Johnson and Johnson are involved in manufacturing, development, research and sale of a variety of health care products (Bhushan 2).There are three major business divisions in the company namely Pharmaceuticals, consumer and medical devices and diagnostics.Every day, many people all over the world appreciate the benefits that Johnson and Johnson Company products offer. The company focuses on the well-being and health of a person. This is why Johnson and Johnson companies offer a wide range of healthcare products. Globalization has also helped Johnson and Johnson companies in ensuring that many people in different parts of the world benefit from their companies. Johnson and Johnsoncompanies have branches in Europe, North America, Middle East, Asia pacific, Europe and Africa particularly Egypt and South Africa. This paper analyses Johnson and Johnson’s target market in Ghana as well as the marketing, pricing and distribution strategy of this company

Target market in Ghana

Ghana is one of the most growing countries in Africa and is the eighty-second largest country in the world and thirty-third largest in the African continent. In terms of governance, the republic of Ghana is the seventh best-governed democratic country in Africa. Its economy is the sixth largest in Africa in terms of purchasing power equivalence. In West Africa, Ghana has the highest per capita income. It has a free press. In regard to population, Ghana’s population at the end of the year 2013 was 25,904,598. The population of females is greater than that of males. It is a densely populated country with 109 people per square kilometer. This information about Ghana makes the country a valuable target market forJohnson and Johnson Company. Since the company deals with medical products that are highly purchased in the market especially pharmaceutical products, Johnson and JohnsonCompany’s products willexperience a higher market share in the country. Also, due to the country’s growth of theeconomy, the people of Ghana have high purchasing power. This means that Johnson and Johnson’s products would be highly purchased in the Ghana market. Furthermore, the country’s population is high. Women are more than men. Johnson and Johnson’s products incorporate skin products that are highly purchased by women. This means that skin products from the company will also be highly purchased.

Johnson and Johnson’s marketing strategy

Johnson and Johnson company has many strategies through which it markets its products. Since it was started in 1886, it has been marketing its medical products. Johnson and Johnson marketing strategy is customer satisfaction. The company ensures that their products are passed from generation to generation. For example, during my early years, Johnson and Johnson baby products were introduced to me. Up-to-date, the company’s products are still used in my family. The reason why the company’s products are bought by generations is because they are the best, and the company focuses on customer satisfaction. As such, their products supersede those from their competitor companies. In order to achieve this strategy in target markets like Ghana, the company should organize itself based on the principle of decentralized management. As such the citizens in the target company would be managers of the company in their country. More products would be sold as such citizens understandtheir fellow citizens better, and they understand the best ways to market such products to their people.

Another marketing strategy that ensures that Johnson and Johnson’s healthy products are sold in the market is product innovation and differentiation. The company manufactures different products, and this ensures that they provide the customers with a different range of products. Also, Johnson and Johnson company focuses on creating new products. In its different locations in the world, the company has innovation centers where new products are made to meet the new consumer markets. This illustrates how the company builds its business in the emerging markets. In Ghana, this strategy will ensure that consumers purchase a variety of products.

The company’s pricing strategy

Johnson and Johnson company is committed to those who use their products and services, for example, doctors, nurses and patients who rely on the products of the company to meet their medical and health needs. The prices set for the products help the company to fulfill its commitment. There is a balance between patients’ access and competitive dynamics when pricing for products. Such prices make the company has the resources for innovating new and better health products and medicines and ensuring a fair return to the company’s shareholders. The company works to keep its average price increase for health products within the consumer price index(Oppenheimer91). Johnson and Johnson net price increases for over-the-counter medicines, prescription, professional and hospital products. Also, the company commits to ensuring that underprivileged and lower income patients access medicines. The company works hand in hand with donors and governments to ensure that products are provided at affordable prices. Johnson and Johnsoncompany engages inequitable, strategic and innovative pricing strategies for a broad variety of diseases. For example, the company’s global access & partnerships program offer access to HIV medicines through not-for-profit pricing in sub-SaharanAfrica and other least developed countries outside Africa. Most importantly, the country’s Access and Affordability Platform and Tiered Pricing Framework, which was established in 2011, offers a pricing model where prices of company’s products depend on the public health situation and economic conditions of the country. This pricing model is the best pricing strategy for target market in Ghana where different people have different financial ability. Other pricing programs used by Johnson and Johnson are Crucell Partnerships and Pricing that uses diverse strategies in different countries(Oppenheimer 111). Crucell supplies UNICEF with a combination of five vaccines; tetanus, whooping cough, diphtheria, Haemophilus influenza type B and hepatitis B at a special offer price rather than selling the each vaccine alone. Anotherpricing program used by the company is the Mic-mat special-offer price which ensures that the special needs of HIV/AIDS patients in the developing world are met through a not-for-profit pricing. Johnson and Johnson company continues to price their health products in a responsible and reasonable way according to its credo values(Our Credo 1).

Distribution strategy

Operating in one hundred countries, Johnson and Johnson Company uses distribution channels to compete effectively in the industry. The company tailors its products to suit different markets and meet the demand of customers. Also, the company prides in having a strong collaboration with its suppliers. The company relies on its many suppliers to service their customers. The company’s distribution channels include retail and wholesale. Their products are also delivered to hospitals and not-for-profit centers in developing world. The company also collaborates with other organizations such as imperial management logistics to supply their products (Imperial Logistics 1). Products in the category of medical devices and diagnostics are distributed to hospitals, retailers and wholesalers through surgical supply or directly(Johnson & Johnson 1). Consumer market products such as skin care, baby care, wound care and others are distributed to the general public and are sold to other distributors and retail outlets all over the world.

Johnson and Johnson company still continues to offer a diverse range of products to consumers. Its focus on customer satisfaction and product differentiation have enabled it to lead in the market. Itsdistribution, pricing and marketing strategies have increased the company’s profit margin. Its target market in Ghana will flourish because of the country’s population, purchasing power, democracy and free press where such products can be advertised.

Works Cited

Our Credo.Our Credo Values,2010. Web. 22^nd August 2014. Available at: http://www.jnj.com/wps/wcm/connect/c7933f004f5563df9e22be1bb31559c7/our-credo.pdf?MOD=AJPERES

Bhushan, Amarendra. “Health-Care Products Giant Johnson & Johnson (JNJ) Posts Higher 1Q Profit”, CEOWORLD Magazine, 2010. Web. 22^nd August 2014. Available at: http://ceoworld.biz/ceo/2010/04/20/health-care-products-giant-johnson-johnson-jnj-posts-higher-1q-profit

Oppenheimer, Jerry. Crazy Rich: Power, Scandal, and Tragedy inside the Johnson & Johnson Dynasty. St. Martin’s Press, Aug 13, 2013, pp496

Imperial Logistics. Imperial to distribute Johnson & Johnson products nationally, 2014.Web. 22^nd August, 2014. http://www.imperiallogistics.co.za/imperial-news/677/imperial-distribute-johnsons-johnsons-products-nationally

Johnson & Johnson. Johnson & Johnson Medical Devices & Diagnostics Businesses, Expanding Market Leadership with Innovative Products and Customer-Focused Solutions, 2014.Web 22^nd Aug,2014. http://www.jnj.com/news/all/Johnson-Johnson-Medical-Devices-Diagnostics-Businesses-Expanding-Market-Leadership-with-Innovative-Products-and-Customer-Focused-Solutions

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