Lidya Briskovic Marketing Proposal Fina

Marketing Proposal: Johnson & Johnson’s New Line of Colorful Sunscreens for Children.

1.0 Executive Summary
The mission is to develop a safe colorful sunscreen for infants to pre-teens that make sunscreen application fun and easy. Johnson & Johnson will use innovation as well as research to perfect this product so that it is safe and meets the needs of the community it serves. “For 100 years Johnson & Johnson has been dedicated to understanding babies and the special nurturing their eyes, skin, and hair requires” (Our Promise, 2014). For another 125 years Johnson and Johnson hopes to promote safe, all-natural, and quality products.
The marketing strategy is to appeal to mothers primary concerns about their childs safety in the sun with the new line of Johnson & Johnson Colorful Baby Sunscreen. The goal is to develop this product based on consumer needs as well as wants. The major competitor Coppertone Kids Colorblock Sunblock is unsuccessful and Johnson & Johnson want to promote a product that successfully does what Coppertone was intended to do while using all-natural ingredients. “The US baby products market was led by Johnson & Johnson Consumer Products with a 17% value share in 2012” (Angelis, 2013). Johnson & Johnson’s total growth for the year went from $10.9 million to $13.8 million. “Johnson & Johnson‘s fourth quarter sales were up 4.5% primarily due to the growth in its pharmaceutical and consumer segments” (Johnson & Johnson Is Going Strong, 2014). If 100,000 sunscreens are sold Johnson & Johnson can make a profit of about $1.5 million. Johnson & Johnson’s projected growth ranges from 4.5% to 5.5% in the next year (Johnson & Johnson Is Going Strong, 2014). Johnson & Johnson wants to promote overall health and awareness to the community it serves by developing innovative products that provide transforming care.
The product itself will be all-natural, come in a variety of colors, easy to apply, prevents missing spots, safe for children of all ages,

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