Market Research on Johnson Baby Lotion

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Information about Market Research on Johnson Baby Lotion

Published on February 20, 2014

Author: LizaDsouza1


Market Research on Johnsons Baby Lotion Johnsons Baby Lotion Johnsons Baby Lotion is a gentle cream with a mild fragrance and a fast absorption quality. Johnsons Baby Lotion is specially designed to suit the skin types of newborns. It is mostly targeted towards mothers. It helps nourish skin and keep the baby fresh. It is promoted by hospitals and other media like ads, also they have their own website which provides information about the product. It is very convenient to use and is available in every chemist. It can be used to avoid baby rash and other allergies. The price of a 500 ml bottle is Rs.304. Objective of the Survey The objective of this study is to identify the acceptance level of Johnson & Johnsons Baby Lotion and to study the STP the company follows. It also studies the usage rate of the product. Some other criteria’s I have studied include The study of the % of people using competitor products The other products in the Baby health care product division that people tend to purchase. The features of the product that appeal to the customer. Collection of Data The required criteria was doing a survey within the campus but my product wasn’t targeted towards teenager. Therefore taking permission from the faculty I have done my analysis through a market survey conducted for parents. The sample was chosen from Pune wherein random people were interviewed from the age group of 30-50.

Therefore I can say that the data collected and analyzed in this report is primary data collected by distributing questionnaires to the general Public and so also by emailing some questionnaires to my contact list. 70 questionnaires were sent from which 50 complete questionnaires were received. The questionnaire is given below: QUESTIONNAIRE FOR MARKET RESEARCH ON JOHNSON AND JOHNSON BABY LOTION 1. Name: 2. Age: 3. Gender: M/F 4. Generic role: a. Housewife b. Employed c. Self employed 5. Do you use consumer healthcare products? Y/N 6. Do you use healthcare products specifically for babies? Y/N 7. Which of the following baby healthcare products are you aware of: a. J&J b. Savlon c. Doycare d. Pears 8. Rate the following baby healthcare needs according to the degree to which you invest in them? (M-must, S-sometimes, N-never) a. Nappies b. Lotion

c. Baby soap d. Baby shampoo e. Baby conditioner f. Baby oil g. Baby anti rash creams h. Baby nutrition 9. Do you use a baby lotion product for your child? 10. How often do you make use of this product? a. Everyday b. Once a week c. 2 - 4 times a week d. 2-4 times a month 11. Does it take you any specific reason to invest in a baby lotion product? Y/N 12. For what reason do you make use of a baby lotion product? a. General b. Skin c. Skin repair d. Fairness e. Freshness f. Cleanliness 13. Which features of the following baby lotion appeal to you for making a purchase: a. Brand

b. Price c. Quantity availability d. Packaging e. Reference from doctors and specialists f. Advertisements g. Awareness h. Easy availability at local dealers i. Smell j. Texture k. Color 14. Which baby lotion product do you currently use if any? 15. What feature of that product motivates you to make the purchase? 16. Have you made use of J&J baby lotion? Y/N 17. What feature of it made you invest in the product?

Analysis – AGE GROUP 25 No of People 20 15 10 FREQUENCY 5 0 20-30 30-40 40-50 Age The survey was conducted with the maximum people interviewed from age group of 30-40 as I have assumed that the people within these group are already having children and would make use of my product. GENDER MALE 40% FEMALE 60% We can see in the above graph that majority of the people who make the decision of purchasing the product are females but males also make purchase decisions of buying the product because of their concern for the child.

GENERIC ROLES Employed 40% House wife 26% Self Employed 34% Major people who buy baby care products are employed with only a small % being Homemakers. No of People Do you use consumer health care products? 40 35 30 25 20 15 10 5 0 NO YES Yes/No Johnson Baby Lotion falls under the Consumer Care Category, though it is targeted only towards newborns it still forms a part of the Consumer Care Segment. We can see in the above chart that a lot of people use Consumer Health Care Products. Therefore the segment for consumer care products is large.

Which of the following Baby health care products are you aware of ? Pears Doy Care Savlon Johnson & Johnsons Baby Lotion 0 5 10 15 20 25 30 Johnson Baby Advertising has worked in its favor as we can see that the awareness of Johnson Baby products is the largest as compared to other competitor brands. Do You use health care products specifically for babies? NO YES 0 5 10 15 20 25 30 No of people Johnson Baby Lotion fall under the Baby Health Care products under its Consumer Health Care Segment. The market that Johnson Baby Lotion can target is very large, as it already has established its position in Baby care products through its awareness and brand name. 35

Rate the following baby healthcare needs according to the degree to which you invest in them? (M-must, Ssometimes, N-never) 50 40 30 20 10 0 Nappies Lotion Baby Soap Baby Shampoo Baby Conditioner Must Sometimes Never Baby Oil Baby Anti Rash Cream Baby Nutritution The Baby Health care product is very huge, with a variety of products from which nappies are the purchased to a large extent followed by Baby Nutrition. But the demand for Lotions is comparatively Low. But J&J does not need to worry about this as they have already established their products in the above categories. But people need to be encouraged to purchase J&J lotion. This can be done through advertisement and other mass media awareness. Do you use a baby lotion product for your child? 50 44 40 30 20 6 10 0 Yes No Series1 As we can see many people purchase J&J baby lotion for their children. The Acceptance Level of the product is very high, this may be due to the awareness and brand value J&J carries.

How often do you make use of this product? Do not use Baby Lotion 2-4 times a month 2 - 4 times a week Once a week Everyday 0 2 4 6 8 10 12 14 16 The product is used a lot on an everyday basis. Therefore we can say that the usage rate of the product is High as the product is considered a necessity for Babies Does it take you any specific reason to invest in a baby lotion product? Do Not use Baby Lotion 12% Yes 44% No 44% Yes The response is neutral No Do Not use Baby Lotion 18

For what reason do you make use of a baby lotion product? 16 14 12 10 8 6 4 2 0 General Skin Skin repair Fairness Freshness Cleanliness Do not use Baby Lotion Majority people use the product forSkin care followed by fairness and skin repair. Which features of the following baby lotion appeal to you for making a purchase 40 35 30 25 20 15 10 5 0 Reference from doctors, advertisement shown on TV and general word of mouth awareness are the reason Johnsons baby lotion is preferred in the market. These factors create a major impact on the sales of the product. The other features that effect the preference are Brand, price and Texture of the lotion

Which baby lotion product do you currently use if any? 25 20 15 10 5 0 Doy Care Dove Johnson & Johnson Do not use any Consumers use Johnsons Baby lotion to a large extent followed by the competitor brands Dove and Doy Care. Therefore the usage status of Johnsons Baby is more than other brands What feature of that product motivates you to make the purchase? Do not use the Product Value Textue Smell Quality Price Feel Brand Advertising 0 2 4 6 8 10 12 14 16 18 People purchase the product mostly due to the quality feature as they cannot risk any low brand products on childs skin. The next preference is given to the Brand in use followed by the price. 20

Apart from babies adults also use Johnsons Baby Lotion. Therefore we can see that the demand for Johnsons Baby Lotion is also present in the general consumer skin care segment. HAVE YOU HAD A PLEASANT EXPERIENCE MAKING USE OF IT? Do not use Baby Lotion 12% No 22% Yes 66% Majority of the customers are satisfied using the product. They have no complaints against it.

STP ANALYSIS SEGMENTATION Demographic Segmentation: Age: The survey revealed that age group people fell into is 30-40 age group followed by 20-30 and 40-50. Therefore we can say that the people from the age group of 20-40 are the main target segment of the company as they are the people who purchase Baby Care Products. Gender: The purchase is mostly made by female but the % of men buying the product is not less. Therefore we can see that purchasing decision in the Baby Care product is based on both the Mother and the Father. Occupation: The Major category of people among whom the questionnaire was distributed to were employed the other were self-employed and the least were house wife’s. Behavioral Segmentation: The customers purchases Johnsons baby Lotion mainly because of the awareness created using TV ads as a medium of communication. They prefer the product due to the availability, Quality and brand value created by the parent company. Customers would not be willing to take a risk while applying a product on a new born as their skin is very sensitive, they would prefer a branded product. Since trust is already established in this product due to doctor’s recommendation and positive word of mouth the market, customers will not hesitate in using this product. TARGETING The company targets mothers as their key purchase decision maker. As mothers are more close to their siblings they would want the best for their kids, Johnsons Baby Lotion has established enough trust among mothers that they would prefer to purchase Johnsons Baby Lotion for their kids. Johnsons Baby’s is dermatology tested and approved by doctors this works in befit of the product.

Besides targeting mothers Johnson’s baby should also target kids and teenagers as there is a demand for gentle skin care products as seen in the survey POSITIONING Johnsons and Johnsons has positioned themselves as a very gentle product, with fast absorption properties and a fresh fragrance. It does not harm the skin of the user but helps moisturize it by not making it sticky. ACCEPTANCE LEVELS J&J has a high acceptance level in the market as it can be seen in the survey, it is mostly preferred over other products in the baby care segment. The features of the product as discussed in the previous assignment also contribute to the high acceptance level of this product. So also the recommendation that this product receives from word of mouth and doctor’s advice. USAGE RATE The usage rate of this product is very high among parents with newborn children. As the child grows older this product is discontinued in the market RETAILERS Laxmi Chemist, Modern Chemist in Kothrud area were interview and it was found that the demand for Johnson’s Baby products is more as compared to other baby care products. It was mainly purchased by mothers. And the brand was very well known among the masses. The survey finding match the retailers description about the demand for J&J product in the market.

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