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Johnson and Johnson - Term Paper Example

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Johnson and Johnson

Product positioning is a vital marketing tool for any organization to make the products superior compared to other competitors’ products. It comprises developing a unique, reliable and standard customer insight about a company’s offerings and brand image. Organizations can position their products on the basis of utilization, cost, or quality. The advertisements play significant part for positioning the products and the offerings of organizations. Through advertisement, organizations position their products by the way of promoting the differentiators to the customers. To become successful, organizations need effective promotion, advertising and sales initiatives and without them there will be less opportunity for future development of business. The purpose of the paper is to describe the advertising and its impact on positioning of Johnson & Johnson Company. The objective will be accomplished by two phases, firstly describing the product positioning and illustrating how organizations can use it to position their products, secondly, how Johnson & Johnson had used advertisement for positioning one of its popular brands named Tylenol. The reason for choosing this topic is to know the relationship between positioning and advertising and to understand the importance of positioning in business. Company Background Johnson & Johnson is one of the most admired organizations, which trades pharmaceutical and healthcare products. Its business operations are expanded to around 60 nations with more than 250 business units. The company invests significant amount on marketing and advertising of their products to the customers. In the year 2010, Johnson & Johnson expended almost 19,424 USD for marketing and managerial purposes. The company provides significant importance on advertisements. The major advertisement media used by Johnson & Johnson are television, radio, print and internet. In the year 2010, the total advertisement spending on Johnson & Johnson was almost 2.4 billion USD which indicates that advertisements are used by the company for positioning the brand. Through advertisements, Johnson & Johnson seeks to maintain close relation with the customers and provide useful information about their products. Today, billions of people globally use the products of Johnson & Johnson which is possible due to efficient positioning strategy of the company (Johnson & Johnson Services, “Annual Report 2010”). Product Positioning Product positioning is an essential element of customers’ purchasing process. It provides the opportunity to encourage the customers’ insights regarding company’s products. Rich, brief and meaningful product positioning assists organizations to communicate message regarding products to customers so that they can accept and be familiar with the product offerings among other substitute products. For successful positioning, organizations need to undertake three steps. First, organizations should recognize the characteristics of target market, i.e. how target market makes their purchasing decisions. After that, organizations need to recognize the type of competition, i.e. how the rival companies are positioning their products and what strategies are they using for successful positioning. Then, organizations must find out the major strengths of their products and assess the purchasing criteria. If the purchasing criteria satisfy the requirements of target customers effectively, organizations can position their products and ultimately can yield better returns. If there is no vacant product position to be filled in the market, then the organization needs to find out the competitor to compete, with a certain product position that can ensure success (On The Mark, “ ...Show more

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Product positioning is a vital marketing tool for any organization to make the products superior compared to other competitors’ products. It comprises developing a unique, reliable and standard customer insight about a company’s offerings and brand image. …
Author : alvera10
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