Essays

Topics: Marketing, Target market, Need Pages: 5 (1903 words) Published: August 19, 2013
Johnson and Johnson Baby Shampoo, gives parents especially mother, some benefits as the consumers when they purchase this product for their babies. Better quality products always being look by the people (Wood 2009). The specialties of this product is the ingredients selected are made naturally from natural origin, it will not hurt the baby’s eyes when they consuming the product. When the baby take a bath, they would not stop moving because the baby do not understand and just get excited to play with water. When they moving their head, the probabilities of the shampoo gets into their eyes is high. When their eyes becomes hurts, they will cry, the mother will be panic and hard to handle the situations, especially for new mother. To prevent that kind of situations, the mother choose Johnson Baby Shampoo for their babies. It was produce in well-known and big company, so the consumer feel safe and guarantee to use this product, moreover, it also appear in attainable price.

The product has well packaging, wide, tall and transparent bottle, so the mother can see and decide when they have to purchase the new shampoo. The design of the product are, big tears shape sticker, with labelled Johnson’s baby shampoo and small tears shape sticker labelled “no more tears” are stick on the front part of the bottle and the last one is Johnson and Johnson logo. This is to indicate and tell the mother that this is Johnson and Johnson Baby Shampoo no more tears which they are looking for. On the back part of the bottle, there are “HALAL” and triangle logo. Triangle logo means that this product is made up from recycle bottle, so the consumers will be happy to purchase the product because psychologically they will think that they also take part to safe the environment  HALAL, is to indicate that the products is safe to be consumed in any religions. Singapore is a multicultural country, it has different kinds of target market which depends on their own culture and religion. It might become an opportunities for this product to have more consumers than their competitors (The Strait Times, January 11, 2010).

Johnson and Johnson are able to fulfill their consumer’s needs, they can choose according to what they need for their babies. The consumers will have extra services and products from Johnson and Johnson. For example, if the consumers want to buy a full packet of Johnson’s products, they will get a medium size baby bag with the products they need inside. They provide beautiful packages for a gift to new baby born. The consumer type for this product is Gen Y (18-30), in that range, many married woman and new mother. They provide services for a new mother, one of them is a guide book for baby bath. They explained it step by step to make a new mother understand easily and feel safe to take their baby for a bath. Consumer’s need little time willing to buy this product. Basically, every human need shampoo as safety needs to take care their hair, because they need it, they only spent little time to decide. The consumer will not accept the substitutes products if they cannot find this product. The reason is because the mother does not want to see their baby cry because their eyes hurts cause by the shampoo. For a mother, even if the price is expensive, or need large effort to get this product, it was no problem to purchase as long as their baby are safe and happy. Johnson and Johnson have many products, from baby skin care, hair care, night and day cream protection, even for baby massage and more. Johnson and Johnson are unique and different from the competitors in their features, that is, together with the mother, protect and prevent the baby from crying and make them feel safe and happy.

<!--[if !supportLists]-->1.2.         <!--[endif]-->Current Pricing Johnson and Johnson has a monopolistic competition. Intensive market situation brings direct competition with the competitors. Sellers are likely to inflate price to get large...
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