Target Markets of Johnson & Johnson and Unilever
Johnson & Johnson and Unilever are the highest valued multinational corporations in consumer-packaged goods, medical and pharmaceutical devices. You are undoubtedly acquainted with brands such as Clean & Clear, Listerine, Rolaids, Lipton Tea, Dove, Cif, Domestos, Percil, Lynx, etc. Unilever had an annual turnover of $52 Billion, and $82,059 Million of J&J in 2019. What do you think played the role of the cornerstone for such a huge success? The secret is that both companies regularly apply new campaigns and commercials and exert proper targeting strategies. If you are curious about knowing how they function, you are welcome to read below.
Let’s commence with exploring one of Johnson and Johnson recent campaign example.
To analyze the campaign, firstly we need to watch the advertisement.
The development of technology and the spreading usage of the Internet had affected girls’ mindsets negatively. They lacked self-confidence by virtue of the environment’s expectations in terms of newly admitted and applied trends.
In purpose to avoid anxiousness and disappointment among girls, Clean & Clear Brand, which is owned by Johnson and Johnson Corporation, launched an inspiring campaign called #ForEveryFace, which was implemented for Indonesian teen girls. It promoted Clean & Clear products for girls with different skin conditions, colors, and the way they actually look.
The company also established a platform called Cerita Kita, where they could find articles about beauty, care, self-confidence, etc. With the aid of the platform, teenagers were allowed to take part in meetings with prominent coaches who were professionals in beauty, photography, skincare, vlogging, and other similar fields.
The campaign gave an opportunity to the Indonesian teen girls for self-expression, development of self-esteem, and confidence by virtue of utilizing goods of Clean and Clear products. Do you think the company succeeded in increasing brand awareness by this means?
At the end of the seminars and meetings, the organizers obtained more than 1.3 million pledges from the participants to create the best versions of themselves, denying their origins, body shape, condition, color, etc.
Now, it’s time to discuss the communication strategy of J&J.
Let’s do so by discussing their slogan: “for all you love”.
Johnson and Johnson’s company produces goods for people of different ages, gender, race, etc. The common thing that relates to them is the focus of care. The products are for people who need care regardless he/she is a child, soldier, woman, granny, etc.
The company produces medical devices and consumer packaged goods For All You Love. The prior items are related to First Aid materials to heal wounds and injuries. Sterile sutures, breakthrough medications, Imodium drugs, bandages, etc. are the fore mostly demanded and used products in case of emergency. Furthermore, baby care products like pads, creams, shampoos, soaps, etc. is another vast field of J&J brand that came to place.
As you noticed, the product’s primary pinpoint is giving attention and care to people who are important to us in aid of this brand. The company’s focus has not changed since it was established.
It is time to investigate Johnson and Johnson market segmentation strategies.
In order to have much more explicit comprehension of what target segment the company chose specifically and why, thus commercial is waiting for us to look into.
The advertisement starts with a horrible scene where soldiers were infected during the Crimean War. It had resulted in more deaths than the battle. The disease was steadily spreading, and it could be worse if a nurse did not utilize a sanitary from Johnson’s product. The extensive usage of the brand compelled the disease to give up and assisted the patients to return to everyday life.
The commercial sends a message on how much the company values nurses since the 1800s. They helped patients recover not only due to J&J products but also their highest sense of responsibility, concern, and devotion to their job. It seems they dedicatedly like the work so much that they consider patients part of their family. The scenes of taking care of them resemble motherhood supervision and commitment.
As you noticed, the ad heroes were nurses who had taken the roles of the target segment of Johnson & Johnson Brand. Thus, the features described above are typical to the segment called Actualizers.
What do we know about Actualizers?
Lifestyle and Values of the Segment
Actualizers know what their aim is and how to achieve it. They are unbeaten in their career and job because of their most deep-rooted commitment to it. They tend to have full control of everything that exists in their life.
The target segment is enterprising, especially in the working field; however, they think twice before making a risky step. Actualizers value the sense of being sturdy due to their career advancement and job fulfillment; nonetheless, the family-first notion is their foremost priority.
They will undoubtedly prefer to spend the available time with family members and close one rather than to earn money. As the family is more than vital to them, they feel responsible for rearing children properly and educating them.
They like to take care of their home, kids, other family members like it is their duty to mind about their balanced and healthy food consumption, progress in education and job, definite results, etc.
Shopping Preferences
Actualizers are good at managing money. They are fond of paying more for high-quality goods because they opt for quality over quantity. Being a quality-driven segment, premium brands are from their list for purchasing products. They are early adopters of new items; however, they are brand loyal and prefer to buy everything they need from one shop.
Actualizers do not pay much attention and consideration to newly admitted trends and fashion. They are used to have a practical outfit and buy clothes for comfort. Early planned purchases are one of their habits. Frequent visits to the cinema, theater, parks for walking, and cafes and restaurants for dining are integral parts of their lifestyle.
Other Interesting Facts
- The target segment of Actualizers frequently organizes family meetings in the evenings where Sunday lunch is inevitable.
- They are socially concerned, as they regularly follow news about violence, crime, air pollution, etc.
- Actualizers always try to keep up with the latest changes related to technology. They are above average users of computers and the Internet.
16 Personalities (Which one is for your business?)
Johnson & Johnson has chosen Actualizers as a target segment in its marketing campaigns. This approach helped Johnson & Johnson succeed and touch the hearts of its customers. You need to know and accurately understand your customer, their motivations, and aspirations.
Understanding your customer is the key to success and it helps to become an influential player just like Johnson & Johnson.
Johnson & Johnson has a strong relationship with Actualizers. They are the main customers of the latter. However, Actualziers are still one of the 16 Personalities that you should get acquainted with in detail.
All these types of clients are included in the book called “16 Personalities”, which will open a new Marketing world for you. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand, and of course by not wasting your money.
Let’s move to the next giant Unilever and take a look at some of their campaign examples.
Unilever had reached such a big audience due to their campaigns that has 2.5 Billion consumers daily.
Dove Soap exerted a campaign that could evoke the interest of three different groups of audiences. The first focus was on Snapchat, where the brand offered a filter with soap that created a virtual shower scene and a mask on their face.
The filters are functioned as other ones; thus, it was moving according to the user’s changes of facial expressions. The primary audience of this filter and Snapchat users were from the age of 13 to 24.
The second impact in aid of which the company achieved more consumers’ trust was another social platform: Facebook Inc. The statistics show an enormous number of Facebook daily users, where 60% of them are millennials (people born between 1980-1990).
Unilever launched the campaign calling it #ForRealBeauty, where they asked women what the beauty is for them. The campaign was meant to promote the empowerment of feminine self-esteem. Thus, by regularly updating ads, the company also achieved brand recognition on the Facebook platform.
The last platform was YouTube Channels, where moms display their expertise in motherhood, appreciating Unilever’s products. The ads were called #RealMoms, where women ensured that others believed in their mothering abilities because Unilever products such as Dove are real assistants of them.
Now it’s essential to get acquainted with the communication strategy of Unilever.
Unilever established a mission of a bright future that the company has put forth. They are aimed to make the world a better place by pointing out the importance of deforestation, climate change, and other social and global issues. The company considers that brands influence environmental issues such as Persil, which helped 10 million children to be educated and Dove 19 million young people to create self-confidence.
The company reveals its impact on civilization like when people purchase one of their products, they also experience the advancement of welfare and enter modern life. The products like a bar of soap is not just a means for handwashing but also a way to educate people, especially children. Unilever deals with maintaining the hygiene of people that decreases chemical emissions.
The brand represents its focus on Bright Future, employing small decisions that we make every day. We need to take into consideration even elementary choices in terms of how they can affect the future because they do matter it.
It’s time to discover the target markets of Unilever.
The commercial is waiting for us.
It was sending its message so clearly about how the company functions. The ad showed a scene of how the workers are effectively transmitting the boxes to each other to complete their part of work. Besides, the voice behind revealed a noteworthy sentence where the idea was that they serve for families and communities to give and/or get help.
The company produces goods that reflect the sense of care, responsibility, and assistance. Finally, the boxes were on their way to reach people who are really concerned about themselves or their close ones and had ordered Unilever products.
The reasons that the products’ demand had emerged and gradually increased tells about the market’s preferences and typical features. Thus, the highest sense of utilizing products primarily at home and for family members guides me to think that Traditionalists‘ are the right choice that the company made.
Who are Traditionalists?
Values and Beliefs
Family is more than a vital aspect of Traditionalists’ life. They tend to control every facet of their home as it is considered their duty and responsibility. Traditionalists usually give up their own career developments and opportunities because all of their time and commitment is devoted to families. Bearing and rearing children properly so that they could achieve success in the future is necessary where they also put their efforts. Having a well-arranged and stable life is a priority. The target segment prefers mostly loyal and long-lasting relationships.
Traditionalists enjoy cooking for their family members. Spending evenings with them is the first point of their to-do-wishlist. They do not tend to go abroad on holiday but much more familiar and quiet places for relaxation.
Shopping Preferences
Traditionalists usually have a practical outfit. They value comfortability instead of the latest trends in terms of choosing cloths. They like spending time shopping, and it doesn’t matter what kind of shopping they are doing. Sometimes they act spontaneously while purchasing goods.
Trying new brands and new shops are of their interest field. They are considered one of the early adopters of new products that they realize is needed and useable. Even though they like trying newness, they are meant to buy from down-markets and prefer quantity to quality. As they are bargain hunters, they frequently wait for special offers before buying an item.
Other Interesting Facts
- Traditionalists are not artistic at all. They do not like exploring foreign arts and cultures or discover something unfamiliar to them.
- Reading is not from their hobbies, but they insist on their kids to read books as a source of knowledge.
- They need to make sure family members consume organic and healthy food.
- Traditionalists sometimes work hard to get fame and authority from their colleagues.
To sum it up, the blog post was about Johnson & Johnson and Unilever’s target markets, their products, campaign examples, slogans, and commercials. We aimed to provide information about the targeting strategies applied by the companies that prompted to have such a massive success in this industry. We hope you found the article as a useful and effective one. For more similar blog posts, check out the main page of our website.
