A 90 slide marketing plan outlining Listerine's audience and how to get them engaged through an online media campaign.

1. Listerine
By: Thomas Confar

2. Table of Contents
 Executive Summary
 Industry Overview
 Situational Analysis
 Strategy
 Calendar
 Budget
 Works Cited

3. Executive Summary
 Based off of secondary research I have created a
plan for Listerine to successfully reach the Young
Transitional market. Listerine will create a new
product that will pack a powerful slogan to get
Young Transitionals involved online with Listerine.

4. Company Overview

5.  Company Mission
Johnson & Johnson Development Corporation
creates strategic growth options for Johnson &
Johnson by investing in emerging health care
businesses

6.  JnJ General Description
 Johnson & Johnson's commitment to innovative health care products has
resulted in consistent financial performance. The Company has 27
consecutive years of adjusted earnings increases and 49 consecutive years
of dividend increases.
 Johnson & Johnson, employing approximately 116,000 people worldwide, is
engaged in the manufacture and sale of a broad range of products in the
health care field in many countries of the world. Johnson & Johnson's
primary interest, both historically and currently, has been in products related
to health and well-being. Johnson & Johnson was organized in the State of
New Jersey in 1886.
 Johnson & Johnson is organized on the principles of decentralized
management. The Executive Committee of Johnson & Johnson is the
principal management group responsible for the operations of Johnson &
Johnson. In addition, certain Executive Committee members serve as
Worldwide Chairmen of Group Operating Committees, which are comprised
of managers who represent key operations within the group, as well as
management expertise in other specialized functions. These Committees
oversee and coordinate the activities of domestic and international
companies related to each of the Consumer, Pharmaceutical and
Professional segments of business. Operating management of each company
is headed by a Chairman, President, General Manager or Managing Director
who reports directly to, or through a line executive to, a Group Operating
Committee. In line with this policy of decentralization, each international
subsidiary is, with some exceptions, managed by citizens of the country
where it is located.

7.  JnJ Business Description
Johnson & Johnson is the largest medical
device company. J&J is the 8th largest
pharmaceutical company on the globe. J&J is
the 5th largest Biotech company on the globe.
J&J is the world’s most comprehensive and
broadly based manufacturer of health care
products. J&J serves the consumer,
pharmaceutical and medical devices and
diagnostics markets with a focus on research-
based, technology-driven products. J&J has 27
consecutive years of earnings increases
adjusted for special items. J&J has 49
consecutive years of dividends increases.
(includes April 2011 dividend increase).

8.  Revenue/Sales (Last 3 years)
2008: 63,747 billion dollars
2009: 61,897 billion dollars
2010: 61,587 billion dollars
 (sales to customers)

9.  Profitability (Last 3 years)
2008: 16,929 billion dollars
2009: 15,755 billion dollars
2010: 16,947 billion dollars
 (earnings before provision for taxes on income)
2008: 12,949 billion dollars
2009: 12,266 billion dollars
2010: 13,334 billion dollars
 (net earnings)

10.  JnJ Staffing
114,000 employees
 William C. Weldon (picture)
 Chief Executive Officer, Chairman of the Board
 Dominic J. Caruso
 Vice President, Chief Financial Officer
 Peter M. Fasolo
 Vice President, Human Resources
 Russell C. Deyo
 General Counsel

11.  Company locations
Company headquarters
 One Johnson & Johnson plaza, New Brunswick, New
Jersey 08933
 Phone number: (732) 524-0400
Johnson & Johnson has more than 250
operating companies conducting business in
almost every country in the world.

12.  Projects for Next Year
The projections for J&J next year includes a .5%
sales growth and .6% total return to share
holders.
 Growth rate
2005-2010: .7% (U.S.). 7.7% (International). 4%
(worldwide).

13. Listerine
 Listerine holds 61% of its market share
 Listerine is 6 times bigger than its nearest competitor
 Dr Joseph Lawrence and Jordan Wheat Lambert created
Listerine’s first product in 1879
 In 1987 Listerine mouthwash became the first non-prescription
mouthwash to earn the American Dental Association's Seal of
Acceptance for plaque and gingivitis.
 Cool Mint Listerine was launched in 1992
 This product attracted a new generation of mouthwash
users. The powerful germ killing properties and the fresh
minty taste proving popular with younger consumers.
 Listerine was initially used for other purposes non related to oral
care including a house cleaning agent

14. Core Consumer
As an average for all lifestyles,
people that live in Cosmopolitan
Centers are 25% more likely to
purchase Listerine than the
average consumer
Total Consumption
 These are some
important factors in
finding Listerine’s
core consumer
based off of the
total consumption
charts.
There is room For
Growth with the
Young
Transitional
demographic

15. Supporting
data
 According to
the fast fact
Total Dollars
Charts the
consumer still
seems to be
about the same
as stated from
the charts
using
consumption.

16. Key Customer
Consumption
Dollars
With Listerine being an additional oral care
product to toothbrushes and toothpaste it is not
surprising that income has the biggest influence on
defining its core customer.
 Based on the Listerine Total Consumption and Dollars charts:
 Couples are more likely to buy Listerine than the average consumer due to their index numbers being over 100. 2 persons per
household also have the highest percentage of the market.
 People with annual incomes over $50,000 are more likely to buy Listerine than the average consumer and they have the highest
percentage of the market.
 People without children make up most of the market and they are more likely to buy Listerine than the average consumer
according to the index chart.
 While the Caucasian race doesn’t have the highest index rate though they still dominate in the Listerine percentage category.
They have a good hold on the market for Listerine.
 Affluent Suburbs and Cosmopolitan Centers have the highest index rate for consumption and total dollars. These lifestyles
seem fitting to the data noted above.
 People above the age of 45 make up Listerine’s biggest market but ages 18-24 have a higher average consumer buying index
rate.
 The Middle and South Atlantic regions seem to be the hotspots for Listerine consumption and total dollars. Consumers have
high percentage rates and high index rates in these regions which means they make up most of the market and they consume
more Listerine than the average consumer.
 Listerine’s current key customer segment includes white couples over the age of 45, no children currently living in their house,
making more than $75,000 dollars per year, living in affluent suburbs or cosmopolitan centers and are located in the Middle and
South Atlantic region.

17. Mouth-rinse Core Customer
 These are some
important factors
in finding the core
consumer for all
mouthwash
brands based off
of the total
consumption
charts
Total
Consumption

18. Total Dollars
 These are some
important factors in
finding the core
consumer based off
of the total dollars
charts

19. Total
Consumption
Total Dollars
Notice that Race and Lifestyle
have both fallen to the number of
persons when compared to just
Listerine’s importance ranking.
 Based on the Mouth-rinse Total Consumption and Dollars charts
 Couples are rating the highest on the index charts stating that they are buying more mouth-rinse’s than
the average consumer.
 People with an income of $50,000 or more hold the majority of the market and are more likely to buy
mouth-rinse products than the average consumer due to their index number being over 100.
 The age that holds most of the market is above 45, people 45 and above are also above 100 on the index
chart. They are more likely buy mouth-rinse products than the average consumer.
 2 people per house hold has a hold on the market percentage and that segment is also buying more
mouth-rinse products than the average consumer.
 Households with no children have almost two thirds of the mouth-rinse market.
 Affluent Suburbs and Cosmopolitan Centers are the most popular places for mouth-rinse consumers.
 The Middle and South Atlantic regions are receiving most of the mouth-rinse market and those
consumers are more likely to buy more mouth-rinse products than the average consumer.
 The average mouth-rinse product consumers are white couples with an income of $50,000 or above, has
no children, is 45 years or older, lives in the middle or southern Atlantic region in an affluent suburb or
cosmopolitan center.

20. Market Trends

21.  Natural Products
 Natural oral care products continue
to rapidly grow, but overall, the
segment is still a small portion of
the U.S. oral care sector at just 30
million dollars.
Toms of Maine
-Has half of the natural oral Natural Product
care market Leaders
-Offers all natural Kiss My Face
toothpaste, dental floss, and -Offers all natural
mouthwash toothpastes and
mouthwashes
Burts Bees
-Offers multiple all
natural toothpaste
products including
whitening toothpastes
and children’s
toothpastes

22.  Demographics
According to Spectra African Americans are
48% more likely to buy Listerine and have the
highest index percentage of all demographics.
18-24 year olds are 40% more likely

23.  Bedtime quick rinse
Dry mouth creates
an easy
environment for
germs to multiply

24. Market Growth
 The Listerine market is growing
 Every category in the demographic skew is
buying more Listerine than the average
consumer
 This is happening with all brands that have
similar consumers
 Most Americans are highly conscious of
proper oral care, and in addition to health
concerns, they value the cosmetic aspects
of proper oral health like whiter teeth and
fresh breath. That being said, future growth
opportunities will be tied to "value added,"
"improved benefit" and "simplified" oral
care products
 1,989.12 Listerine units are consumed annually
per 100 household or adults
 Just under 20 Listerine products consumed
per year, per household
 The oral care future seems to be promising
 Even due to the current low economic times,
the oral category is predicted to globally grow

25. Current Market Position
 Listerine emphasizes the efficiency of its products
to help prevent gingivitis
 Listerine promotes having a healthy mouth and
body on their website
 Listerine is the leader in mouthwash care
 Listerine is a senior product, its brand name is
well known

26. Market Size
 Over 300 million
consumers in the
U.S.
 Currently with 61%
of the market share,
Listerine is 6 times
bigger than its’
nearest competitor

27. Johnson & Johnson Competitors
 Clorox
 Procter & Gamble
 Unilever
 Dow Chemical
 3M
 Alticor
 Blyth
 Church & Dwight
 Colgate-Palmolive
 DuPont
 Henkel Corp.
 IWP International
 Reckitt Benckiser
 Shaklee
 Yankee Candle

28. Listerine Indirect Competitors
 Breathe
Fresheners
 Toothbrushes
 Cough and
Throat Sprays
 Floss
 Denture
Cleansers
 Toothpaste
 Tooth Whiteners

29. Listerine Direct Competitors
 Act Mouthwash
 Colgate Mouthwash
 Crest Mouthwash
 Scope Mouthwash
 Toms of Maine Mouthwash
 Plax Mouthwash
 Biotene Mouthwash

30. Similar Core Target Competitor
Products in Mouthwash
 Plax Oral Rinse
 Scope Outlast
 Act Mouthwash
 Crest Pro-Health

31. Comparisons
 Mouth-rinse products and Listerine have a very similar core customer.
 Mouth-rinse products have a more spread out and evenly distributed
target than Listerine but that is expected when looking at all mouth-
rinse brands vs. a specific mouth-rinse brand.
 Race didn’t seem to be as big of a factor in mouth-rinse products and
Listerine consumers were more dependent on spectra’s defined
“lifestyle” targets.
 The 18-24 year old index for Listerine was at 149 and the mouth-rinse
index is only 112 for total dollars. People in that age category heavily
prefer Listerine when choosing a mouth-rinse product.

32.  While MOUTHWASH competitors deserve to be
recognized by Listerine, they still do not pose a
huge threat
Listerine is 6 times bigger that its nearest
competitor and has more than half of the market
 Listerine needs to focus on all of the oral care
industry products
How can a mouthwash sell more than
toothbrushes or toothpaste
These are big picture questions Listerine
should be focusing on

33. Oral Brands
 Brands with similar consumers
Colgate Total toothpaste seems to be Listerine’s
biggest brand competitor
 For every 100 households, 22.4 have purchased
Listerine
 For every 100 households, 16.35 have purchased
Colgate total toothpaste

34. Gap Analysis
 Consumer Wants
 A clean & healthy mouth
 Current Products
 Benefits
 Helps Prevent Cavities
 Restores Minerals to Enamel
 Strengthens Teeth
 Kills Bad Breath Germs
 Freshens Breath
 Cleans the Whole Mouth
 Price
 1.05 pt costs $5.79
 2.01 pt costs $8.99
 33.8 fl oz costs $5.87
 3.15 pt costs $11.99

35. Listerine Products

36. Listerine Products

37. Listerine Products

38. Listerine Products

39. Listerine Products

40. Listerine Products

41. Listerine Products

42. Channels and Demographic
 Mass Merchandise
(Wal-Mart, Meijer,
Target, Kmart etc)
make up Listerine’s
best channel for sales
 Club and Grocery
channels are both
over 20%
 Mass, Club and
Grocery channels
are all reliable
channels for
All Over their expected Listerine
buying index rate distribution
 The most important
demographic attribute
is household income
 Blacks make up
17% of Listerine's
demographic
 High income
households make
up a large percent
of Listerine’s total
consumption

43. Snapshot
Most
important
demographic
attribute
 Based on Listerine’s product snapshot
 Listerine’s customer segment includes 2 people per household,
most commonly couples, income of $75,000 a year or more, white,
age 45 or older, no children in the household, college grad
education and lives in the middle or southern Atlantic region in a
cosmopolitan center or affluent suburb

44. Regions
 Regions: Split up on
the United States of
America map
 Mouth-rinse product
(including Listerine)
markets have the
highest rate of
consumption on the
east coast of America
 Specifically in the
Mid and South
Atlantic region

45. Business Drivers/Market Needs
 Consumers want more than fresh breath from their mouthwashes
and dental rinses, and suppliers are touting the additional benefits
that their products offer. The benefits include riding mouth of:
 Gingivitis
 Germs
 Plaque
 Listerine removes 56& more plaque than brushing alone
 Bad Breathe
 The term halitosis was coined by Listerine as a marketing strategy to
convey the message that bad breath should be embarrassing and by
using Listerine you could get rid of bad breath
 Dryness of the mouth
 Cavities

46. Economy
 Changes have occurred in the oral industry due to the economic low
 Hygiene products are seen as a necessary purchase, as an industry they are less responsive
to change in the economy
 But, while Listerine is not the cheapest mouthwash brand on the market. Due to economical hard times,
Listerine buyers may be shifting to less expensive off brand mouthwash.
 Electric toothbrushes sales are down due to their high cost mixed with the current low
economy
 Teeth whitening strip sales are down due to time issues and and cost
 Teeth whitening toothpastes have become an oral care company product norm
 Consumers are finding ways to still keep oral hygiene a part of their daily life without
breaking the bank

47. S.W.O.T.
External
Opportunities Threats
Factors
Internal
Strengths Weaknesses
Factors

48. Internal Factors
 Strengths
 Listerine has 61% of the market share
 Listerine is 6 times bigger than its nearest competitor
 Listerine has great brand awareness in the mouthwash industry
 When one thinks of mouthwash, Listerine is usually the first brand to enter that consumers mind
 Listerine’s couple’s demographic on average are consuming 34% more than expected
 Listerine has been engaged in oral care industry from a long time. They are the oldest
producer of oral care products. This makes Listerine the most senior brand in the oral
care industry and due to this, the image of the brand remains strong and concrete in the
eye’s of the customers.
 With its past award and medical certification performance, Listerine remains the choice of many
customers who are concerned about oral health care with large number of customers being loyal to
the brand

49. Internal Factors
 Weaknesses
 Listerine has struggled to gain consumers with a household
income of 50k or less (household income is the biggest
factor of the demographic attributes)
 Listerine does not do as well as it is expected to with start up
families
 Listerine doesn’t sell well in Plain Rural Living behavioral
stages

50. External Factors
 Opportunities
Utilizing social media for more brand exposure
Listerine could have an organic product (a
current trend in the market place)
Listerine’s packaging could be better designed
for people on the go
Listerine could focus more on Younger Bustling
families (they only have 7.1% penetration out of
the 100% penetration of all lifestyles)
Reaching the Young Transitional demographic

51. External Factors
 Threats
Listerine’s competitors are targeting the same
consumer
Smaller brands that don’t cost as much as
Listerine, especially in hard economic times.
New mouthwash products being introduced to
the market
The lack of a “natural” mouthwash product
In the news claims stating Listerine may cause
cancer

52. Customer Service and Loyalty

53. Keys to Success
 Listerine’s brand seniority
 Their hold on the market share
 Their efforts to create convenience in their
products

54. STRATEGY

55. Mission Statement
 Listerine offers a quick way to help its consumers
maintain a clean, odor free and healthy mouth.
Listerine stands out as the most consumed and
trusted mouthwash brand in the oral care
industry. We are constantly pushing the envelope
in oral care through our innovation of new
products.

56. Central Idea
 Introduce a new product
Involve pop icons as supporters
Get the Young Transitional market involved with
Listerine and the new product

57. Financial Objectives
 Increase Listerine’s profit in 2012 by 7.5%

58. Marketing Objectives
 Get the Young Transitional market involved and
talking about Listerine online
Increase the market penetration with Listerine’s
Young Transitional market by 10%
 Launch a new Listerine product that represents
Listerine’s push for a healthier mouth and promotes
common sense

59.  The Facts
Targets  Young Transitionals include
18-24 year old
 The 18-24 year old market is
interesting because they have the
highest index rate yet the lowest
volume .
 18-24 year olds are 40% more likely to
buy Listerine than the average
consumer
 They are constantly interacting on
 Listerine should target the Young social media sites
Transitionals
 This target is heavily involved in
online usage
 They spend a lot of their online
time on their social media pages
 They share a lot of content online
through their social media pages
 This target offers a way for
Listerine to build a big social
media presence
 Listerine and all of its products will
have gained exposure on a big
level if somehow this target really
gets involved

60. Consumer Target
 Young Transitional behavior stages
 They have a low average consumer consumption
index.
 18-24 year olds have a high above average
consumption index yet Young Transitional are still
struggling to reach their potential.

61. Zip Codes
 Based on the the target index, the most popular zip
codes focusing on Young Transitionals include New
York, NY, Washington, D.C and Gainesville, FL.

62. Zip Codes
 NYC has a high index rating for Young
Transitionals while still showing room for growth

63. NYC Target: Young Transitionals

64. New York, New York
 Population is 8,175,133
23% Black
13% Asian
29% Hispanic
33% White

65. Possible ad
platforms
Possible
promotional
platforms
 Website/Online data
 Young Transitionals have a heavy online presence
 40% of the target penetration is online 20 hours or more on an average week
 For every 100 households, 62.4 Young Transitionals are on the internet
for more that 20 hours a week

66. Highest target
measure
 Magazines
 The top 10 magazines that would be useful for Listerine to
buy ad space from to reach Young Transitionals include:
Disticor, Us Weekly, Vogue, Glamour, Everyday Food, Martha
Stewart, Ladies Home Journal, Popular Magazine Group and
National Geographic

67. Possible ad
platforms
 Cable T.V.
 Due to Black’s being 48% more likely to buy
Listerine, BET would be a good ad platform for
Listerine
 Also BET is 73% more likely to be watched by the Young
Transistionals

68.  T.V. & T.V. Events
A prime time T.V. ad spot would reach a large
percent of the Young Transitionals
 Prime time T.V. shows have high target penetration and
index numbers

69.  Places
 Nightclubs
 Broadway shows
 Sporting events
 Madison Square Garden
 Frequently hosts events year round
 Including sports

70.  Hotels/Motels
Personal vacations/Business trips
 Out of town demographic

71.  C-Store
Gas stations and food marts are popular
 Shows the demand for convenience by the Young
Transitional market
7-Eleven
 Popular convenient store for Young Transitionals

72.  Department Stores
 A high percent of Listerine’s Young Tranistional market has
visited a department store in the past 30 days
 Macy’s gets a lot of traffic

73. Above
average
 Coffee
 Listerine’s Young Transitional market is big
on consuming coffee
 Extra boost of energy from to the caffeine
 Helps get your day going
 Get work done at a local coffee shop
 Students
 Writers
 Catch up with a friend over coffee at a local shop

74.  Coupons
 Some of Listerine’s Young Transitional market utilized coupons
around 2-3 time per month
 While product coupons have a higher index rate more coupons are used on
groceries due to the high penetration percentage
 Overall, some Young Transitionals use coupons but the majority of
the market does not

75. Listerine Clear
 Listerine water
 Drinkable
 Listerine Clear’s cost and
taste will mimic that of every
other bottled water product
currently on the market
 Separating Listerine Clear
from the competition
 Benefits
 Cleans mouth
 Rids the mouth of bad
breath
 Promotes a healthier
mouth

76. Calendar
 Special events and holidays are good times for
brands to run themed promotions

78. Listerine Clear Ad
 BET (Black Entertainment Television)
 Why
 Demographic (Blacks)
 They represent Listerine’s highest index rate and
Listerine’s second highest volume
 BET is targeted to 18-35 year old Blacks, the target age
fits my target markets age
 Show
 106 & Park
 BET’s most popular show
 Time
 6pm ET on weekdays and runs for 90 mins
 Feb 9, 2012 (national toothache day, black history month)
 Cost
 30 second ad=$80,000

80. Listerine Clear Ad
 NBC
 April 22, 2012
Sunday 8pm
Sunday Night Football
 $434,792

83. Listerine Clear Ad
 People Magazine
November 7, 2012
 Magazine day
 Metro/Spot ad
 $295,000

84. Positioning Statement
 Listerine Clear is for the person who makes
sensible decisions in life. Unlike the rest of the
bottled water products, when consumers drink
Listerine Clear they are practicing good oral care
and making their mouth cleaner and healthier.

85. Listerine Clear Strategies
 All of the research I did on NYC and my target
consumer led me to better understand my
market.
 If my plan included strategically placed ads then
that info would have been very useful
 After looking into possible ad spots I have
decided I will only run one ad for Listerine Clear
The point is not to convince my target to buy my
product but for them to convince themselves
 The purpose of my one ad will be to spread
awareness to the public

86.  Listerine Clear will be used as a tool to get more
consumers involved with Listerine through social
media.
 The slogan for Listerine Clear will be “it made more
sense” because why wouldn’t someone choose
buying a water that makes their mouth healthier vs.
just water
 This slogan will be used on twitter
 #itmademoresense
 Every week Listerine will use an interesting tweet
containing a story involving the slogan
#itmademoresense. From there, Listerine will get
celebrities to act out the scenario from the tweet in a
video. These weekly videos will be uploaded to
Listerine’s YouTube channel.
 Young Transitionals are very involved with pop culture
so seeing their favorite celebrities act out stories
would be an incentive for my target audience to watch
the video’s
 The online community will get involved because they
would want to see their story be acted out by
celebrities
 Weekly video’s would allow Listerine to stay current
and relevant.
 Brands lose followers when they don’t stay
current
 This plan allows Listerine to get involved with the
online community.

87. Video
 Cost (dependant on which person and where)
Between $100-500,000
Time, location and who

88. Ad
 A Super Bowl ad that promotes Listerine Clear’s
message “It made more sense to”
 The purpose of this ad will bring attention to
Listerine’s twitter page
 The first ad will show the marketing director of
Johnson and Johnson’s marketing discussing
Listerine Clear.
 Super Bowl ad example:
 “Listerine didn’t have a twitter so I thought it
would be cool to have the online community
really get involved with our newest product. I
came to the conclusion when re-reading the
products slogan that it made more sense to
do one ad that would reach millions of people
rather then to waste Listerine’s time and
money trying to gain awareness through
continued smaller scaled market ads.”
 Feb 5, 2012
 $3.5 million dollars for a 30 second spot
 The objective will be to spread awareness for our
product and generate consumer involvement
online. This one ad will spread enough
awareness for Listerine Clear to then let the
online marketing plan get the consumer involved.

89. Why the Super Bowl
 Awareness at its best (Objective accomplished)
Last year 111 million people watched the Green
Bay Packers play the Pittsburgh Steelers
That was the second year in a row the Super
Bowl broke the T.V. view record.
People talking about the commercials the next
day

90. Works Cited
 Ebsco Host database
 Wall Street Journal online database
 SRDS
 NewYorkTimes.com
 Listerine.com
 JnJ.com
 U.S. Census
 Business & Company Resource Center