protect your baby's skin from harsh weather:

JOHNSON'S SOOTHING NATURALS Soothe & Protect Balm

Soothing balm glides on easily to soften dry cheeks and chapped lips and

can be used all over baby's body to help relieve extra dry patches. Great for

soothing skin that's been irritated by excessive rubbing or harsh weather.

47
Pure vitamin E, olive leaf extracts and skin essential minerals in an

exclusive formula clinically proven to soothe and relieve dry skin.

To calm and relax before bed:

Johnson's Bedtime Lotion

Helps calm and relax your baby or toddler. A nightly routine that includes

JOHNSON'S BEDTIME BATH, JOHNSON'S BEDTIME LOTION, and

quiet time, is clinically proven to help babies fall asleep easier and sleep

through the night better.

Baby Oils

JOHNSON'S baby oils, with their clinically proven mild formulas, help

lock in moisture with the smooth, silky feel that only an oil can provide.

Plus, these easy-to-spread moisturizers provide a unique opportunity for

you to bond with your baby when you use them for infant or baby massage.

JOHNSON'S Baby Oil is also great for adult skin, locking in up to 10 times

more moisture on wet skin than an ordinary lotion can on dry skin, leaving

skin feeling baby soft.

48
To gently nourish and relieve dry skin:

JOHNSON'S Baby Oil - Baby Skin Care

Locks in up to 10 times more moisture on wet skin than an ordinary lotion

can on dry skin. Ideal for baby massage. Pure mineral oil forms a silky

barrier to help prevent excess moisture loss.

JOHNSON'S Baby Oil with Aloe Vera & Vitamin E

Unique formula is enriched with natural aloe vera, known for skin soothing

qualities, and vitamin E, a natural skin conditioner. Ideal for infant

massage.

To soothe and calm your baby while moisturizing:

JOHNSON'S Baby Oil Lavender

Enriched with lavender and chamomile. When massaged into baby's skin,

helps calm and relax while sealing in moisture. Ideal for use with baby

massage.

For extra control and convenience when moisturizing:

JOHNSON'S Creamy Baby Oil

49
Goes on like a lotion, yet leaves skin soft and smooth like a baby oil.

Effectively moisturizes. Clinically proven to be gentle and mild. Great for

massage.

Baby Products

JOHNSON'S baby powders help keep skin feeling soft and comfortable and

dry while helping to eliminate friction which can irritate skin. Enjoy the

classic scent of JOHNSON'S Baby Powder, or the fresh scents of

JOHNSON'S Baby Powder Comforting Vanilla & Jasmine.

For our classic baby fresh scent:

JOHNSON'S Baby Powder

Keeps skin soft, fresh and comfortable while helping to eliminate friction.

Clinically proven gentle and mild. Allergy and dermatologist-tested.

For a calming and comforting scent:

JOHNSON'S Baby Powder Calming Lavender & Chamomile

Calms and relaxes the senses while keeping skin dry and baby soft.

Clinically proven gentle and mild. Allergy and dermatologist-tested. Enjoy

the fresh scents of lavender & chamomile.

50
To help treat and prevent diaper rash and skin irritation:

JOHNSON'S Baby Powder Medicated with Aloe & Vitamin E

Medicated

Combines the natural absorption of pure cornstarch with 10 percent zinc

oxide, the ingredient used most for treating diaper rash. Clinically proven

gentle and mild. Allergy and dermatologist-tested.

For extra moisture absorption:

JOHNSON'S Baby Powder Pure Cornstarch with Aloe Vera &

Vitamin E

Absorbs excess wetness and helps keep skin dry and comfortable.

Clinically proven gentle and mild. Allergy and dermatologist-tested.

Sleep Care

These products are formulated with NATURALCALM, a unique blend of

patent pending essences that has been tested

and proven to have relaxing properties. A

nightly routine that includes a bath with

JOHNSON'S BEDTIME BATH, followed by a

baby massage with JOHNSON'S BEDTIME LOTION, and quiet time, is

51
clinically proven to help babies fall asleep easier and sleep through the

night better.

 JOHNSON'S BEDTIME LOTION Use for massage as part of our

baby's nighttime routine

 JOHNSON'S BEDTIME BATH Use it in a warm bath as part of

your baby's nighttime routine

Specially Baby Products

Some JOHNSON'S products, such as JOHNSON'S Baby Cologne,

are one-of-a-kind. JOHNSON'S Baby Cologne has a fresh fragrance with a

pleasant combination of floral and citrus hints. It's formulated to be gentle

and mild for your baby's delicate skin.

JOHNSON'S Baby Cologne

Has a gentle, fresh fragrance. CLINICALLY PROVEN MILDNESS

formula is alcohol free, making it just right for baby's delicate skin.

Baby Gift Sets & Baby Travel sets

Keep your baby happy, healthy and smelling baby fresh with an

assortment of mom-trusted products from JOHNSON'S. From bath time to

sleep time to the occasional cold, JOHNSON'S has the perfect baby gift set

52
for all occasions. Every baby gift set beautifully packages all baby care

essentials in a convenient, reusable container. It's everything you'll need to

nurture your baby's skin and keep it at its healthy best!

Newborn baby gifts for your newborn baby:

Johnson's First Touch

Includes the perfect assortment of cleansers, moisturizers, and protectors

for your newborn baby.

To relax your baby before bed:

JOHNSON'S BEDTIME DREAMS SET - Baby Gift Sets

The perfect assortment of products to help your baby fall asleep easier and

sleep through the night better.

For your baby's basic skincare needs:

JOHNSON'S Bathtime Giftset - Baby Gift Sets

Everything for bathtime including all the essentials to help keep your baby's

skin clean, soft, and protected.

53
To help your baby feel his best:

JOHNSON'S Baby Relief Kit

The first medicine cabinet for your baby. Includes DESITIN CREAMY

Zinc Oxide Diaper Rash Ointment, Infants' Tylenol, Infants' MYLICON ®

Drops for gas relief, plus more.

For that perfect baby smell:

JOHNSON'S Moisture Care Gift Sets

To take JOHNSON'S products wherever you go:

JOHNSON'S Take Along Pack

Newborn Baby Care

Knowing which baby care products to have in your home for when you

bring your newborn home may seem confusing. JOHNSON'S Newborn

Care Essentials covers your newborn's skincare needs, with gentle

cleansers, moisturizers, and skin protection products that are clinically

proven mild and formulated especially for a baby's delicate skin.

54
  JOHNSON'S HEAD-TO-

TOE Baby Wash This

ultra-mild cleanser for

your baby's skin and hair

contains our patented NO

MORE TEARS formula

and is the #1 choice of hospitals.

 JOHNSON'S Baby Lotion Keeps your baby's skin soft, moisturized

and protected from dryness and has that wonderful baby smell.

 DESITIN ORIGINAL Prevents and treats diaper rash. Thick

ointment with 40% Zinc Oxide helps promote healing and forms a

protective barrier.

 JOHNSON'S Baby Shampoo Our classic NO MORE TEARS

formula is as gentle to the eyes as pure water.

Toddler Care Essentials

Discover JOHNSON'S BUDDIES products. With moisturizers, detanglers

and our NO MORE TEARS formula, this colorful collection was

specifically designed for your toddler's changing hair and skincare needs.

55
Plus, the fun shapes and sizes of JOHNSON'S BUDDIES products are

perfect for little hands.

 JOHNSON'S BUDDIES

Easy-comb 2-in-1

Shampoo Kids' shampoo

with rich detanglers make

shampooing easy for your

toddler's hard-to-manage

hair

 JOHNSONS BUDDIES Easy-comb Detangler Extra detangling for

both wet and dry hair so you can comb with a gentle touch

 JOHNSON'S BUDDIES clean-you-can see BODY WASH NO

MORE TEARS body wash gently cleans with added skin

moisturizers

 JOHNSON'S BUDDIES Easy-grip Sudzing Bar

 JOHNSON'S BUDDIES Clean-you-can-see Foam Hand Wash

56
Sleep Guides

As a parent, you know that getting your little one to drift off to

dreamland isn’t always easy. But thankfully there are ways to help your

newborn, infant, baby or toddler get the sleep she needs.

Newborn Sleep Guide (0 - 3 months)

Infant Sleep Guide (3 - 6 months)

Baby Sleep Guide (6 - 18 months)

Toddler Sleep Guide (18 months and up)

BORN STYLISH! GUIDE TO BABY TRENDS

Get ready to get all caught up and enjoy The BORN STYLISH!

GUIDE TO BABY TRENDS from JOHNSON'S. It’s packed with style

secrets, expert tips and much more.

Bonding with your baby

Research shows that bonding through touch not only brings you and baby

closer together, it also helps build the foundation for healthy development.

57
Winter Wonder Guide

Free guides to the season of winter. From baby’s first snowy day to fun

things to do with your toddler, we’ve got tips to keep you comfy and cozy.

Advice and support for adoptive parents

When a baby is adopted, a family is born. As you start this joyous journey,

we’re bringing you expert advice, great tips and resources.

Especially for fathers

When there’s a new baby, dads have just as many questions as moms do.

That’s where A Dad Primer comes in, with great tips for dad.

Celebrating Grandparents

Discover great resources for Grandma and Grandpa, like Baby 101, a

refresher course on how to care for a newborn.

Baby Care as Easy as A,B,C

A simple routine of cleansing, moisturizing, and protecting is a great way to

care for your baby's skin. Here you can learn more about each step of this

routine.

58
  Cleanse

 Moisturize

 Protect & Soothe

Frequent Concerns

 Phthalates Study

 Baby Allergies

 Baby Acne

 Baby Bronchitis

 Burns

 Baby Colic

 Cradle Cap

 Diaper Rash

 Infant Sleep - Difficulty Sleeping (Newborns)

 Difficulty Sleeping (Older Infants)

 Dry Skin

 Baby Eczema

 Irritation from Drooling

 Newborn Jaundice

 Poison Ingestion / Overdose

 Baby Sickness

59
 Stomachaches

 Baby Hair Care - Tangled Hair

 Baby Teething Pain and Discomfort

 Thrush

60
 CHAPTER - 4

ANALYSIS OF THE SURVEY AND MAJOR FINDINGS

 Introduction

 Analysis of consumer’s survey

61
 ANALYSIS OF THE SURVEY AND FINDINGS

Introduction

A systematic investigation into and study of Johnson &

Johnson baby products was made in order to establish facts and

reach new conclusions. This research is also a program to analyse

quality, fragrance and performance, brand image and prices of

Johnson & Johnson baby care products.

Survey technique is used to secure one or more items of

information from a sample of respondents who represent a large

group and the information are collected through questionnaire.

A sample is a selection of units from the entire group called

the population. In marketing a sample is a particular segment or part

of the market and it is focused for taking marketing decision which

can be applied to the entire market.

Recommendations are supported by necessary analysis and are

submitted in the form of printed report. The report has clearly and

62
effectively point out the relationship among the data, the

interpretations and the recommendations.

Analysis of consumer’s survey

The total numbers of users interviewed were 50 respondents

who were selected randomly in each area of Shimoga town. Survey

analysis is made as per the information of questionnaire. It also gives

detailed survey analysis and comments by using tables and graphs.

Following paragraphs will describe the survey analysis.

1. Table showing the respondents according to Qualification:

Qualification No. of Respondents Percentage

SSLC 05 10

PUC 10 20

Graduate 13 26

Post Graduate 10 20

Others 12 24

Total 50 100

Source: Survey result

63
 This table shows that out of the total respondents 26% are

from Graduate background and they are the maximum users of

Johnson & Johnson baby care products followed by others 24% who

stand next to Graduates. Only 10% of the respondents are from

SSLC background. It clearly indicates that that education level of the

respondents have played a major role while selecting the Johnson &

Johnson baby care products.

Graph showing the respondents according to Qualification

SSLC
Others 10%
24%
PUC
20%

Post Graduate
20%
Graduate
26%

64
2. Table showing the respondents according to Occupation

Occupation No. of Respondents Percentage

House wife 15 30

Businessmen 05 10

Employee 20 40

Others 10 20

Total 50 100

Source: Survey result

This table shows that out of the total respondents 40% are

from Employee group and they are the maximum users of Johnson &

Johnson baby care products followed by housewives accounting for

30% and the least users are from business group respondents

accounting only for 10%. It clearly indicates that housewives and

employees groups are the major buyers of Johnson & Johnson baby

care products.

65
Graph showing the respondents according to Occupation

Others
20% House wife
30%

Businessmen
Employee 10%
40%

66
3. Table showing the respondents according to Annual income:

Annual income No. of Respondents Percentage

Below Rs 50000 05 10

Rs 50000 to Rs 100000 15 30

Rs 100000 - Rs 200000 20 40

Above Rs 200000 10 20

Total 50 100

Source: Survey result

This table shows that out of the total respondents 40% are

from the income group of Rs. 100000 – 200000 per annum followed

by Rs. 50000 – 100000 accounting for 30% and the least users are

from income group below Rs. 50000. It clearly indicates that the

company has to attract the low income group as well as the high

income group towards Johnson & Johnson baby care products.

67
Graph showing the respondents according to Annual income

40

35

30

25

20

15

10

0
Below Rs 50000 Rs 50000 to Rs 100000 Rs 100000 - Rs 200000 Above Rs 200000

68
4. Table showing number of respondents who use Johnson and

Johnson baby care products.

Response No. of Respondents Percentage

Used 25 50

Not used 25 50

Total 50 100

Source: Survey result

This table shows that 50% of respondents are using Johnson &

Johnson baby care products and rest of 50% are non-users of

Johnson & Johnson baby care products.

Graph showing number of respondents who use Johnson and

Johnson baby care products

69
5. Table showing duration since respondents have been Johnson &

Johnson baby care products.

Duration No. of respondents Percentage

Last one year 06 12

Last two years 14 28

Last three years 16 32

More than 3 years 14 28

Total 50 100

Source: Survey result

From the above table we can see that, out of 50 respondent 12

% of them are using Johnson & Johnson products from the last one

year, 28% of them are using from last two years, 32% of them are

using from last three years and remaining 28 % are using for more

than three years.

Therefore it clearly indicates that every year the company has

been attracting new users towards its products.

70
Graph showing duration since respondents have been Johnson

& Johnson baby care products.

71
6. Table and Graph showing respondents who liked fragrance of

Johnson & Johnson baby care products.

Opinion No. of respondents Percentage

Like 50 100

Dislike 00 00

Total 50 100

Source: Survey result

From the table we can clearly say that all the respondents have

liked the fragrance of Johnson & Johnson baby care products.

Therefore it indicates that the fragrance of Johnson & Johnson care

products is good.

72
7. Table showing rate of satisfaction with the quality of Johnson &

Johnson baby care products

Level of satisfaction No. of respondents Percentage

Satisfied 46 92
Not satisfied 04 08
Total 50 100
Source: Survey result

From the above table we can say that, 92 % of the respondents

have satisfied with the quality of Johnson & Johnson baby care

products and rest of all not satisfied with it. It indicates that Johnson

& Johnson baby care products enjoy a very high level of satisfaction

among the users,

Graph showing rate of satisfaction with the quality of Johnson &

Johnson baby care products

73
8. Table showing the reaction about Johnson & Johnson baby care

brand.

Opinion No. of respondents Percentage

Excellent 26 52

Average 24 48

Poor 00 00

Total 50 100

Source: Survey result

This table shows that 52% of the respondents have opined that

the brand of Johnson & Johnson baby care products is excellent,

48% of respondents have opined average and no users have opined

that the Johnson & Johnson baby care products is poor. It indicates

that the users have very good opinion about the Johnson & Johnson

products.

74
Graph showing the reaction about Johnson & Johnson baby

care brand.

75
9. Table showing respondents reaction about price of Johnson &

Johnson baby care products.

Reaction No. of respondents Percentage

Costly 02 04
Reasonable 46 92
Low 02 04
Total 50 100
Source: Survey result

This table shows that only 4% of respondents felt that it is

costly, 92% of the respondents have reacted it as reasonable and

remaining 4% of them have felt that it’s price is low. It is clearly

indication that majority of the users felt that the price is reasonable.

Graph showing respondents reaction about price of Johnson &

Johnson baby care products

76
10.Table showing respondents who are aware of Johnson & Johnson

baby care products.

Awareness No. of respondents Percentage

Urban 48 96
Rural 02 04
Total 50 100
Source: Survey result

This table shows 96% of the respondents are aware of Johnson

& Johnson baby products in urban areas and 4% in rural areas

indicating the awareness level of Johnson & Johnson baby products

is very high in Urban areas and very less in rural areas.

Therefore the publicity campaign of Johnson and Johnson

baby care productions must be improved in rural areas.

Graph showing respondents who are aware of Johnson &

Johnson baby care products.

77
11.Table and Graph showing the availability of Johnson & Johnson

baby care products in retail shop.

Availability No. of respondents Percentage

Available 50 100

Not available 00 00

Total 50 100

Source: Survey result

This table clearly shows that Johnson & Johnson baby care

products are available to almost of all the respondents in their near

by retail shops. So the respondents do not face any difficulty to

purchase the Johnson & Johnson baby care products and the

availability is very good.

78
12.Table showing the media in which respondent’s watched Johnson

and Johnson baby care products advertisement.

Media No. of respondents Percentage

News paper 02 04

Magazine 02 04

T.V. 40 80

Internet 00 00

Wall painting 04 08

Others 02 04

Total 50 100

Source: Survey result

This table shows that 80% of the respondents have watched

the advertisements of Johnson and Johnson baby care products in

Televisions 8% of the respondents have watched through wall

painting and 4 % of the respondents have watched through news

papers, magazines and others respectively. It clearly shows that a

large percentage of customer ( more than 75% ) have come across

about Johnson and Johnson products through Television which

enjoys a lion’s share and others share is very meagre.

79
Graph showing the media in which respondent’s watched

Johnson and Johnson baby care products advertisement.

80
13.Table showing the reasons for adapting to Johnson and Johnson

baby care products.

Attributes No. of respondents Percentage

Quality 24 48

Brand image 04 08

Quantity 06 12

Fragrance 04 08

Impact of advt 04 08

Price 08 16

Total 50 100

Source: Survey result

The above table shows 48% of respondents have adapted

Johnson and Johnson baby care products for its quality, 8% for its

brand name, 12% for its quantity and for its fragrance and impact of

advertisement and remaining 16% for its price. Here, the quality

plays an important role in its sale. About half of the customers have

attributed their preference to Johnson and Johnson because of quality

image only and the necessity of maintaining the same quality

always.

81
Graph showing the reasons for adapting to Johnson and

Johnson baby care products

82
14.Table showing no of respondents using different brands of baby

care products.

Brands No. of respondents Percentage

Johnson and 35 70

Johnson

Himalayas 10 20

Mysore Sandal 05 10

Total 50 100

Source: Survey result

This table shows out of 50 respondents, 70% are using

Johnson and Johnson brand and 20 % are using Himalayas and 10%

using Mysore Sandal Therefore, Johnson and Johnson brand have

good image in the minds of the majority of customers and are able to

face its competitors effectively as it has won the hearts of nearly

three fourths of the respondents.

83
Graph showing no of respondents using different brands of baby

care products

84
 CHAPTER - 5

SUMMARY OF FINDINGS, SUGGESTIONS AND

CONCLUSION

85
 SUMMARY OF FINDINGS

During the study it was observed that the Johnson & Johnson

care products has got a high brand image in the market. It was also

observed that its performance, quality and other attributes have

attracted a good number of customers.

Through study, it has been very clear that even though

Johnson & Johnson baby care products are good in quality, its

fragrance is not upto the mark. Some of the respondents have felt

that fragrance has to be improved. It was also noticed that Johnson &

Johnson baby care products are also getting severe competition from

other brands at present.

SUGGESTIONS

Following are some of the suggestions offered for achieving

better performance in sales of Johnson & Johnson baby care

products in general.

86
Product

Johnson & Johnson baby care is one of the oldest

manufacturers of baby care products in India. Even though it is the

ultimate market leader, some of the respondents have expressed their

opinions and suggestion, which are as follows.

 Fragrance is not good enough, it has to be improved.

Price

Regarding price there is no question to rise. Almost all the

respondents have praised its pricing strategy. Its price is reasonable

when compared to others brands.

Promotion and Distribution strategy

This is very important factor which influences the sales of any

product. The manufacturer has taken wide publicity campaign for

the product through sales officer and different media of

advertisements like T.V, Radio, Newspapers, and Magazines etc.

Even though it has good sales due to competition, it has reduced.

Now a days, the sales of Johnson & Johnson baby care products are

extremely reduced in villages, but has a record sales in cities and

towns. So, promotion strategy of this baby care products has to be

improved to increase sales particularly in rural areas.

87
Conclusion

The results of the survey are enough to prove that Johnson &

Johnson baby care products ranks high in their quality, composition

etc. It was observed that Johnson & Johnson baby care products

have maintained better product image among the people who have

used it and are using it. The company has also a vast network of

salesmanship. No doubt, these things will go a long way in

improving not only product image, but also the corporate image but

in competitive fields, one should not be satisfied with present

performance. In order to maintain higher competitive efficiency

there should be continuous product planning and market

improvement.

It was also observed during survey that Johnson & Johnson

baby care products are facing competition from a number of other

baby care products both in price and quality. Therefore, it is

immensely necessary for both producers and dealers to see that

competitive efficiency of product is kept high. Producers have to act

on production, pricing, promotion and distribution according to

consumer preferences. Dealers have got the responsibility in this

direction in the promotion and distribution in their areas. Regular

88
market research will help in ascertaining the preference and acting

accordingly in the field of production, distribution etc. Consumer

orientation of marketing is immensely necessary for creating and

maintaining the brand image in the minds of people.

89
 ANNEXURES

 Consumer Questionnaire

 Bibliography

90
 Questionnaire

Dear Respondent

I, pursuing M.Phil in Vinayaka Missions Univerity, Salem and

preparing a project on “Consumer attitude towards Johnson &

Johnson baby care products”.

I shall be grateful to you could spare a couple of minutes to

answer these questions.

PERSONAL INFORMATION

1. Name :

2. Sex : Male [] Female []

3. Age : Below 20 yrs []

30 yrs to 40 yrs []

20 yrs to 30 yrs []

40 yrs & above []

4. Address for communication :

91
5. Qualification:

S.S.L.C []

PUC []

Graduate []

Post Graduate [ ]

Others []

6. Occupation:

House wife []

Businessmen []

Employee []

Others []

7. Annual income:

Below Rs 50,000 []

Rs 50,000 to Rs 1,00,000 []

Rs 1,00,000 - Rs 2,00,000 [ ]

Above Rs 2,00,000 []

PRODUCT DETAILS

8. Do you use baby care products?

Yes []

No []

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9. If yes, which brand of baby care products do you use?

Johnson & Johnson []

Himalaya []

Mysore Sandal []

Others [ ]

10.If yes, since how long you have been using it?

Last 1 year []

Last 2 years []

Last 3 years []

More than 3 years [ ]

11. What attributes made you to adopt Johnson & Johnson baby care

products?

Quality []

Fragrance []

Brand Image []

Impact of AD []

Quantity []

Price []

12.Do you like fragrance of Johnson & Johnson baby care products?

Yes []

No []

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13.Are you satisfied with the quality of Johnson & Johnson baby

care products?

Satisfied []

Dissatisfied []

14.What is your opinion about Brand Image of Johnson & Johnson

baby care Products?

Excellent []

Average []

Poor []

15.Are you aware of Johnson & Johnson baby care products

Advertisement?

Yes []

No []

16.What is your opinion about price of Johnson & Johnson baby

care products?

Costly []

Reasonable []

Low []

17.Is it always available in your retail store?

Yes []

No []

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18. If No, in the absence of Johnson & Johnson baby care products,

which brand of baby care products do you prefer?

19.Do you watch the advertisement of Johnson & Johnson baby care

products?

Yes []

No []

20.If Yes, through which media?

News Papers []

Internet []

Magazine []

Wall Painting []

Television []

21.How is the AD campaign of Johnson & Johnson baby care

products?

Attractive []

Create desire []

Entertaining []

No impact []

22.Comments if any regarding Johnson & Johnson baby care

products, please mention them below

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23. Suggestion if any to improve the baby care products please

mention them below

24.Who influenced you to purchase Johnson & Johnson baby care

products?

Retailer []

Friend []

Advertisement []

Relatives [ ]

25.Rank the following baby care products on the basis of the

following attributes.

Brands Quality Worth Brand

paying image

Johnson & Johnson

Himalaya

Mysore Sandal

Others

26. What is your opinion about following baby care products?

Baby care products Level of satisfaction

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 Very good Good Average

Johnson & Johnson

Himalaya

Mysore Sandal

Thank you for your kind information and co-operation

Signature

Date:

Place:

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 BIBLIOGRAPHY

Principles of marketing

-Philip Kotler

Marketing management

-Philip Kotler

Catalogues

Broachers

Johnson & Johnson products dealers

www.jnj.com

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