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In order to be an effective and efficient business, you should seek out your target customer market. There are three main issues to consider when determining your target market:

Market segmentation

Market segmentation involves grouping your various customers into segments that have common needs or will respond similarly to a marketing action. Each segment will respond to a different marketing mix strategy, with each offering alternate growth and profit opportunities.

Some different ways you can segment your market include the following;

 Demographics which focuses on the characteristics of the customer. For example age, gender, income bracket, education, job and cultural background.

 Psychographics which refers to the customer group's lifestyle. For example, their social class, lifestyle, personality, opinions, and attitudes.

 Behavior which is based on customer behavior. For example, online shoppers, shopping centre customers, brand preference and prior purchases.

 Geographical location such as continent, country, state, province, city or rural that the customer group resides.

Targeting

After segmenting the market based on the different groups and classes, you will need to choose your targets. No one strategy will suit all consumer groups, so being able to develop specific strategies for your target markets is very important. Johnson & Johnson target households for home care products, health care products, and personal care products for the people who are hygiene conscious. Prices are generally set for middle class people, who can easily afford it.

Positioning

A market position is developed for the product so that the target will clearly know where the product stands in relation to the competition, as well as other products marketed by the organization. Johnson & Johnson have positioned themselves as home and personal care producers. Product positioning is how a product is positioned in the mind of the consumer. Positioning begins with finding a difference in the product that is worth establishing to the extent that it is important, distinctive, superior, communicable, pre-emptive, affordable, and profitable. Johnson & Johnson have position their products-High Quality and good price. Johnson & Johnson products are positioned as good value products but are slowing threat faced by Johnson & Johnson. Differential advantage refers to any feature of a product or organization perceived by customers to be desirable and different from the competition. An organization uses its resources and capitalizes on them to obtain a differential advantage by offering unique products.

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MARKETING MIX

Product

 Johnson and Johnson products are basically in three main categories: Pharmaceuticals, Medical Devices & Diagnostics, and Consumer Health care.

 The following are examples of the Johnson & Johnson product inventory: Feminine hygiene, Denture care, Contraceptives, Immunology, First aid, Family planning, Oncology, Nutritional, Diabetes care, Neurology, Vision care, Allergy cold and flu treatment, Women’s Health, Medical devices and diagnostics.

Price

 In the United States, Johnson and Johnson strives to keep their net price increases for health care products within the Consumer Price Index (CPI).

 Johnson and Johnson work with the governments to develop differential pricing approaches to help more people access their medical products. Johnson & Johnson companies have agreements with the United Kingdom for VELCADE ® (bortezomib), a treatment for multiple myeloma, and with France for RISPERDAL® CONSTA® (risperidone long-acting injection) a medication for the symptoms of schizophrenia. Companies and government agencies are also entering other types of risk-sharing agreements in order to help people gain access to new therapies sooner.

 The following are examples of Johnson and Johnson consumer product prices: Bengay Pain Relief $12.99, (at Amazon), Listerine Oral Care $7.49 (Next Tag), Splenda Sweetener $7 (Drusstore.com).Tylenol Rapid Release $12.95 (Allegro Medical.com).

Place

 These are some companies that sell Johnson and Johnson products wholesale: Over the Counter Wholesale.com, WUZ Group, ShopatHome.com

 Johnson and Johnson products can be found at the following retail outlets: Target, Walgreens, WalMart, Vons and Eversave, to name but a few.

Promotion

 Johnson and Johnson has run a “Beauty for All Ages” rebate promotion on Coupons.com and some of the campaign products are available at Walgreens and may also include buy one get one half off discount as well.

 Johnson & Johnson is involved with many causes and advertising campaigns that encourage healthy lifestyles. Key initiatives include: The Campaign for Nursing’s Future, Having a Baby Changes Things, and Because We Care We Act (China). Process

 Johnson and Johnson employ what they call a “decentralized management approach”. Employees are encouraged to be “entrepreneurial” with the understanding that they will benefit from focusing on customer needs and providing solutions.

 Johnson and Johnson seek to turn insights into innovative new products and sometimes whole new businesses. Their goal is to capitalize on scientific breakthroughs, marketing insights and manufacturing expertise easily across the full range their businesses. With more than 250 operating companies have a local window into emerging customer needs, scientific developments, and technologies throughout the world

 The Executive Committee of Johnson & Johnson is the principal management group responsible for the operations and allocation of the resources of the Company. This Committee oversees and coordinates the activities of the Consumer, Pharmaceuticals and Medical Devices and Diagnostics business segments. Each subsidiary within the business segments is, with some exceptions, managed by citizens of the country where it is located.

Physical Evidence

 The Johnson & Johnson Headquarters is located at One Johnson & Johnson Plaza, New Brunswick, New Jersey.

 The Johnson& Johnson Consumer Division is located at 199 Grandview Road, Skillman New Jersey.

 The Lifescan Division is located at 1000 Gibralta Drive, Milpitas, California.

 The VistaKon Division is located at 7500 Centurion Pkwy, Jacksonville, Florida.

 The Endo Surgery Division is located at 4545 Creek Road Cincinnati, Ohio.

 The Independence Technology Division is located at 40 Technology Drive, Warren New Jersey.

 Company Subsidiaries, Codman and Shurlett as well as De Puy Acromed are located at 325 Paramount Drive Raynham Massachusetts.

 The Johnson and Johnson logo is based on the signature of James Wood Johnson, one of the two brothers originally who founded the company.

People

 William C Weldon is Chairman and Chief Executive Officer of Johnson & Johnson.

 Dominic J. Caruso is the Chief Financial Officer and Vice President of Finance.

 Johnson and Johnson have a Global Diversity and Inclusion program with a goal of achieving a skilled, high performance workforce that is reflective of the diverse global marketplace (workforce).

 Johnson & Johnson was ranked #2 among Diversity Inc. Magazines Top 50 Companies for Diversity.

 The company has ranked high Working Mother Magazines’ Top One Hundred

Companies for Working Mothers

or 24 years.

 Johnson & Johnson was founded more than 120 years ago on a revolutionary idea: Doctors and nurses should use sterile sutures, dressings and bandages to treat peoples’ wounds. Since then, we’ve brought the world new ideas and products that have transformed human health and well-being. Every invention, every product, every breakthrough has been powered by generations of employees who are inspired to make a difference.