强生营销报告分析

1、 刘明雁 胡美玲 肖汶璟 邓玉薇 skin care productsinformative abstract123click to add title4the history of johnson&johnson5the introduction of skin care productsstp analysis4p analysisenvironmental forcethe history of johnson&johnson founded new brunswick, new jersey, united states (1886)71%america19%europ

2、ethe middle eastafrica10%asia-pacificglobal sales ratioglobal sales:$63.7 billion (2008)brand belief born for loveborn for love products classification consumer products prescription products medical devices & diagnostics the introduction of skin care productsclassification of the skin care prod

3、ucts.baby carebody care moisturizer shrevoo muscles wlung burning so ash clean clear neutrogena dabaoskin care productsenvironmental forcesocialeconomiccompetitiveregulatorytechnologicalsocialeconomictechnologicalcompetitiveregulatoryenvironmental force population valuessocialeconomictechnologicalco

4、mpetitiveregulatory income increase health industry is the third largest consumer expenditures.environmental forcesocialeconomictechnologicalcompetitiveregulatoryenvironmental force developing the products electronic business technologysocialeconomictechnologicalcompetitiveregulatoryenvironmental fo

5、rceenvironmental force12、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% e c b13、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) 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% adsocialeconomictechnologicalcompetitiveregulatoryen

6、vironmental force anti-trust act patent copyright law consumer protection act & food safety law self regulation select target marketproduct positioningmarket segmentationstp analysisstpcharacteristics of customer1.age / consumer activities / incomebuying situation2. benefits sought / usage ratew

7、ays to segment markets babies babieswomenselecte target marketbabyladylow qualityhigh qualityhigh pricelow pricebaby carebody carenaturalproduct positioningpriceplacepromotionproduct4p analysisproduct no more tearssmooth and fairclinically provenbest for babies and best for youpricejohnson&johnsonsafeguardolayluxadvertisingpublicitypromotionplacedirect: on-line purchaseindirect: supermarket / network distributorspriceepromotionproductpublic welfare强生相信， 在我们的身边，存在着一些巨人， 他们以巨大的爱做细小的事， 让心灵获得慰藉， 让创伤得到安抚， 让人们得到关爱。 强生，以医疗卫生和个人护理的经验和智慧， 与这些巨人并肩， 用爱，推动人与人的关爱。 因爱而生，强生。 terra co