Brand Extension Study – Johnson’s Baby Susmita Dheeraja Kraleti| Sec ‘B’| PGP30142

Johnson & Johnson

Consumer

Beauty & Personal Care

(BPC)Baby Care

Pharmaceutical Medical Devices & Digonostics

• Health focused company• Primary focus on human health and well being• $ 74.3 billion Revenue: Broad geographic spread• World BPC Value share: 2.8%Johnson’s baby• Global value share of 22% in 2013; Category leader• CAGR of 4% over 2014-2018• Baby Care Sales of $ 2.2 billion in• Emerging markets major growth drivers, especially

Asia Pacific (9% CAGR)

Hair Care• Oil• Shampoo• Conditioner• Cologne

Skin Care• Powder• Oil• Lotion• Oil gel• Cream

Sun Care• Lotion• Cream

Toiletries• Wipes• Bedtime bath• Safety Swabs• Nursing Pads• Wash Clothes

Johnson’s Baby Product Line

In India, Baby & Child Specific Product Category• Growth @ CAGR 1.5% [2008-13]• Expected CAGR of 7.6%Johnson’ baby:• Holds 73% Market Share• Most Valuable brand of company portfolio• Accounting for almost 1/3rd of beauty and personal

care sales

OTC28%

Skin Care26%

Baby Care15%

Oral Care11%

Wound Care10%

Women's health9%

Consumer Sales

2009 2010 2011 2012 2013

5.5 66.9

7.88.8

4.136 4.4765.0784

5.68626.3976

Baby and Child Specific Products Market Size (INR bn)

Baby & Child Specific Products Johnson's Company Share