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    Lakshya Hirwani Saransh Gupta Shahank Chakarvorty

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    raja rocky

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    Lakshya Hirwani Saransh Gupta Shahank Chakarvorty

    Uploaded by

    raja rocky
    12 views7 pages

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    johnsonjohnsonscampbaby-171102164530

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    Copyright:

    © All Rights Reserved
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    12 views7 pages

    Lakshya Hirwani Saransh Gupta Shahank Chakarvorty

    Uploaded by

    raja rocky

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    Johnson & Johnson’s ‘camp baby’; great

    customer relationship management or a


    public relations fiasco?

    Lakshya hirwani
    Saransh gupta
    Shahank chakarvorty
    ABOUT CAMP BABY….
    • On April 2, 2008 US- Based johnson & johnson , one of the largest
    healthcare companies in the world organized a unique event called ‘camp
    baby’ at its headquters in new Brunswick , new jersey.
    • The three days event was designed for parenting community, where 56
    most influential mommy bloggers from US participated.
    • The purpose of this camp to build long lasting relationship with their
    customers.
    • J&j did not use the camp baby event as platform to sell any its producer
    their main motive was to connect with core group of customer i.e. mothers.
    • The participant got chance to interact with guest , doctors , and industry to
    know about physical and mental healthcare.
    • But the event received flak from servel mothers because it did not allow
    babies to be the part of event.
    • The camp was ended up bringing negative publicity.
    BACKGROUND…
    •J&j one of the premier company founded by johnson brothers in 1887.
    •The company was engaged in the manufacture and sale of health products in more
    Than 57 countries more than 250 operation .
    •J&j business was divided into 3 segments;
    1- pharmaceuticals.
    2- medical devices & diagnostics.
    3- consumer products.
     PHARMACEUTICALS includes drugs for family planning , mental illness, nervous
    system and diseases this area generated 41% of sales.
    MEDICAL DEVICES & DIAGONSTICS includes surgical and patient care
    equipments and devices, diagnostics products and contact lenses and accounted for
    35% of sales.
     THE CONSUMER SEGMENT contributed 24% of sales includes J&J baby care
    line, the Neutrogena skin and hair care line, Stayfree feminine.
    •J&J launched baby centre LLC in 1997 it managed sites such as babycentre.com and
    parentcenter.com was online sites for expectant mothers and new parents.
    ADVERSTISEMENT TECHNIQUES …
    • Servel companies where particularly attracted to social media and
    word of mouth [wom] where people shared information about
    products or services with friends.
    • WOM advertising reached US$ 7 billion in 2007 and was expected
    to increase to US$3.7 billion by 2011.
    • The study revels that 80% of consumers trusted the suggestions of
    family , friends and influential's persons more than they did
    traditional advertising.
    • J&J shifted a part of marketing budgets from traditional channels.
    CAMP BABY …
    • Once the timing was fixed the company started to invite blogger to
    register. The registration was on a first come first serve basis.
    • Priority was given to those who loved to share their experiences
    online with others moms to learn the latest technology.
    THE CAMP BABY EVENTS..
    1. The camp was organized from April 2 to april4 2008 at new
    Brunswick and free air tickets were provided and accommodated
    in one of the top hotels.
    2. At the end they have taken to them for shopping they could pick
    J&J products for free.
    3. And special prizes such as three days trip to the Beijing Olympics.
    4. At the last this was followed by dinner, during which an event was
    hosted by Nintendo company ltd.
    5. j&j staff impressed the participants with theirs their hospitality
    and pleasant attitude.
    CONCLUSION…
    • It was the biggest drawback of the event was that it excluded
    children from the camp.
    • It was the bad public relations (PR) move by the company which
    focused on the bond between children and the mother in their
    advertisement.
    • The company felt that the kids would make difficult for mothers to
    attend and enjoy the camp.
    • As the event was conduct on weekdays, many off invitees could not
    make it to the event.
    THANK YOU

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