Published on March 9, 2014
“Building Brand Personality for Glucometer Product and Brand management assignment Submitted to: Ms. Bhawana Sharma Asst. Professor Amity Institute of Biotechnology Amity University, Noida, UP Submitted by:Heena Sharma MBT/12/104 MBA-Biotechnology management 3rdsem
Introduction By giving a brand a way to communicate with the consumer, and some human-like features, sometimes the brand is said to have “personality”- an idea once reserved for living beings. Brand personality refers to the set of human characteristics associated with a brand. This concept has been accepted as a viable force in practice, and in academics. For industry and in terms of understanding “the brand”, it is crucial to understand: a) brand personality, b) measurement of brand personality, c) the cultural implications of brand personality, and d) the relational aspects of brand personality. Here, these considerations are discussed in terms of understanding the overall construct of brand personality from a marketing perspective. Brand Personality Framework Brand Personality Sincerity Down to earth Wholesome Honest Cheerful Excitement Daring Spirited Imaginative Up-to-date Competence Reliable Intelligent Successful Sophistication Upper class Charming Ruggedness Outdoorsy Tough
UNDERSTANDING BRAND PERSONALITY Understanding brand personality, primarily from an advertising perspective needs a qualitative “story-telling” approach to issues such as understanding brand personality. Facts that should be looked upon are - basic wants, setting, characters, opposition, symbols, mood, and story line to comprehend the research via qualitative methods. Brand personality is a strategic tool for the creative—however, this construct was not fully understood in measurement, from a cultural perspective, or in theory, until subsequent work was conducted—from quantitative studies to the “story-telling” approach suggested by Durgee. CULTURAL DIMENSIONS OF BRAND PERSONALITY Cultural aspects of brand personality are important to consider. For instance, in communist cultures, it may be more applicable that brands are used to “fit in”, or to assimilate. However in individualistic cultures, such as the U.S., brands may be used more as a way of differentiating, or self-expression. A brand does command a high preference, that the preferred personality of customers does have an influence over its perceived brand personality. While, it is true, that a brand may have a personality, this personality is not always consistent across cultures. (Perhaps brands can have multi or split personalities in this sense). Global brands strive to keep their brand images and positioning consistent across borders; however this appeal of global branding is often difficult to achieve. In essence, a global brand must first be a global product with a global demand, and such products are difficult to come by. Ultimately, no matter what the culture, it is important to include the relational perspective of brand personality. Consumers have relationships with their brands. There are two kinds of relationship that exist 1) Loyalty relationship and 2) Avoidance relationship. Loyalty relationship is the one in the consumers are biased towards or loyal towards a particular brand. They give preference to these particular brands only and finds it difficult to deviate from them. Whereas, the avoidance relationship is, when a brand or product leaves a negative impression. The consumers do not want to use those specific brands.
Loyal consumers are profitable consumers, linking brand relationships to the personality they possess. The personalities of brands emerge with the words of the informants (e.g., “that is so me!”; “nothing fits me better”), wherein the consumers can relate themselves with the brand and brand personality is a key consideration of understanding the consumer-brand relationship. Johnson & Johnson OverviewFounded in 1886 in New Brunswick, New Jersey, USA, Johnson & Johnson spread its roots into India in 1947 with the arrival of Mr. Patrick Whaley and in 1948, started marketing Johnson’s Baby Powder which was manufactured by a local company, British Drug House, in Mumbai. In September 1957, a new company - Johnson & Johnson Limited was created and registered with 12 employees on its roll. The company was licensed to manufacture a broad range of consumer and hospital products. Production began in 1959 from the earliest Johnson & Johnson plant in Mulund in Mumbai. Johnson & Johnson's brands include numerous household names of medications and first aid supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.Diabetics live in fear of certain figures such as 140 and 200. Their survival revolves around such numbers, for they represent the shooting sugar levels in their blood. It is crucial that diabetics measure their blood glucose dailya practice that is called "self-monitoring" in medical jargon. They use a glucometer, a hand-held device to measure blood glucose levels. "But the cost of the glucometer was so high that this practice was just not taking off in India," says V. Mohan, a leading diabetologist at Chennai's M.V. Diabetes Research. All available glucometers were imported, and cost Rs.4500-5500.
Concerned about the state of affairs, Mohan along with S.G. Wangnoo of the Indraprastha Apollo Hospital, Delhi, and eminent diabetologist Shashanka Joshi joined hands with Johnson & Johnson to develop a glucometer made in India and for India. "We insisted that there be no compromise on the quality. In addition, it had to be robust enough for Indian conditions-heat, dust and humidity," says Mohan. The result was Lifescan-a glucometer priced at Rs.1500. The lower price was possible because Lifescan has less memory than other devices. Johnson & Johnson's commitment to innovative health care products has resulted in consistent financial performance. The Company has 29 consecutive years of adjusted earnings increases and 51 consecutive years of dividend increases. Johnson & Johnson, through its family of companies, employs approximately 128,000 people worldwide and is engaged in the manufacture and sale of a broad range of products in the health care field in many countries of the world. Johnson & Johnson's primary interest, both historically and currently, has been in products related to health and well-being. Johnson & Johnson was organized in the State of New Jersey in 1886.
LifeScan, Inc.Founded: February 24, 1981 LifeScan is dedicated to improve the quality of life of people with diabetes by developing, manufacturing and marketing a wide range of blood glucose monitoring systems and software for use by people with diabetes and by Healthcare providers. The OneTouch® brand of consumer and institutional products includes portable electronic meters and test strips to provide accurate blood glucose readings and the software tools to transform this information into actionable Healthcare decisions. LifeScan, Inc. is a Johnson & Johnson company headquartered in Milpitas, California. LifeScan manufactures and markets Blood Glucose Monitoring Systems like the OneTouch Ultra family for home and hospital use.
Products of LifeScan: Products of LifeScan are widely distributed among the Hospitals and Consumer. Still Hospital remaining their target for the supply of diagnostic devices because consumer are not sure about the accuracy of results by the handy OneTouch glucometer but over the past few years Johnson and Johnson have tried to establish the market for the glucometer by offering its consumer variety of products at different range of Prices, Features, Technology. Now Johnson and Johnson emerge as one of the largest producer of medical devices and diagnostics. With the production of glucometer LifeScan also started with the production of Insulin Pump Management Device that checks the level of insulin in the body. One Touch Ultra 2 One Touch Ultra Smart One Touch Verio IQ Hospital Products Consumer Products Meters One Touch Ultra 2 Test Strips and Controls One Touvh Ultra Mini Lancing Devices One Touch Ultra Smart One Touch Verio IQ One Touch Delica One Touch Ultra mini
About the product Managing your diabetes effectively means a healthier, happier life and the flexibility to enjoy your favorite activities and spend more time with your loved ones. Designed with ongoing input from patients like you, products from LifeScan, Inc. and Animas Corporation can put you on the track to effective diabetes management. OneTouchPing Glucose Management System OneTouch® Ping™ is the first full feature insulin pump that wirelessly communicates with a blood glucose meter-remote. The system allows a person to calculate and opt to wirelessly deliver insulin doses without touching the pump at all, giving patients more freedom, discretion, and flexibility. Stay healthy and upgrading the quality of life with One Touch® brand blood glucose monitors and testing strips from LifeScan, Inc., the fast and convenient way to measure your blood glucose to help manage your diabetes.
Branding Strategy Johnson and Johnson are responsible to the communities in which we live and work, and the world community as well. That is part of the Johnson & Johnson CREDO — and part of being a responsible corporate citizen. At LifeScan, we take this role very seriously. Johnson and Johnson’s vision is to create a world without limits for people with diabetes. Toward that end, LifeScan provides product and monetary support to many non-profit organizations on a local, national and international level. Our primary goal is to increase awareness of diabetes as a serious illness, educate people with diabetes and their families and promote awareness that diabetes complications can be reduced with proper management. The one step initiation taken by the company is working towards Community by supporting CREDO; LifeScan Community Relations that provides a foundation for charitable giving, strategic partnerships and volunteerism that enhances the quality of life in our communities and engages our employees. We encourage our employees to volunteer, teach others and support activities that help meet the social, economic and cultural needs of our community, and provide positive change with measurable results. Employees around the world actively support their local communities with work categorized in four areas: education, health and human services, civic and cultural and the environment. LifeScan’s Community Relations program allows employees and local non-profit organizations to partner for positive outcomes around the globe. Employees of company participate and support local events and organizations such as: ADA Tour de Cure — From Philadelphia to Silicon Valley to Inverness to Aguadilla Puerto Rico, Diabetes Care Franchise employees take to their bikes to raise money for the American Diabetes Association’s Tour de Cure, the Tour de France or other related events. LifeScan employees raise tens of thousands of dollars every year for diabetes research, building top corporate teams in the American Diabetes Association Tour de Cure bicycle ride and the Juvenile Diabetes Research Foundation Walk to Cure Diabetes.
Back Pack Drive — Provides backpack and other school supplies for children in need in our community, and assists the Support Network for Battered Women. Blood Drive — Supports the Stanford Blood Center since 2000 — LifeScan also helps to sponsor remote blood drives at local high schools and community centers. Please join other LifeScan volunteers in this important effort. Bridge to Employment — Through the Johnson & Johnson Bridge to Employment (BTE) program, employees encourage high school students to pursue higher education while introducing them to career opportunities in healthcare. Within the global diabetes community, LifeScan seeks to improve the lives of people with diabetes through two forms of giving: (1) educational grants and sponsorships for Healthcare Professional organizations and patient advocacy groups, and (2) financial and product contributions to diabetes charities. To market the products to consumers, LifeScan has a separate website displaying all its products by which consumers can easily choose and order them accordingly without any involvement of third party therefore the company believes more in online and direct trading with customers. This has always been branding strategy of LifeScan and has made them achieve their goals being the “Largest producer of medical and diagnostic devices in the World”. Johnson and Johnson’s as a part of their branding strategy do not advertise their product on television instead they broadcast tutorials on how to use the device on internet. They employed this strategy to demarcate their product from any other product in the market.
Conclusion Brand personality affects numerous aspects of the market. Derived from the physical component of a product, brand personalities and brand images feed off the multiple variations of the intangibles associated with the product. Aaker claimed the three main ways to develop a brand personality include anthromorphization, personification, and user imagery. The study of the cigarettes advertisement reiterated the fact that brand personality is heavily impacted by gender, sex, and age. The use of brand personality and brand image is a very common and effective method of advertisement. The bottom line is that marketers want the consumer to purchase the product and if it means selling the looks instead of the attributes, that is what they will do. Unlike this Johnson & Johnson targeted the consumers in a different manner; they targeted the diabetic clubs and societies for the same. Instead of just promoting through advertisements they directly targeted the consumers and sold its attributes that in fact includes most remarkably the looks of the instrument and then the ease of use. The glucometer by Johnsons & Johnson’s modern day popular marketing campaigns includes love, passion, perfection, elegance, and exploration, resembling the Aaker's concept of the five core dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness.
References 1. http://indiatoday.intoday.in/story/indian-made-glucometer-lifescan-for-measuring-bloodsugar-level/1/195711.html 2. http://www.jnj.com/healthcare-products/ 3. http://www.jnjindia.com/about_jnj/india 4. http://www.lifescan.com/about-us/news/61 5. http://www.lifescan.com/responsibility/giving 6. http://www.lifescan.com/responsibility/giving/community-involvement 7. http://www.onetouch.com/onetouch-diabetes-testing-supplies 8. http://www.iei.liu.se/fek/svp/mafo/artikelarkiv/1.310120/Building_brand.pdf 9. http://maryelaineg.webs.com/ 10. http://www.slideshare.net/ceojesudass/brand-personality-concept 11. http://www.onetouch.ca/ 12. http://www.lifescan.com/node/7
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