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JOHNSON’s BABY Case

JOHNSON’s BABY Case. Group 2 Julie Copaken Tim Falvey Juan Carlos Fregoso Luis Mendoza Mimi Preciado Pamela Pucci. Executive Summary. Johnson´s Baby is seeking to increase penetration and product usage among CD consumers (preferably in the DTT channel)

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JOHNSON’s BABY Case

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  1. JOHNSON’s BABY Case Group 2 Julie Copaken Tim Falvey Juan Carlos Fregoso Luis Mendoza Mimi Preciado Pamela Pucci

  2. Executive Summary • Johnson´s Baby is seeking to increase penetration and product usage among CD consumers (preferably in the DTT channel) • We are recommending an approach that “earns” our way in, balancing PUSH and PULL strategies. • Includes delivering the right product at the right price • Incentivizing distributors and store owners • As well as driving awareness, trial and equity among CD consumers • Recommending a test and learn geographic rollout • Explore partnership with complementary company

  3. Problem Statement How can we increase penetration and product usage among CD consumers? 68% Total Population

  4. Alternative Solutions Focus on Distributors/Stores (PUSH) Focus on Consumers (PULL) PUSH / PULL Strategy Distributors J&J Store Consumer

  5. Key Assumptions • DDT in Baby Care accounts for 50% of market sales (validation needed) • No need to develop new SKU’s

  6. Better Absolute Margin + than category leader Incentives Plan Free Goods, Gimmicks, CRM Product Seeding Ready to trade displays Increase visibility • Select Priority Segments • Size • Wipes (US$108) • J&J Core Competencies • Shampoo (US$20M) • Soaps (US$10M) • Right Product • e.g. 50ml Shampoo & 10 ml sachets & 10 ct Wipes • Incentives Plan • Strategy: Push Product into stores • Sales Contest (Distribution) • Partnership with NESTLE Right Price Strategy: Low Out-of-Pocket Sampling Program Neighborhood Hospitals & Clinics Educational Program Partner with day cares , hospitals & doctor offices New-moms training @ usual touch points (mall, etc) Multiplying program – Hospitals “Train the trainers” Local Media / Consumer Promo Mass media - Soap Operas Ensure budget is focused on CD consumers Promotions

  7. Disruptive Alternatives • Direct Selling – Door to Door (AVON Model) • J&J pop up Kiosks • Build our own distribution

  8. Risks Mitigation • Test & learn model, geographically phased deployment • Provide Wal-Mart with tailor made program • Investment without ROI • Competitors strengthening investment in DTT • Bodega complaining on competitive disadvantage – same product!

  9. Key Take-aways! • Deliver the right product at the right price • Incentivize distributors and store owners • Drive awareness, trial and equity among CD consumers • Test and learn geographic rollout • Seek partnership with complementary company

  10. VOTE for #2VOTE por el #2VOTE no #2

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