The articles elaborate Johnson and Johnson's novel marketing strategy in Africa to gain a greater market share in the region. The company has recently turned to Africa to improve its future sales in the medical diagnostics and pharmaceuticals segments. Its primary marketing strategy has been investing in research and development in the continent. It is building relationships with the consumers by first providing the residents of South Africa with the desperately needed services such as mobilizing health facilities and drug distribution. (Johnson & Johnson 1). The company is investing in building these relationships because it presents them with a market opportunity to research and develop new drugs, and subsequently sell them to the same population. Their strategy is long-term as the CEO reiterated, their end goal will be realized down the line as their efforts come to fruition when they will start to sell their merchandise through the vast distribution network they will have built. (Mukherjee).
Johnson & Johnson has a societal marketing concept where they are delivering their services and products not only to improve their profits but also to alleviate human suffering. That aside, the company made a profit of $3.5 billion in 2015 from providing medicine and other related products and services via their infectious diseases unit worldwide. While I do believe that they do have a genuine motive behind this strategy and the fact that the company has been involving local scientists in the research and development laboratories thus creating employment, the company might gain undue market share in the region. It will then drive out any competitors, and with it, prices of the products and services will go up, and they try to collect on their debt. The company’s marketing strategy will work as they are providing services desperately needed in the area that other companies have failed to do and the consumers will continue to look to them for other services.
KFC In Japan Marketing Strategy
These articles describe how KFC made chicken a Japanese Christmas tradition, a marketing strategy that makes the company reap massive profits around the holidays. The plan was devised by the then manager of the first Japanese KFC outlet in 1974 where adverts ran Countrywide substituting turkey with chicken for Christmas. The strategy exploited the lack of Christmas traditions in the country and sold them an idea. The company has since then expanded the meals they offer during Christmas and sell them in packages. KFC at Christmas is a lucrative treat and quite expensive and the chains all over the country report doubled profits in December as in any other month. (Quigley). KFC exploited the ignorance of the customers on Western beliefs and sold the population on a fried chicken dinner during the holidays. The strategy has been working for more than four decades now and has become the Japanese Christmas tradition with over 1,200 outlets in the country and revenue exceeding $750 million (or about 78 billion yen).
KFC employs a selling concept where they advertise their foods in the most colorful and catchy ways. Popular is the saying “Kurisumasu ni wa kentakkii!" which means "Kentucky for Christmas." This tagline that was first used back in 1974 when the first commercial aired is still in use today. They use aggressive advertising with Colonel Sanders being their substitute Santa, once he is put out in the store, it signifies the beginning of this beloved Christmas tradition. The chain has had success in this country by giving them a tradition; it gave them what other companies failed to offer. And for that, the company will continue to dominate and make even bigger profits. KFC has made Christmas an actual holiday for the Japanese who do not mind waiting in line for hours to get their fried chicken in spite of the hiked prices at that time.
The Honest Company Marketing Strategy
These articles show how the Honest Company has marketed its products successfully. The company's primary marketing strategy is to provide non-toxic, safe and organic baby care products. The strategy also includes a heavy online presence and thereby appealing to younger mothers. An approximate of three million babies are born each year in the US and it is the only company providing these products while being backed by a celebrity, Jessica Alba.(Wright). The Honest Company prides itself on being a millennial business, and thus the strategy heavily involves targeted advertising via social media platforms when the millennial moms go onto during their limited free time. It is elaborate that these mothers are yet to have an enormous purchasing power, but the company is banking on their future purchasing power which is expected to grow. It puts out fresh and concise content out daily on all their platforms, but their biggest asset has been Jessica Alba with the ability to command a huge following. (eMarketer). The company was valued at $1.4 billion after only four years in operation. (Wright). Moreover, they have also teamed up with brand partners, young millennial mothers with large social media presences who can influence the purchasing trends of their fellow moms.
The Honest Company has a product-centric marketing concept. They offer eco-friendly and affordable baby products where they offer their customers non-toxic products for their everyday use. I believe millennials moms are conscious about the ingredients that are in their everyday products, especially for their young children. They are thus always on the hunt for the most health and environment-conscious products on the internet, and the Honest Company has harnessed this interaction via digital advertising. As people spend more and more time online, the company stands to grow and increase its product range and with these, their profit margins as well.
Works Cited
“Johnson and Johnson Announces the Launch of New Public Global Health Strategy at Opening of New Operations in Africa.” Johnson & Johnson. 2016. Web https://www.jnj.com>. 24 Jan. 2017.
Murkhejee, S. Why Johnson & Johnson Is Ramping Up Its Business in Africa.” Fortune. 2016. Web <http://fortune.com/2016/04/06/jnj-business-africa>. 24 Jan. 2017.
Quigley, J. T. “A Kentucky Fried Chicken in Japan.” The Diplomat. 2013. Web<thediplomat.com/2013/12/a-kentucky-fried-christmas-in-japan>. 24 Jan. 2017.
Taylor, K. “How KFC made Christmas all about fried chicken- in Japan.” Business Insider. 2016. Web<amp.businessinsider.com/>. 24 Jan. 2017.
“The Honest Company Reaches Millennial Mothers with Personalized Storytelling.” EMarketer. 2016. Web<www.emarketer.com/m/Article/Honest-Company-Reaches-Millennial Mothers-with-Personalized-Storytelling/1013636/>. 24 Jan. 2017.
Wright, S. “The Honest Way of Marketing to Millennial Moms.” The Taylor Blog. The University of Akron. 2015. Web<blog.taylorinstitute.org>. 24 Jan. 2017.
