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Essay代写:Marketing analysis of Johnson & Johnson’s Band-Aid

2018-02-07 | 来源:51due教员组 | 类别:Essay代写范文

下面为大家整理一篇优秀的essay代写范文- Marketing analysis of Johnson & Johnsons Band-Aid,供大家参考学习,这篇论文讨论了邦迪创可贴。邦迪创可贴是强生集团旗下的品牌,旨在为消费者提供创可贴产品。创可贴是生活中的必备物品。其中,家庭群体使用最多。创可贴的作用是止血、镇痛、杀菌、消炎和愈合伤口,用途非常广泛,所以销售量是非常高的。而邦迪创可贴的销售途径,主要是供给医院,还有大型直销渠道。其竞争对手主要是Paul HartmannNucryst

Band-Aid,邦迪创可贴,英国代写,英国论文代写,essay代写

1. Branding and positioning strategy for Band-Aid

Band-Aid is subsidiary brand of Johnson & Johnson aiming to provide product of band aid for its consumers. Band-Aid focus on its segment market of family-use, daily-use and medical-use. Among them, the family group is got most attention. Band-Aid is eager to product of band aid with feature of hemostasis, analgesia, sterilization, antianaphylaxis, diminishing inflammation and healing wounds (Johnson & Johnson’s official website, 2017).

2. Perceptual map for band aid and its competitors

(Y-axis is price. X-axis is the product feature. Right side means the product feature is comprehensive and the left side means the product is specialized in a certain field.)

In the band aid market, there are two main competitors for Band-Aid. One is the worldwide brand like Paul Hartmann and Nucryst. They both provide band aid product all over the world. Paul Hartmann focus on the sport player market aiming to provide product feature of antibiosis and anti-sweat. As for Nucryst, its band aid is popular type highlighting the low price and practical feature. Besides the worldwide brand, there are lots of local brand as a strong competitors for Band-Aid. For example, in China, Yunnan Baiyao is a strong player providing band aid with feature of traditional Chinese medicine, which meets Chinese appetite. In Korea, POTH is attractive consumers with the product feature of various shape (Kredentser, 2009).

3. Product utility

3.1 Form utility

The feature of Band-Aid’s product is its comprehensive functions, which can be adopted into several situations.

3.2 Time utility

The distribution and sales channel has been established all over the world. Thus, it is convenient for consumers to get Band-Aid’s products.

3.3 Place utility

A comprehensive sales channels for transformation of Band-Aid’s product have been set up by the medicine outlets and online stores.

3.4 Possession utility

The band aid can provide sense of safety for consumers especially the strong feature of Band-Aid’ product.

3.5 Psychological utility

As a company with more than a hundred years, its brand image is reliable and innovative (Johnson & Johnson’s official website, 2017).

4. Current marketing strategy and tactics of Band-Aid

4.1 Product

Product itself is Band-Aid’s core influencing consumers in terms of experience, word of mouth spread and its brand image. Band-Aid’s product development based on consumers’ demand. Firstly, it come up with the feature of antibiosis and anti-matter. After that the feature of waterproof and ventilation is put forward. Besides the development of new feature, Band-Aid also spends efforts to maintain its product quality (Johnson & Johnson’s official website, 2017).

4.2 Price

In general, Band-Aid adopts the value pricing, which is between the penetration price and skimming price. Band-Aids prices its product based on its quality and cost (C Bittar, 2003).

4.3 Place

There are two main channels for Band-Aid. One is the medicine channel. In this way, Band-Aid sales its product by the franchiser. The initial distribution is set up in different countries. And then, initial distribution allocates the specific market share to the secondary distribution, which is based on the specific region. In this model, Band-Aid pays attention to the price management to avoid the commodities fleeing. The other important channel for Band-Aid is consumer channel. In this model, Band-Aid establish the cooperation with the large-scale outlets directly to sale its product (Songand Cui, 2013).

4.4 Promotion

Different distribution has its own promotion strategy. As for the medicine channel, Band-Aid put forward promotion of discounts seasonally. In regard to the consumer channels, the discount is for the volume sales (Johnson & Johnson’s official website, 2017).

5. Price elasticity analysis for Band-Aid

Substitute goods have a great influence on the price elasticity. Although Band-Aid’s product feature is excellent in its field, its differentiation is weak relatively for the mass consumers. Thus, for mass consumers, they cannot tell the specific difference between Band-Aid and other brand, which makes the price elasticity high.

Reference

Johnson & Johnson’s official website (2017). https://www.jnj.com/

S Kredentser (2009). Marketing family medicine.Canadian Family Physician Médecin De Famille Canadien, 55 (6) :669, 670.

C Bittar (2003). J&J Stuck on Expanding Band-Aid Franchise. Brandweek. 23(25): 12-13.

XC Song&JZ Cui (2013). Marketing Strategy Analyse Based on 4 P Theories. Lecture Notes in Electrical Engineering, 45(47):24-26.

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