New Product Launch

A Project Report
Of
Business Analytics
on
Launching a New Product
Submitted in partial fulfillment for the

Award of degree of
MASTERS OF BUSINESS ADMINISTRATION
2018-2020
Submitted To: Submitted By:
Dr. Sahil Raj Shristy Markan, Rinkle
Assistant Professor Roll No. 1110, 1106
Department of Management M.B.A 2nd year
SCHOOL OF MANAGEMENT STUDIES
PUNJABI UNIVERSITY, PATIALA

Project Report MBA 2nd Year
DECLARATION
We Shristy Markan and Rinkle Students of M.B.A (School of Management

Studies, Punjabi University) hereby certify that the Project Report on new product
launch of Business Analytics has been a consequence of our practice and has been
carried out under the guidance of Dr. Sahil Raj.
We indicate that this proposed activity is done entirely by us and to the most
immeasurable of our understanding; no such attempt has been presented by any other
person for the honor of post-graduation degree or diploma.
We also certify that all the learning collected from numerous secondary origins has
been justly recognized in this project report.
PLACE: Punjabi University, Patiala Name:

DATE: Shristy Markan
Rinkle
School Of Management Studies Page 2

ACKNOWLEDGEMENT
Our accounts are diverse and we identify them with much repletion and enjoyment.
This project Report was undertaken for the attainment of MBA Program persevering
at School of Management Studies, Punjabi University, Patiala. I would like to
thanks our institute which has conferred us the moment for doing this project
performance.
We are remarkably great full to Dr. Sahil Raj, Assistant Professor, School of
Management Studies, for his priceless cooperation and leadership throughout my
practice. He merciful evinced ardent concern in accomplishment and supplied some
serviceable remarks, which could supplement the product mainly.
It is quite painful to recognize all the names and variety of cooperation and
reassurance provided by them. I would never neglect the nourishment and support
prolonged directly or indirectly to us by all.
Shristy Markan
Rinkle

TABLES OF CONTENTS
Executive Summary 5
Objective Of The Study 6
Scope Of The Study 7
Company Profile 9-10
Products 11-17
Johnson’s Baby Overview 18-20
Our Mission 21-22
Analysis Of The Existing Products 23
New Product To Be Launched 24
Business Analysis 25-29
Analysis Of The Price Strategy 30-31
Identify Your Product's Market Potential 32-38
Operation Management 39-40
Competitors Of Johnson’s Baby 41-42

Marketing Strategies 43
Distribution Strategy 44
Customer Analysis 45
Promotional Strategy 46
Segmentation, Targeting & Positioning 47
Promotion Platforms 48
Buying Decision 49
SWOT Analysis 50-51
Research Design And Methodology 52-53
Data Collection 54-63
Findings Of The Data Analysis 64-65
Questionnaire On Johnson’s Baby Care 66-67
Conclusion 68
50 Survey Attachments -
Bibliography -

EXECUTIVE SUMMARY
Johnson & Johnson is American multinational medical equipment, pharmaceutical

and customer packaged goods producing organization established in 1886. The
company is rated No. 37 on the 2018 Fortune 500 list of the most comprehensive
United States corporations by cumulative wealth. J&J is one of the world's most
estimable organizations.
Johnson & Johnson is headquartered in New Brunswick, New Jersey, the customer
segment being established in Skillman, New Jersey. The enterprise involves some
250 subsidiary associations with performances in 60 nations and commodities sold
in over 175 nations. Johnson & Johnson had comprehensive selling of $70.1 billion
during the schedule year 2015. Johnson & Johnson's trademarks involve diverse
home signs of medicines and first aid accumulations. Among its well-known buyer
produce are the Band-Aid Brand range of dressings, Tylenol medicines, Johnson's
Baby commodities, Neutrogena skin and beauty goods, Clean & Clear facial liquid
and Acuvue contacts.
Johnson & Johnson conducts over 250 businesses in what is termed "the Johnson &
Johnson family of corporations". The firm engages in three comprehensive sections;
Consumer Healthcare, Medical Devices, and Pharmaceuticals.
In our assignment, our primary consideration is on Johnson’s baby products of the

parent organization. Johnson's Baby is U.S trademark of baby makeup’s and
skincare commodities owned by Johnson & Johnson. The brand records back to
1893 when Johnson's Baby Powder was launched. The products are of multiple
categories baby powder, shampoos, body lotions, massage oil, shower gels,
and baby wipes. The label has a credit for creating baby goods that are "particularly
pure and protected" since at least the 1980s.
We will acquire a concise education about the divisions of the Johnson & Johnson
Company. It will encourage us to experience the diversity of products, the company
deals in. Succeeding, we will practice this perception to incorporate the fresh product
series under our preferred specialty Johnson’s baby. We will get accustomed to the
antiquity of the company. Mission, Vision, and Objects of the company will be
examined. Based on the review, all the modes concerning the novel product launch
will be presented.

OBJECTIVE OF THE STUDY
 To determine the J & J Company Mission, Vision, and Objectives.
 To explain the product mix of Johnson's baby.
 To do an in-depth examination of the installation of a new product.
 To determine the styles of new product development.
 To explain the operation of Johnson's baby domain.
 To evaluate the enforcement of every department linked with new product

development.

SCOPE OF THE STUDY
The study will encourage us to experience the operations of the Johnson &
Johnson Company. We will determine the product mix of Johnson's baby
domain. This will be educated about the schemes correlated with the launch
of a new product. We will encounter the distinguished duty of every unit in
the process.
DATA COLLECTION
The analysis entailed assembling both primary and secondary data.
PRIMARY DATA
It is the first-hand data, current data accumulated to further determine the
predicament at hand. Data is obtained individually for precise work through
analysis. The survey was developed to assemble knowledge of the firm.
SECONDARY DATA
It is the second-hand data raised by someone else with is inferred through the
internet, magazines, reports, business records, etc.
DATA COLLECTION:
The data acquisition system used was none other than the questionnaire
process which is usually consolidated for the gathering of crude information.
The questionnaire process is worthwhile because it serves to collect numerous
abundance of knowledge about a specific respondent.
SURVEY:
The type of questionnaire engaged was that of sample type keeping in thought
the time restraint and equipment, besides the viability of statistics
examination. The sample questionnaire thus being taken to the precise route
to arrive at the coveted address was deliberately designed to transform the
process by using decided individuals.

STATISTICAL TOOL:
The apparatus for capturing knowledge was a questionnaire. A structured

questionnaire was conducted. The questionnaire was composed in the view
both primary and secondary purpose of the examination .
SAMPLING:
With the consumer being anonymous and given the time and resource
captivity arbitrary sample was gathered from diverse characters.
DATA COMPLETION AND ANALYSIS:
After the data was assembled, it was recorded and judgments of the scheme
were conferred accompanied by examination and diagnosis to arrive reliable
outcomes.
LIMITATIONS OF THE STUDY
 The fundamental shortcoming of this plan is a very little time

boundary.
 A division of the respondents is not supportive.
 The researcher is new.
 The sample size of the respondents is very minute.
 The method of sampling is judgment sampling.

COMPANY PROFILE
Sparked by a conversation by antiseptic advocate Joseph Lister, Robert Wood

Johnson followed his brothers James Wood Johnson and Edward Mead Johnson to
produce a line of ready-to-use surgical dressings in 1885. The firm manufactured its
first products in 1886 and consolidated in 1887. Those produce already highlighted
a logo relating the signature of James Wood Johnson, very comparable to the logo
used now. It is one of the longest-used business logos in the world.
Robert Wood Johnson worked as the primary president of the company.
He accomplished to enhance sanitation manners in the nineteenth century and lent

his name to the Robert Wood Johnson University Hospital in New Brunswick, New
Jersey. Upon his death in 1910, he was succeeded in the presidency by his brother
James Wood Johnson until 1932, and then by his son, Robert Wood Johnson II.
Robert Wood Johnson's granddaughter, Mary Lea Johnson Richards, was the first
baby to appear on a Johnson & Johnson baby powder label.

At Johnson & Johnson, we consider good health is the foundation of lively spirits,
flourishing societies, and foremost development. That’s why for more than 130
years, we have proposed to keep people well at every age and every stage of life.
Now, as the world’s most comprehensive and most broadly-based healthcare
company, we are devoted to using our reach and extension for welfare. We attempt
to develop access and affordability, produce healthier inhabitants, and put a healthy
mind, body, and environment within the ability of everyone, everywhere.
Every day, our more than 130,000 employees across the world are compounding
heart, science, and imagination to thoroughly improve the trajectory of health for
humankind.

PRODUCTS
CONSUMER PRODUCTS:
The company extends the world’s most extensive

array of consumer healthcare produce. Our baby
care, skincare, oral care, wound care, over-the-
counter and women’s health products highlight
brands committed by consumers and healthcare
experts universally.
By forecasting requirements and designing

resolutions and practices, we encourage people to
survive healthy, pulsing experiences.
Baby & Beauty Products
Health & Healing Products
Medical Devices
At Johnson & Johnson Medical Devices Companies, we
are using our breadth, scale, and experience to reimaging
the process healthcare is presented and encourage people
to live longer healthier lives.
In entirely switching circumstances, we are building
relationships across science and technology to connect our
own expertise in surgery, orthopedics, vision and
interventional solutions with the influential impressions
of others to invent and present physician and patient-
centric products and solutions.
Orthopedics
Surgery
Interventional Solutions
Vision

Pharmaceutical Products
The Pharmaceutical Companies of Johnson

& Johnson discuss some of the numerous
calamitous and complicated illnesses covered
in our time. With exceptional biologic and
other therapies, Janssen is advancing in a
transformative expectation, improving the
way complaints are prevented, hindered,
operated and healed.
Immunology, Cardiovascular & Metabolic

Disease, Pulmonary Hypertension
Infectious Diseases & Vaccines,
Neuroscience, Oncology
CONSUMER PRODUCT
Baby & Beauty Health & Healing

Products Products

BABY & BEAUTY PRODUCTS
As part of one of the most extended and most distinct healthcare companies in the
world, our baby and beauty brands leverage the company’s world-class analysis
instruments and scientific intrepidity to present consumers across the earth with
innovative skin, sun, and hair care solutions. Our portfolio of baby brands includes
JOHNSON’S baby, which has been committed by moms and hospitals for over 115
years.
BABY CARE PRODUCTS
JOHNSON’S BABY
For over 125 years, JOHNSON’S has rendered

innocuous, moderate and refined products for babies
and adults. All JOHNSON’S® baby goods are soap-
free, hypoallergenic, dermatologist-tested and
paraben-free as part of our commitment to facilitate a
healthy prospect for all babies. Every JOHNSON’S
product is made with the purest and highest-quality
components because we are dedicated to happy,
healthy expansion.

BEAUTY PRODUCTS
AVEENO
Since 1945, AVEENO brand has been entrusted and

approved by dermatologists for its use of ACTIVE
NATURALS ingredients obtained from nature. The
AVEENO Brand is performed to developing
breakthrough formulations with ACTIVE
NATURALS ingredients to produce scientifically
verified outcomes for healthy, radiant skin and hair.
AVEENO products for body, face, baby, and hair
are accessible in 22 countries worldwide.
CLEAN & CLEAR
CLEAN & CLEAR is a global skincare brand

undividedly dedicated to teen girls that understand
beauty comes from being happy in your own skin.
Founded in 1957, CLEAN & CLEAR was the first
brand to deliver skincare designed specifically for
the requirements of young women and remains
today to produce efficient and fun solutions for
clean, clear beautiful skin.

JOHNSON’S ADULT
Enriched with 100 years of expertise in caring for

beautifully soft skin, JOHNSON'S® Adult range of
beauty products is classic for all skin types. From
facial cleansing and moisturizers to shower gels and
body care, we encourage you invest in beautiful
skin.
NEUTROGENA
NEUTROGENA, the brand endorsed by

dermatologists comprehensive, has brought
clinically-proven skincare solutions to
consumers for more than 60 years. By
formulating, innovating and rethinking what is
possible in skincare, NEUTROGENA products
for the face and body present tangible decisions
without settlements. Today, NEUTROGENA is
available in more than 70 countries,
contributing healthy beauty options for
consumers across the globe.

HEALTH & HEALING PRODUCTS
We satisfy the health necessities of families everywhere through a broad range of

well-known and committed health and over-the-counter products. These involve
pain relievers, allergy medicines, anti-diarrheal medicines, antacids, and nasal
decongestants, medicines for coughs and colds and well-known brands for wound
care, oral care, and women’s health.
WOUND CARE
BAND – AID
BAND-AID Brand Adhesive Bandages have

long been a staple in a family’s first aid kit as a
specialist of caring, support, and protection. As
the technology and discovery behind the brand
have grown, the makers of BAND-AID Brand
Adhesive Bandages now offer an extensive
variety of products to satisfy the assorted wants
of today’s active families and their lifestyles.
MORTIN
The MOTRIN brand has an abundant

account of helping families feel better so they
can make the most of every day. MOTRIN is
a preeminent pain relief brand, which
momentarily soothes minor aches and pains
due to headache, muscular aches, and minor
pain of arthritis, toothache, backache, the
common cold, and menstrual cramps; and
also temporarily reduces fever.

BENADRYL
BENADRYL brand makes both ingestible

hypersensitivity products and topical
antihistamines. BENADRYL alleviates allergy
symptoms of sneezing, runny nose, itchy,
watery eyes and itching of the nose and throat.
These symptoms can be precipitated by allergy
triggers such as dust, mold, pet dander, tree
pollen, weeds, and grasses. BENADRYL also
reduces the cold signs of runny nose and
sneezing
ORAL CARE PRODUCTS
LISTERINE
LISTERINE Mouthwash is the world's

number one daily mouthwash. More than 50
peer-reviewed scientific studies establish the
formula’s unparalleled expertise to combat
plaque, protect gums, build healthy teeth and
heighten confidence with the long-lasting
cool breath. LISTERINE Mouthwash has
been adopted by more than one billion people
in more than 85 countries.

JOHNSON’S BABY

Welcome to the World of Johnson's ®

Whether it’s during the bubble baths or the bedtime snuggles, we’re pleased that
our baby products have been part of the special moments in your baby’s life for
nearly 125 years. From our No More Tears washes and shampoos to our
Clinically Proven Mildness lotions and oils, your bath and bedtime routines are
sure to delight even the littlest of loves .Shop Johnson’s baby products to
ascertain clinically proven soothing formulas that have made us the various
esteemed name in baby care with parents.
BABY WASH BUBBLE BATH BABY COLOGNE
COTTON SWABS BABY HAIR CARE BABY LOTION

NURSING PADS BABY OIL BABY POWDER
BABY WIPES

For approximately 125 years Johnson’s mission has been to produce the most
sensitive baby products in the world. Produce so delicate, they can be used for
every age and stage of a baby’s life. That’s our model of sensitive. But
sensitive isn’t only in our bottles, it is also in our heart.
At Johnson’s, we understand in the infinite, transformative potential of

sensitive in the world.
Of being gentle with our children, and with their dreams and purposes.
Gentle with each other
.Gentle with the earth.
Gentle with our words and thoughts and actions.
Gentle means secure.
Gentle means pure.
Gentle means confident.
Gentle means happy.
That’s why everything we make, everything we do and everything we stand

for is as gentle as you want the world to be.


ANALYSIS OF THE EXISTING PRODUCTS
As we have considered the johnson's baby products in-depth, we have apprehended

that the company allows every product which is clinically proven for the babies.
They have incorporated bath gel, shampoo, lotion, hair oil, wipes, etc.
We conversed to diverse mothers to learn their specifications. From the

investigation, we examined that mothers will be fascinated if they will be able to
obtain a feeding bottle aswell for their babies. The company formulates a delicate
connection between the mother and her baby. Mother desires the most reliable
product, which is salubrious for her baby. Consequently, the moment when her baby
transfers to bottle feeding is a distinctive and a moment of thoughtfulness for her.
Ever since the baby is born, she has entrusted the johnson's gentle care. Therefore,
she will be captivated to discover the feeding bottle from her most patronized brand.
After discussing with plural mothers, we came to the completion that it would be
propitious for the company and the moms to propose a uniquely new product of
feeding bottle in our product mix. Moms will welcome relief and a pleasure to
acknowledge that the new feeding practice of a child is as gentle as it were
previously.
It will encourage her transition to the bottle-feeding natural, smooth and with a sense
of satisfaction. As she understands that her baby is not only her baby, It is Johnson's
baby. And, Johnson's baby is guarded, cared and gentle. Her baby feels safe to her
as she trusts, It is Johnson's baby and its health, care & protection is its reliability.

NEW PRODUCT TO BE LAUNCHED

Now that, we have selected the product to be inaugurated in the contemporary

product mix of Johnson's baby. We will now explain the measures wanted for
product development.
IDEA GENERATION & IDEA SCREENING
We have formed the idea that we will develop the feeding bottle as our new product.
Now, the subsequent move will be to serve all the requisite methods wanted for
product development. We will take the support of the product development team to
produce the product, to produce the prototype, test the product before actual
commercialization. Our obligation now is to do a business analysis of the new
product to be originated to conjecture the provision of the product in the market.
BUSINESS ANALYSIS
How to do Business Analysis of a New Product?
The idea that outlasts the first step demands a more refined and comprehensive
review. It will support you discover the expenses connected in your recommended
it and anticipate the gains you may make from the product in forthcoming financial
years. The expenses of developing a product are substantial.
Your analysis will also encourage you to drop unsuitable ideas and bypass needless
charges.
Carry out the succeeding levels to evaluate the viability of your current product.
Evaluate your product cost
Analyze your market and opponent research and your feedback from consumers to
conclude the selling price of your product and the gain you are expected to make.
Now, we will establish the price of our product in comparison to the price imposed
by fellow companies for the corresponding product. We will later modify price
according to the expense provoked to compose the product.

We will investigate the price of the feeding bottle charged by notable brands from
the online portals. It will assist us to determine the average cost of a feeding bottle
in the market.
TOP FEEDING BOTTLES BRAND IN INDIA
PHILLIPS AVENT FEEDING BOTTLE

Philips Avent is the number one selection of
feeding bottles amongst moms not just in India,
but across the globe. Feeding bottles of size
125ml, 260ml, and 330 ml are available from
Philips Avent. With the advanced anti-colic
valve, ergonomic shape and made from BPA
free material, Philips Avent bottles are the best
selling feeding bottle across all leading e-
commerce sites with a rating of 4.1/5.
PRICE
125ML RS 300
260ML RS 450
330ML RS 550

BROWN’S FEEDING BOTTLE
Dr. Brown Feeding bottles highlight

patented no vacuum design that limits the
collection of fluid in the ear and lessens colic.
They have 4 levels of nipples starting with level
1 for newborn and level 4 for aggressive active
eaters. The pressure-flow through the nipples
mimics milk flow of breastfeeding thus serving
to reduce nipple confusion. Dr. Brown’s
Feeding bottles are available in 120 ml and 240
ml size.
PRICE
120ML 580 RS
240ML 630 RS
CHICCO WELLBEING
Made of BPA free polypropylene, Chicco Well

Being comments an anti-colic valve that bypasses
swallowing of air and improves overcome colics,
hiccups, and regurgitation. They also produce
teats that are proper for newborn as well as older
babies. Their bottles have a high rating of 4.2/5 on
Amazon.
PRICE
150ML 250RS
250ML 300RS

COMOTOMO
Though pricey, Comotomo is one of the best

baby bottles for newborns. It is designed to
approximately simulate
breastfeeding to overcome bottle refusal
and nipple confusion. The nipple itself is
devised with a wide mound that approximately
coincides bosoms. The wide bottle can be
readily washed without brush and dual anti-
colic vents guarantee sufficient air circulation
to conquer colic. The bottle is heat resistant,
leak-proof and has altered nipple size to suit
newborn up to older babies. Comotomo bottles
have a whopping rating of 4.8/5.
PRICE
150ML 3000RS
250MML 4000RS
MEDALA FEEDING BOTTLE

Medela bottles are suitable for storing breast

milk as well as for feeding babies. The bottles
come with a cap that promotes store breast milk
hygienically. The wide base nipple promotes
lessen nipple confusion too.
PRICE
150ML 270 RS
250ML 500RS
PEGION GLASS FEEDING BOTTLES

Pigeon Glass Nurser is one of the best
quality economically priced glass feeding
bottles accessible in the market. Made of double-
layered borosilicate glass, it is an immeasurable
alternative to counter stomach infection too as it can be
effortlessly washed, unlike plastic. But take care while
handling the bottle as it doesn’t absolutely withstand
falls completely well.
PRICE
120ML 200RS
200ML 250RS
240ML 350RS
TOMMEE TIPPEE FEEDING BOTTLES

Highlighting a super sensitive, unique tube

and valve arrangement that promotes baby
to depreciate air intake, this feeding bottle is
just what you require if your baby
has unnecessary spit up, fussiness and gas.
The teats simulate the feel and flow of
breastfeeding to support lessens nipple
confusion too.
PRICE
150ML 770RS
260ML 1300RS
0
ANALYSIS OF THE PRICE STRATEGY
Now, we will connect the price of all the top brands of the feeding bottle. Based on
the measurement, we will establish the price for our product to develop a budget-
conscious product for every mother and baby. We cannot retain the price of the
product too high as we aspire to touch every mother and baby. We desire every baby
to be Johnson's baby.To assure that we have to retain the price of the product to be
affordable by every family.
The average price accredited by economical brands ranges from
150ml 300Rs
200ml 350Rs
240ml 400Rs
Consequently, we have to contend with the middle-priced brands such as Phillips

Avent, Chicco Wellbeing, Medal, and pigeon. We cannot overprice our product as
mothers will be reluctant to purchase the product. If our mission is to present our
gentle care to every baby, we have to be notified of the price approach.

Consequently, we will introduce the product price under the resulting range based
on the research of the price accredited by numerous contestant brands.
150ml 300Rs
200ml 350Rs
250ml 400Rs
Pricing is the constituent with which the product is placed in the market for sales.
Every product has a distinct price connected with it based on the varying sizes in
which the product is prepared and also based on the diverse alternatives in which the
product is available. Johnson's baby Feeding bottles are rated at an amount ranging
from Rs 300 to Rs 400 based on the sizing of the product in this case from 150ml to
250ml.
Apart from selling baby feeding bottle as an individual product Johnson also has
this strategy of selling this distinct product along with a diverse no. of gift packs or
combo packs along with assorted other Johnson's products like baby shampoo, ear
buds, hair oil, etc,. partaking the package. The products in these cases are priced
slightly on the lower side.
The sizing of the product is based on the customer who is buying the product if one
is new customer apparently smaller size is bought at the shop and once it forms a
secure connection with the consumer, apparently large size of the bottle is bought.
Hence, near the hospitals Johnson's baby bottle can be available in smaller sizes and
in higher-end retail chains like Mom and me, etc., it can be available in larger sizes
where most of the customers would buy for their monthly necessities in the postnatal
maternity period.

IDENTIFY YOUR PRODUCT'S MARKET POTENTIAL
Reconsider your market research and the sales administration of existing products in
your range. Use your novel sales figures and industry sales figures to support you
distinguish the prevailing level of market movement and interest in products in the
same line as your new product.
Presently, we will examine the market inclinations of Johnson’s baby products. It

will sustain us to foretell the demand for our new product based on the prevailing
customers in the market. We will consider the sale trend of the contemporary
products of the domain in the market to investigate the present customer base of the
company. More demand for the prevailing products manifests that consumer will
prefer the anew originated product as well. It will demonstrate the satisfaction

constituent of mothers from the existing product line. More Sales ensure influential
customer foundation for the company.







We have interpreted the market share, sales trends and net income of Johnson's baby
products in the current time period. We have influenced the consequence that the
company's brand integrity has been growing for the preceding plural years based on
the data furnished by Statista. Promptly, we will advance to the consequent runs
towards a new product launch.
Now, we will explain the functions of the principal departments in the product
development process.
We have subsequent significant departments:
Operations Management
Finance
Human Resource
Sales & Marketing
We will review the obligations executed by every department.
OPERATION MANAGEMENT
Operations management includes employing resources from staff, materials,

equipment, and technology. Operations management supervises numerous strategic
issues, including ascertaining the size of manufacturing plants and project
management methods and executing the structure of information technology
networks. Other operational issues include the management of inventory levels,
including work-in-process levels and raw materials acquisition, quality control,
materials handling, and maintenance policies.
We will decide our plant location under operations management. We will deliver the
products in any one of the present plants of Johnson's baby. We will consider if we
can include the production of the new product in the current plants by intensifying
the area. In incompetent to do so, we will choose nearby locations of the extant plants
for our new plant. The company has assorted plants at multiple locations around the
globe. We will administer the study to assure the availability of the place based on
the desired constituents of the plant location.

PROJECT MANAGEMENT TEAM
We will form a Project Management Team from the present board of directors of the
company. The Team will decide numerous assignments for the operation.
Activity and resource planning

Devising is conducive in meeting project deadlines, and multiple projects collapse
due to inadequate planning. First and foremost, we will determine the project’s range
and ascertain accessible resources. We will set time calculations and assess the team
or teams’ abilities.
then we will produce a transparent and succinct plan to both perform the project and
monitor its development.
Cost estimating and developing the budget

The team will ensure that the project is within its set budget. Even if a project meets
a client’s expectations and is delivered on time, it will still be a bummer if it goes
wildly over-budget. The team will periodically review the budget and plan forward
to bypass heavy funds overruns.
Analyzing and managing project risk

The more significant the project is, the more likely there are to be impediments and
deadfalls that weren’t part of the fundamental plan. Hiccups are inevitable, but
project managers know how meticulously and almost intuitively, classify and assess
inherent uncertainties before the project begins.
HUMAN RESOURCE DEPARTMENT
We will hire managers of all the corresponding departments. The managers, in turn,
will consider the number of staff they will expect to work along with them to
accomplish the desired purpose.
FINANCE DEPARTMENT
It will encourage us to produce a budget allocation for every operation. It will present
a comprehensive analysis of the expenditure incurred by the firm to deliver the
product and how much amount should be allotted to distinct divisions of the
operation. It will produce multiple financial policies concerning investment as well.

COMPETITORS OF JOHNSON’S BABY
This is an Italian brand that has its

appearance in over 100 countries and has
been producing baby products for a long
time. This brand takes its product testing
quite precariously, and each product
experiences stern examination in the
laboratory. Its outputs are free from
alcohol, harsh chemicals, and dyes, and
contain natural extracts. Its results are
hypoallergenic and amazingly gentle on
your baby’s skin
This is another traditional name for

ayurvedic and herbal products. Himalaya
too has an inclusive range of baby
products right from baby wipes to soaps,
powder, cream, and lotions. It contributes
to novel kits comprising all the essential
parts for your young one. These products
are of the most distinguished property and
are amazingly affordable. All the products
are produced after a comprehensive
examination and keeping in mind the
novel requirements of your child’s
skin. All products by Himalaya are
clinically tested.

Those who love ayurvedic and herbal

products swear by the products by this
brand. And very few of you know that
Biotique has an extensive variety of
herbal products for babies as well.
Shampoos, soaps, massage oil and lotion,
body wash, and a wide range of other
baby products by Biotique are
immediately accessible. It also has an
impressive range of Disney Baby Boy
and Disney Baby Girl products. All it's
baby products comprise herbal extracts,
Dove is aaloe
including personal care and
vera, basil, brand
almond
owned by
extracts, Unilever
which introducinggentle
are especially in on
the United
your Kingdom.
kid’s skin.
The products are sold in more than
150 countries and are offered for
both women, men, and babies

Patanjali Shishu Care is one

such division which involves, as
its name insinuates, daily care
products for babies. Like all
other classes, the products in this
classification are also
progressing with time and at the
moment it has 7 baby care
products. Its key competitor in
this category is the another
MARKETING STRATEGIES
“herbal” product company
“Himalaya“.
Segmentation, targeting, positioning in the Marketing strategy of Johnson and
Johnson
Johnson has reflected demographic (education-income-

occupation), geographic (urban-rural-further city wise segmentation),
and behavioral (lifestyle) factors to seek out the consumers.
The company uses emotional and mental connection promoting trust and producing
feelings to influence its customers to buy their products. J&J the brand’s success in
India is due to its explicit locus on mothers. It concentrates on authenticity in the
market where that is a reward when it comes to baby products. Johnson’s baby brand
offers the assurance of the verified and quality product.
Johnson’s baby care product targets young parents and positions itself as a safe,
mild and gentle product for babies.
Johnson’s Clean and Clear brand is a global skincare brand committed to teen
girls and serves that beauty comes from being happy in their own skin.
Johnson has segmented the market for adult and has produced a range of
beauty products which positions itself to be absolute for all skin types.
Under psychographic segmentation, Johnson has the brand Neutrogena

which markets itself on the basis of being prescribed by dermatologists, where

customers who take specialist guidance when it comes to skincare are being
targeted.
Band-Aid which comes under health and healing product has positioned itself as a
staple in a family’s first aid kit as a source of care, comfort, and protection.
DISTRIBUTION STRATEGY
Employing more than 120,500 employees J&J sells products in more than 175
countries. Since it is one of the most significant consumer-oriented companies, J&J
has a tremendous arrangement of distribution in India and the brand introduces a

feeling of repletion among the distributors that they are associated with J&J so it can
exercise coercive power over the distributors.
J&J decides channels on the basis of its significance rather than

the economic criteria that is the reason why J&J products are found even small shops
of rural areas. The feeding bottles will be distributed through
Wholesalers/distributors, Retailers, supermarket chains and e-commerce websites.
It has more than 350,000 SKUs, more than 350 distribution centers around the world
provisioning to the requirements of thousands of customers.
As the produce is linked to childcare and wellness is broadly circulated not only in
pharmaceutical stores but also in several of the whimsy and grocery stores near
children care hospitals. Apart from these, It can be available in all medical stores
and pharmacies in all dispensaries including the Government hospitals for
manageable availability of the product to consumers.
Johnson's baby products are internationally distributed through 9,993

hospitals, 1,48,124 registered medical shops reaching a consumer base of
around 120,193,444 people in India. We can introduce our new product under the
corresponding distribution strategies.
CUSTOMER ANALYSIS
Customers of Johnson’s baby care products are almost all the parents with medium
income and also the pension earning grandparents. Clean & Clear operates in the
anti-acne market and has expanded its appearance among the teens.
The Neutrogena targets youths and working professionals both male and female who
commit dermatologist when it comes to skincare.
The customer of Band-Aid is from all segments and people from all age groups and
is a top-of-the-mind product.

PROMOTIONAL STRATEGY
The product is emotionally associated with the consumers as the go-to product for
the wellness of the baby; Johnson's baby powder uses this devotion to its concert by
transferring campaigns that could make the consumers fell their connection with the
family.
Johnson's baby Feeding bottle targeted towards the newborn and the mother has an
enormous scope as a product because of the point of reproduction by humans which
is a necessary action. Especially in a fast-growing country like India, there could

never be a setback for this classification of product also because of the fact that
people care for their babies over here.
SEGMENTATION, TARGETING & POSITIONING
Every product is targeted towards a specific group of people and is positioned in a

practice compared to that precise purpose group. Johnson's baby feeding bottle, in
the same way, is targeted towards a group of new parents and newborn children.
Customer segment
 Almost all section parents who are above the poverty line with respect to the
income
 Pension earning grandparents
 Family groups cities, rural areas (Town and panchayat)
Target group
 Mothers of age group (24-32)
 New mothers try to take good care for the health of child so the product is
principally targeted to the mothers of the above-mentioned age group.
Positioning
 Positioning is nothing but how the product is positioned in the minds of the
purpose group which it aims at. We will connect the mother's concern about
her baby as Johnson's concern. Her baby is safe with us.

PROMOTION PLATFORMS
Johnson's baby products have been promoted in all the mediums available for
promotion in history.
PRINT:
Our new product will be promoted through newspapers, magazines, pamphlets, etc.
TELEVISION
 New ad campaign away from the conservative belief, where the father is
feeding the baby and mother is taking care of the home. It will influence the
psychology of Indian parents. Mothers will favor the sipper from this
distinct brand as it will introduce a new mind state for the young couple.
 20-second advertising slots during family meals time.
 Targeted at young working couples with newborns.
 Advertisements during health care programs in television

DIGITAL
 Pop up advertisements on e-commerce sites
 Open tab advertisements based on the searching done by the consumer
 YouTube advertisements associated with childcare videos
BUYING DECISION
Who buys the product?
 Father or Mother of the new born
 Relatives and Family Friends who come to meet the kid.
What problem does it solve?
 hygienic product
 easy transition for baby to the feeding bottle
 pure and clinically tested product
 Produced to overcome most natural feeding concerns: colic, gas, and reflux
 Air free vent is one piece, easy to clean
First time buy

 Customer prefers Gift pack with toys and other Johnson & Johnson
products
 Trail packs with a discount

 Small size bottle.
Trigger for Buying
 Wellness of the child
 Brand name
 Emotional attachment
 Existence period of the brand name and the product in the market(Since
1957)
SWOT ANALYSIS
One of the most potent names in the environment for Baby products and as a
pharmaceutical company is Johnson and Johnson. Here is the SWOT analysis of
Johnson and Johnson.
STRENGTHS
Largest Healthcare provider:
From pharmaceutical products to Consumer healthcare products, J & J is

performing in three segments: Consumer Products, Pharmaceuticals, and Medical
Devices and Diagnostics.
Broad brand portfolio:
Johnson & Johnson have an influential appearance within each product divisions.
They have extensive combinations & a high number of brands to choose from which
is encouraging them to obtain considerable shelf space of the stores appearing in
tremendous perceptibility in the market.
Trusted brand:

Johnson & Johnson is a brand trusted by many medical practitioners & parents
around the world. Johnson & Johnson’s heightened center on tailoring the business
to local markets had assisted them in being connected to consumer demand.
Supply chain:
It has far-reaching & hearty distribution system meant for making the products
available to retail outlets, supermarkets & medical stores even in the most isolated
rural areas.
Brand equity:
It is the 79th highest ranked brand in the world in 2016.
WEAKNESSES
Dependence upon the Success of Launch Products
Many new launch products are exposed to the possibility of supervisory

examination.
Shortened scope for innovation:
In baby care the scope for innovation is insufficient. Originally, the company
concentrated on producing new varieties of products which were based on
requirements that were created by the business themselves. However, once those
were consumed the business has been striving to create new alternatives and
innovation in the products is confined to just new fragrances or flavors.
OPPORTUNITIES
Diversification into organic baby care products:
With mounting adverse notoriety on the practice of chemicals in baby care products
and their side effects, companies like Johnson & Johnson which have confirmed the
presence in this market should look at expanding into organic products or include
more natural ingredients in their products in order to persevere in the long run.

THREATS
Threats are those constituents in the environment which can be deleterious to the
germination of the business. Some of the threats include:
Competition:
Johnson’s Baby Care Products face a lot of competition from Himalaya Baby Care.
Domestic products of organic nature such as Patanjali Sishu Care.
RESEARCH DESIGN AND METHODOLOGY

Research design suggests assuming that type procedure of analysis which is most
satisfactory for the analysis and examination of the predicament. For the
investigation and the analysis of the enigma, fitting material has to be decided and
obtained for the study. “A research perspective is the composition of provisions for
acquisition and analysis of data in a practice that intends to connect significance to
the analysis proposal with an economy in the system.” Jahoda, deutish. Cook In
order to know about the effectiveness of Approaching maneuvering Extension of
new product in the Johnson’s baby product mix. It was inevitable to communicate
with the consumers of Johnson’s baby product to perceive their thoughts about the
new product.
A questionnaire had to be devised to accumulate estimable learning from diverse

individuals. The questionnaire was outlined pleasantly to adhere to the intention of
an analysis job.
Nature of Research:
In this project report, we have initiated a quantitative type of learning.
Type of questions:
The questions in the questionnaire asked consumers, who are parents of a young
baby.
Type of the Questionnaire:
The questionnaire in this project report is orderly progressive and formalized.
Sampling Size

50 consumers of baby products in our vicinity
DATA COLLECTION
1 Do you use baby care products?
YES 40
NO 10

USAGE OF BABY
YES NO
CARE PRODUCTS
20%
80%
80% of the people from the decided sample practice baby care products. However,
20% of them refuse it.
2 Which brand of baby care, you would recommend?
Patanjali Sishu Care 5
Dove Baby Care 7
Johnson’s Baby 26

Himalaya’s Baby Care 12
RECOMMENDED BRAND Patanjali Sishu

Care
10%
Dove
Himalaya’s Baby Baby
Care Care
24% 14%
Johnson’s Baby
52%
10% of consumers favor Patanjali Shishu Care products. 14% of them supports Dove
Baby brand. Himalaya's baby care products are proposed by 24% of the consumer.
Outlasting 54% confirms Johnson's baby products.
3 How do you select the baby care products?
Brand Reputation 22
Prices 13
Special deals 6
Quality of product 9
BUYING
DECISION
FACTORS Quality of
product
18%
Special deals Brand

12% Reputation
44%
Prices
26%
12% of the consumers buy a product based on the special deals sponsored to them.
18% of the people make a buying decision based on the quality of the product. 26%
of consumers are price-conscious. Preponderance 44% of the consumers decides a
product based on its brand equity.
4 Where do you buy baby care products?
GENERAL STORE 11

MEDICAL STORE 6
SUPER MARKETS 19
ONLINE PORTALS 14
PURCHASE MEDIUM
GENERAL
ONLINE
STORE
PORTALS
22%
28%
MEDICAL STORE
12%
SUPER MARKETS
38%
To buy baby care products, 12 % of consumers tour Medical Store. 22 % of people

purchase baby care articles from the nearby general store. 28 % of people place an
order of baby care products through online portals. A significant section of 38% of
the people favors a supermarket for the purchase.
5 What is your satisfaction level with Johnson’s baby care?

SATISFIED 38
NEUTRAL 7
DISSATIFIED 5
SATISFACTION LEVEL
DISSATISFIED
10%
NEUTRAL
14%
SATISFIED
76%
76% of the consumers are delighted by Johnson’s baby products. However, 14% are
indifferent towards the occurrence with it. 10% of the consumers perceived
oppression towards the brand.
6 Would you encourage a new product introduction?

YES 42
NO 8
ENCOURAGE NEW PRODUCT
NO
16%
YES
84%
84% of consumers promote the launch of a new product. 16% of the people, do not
support the idea.
7 Do you support the idea of the feeding bottle by Johnson's baby?

YES 36
NO 14
FEEDING BOTTLE CONCEPT
NO
28%
YES
72%
72% of the people promote the idea of feeding bottle. On the contrary, 28% of the
people dismiss the proposal.
8 How many brand alternatives are accessible while preferring the feeding
bottle?

Few 41
Many 5
Adequate 4
BRAND ALTERNATIVES
Adequate
8%
Many
10%
Few
82%
8% reflects that they have satisfactory alternatives for brands to adopt a feeding
bottle. 10% assumes there is multiple brands availability. However, 82% rates that
the options of brands for the baby feeding bottle are few.
9 Which brand would you prefer for the feeding bottle?

CHICCO 6
PHILLIPS AVENT 9
PIGEON 13
22
JOHNSON’S BABY
BRAND PREFERENCE
CHICCO
PIGEON 12%
26% PHILLIPS AVENT
18%
JOHNSON'S BABY
44%
12% of the buyers favor the Chicco brand. 18% will necessitate Phillips Avent. 26%
of people support Pigeon products. 44% will utilize Johnson’s baby brand.
10 What is the price range, you are willing to pay for a 120ml feeding bottle?

200-250 RS 29
250-300RS 9
300-350RS
7
350-400RS
5
OPTIMUM PRICE RANGE
350-400RS
10%
300-350RS
14%
250-300RS 200-250RS
18% 58%
10% are compliant to pay the price range of 350-400 Rs. 14% weighs the price range
of 300-350Rs as a decent compromise. 18% will purchase the product of 120ml
under 250-300Rs price range. 58% proposes that the relevant price should fall under
the price range of 200-250Rs.
FINDINGS OF THE DATA ANALYSIS

The preponderance of the consumers prefers baby care products for their babies as
they are concerned about its health and hygiene.
People believe Johnson’s baby brand the most among all the accepted brands. As
Johnson’s baby is the most magnificent brand in continuation and it is techno
scientific in baby care
Brand Reliability is the primitive reflection for the wide segment of the community
while deciding the baby care products.
There are versatile stages for the consumers to buy baby care products, such as
Medical Store, General Store, Online portals. Nevertheless, they hold it suitable to
buy baby care products from supermarkets. It is worthwhile due to the constituent
that they are competent to interpret the varied brand prospects.
Consumers are filled with Johnson’s baby products. They have become faithful
customers. They make a constant purchase of the products and promote to others as
well. The products are mild, gentle & sensitive for every baby.
Countless users promote reform in Johnson’s baby product line. They approve the
installation of the new product.
Consumers are fascinated to notice the thought of Johnson’s baby Feeding Bottle.
Parents support the approach absolutely.

There are an unequal number of brands accessible for the consumers for the feeding
bottle. Consumer embraces the notion of Johnson’s baby feeding bottle. It will
present them extensive alternative brand.
Currently, consumers utilize added brands present in the market. Though presented
with the prospect of Johnson’s baby feeding bottle, it will be their approved
assortment.
Johnson’s baby purpose is to care for every child. The company aspires to enter a
more substantial segment of society. The preponderance of the consumers of the
brand is beyond the poverty line. The products are cost-effective and can be
attainable by one and all. Accordingly, Consumers reflect that the common feeding
bottle brands accredit the price range of 250-300Rs for 120ml and propose the
equivalent for Johnson’s baby product as well.

QUESTIONNAIRE ON JOHNSON’S BABY CARE
NAME: AGE: GENDER:
1 Do you use baby care products?
Yes
No
2 Which brand of baby care, you would recommend?
Patanjali Sishu Care

Dove Baby Care
Johnson’s Baby
Himalaya’s Baby Care
3 How do you select the baby care products?
Brand Reputation
Prices
Special deals
Quality of product
4 Where do you buy baby care products?
General Store
Medical Store
Super Market
Online
5 What is your satisfaction level with Johnson’s baby care?
Satisfied
Neutral
Dissatisfied

6 Would you encourage a new product introduction?
Yes
No
7 Do you support the idea of the feeding bottle by Johnson's baby?
Yes
No
8 How many brand alternatives are accessible while preferring the feeding
bottle?
Few
Many
Adequate
9 Which brand would you prefer for the feeding bottle?
Chicco
Pigeon
Johnson's baby
Philips Avent
10 What is the price range, you are willing to pay for a 120ml feeding bottle?
200-250
250-350
350-400
400-450

CONCLUSION
From the examination, we have interpreted that every day; countless people
experience the products and privileges of Johnson's baby. It is one of the most
trustable brands and equity that the people are relishing today in India. Ever since,
J&J has brought to the world, new ideas and products that have mutated human
health and well-being.
J&J has encountered surprising germination through global development, innovative

products, and processes, R&D, services and quality that make a distinction in
people's lives. Johnson's Baby is the most patronized brand of skincare products for
mothers all over the world. Like - Diaper rash care, baby powders, baby hair care,
baby bath products and many more. They propose products and knowledge targeting
baby care, skin and hair care, nutrition and so on. Generating significant variation in
health care within the consumer business franchise depends on a research strategy
intensely involved in technology and consumer penetration. This takes into
deliberation J&J's vision: Bringing Science to the Art of Healthy Living!
The review of the prevailing products suggested by the company, we have

actualized the provision of the new product feeding bottle. After the correlation
examination of the competing brands, we have arrived at an outcome that this new
product introduction will be profoundly trusted by young parents due to their deep
credence in the brand. We have discerned that none of the adversaries of the baby
care products offer feeding bottle, which is an irresistible product specification for
the baby. Parents have confined alternatives to brand selection. According to the
accumulated evidence, parents will be fascinated to discover the wanted product
under the product line of the most favored brand. Consequently, the new product
development will be propitious both for the company and the parents. According to
the price approach of the product, it will be reasonable for young parents to afford
it. The product has an endless relationship between the mother and the child as it is
a flash of a concern for the mother to transit to bottle feeding. She is concerned about
the health of her baby and would favor the most reliable and the most purified
products for it. Johnson's baby products satisfy her wants of producing the purest,
the most gentle products, which are clinically tested.

 https://en.wikipedia.org/wiki/Johnson_%26_Johnson
 https://en.wikipedia.org/wiki/Johnson%27s_Baby
 https://wikifinancepedia.com/finance/business-planning/objectives-of-business-finance
 https://www.globalcosmeticsnews.com/johnson-johnson-appoints-new-company-group-
chairman-emea-consumer/
 https://www.rattleandmum.co.za/2014/09/02/share-mom-gran-johnsons-baby-ads-
waaaay-back-day/
 https://www.business.qld.gov.au/running-business/growing-business/becoming-
innovative/developing-products/new-products/analysis
 https://iwantthatmomma.com/2018/10/best-feeding-bottle-india/
 https://www.amazon.in/s?k=philips+event+feeding+bottle&linkCode=sl2&linkId=ff0c2e
fb708bca0596aee1c5956c8080&tag=lghblog-21&ref=as_li_ss_tl
 https://www.statista.com/statistics/258429/johnson-und-johnsons-share-of-the-baby-care-
market-worldwide/
 https://www.statista.com/statistics/368854/johnson-and-johnson-s-global-baby-care-
sales/
 https://www.investopedia.com/terms/o/operations-management.asp
 https://activecollab.com/blog/project-management/project-manager-roles-and-
responsibilities
 https://www.marketing91.com/marketing-strategy-of-johnson-and-johnson/
 http://johnsonsmarketingdiary.blogspot.com/
 https://www.marketing91.com/swot-analysis-of-johnson-and-johnson/
 https://www.indianbeautyhub.com/patanjali-shishu-care-price-list/

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A Project Report

Submitted in partial fulfillment for the

MASTERS OF BUSINESS ADMINISTRATION

Submitted To: Submitted By:

Dr. Sahil Raj Shristy Markan, Rinkle

Assistant Professor Roll No. 1110, 1106

Department of Management M.B.A 2nd year

SCHOOL OF MANAGEMENT STUDIES

PUNJABI UNIVERSITY, PATIALA

We Shristy Markan and Rinkle Students of M.B.A (School of Management

PLACE: Punjabi University, Patiala Name:

School Of Management Studies Page 2

School Of Management Studies Page 3

Objective Of The Study 6

Scope Of The Study 7

Company Profile 9-10

Johnson’s Baby Overview 18-20

Our Mission 21-22

Analysis Of The Existing Products 23

New Product To Be Launched 24

Business Analysis 25-29

Analysis Of The Price Strategy 30-31

Identify Your Product's Market Potential 32-38

Operation Management 39-40

Competitors Of Johnson’s Baby 41-42

School Of Management Studies Page 4

Segmentation, Targeting & Positioning 47

SWOT Analysis 50-51

Research Design And Methodology 52-53

Data Collection 54-63

Findings Of The Data Analysis 64-65

Questionnaire On Johnson’s Baby Care 66-67

School Of Management Studies Page 5

Johnson & Johnson is American multinational medical equipment, pharmaceutical

In our assignment, our primary consideration is on Johnson’s baby products of the

School Of Management Studies Page 6

OBJECTIVE OF THE STUDY

 To determine the J & J Company Mission, Vision, and Objectives.

 To explain the product mix of Johnson's baby.

 To do an in-depth examination of the installation of a new product.

 To determine the styles of new product development.

 To explain the operation of Johnson's baby domain.

 To evaluate the enforcement of every department linked with new product

School Of Management Studies Page 7

SCOPE OF THE STUDY

The analysis entailed assembling both primary and secondary data.

School Of Management Studies Page 8

The apparatus for capturing knowledge was a questionnaire. A structured

DATA COMPLETION AND ANALYSIS:

LIMITATIONS OF THE STUDY

 The fundamental shortcoming of this plan is a very little time

 A division of the respondents is not supportive.

 The researcher is new.

 The sample size of the respondents is very minute.

 The method of sampling is judgment sampling.

School Of Management Studies Page 9

Sparked by a conversation by antiseptic advocate Joseph Lister, Robert Wood

He accomplished to enhance sanitation manners in the nineteenth century and lent

School Of Management Studies Page 10

School Of Management Studies Page 11

The company extends the world’s most extensive

By forecasting requirements and designing

Baby & Beauty Products

Health & Healing Products