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Johnson and Johnson Pharmaceuticals Marketing a New Product ‘Ceftobiprole’


The process of launching a new product usually needs a careful consideration. Where the market is saturated, the product needs not only be up to scratch but the other elements of the business must be able to cope too. Whenever a company is introducing a new product to the market, it ought to understand well the market so that the product may succeed. Johnson and Johnson company is planning to introduce a new product Ceftobriprole to the market and thus need to have a good marketing strategy in order to survive in the already saturated market. The process of launching a new product usually needs a careful consideration. The paper analyses the marketing strategies to be used by the company in introducing the new product to the market in terms of segmentation, differentiation and pricing.

Company profile

Johnson and Johnson is a US based multinational company that deals with the production of pharmaceuticals and health care products founded in the year 1886 by the three Johnson brothers Robert, James and Edward (Johnson & Johnson, 2013). It is headquartered in Raritan, New Jersey with branches in Asia, United States and Europe. The corporation has over 250 subsidiary companies which operate in over 60 countries globally. Its products are sold in over 170 countries with the company having achieved$70 billion sales globally in 2015.

The company’s brands include the household names of first aid suppliers and medications like band-aid brand line of bandages which are consumer products. The company has enjoyed tremendous growth over the years becoming one of the largest producers of household pharmaceuticals in the world. The company partnered with another pharmaceutical company from Switzerland to introduce a new product ‘Ceftobiprole’ and the paper is going to analyze how to market the product for it to succeed. The product will target the rise in antibiotic resistance in hospital settings which has spread into nursing homes. It also targets people with low immune systems in outpatient and community settings.

Ceftobiprole is a broad spectrum product that exhibit high activity on gram positive and gram negative MRSA which show resistance to antibiotics such as vamcomycin. It has been a problem that manifests itself in people with low immunity, cases associated with HIV & AIDS patients and the elderly. It also treats pseudomonas infections.

Description of the market for the product

The product shall be unveiled in hospitals, nursing homes and communities in the treatment of life threatening skin infections in the elderly and people with depressed immunity. It has a high curable rate on pneumonia and diabetic foot infections compared to other products such as vamcomycin and tygacil. This product shall face competition with other drugs that act on gram negative bacteria such as Escherichia coli and Klebsiella species. These drugs include Amikacin, Neomycin, Streptomycin and Gentamicin amongst others. Ceftobiprole shall also be in competition with Ertapenem, Doripenem and meropenem targeting pseudomonas infections.

Other first generation products include cefadroxil, cefazolin and cephalexin acting on skin and soft tissue infections. ). Additionally, it shall be face competition with the trade mark vamcomycin which has been the last line of defense in the war against skin infections.

Creating awareness for the new product

Creating awareness is very important for the success of Johnson and Johnson Family Company. The company should make use of different communication strategies such as advertising, public relations, personal selling and sales promotions (Yeboah, 2013). When developing any communication strategy such as advert, the company should consider how it will define the brand. The services have to be positioned in the minds of the consumers.

The company has to try and match the product with the message being passed by the marketing team. This will help the company to satisfy the needs of their consumers. It has to strive to create relationships with its customers so as to ensure that they understand and satisfy their needs.

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