强生营销报告分析

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1、Johnson&Johnson刘明雁胡美玲肖汶璟邓玉薇SkinCareProductsINFORMATIVEABSTRACT123ClicktoaddTitle4THEHISTORYOFJOHNSON&JOHNSON5THEINTRODUCTIONOFSKINCAREPRODUCTSSTPANALYSIS4PANALYSISENVIRONMENTALFORCETHEHISTORYOFJOHNSON&JOHNSONFoundedNewBrunswick,NewJersey,UnitedStates(1886)7

2、1%America19%EuropetheMiddleEastAfrica10%Asia-PacificGLOBALSALESRATIOGlobalsales:$63.7billion(2008)BRANDBELIEFJohnson&JohnsonBornforlovePRODUCTSCLASSIFICATIONConsumerProductsPrescriptionProductsMedicalDevices&DiagnosticsTHEINTRODUCTIONOFSKINCAREPRODUCT

3、SClassificationoftheskincareproducts.BABYCAREBODYCAREmoisturizershrevoomuscleswlungburningsoashCleanClearNeutrogenaDabaoSKINCAREPRODUCTSENVIRONMENTALFORCESocialEconomicCompetitiveRegulatoryTechnologicalSocialEconomicTechnologicalCompetitiveRegulatoryENVIRON

4、MENTALFORCEPopulationValuesSocialEconomicTechnologicalCompetitiveRegulatoryIncomeIncreaseHealthindustryisthethirdlargestconsumerexpenditures.ENVIRONMENTALFORCESocialEconomicTechnologicalCompetitiveRegulatoryENVIRONMENTALFORCEDevelopingtheproductsElectronicB

5、usinessTechnologySocialEconomicTechnologicalCompetitiveRegulatoryENVIRONMENTALFORCEENVIRONMENTALFORCE12、您最熟悉的品牌是？A.强生(16)34%B.力士(8)17%C.玉兰油(10)21%D.舒肤佳(11)24%E.其他(2)4%11、您是否购买过其他品牌护肤产品？A.有(47)100%B.没有(0)0%ECB13、您认为强生与该品牌对比，优势在于？（可多选）A.价格更实惠(9)13%B.服务更周到(12)

6、17%C.效果更好(21)26%D.购买更方便(8)11%E.品牌认知度更高(28)33%ADSocialEconomicTechnologicalCompetitiveRegulatoryENVIRONMENTALFORCEAnti-TrustActPatentCopyrightLawConsumerProtectionAct&FoodSafetyLawSelfRegulationSelectTargetMarketProductPositioningMarketSegmentationSTPANALYSI

7、SSTPCHARACTERISTICSOFCUSTOMER1.Age/ConsumerActivities/IncomeBUYINGSITUATION2.Benefitssought/UsagerateWAYSTOSEGMENTMARKETSBABIESBABIESWOMENSELECTETARGETMARKETbabyladyLowqualityHighqualityHighpriceLowpriceBabycareBodycareNaturalPRODUCTPOSITIONINGPricePlacePro

8、motionProduct4PANALYSISPRODUCTNomoretearsSmoothandFairClinicallyprovenBestforbabiesandBestforyouPRICEJohnson&JohnsonSafeguardOlayLuxADVERTISINGPUBLICITYPROMOTIONPLACEDIRECT:On-linePurchaseINDIRECT:Supe