Marketing Case Study

Johnson & Johnson: Target Marketing

Research indicates that moms go online to get information about their newborn babies. Research also found that babies who are Hispanic represent more than 25 percent of babies born in the United States.

Media to Reach Moms

After analyzing these facts, Johnson & Johnson saw an opportunity to reach out to mothers who are Hispanic to sell its baby products. The company decided to create a website completely in Spanish, offering educational Webisodes that address concerns mothers have regarding their newborns. A few topics address the importance of touch in bonding with a newborn. The product being introduced during this campaign was baby lotion. The message offers the benefits of touch in the development of a healthy baby.

To coordinate the campaign, Johnson & Johnson turned to Univision, a Spanish-language media company. It placed banner video ads on Univision's website, as well as ads on a variety of shows airing on its television network. A similar program was established in English so that mothers who are Hispanic could have a choice in language.

In your table groups, discuss the following questions. Have one person in your group submit your answers in Canvas.

If Johnson & Johnson sold $12,949,847 of hand lotion in 2014 and $3,150,367 of that money was spent by mothers of children who are Hispanic, what percentage of Johnson & Johnson’s profits were due to mothers who are Hispanic? Round to the nearest tenth.
Can you think of any other examples of companies reaching out to customers in the manner that Johnson & Johnson chose to reach out to the Hispanic market? List at least one (you may have to do some research).
Why should a company be very careful when planning marketing strategies designed to appeal to specific ethnic markets?