Market Research Project

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  • Topic: Mouthwash, Periodontitis, Brand
  • Pages : 14 (4001 words )
  • Download(s) : 114
  • Published : April 11, 2012
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Listerine ®
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SHAVVON
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11/26/2010
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Table of Contents

Final Project Report2
Project Title2
Introduction2
Company Profile2
Project Orientation2
Purpose of Study3
Aims & Objectives3
Literature Review4
Research Problem & Hypothesis9
Marketing Research Problem9
Research Questions & Hypothesis9
Methodology10
Consumer Study10
Retailer Study
Analysis11
Consumer Survey11
Retailer Survey20
Growing demand for mouth fresheners21
Consumer Perceptions about mouthwash21
Brand Preference (By Trade)22
Conclusion & Suggestions23
Appendices:24

Listerine
Final Project Report
Project Title
“Scouting market potential for Listerine® in the Pakistani market with emphasis on the Rawalpindi/Islamabad market” Introduction
Company Profile
Johnson & Johnson engages in the research and development, manufacture, and sale of various products in the health care field worldwide. The company operates in three segments: Consumer, Pharmaceutical, and Medical Devices and Diagnostics. The Consumer segment provides products used in baby care, skin care, oral care, wound care, and women’s health care fields, as well as nutritional, over-the-counter pharmaceutical products, and wellness and prevention platforms under the names JOHNSON’S, AVEENO, CLEAN & CLEAR, JOHNSON’S Adult, NEUTROGENA, RoC, LUBRIDERM, Dabao, Vendome, LISTERINE®, REACH, BAND-AID, PURELL, CAREFREE, STAYFREE, SPLENDA, TYLENOL, SUDAFED, ZYRTEC, MOTRIN IB, and PEPCID AC. It's nearly impossible to get well without Johnson & Johnson (J&J). The diversified health care giant operates in three segments through more than 250 operating companies located in some 60 countries. Its Pharmaceuticals division makes drugs for an array of ailments, such as neurological conditions, blood disorders, autoimmune diseases, and pain. Top sellers are psoriasis drug Remicade and schizophrenia medication Risperdal. J&J's Medical Devices and Diagnostics division offers surgical equipment, monitoring devices, orthopedic products, and contact lenses, among other things. Project Orientation

Our report’s brief sequential order is as follows:
First of all we’ve studied what Johnson & Johnson is all about, their products, services and company credo. • The second section relates to the literature study done on our subject matter. For this we’ve taken help from the internet, as well as case studies from IPA (Institute of Practitioners in Advertising, UK) •We then state our research questions and hypothesis formed from them. The components of the marketing research problem derived from the hypothesis are also included. •Our methodology to go about the research at hand is discussed. •The analysis of primary data is included in our report.

The last section includes the conclusion and recommendations to Johnson & Johnson Pakistan (Pvt.) Ltd regarding the official launch of Listerine ® in Pakistan. Purpose of Study
Our research is focused mainly on finding whether or not a substantial market exists for mouthwash products in Pakistan, and if it’s feasible for Johnson & Johnson Pakistan (Pvt.) Ltd to officially launch Listerine® and make it a part of their already successful product line. Johnson & Johnson Pakistan (Pvt.) Ltd are doing a good business already, as the official subsidiary of Johnson & Johnson Corporation in Pakistan. J&J Pakistan imports most of the products in their product catalogue rather than manufacturing them in Pakistan. These imported goods are then handed over to distributors for distribution, and rest of the business activity is done by J&J Pakistan itself. Listerine®, a Johnson & Johnson brand, is available in the Pakistani market through grey channels, and private importers are making it available to retail outlets as per market demand. The problem arises with the fact that since it’s not registered with the local drug...
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