History & Marketing Strategies of Johnson & Johnson

Company Name:- Johnson & Johnson
Founded by :- Robert Wood Johnson I, James Wood Johnson and Edward Mead Johnson.

Johnson & Johnson is an American multinational pharmaceutical, consumer packaged goods and medical devices manufacturing company established in 1886. In the 2018 Fortune 500 list based on the United States corporations by total revenue, the company was placed No. 37.

Its common stock is a part of the Dow Jones Industrial Average, a stock market indicator that values companies based in the United States. The consumer division of Johnson & Johnson is located in Skillman, New Jersey and is headquarters are situated in New Brunswick, New Jersey. 


How It All Started 

Motivated from a speech by Joseph Lister an antiseptic advocate, Robert Wood Johnson with his brothers James Wood Johnson and Edward Mead Johnson created a line of surgical dressings which are ready-to-use in year 1885.

In 1886 the company produced its first line product. The products were already featured by a logo resembling the sign of James Wood Johnson, very equivalent to the logo used currently. It is one of the oldest and longest-used company logos across the world.

The first president of the company was Robert Wood Johnson. He improved the overall sanitation practices in that century, and lent his name to the Robert Wood Johnson University Hospital in New Brunswick, New Jersey. He was succeeded by his brother James Wood Johnson in the presidency until 1932, after his death in 1910.Then after death of James Wood Johnson his son, Robert Wood Johnson II succeeded in presidency.

The first baby to appear on a Johnson & Johnson baby powder label was Robert Wood Johnson’s granddaughter, Mary Lea Johnson Richards. His great-grandson, Jamie Johnson, made a documentary called Born Rich about the experience of growing up as the heir to one of the world’s greatest fortunes.


Johnson & Johnson products are sold in over 175 countries; and the corporation includes about 250 subsidiary companies with operations in around 60 countries. Johnson & Johnson’s brands include numerous household names of first aid supplies and medications. Among its well-known consumer products are the Band-Aid Brand line of bandages, Johnson’s baby, Tylenol medications, Clean & Clear facial wash, Neutrogena skin and beauty products, and Acuvue contact lenses.


Marketing strategy and Interesting Facts behind its Success.



Johnson & Johnson has a product portfolio which is divided into 3 segments like Pharmaceuticals, consumer products and equipment related to the medical industry. Its consumer division is one of the most important manufacturers of India and has helped in the steady growth of the company.

Most of its items are available in different fragrances and colours. Product line include Baby care products, Skin care, Wound care, Oral care, Nutritional products, Women’s health care, Dermatology, Contraceptive, Cardiovascular, Anti-effective and Anti-fungal, Medical equipment.



Johnson & Johnson has 230 subsidiary companies with operations in more than 57 countries. In order to carry out responsibilities for all its operations and for its resources allocation, the company has set up an executive committee. The main responsibility of the company is to coordinate and supervise the various activities of consumer, the diagnostic business and the medical devices. In most of the cases, the subsidiaries are managed by the local citizens.

In order to fulfil their needs and the aspirations of the consumer, a well-organized distribution channel is established. 

The decentralized management approach is used by Johnson & Johnson, where the employees of the company are encouraged to give their 100% with the understanding that they will finally get benefitted from this scheme.

Johnson & Johnson went online in today’s modern technology and they took advantage by selling their product on internet through various medium. Capitalization of the emerging internet market to its full potential has been successfully done. Revenue generated through online sale is outstanding. All Johnson & Johnson items are easily accessible at wholesalers, retail outlets, and modern retail outlets and markets



The company has adopted on an affordable pricing policy. The quality of every product is very good and they do justice with production cost and affordable price. They have tried to retain their increased net prices inside the CPI or the Consumer Price Index for all its health care products. Being a consumer product, it cares of its customers through product pricing policy. 

Johnson & Johnson is aware of its consumer responsibility as it is into healthcare sector; it has closely worked with authorities to keep prices affordable. A team of efficient people is set up to determine the value of their product , they analyses the various factors like the the targeted segment of the society, demand, production cost, supply .The prices are reasonable in case of medical equipment  so that people can easily buy those products.



Johnson & Johnson has strongly perceived the advantage of consumer awareness and hence has adopted promotional activities that are with a strong message as well as are eye-catching. The most loving part of Johnson and Johnson is the absolutely cute and delightful baby ads it shows on television.

People love and easily connects with such ads. The baby is most sensitive and important to mothers, the mother and baby connection is strongly shown in the ads by them. Johnson & Johnson has a strong emotional connect with its consumers. Johnson & Johnson promotes its products that inspires healthy living. Few to remember one of the famous ads are “Having a Baby Changes Things” and “The Campaign for Nursing’s Future”. 

Prachi Desai a celebrity has been associated with the company and its many campaigns. The new baby to be involved in the Johnson’s ads is “Khiyaan Singhvi”.  Popular cartoons like Pocahontas, The Little Mermaid and Winnie the Pooh and Pals have also been involved in the ads for baby products making them highly popular amongst the consumers.

Sensible marketing is very important in health sector to increase the product visibility and so the campaigns are promoted on the magazines, hoardings, newspapers, etc. Its packaging process environmental friendly and qualitative products.



Johnson & Johnson is well known brand which produces quality products. In this current time people have turned very much health conscious, grabbing this opportunity the company has earned the trust by supplying natural products that do not have any chemicals of its consumers. It has products for babies, children, teenagers and even adults. Target of this globally recognised brand is not segmented it has consumers from each and every category with age being no bar.

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