Johnson's Baby
Sector: Baby care & skincare | Brand Reach: India | Services: Brand strategy | Communication strategy | Brand experience
After the losses Johnson's baby faced in Indian market, the challenge was to come with a communication idea to rebuild their audience's trust and market share as well.
market share of India's Rs 4,000 crore baby care sector
75%
Explore
WARC, Mintel, Simmons, Survey Monkey, Interviews, Focus Groups
India was a high-potential market for J&J with its demographic growth and the rising income level of its people.
However, the slowdown for the company started in 2014, when the senior drug regulator cancelled its licence after tests showed that the baby talcum powder contained asbestos.
Although J&J went to court and got its licence back, the controversies have led to a huge decline in sales for J&J. The company faced a loss of $10 million in 2017 cont. till date, which it blamed on the price cuts in India
Johnson's baby care product targets young parents and positions itself as a safe, mild and gentle product for babies.
As I immersed in research to find out more about Johnson's Baby target audience, I realized its not all about babies. Its about Moms too. Moms are the most important beings when it comes to baby and baby care. During and after pregnancy women experience many uncomfortable symptoms like backaches, weight gain, itchy skin, intense itching, stretch marks, postpartum, etc.
46% of the women marry at an early age and have a kid in their early 20's. The average age of young parents was 22.
WHO ARE THESE WOMEN?
Who is she? What inspires her? What moves her? What does she wants?
What are her pain points?
Sonia Mehra, 27 yrs
“ I just got to know that I am pregnant. I am so excited to start this new chapter of my life. However I am a bit concerned about being able to juggle my career, family and this little one. Since this is my first pregnancy, I am very nervous, anxious and worried about the whole journey. I wish there was someone who could guide me through this time on what to do and what not to do."
Priyanka Singh, 33 yrs
“Being a new mom is very rewarding but tough and scary at the same time. There are so many unknowns in- taking care of the baby, concerns related to feeding, health issues and the list goes on. I find it difficult to manage everything at once. I have experienced that there are a lot of highs and lows in a mother's life. If only there was a way I could learn everything and focus on myself and my newborn properly.”
Bhumika Gupta, 40 yrs
“Being a mother is not new to me, as I have a five-year old and a two-year old. But still I feel like I need the direction and guidance when it comes to parenthood. I am well-set in life and I really want to embrace this beautiful time but instead I end up exhausted at the end of the day. I do not know where my whole day goes and I can feel that I am not able to focus on my relationship with my husband and other family members. I really want to find a way where I am able to fulfill all roles and at the same time enjoy my individualism."
Empathize
-
Parents always do their 100% to do best for their babies. In the whole process of welcoming their newborns, usually the health and needs of women/mothers goes unnoticed.
-
Most of the times the even the husbands aren’t around or supportive enough or busy with their office work. this leads her to feel lonely and scared.
-
While juggling with newborns, kids, work etc her relationship with other family members gets affected.
-
During and after pregnancy women experience many uncomfortable symptoms like backaches, weight gain, itchy skin, intense itching, stretch marks, postpartum, etc.
-
She miss her alone time, she wants to celebrate herself and enjoy her individualism.
The Big Question
The brand is facing a much bigger threat than just decline in sales. They are losing their customers and brand image is being affected. Johnson’s Baby needed to reconnect with their audience in a more impactful and personalised way.
BUT, HOW TO DO THAT?
Insight
Pregnancy can be really harsh on mothers. Body changes during pregnancy, although natural, can be quite stressful for a mother. Mothers need these nine months of pregnancy packed with all the happiness, love and comfort that a they truly deserve!
So when everything Johnson's Baby does, aims for a gentle world for babies, then why not for Moms?
Brand Experience
Introducing Johnson’s MOM Antenatal Facility, calling all Mamas and Mamas-To-Be.
A physical experience which will provide gentle care for Moms starting from early pregnancy, labour and birth, the first few days with your newborn baby till she/he turns 5yrs old.
Execution Strategy
-
It is important to rebuild the audience's community, trust, and confidence. For Community, I suggest that Families be connected to like-minded families to share their stories and extend their relationships beyond this experience. To regain the trust Moms will be given a transparent view of the inner workings of brand processes and products. Parents will receive suggestions from trusted/expert sources to guide them.
-
To make sure the experience connects Moms on a Personal level, Moms will have ‘made for me’ moments as everything will be tailored according to their lifestyle and needs.
-
Customers can share their influence, expertise and POV with Johnson’s Baby and its audience. Their participation is welcomed and valued. This will ensure that they have a positive experience to share with their friends and family.
-
Mothers will be given resources that help them achieve their personal goals, celebrate themselves and enjoy their individualism.
-
To Reward Mothers and make sure they participate, they will receive Johnson’s Baby and mother care products.
Implementation
When : As soon as you get know that you are pregnant you can register with Johnson’s Mom.
Why : Once you register under Johnson’s Mom, you will get benefits and care with your pregnancy. You no longer will feel alone, stressed or worried about how will you manage all of it. This is an experience of ultra comfort, care and love that every Mom deserves. This will make her confident, relaxed and extremely happy about her whole pregnancy period.
How : By visiting Johnson’s Mom & downloading their app which will help you keep updated.
Digital Extensions
Moms will be guided and supported through various media channels like social media. They can also check health tips, other do's & don'ts on the Johnsons Mom App.
Success Measure
Customer acquisition, Brand sentiment, Brand recall, Earned media, Growth in percentage of market share, Customer satisfaction rating.
With this experience, Johnson’s will regain mothers’ trust and love and eventually, recapture its lost market share as well.
Once the mothers are on Johnson’s side, the babies will definitely have Johnson’s products by their sides!!