Johnson & Johnson's 'Camp Baby': Great Customer Relationship Management or Public Relations Fiasco?


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Case Details:

Case Code : MKTG196
Case Length : 13 Pages
Period : 2007-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Johnson & Johnson
Industry : Healthcare/ Consumer Healthcare
Countries : USA

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

J&J, one of the premier healthcare companies, was founded by the Johnson brothers in 1887. The company is engaged in the manufacture and sale of healthcare products in more than 57 countries across the world through more than 250 operating companies. It was ranked 112th in the Fortune Global 500 companies list in 2007...

The Missing Eyeballs

Over the years, marketing techniques for all products have undergone a sea change, with the advent of the Internet. The reach and influence of television as a medium of advertising began dwindling during the late 1990s and companies began looking at other possibilities...

The Beginning

The main purpose of Camp Baby was to develop a direct relationship with mommy bloggers and provide them with useful information in a fun filled environment. The event was not used to sell any of J&J's products but for networking and knowledge...

The 'Camp Baby' Event

Camp Baby was organized from April 2 to April 4, 2008 at New Brunswick. All the participants were provided with to and fro air tickets by J&J. They were accommodated in one of the top hotels in New Brunswick, Heldrich Hotel...

The Other View

Many analysts and participants were of the view that the biggest drawback of the event was that it excluded children from the camp. They opined that it was a bad public relations (PR) move by the company which focused on the bond between the child and the mother in their advertisements...

Outlook

Despite the controversy, many of the participants were of the view that J&J started the event with good intentions and it was a great move on its part to befriend mommy bloggers. Everyone had a good time and the bloggers got the opportunity to interact with each other on a personal level...

Exhibits

Exhibit I: Johnson & Johnson's Key Financials
Exhibit II: Top 10 US Advertisers*
Exhibit III: A Brief Note on the Baby Care Market in the US
Exhibit IV: Johnson & Johnson – Baby Care Products*
Exhibit V: Invitation to Camp Baby

 

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