Marketing Plan – Johnson & Johnson
Marketing PlanUniversity of the Incarnate WordMarketing PlanThe purpose of this paper is to prepare a marketing plan for either a new or existing product or service for an existing health care related company. The product chosen is a smart phone app that monitors the intake of glucose for individuals with diabetes. According to the Centers for Disease Control (CDC), the most current number of individuals in the United States with diabetes is 29.1 million (Centers for Disease Control and Prevention, 2015). The age of diagnosis can range from 18 to 79 (Centers for Disease Control and Prevention, 2015), however the average age is between 55 to 59 years old. Market Research Diabetes in today’s society is unfortunately on the rise. The cost of diabetes management can be a heavy burden with the economic costs reaching in the billions just in the United States (Ristau, Yang, & White, 2013). With the development of Smartphone applications (apps), more and more individuals are using Smartphones to receive emails, texts, and connect with social media. As the amount of smartphone user’s increase, so will the amount of apps (Ristau et al., 2013). The goal is to promote the use of apps in order to both monitor and potentially decrease the number of individuals with diabetes.
Target Market In order for Johnson & Johnson™ to appropriately market the app to the public, the focus needs to be on the type of individuals who would essentially use the app to monitor their diabetes. The addressable target groups are those individuals who own and use smartphones or tablets; which is roughly about 61% (Sterling, 2013). At the present time, diabetic apps are only used by 1.2% of the target group however, it is stated that by 2018, diabetes apps will have an increase of 7.8% (Jahns, 2014, para. 1). With the increase in use of apps for diabetics to control their blood sugar, the hope is that there will be a decrease of individuals battling diabetes.ProductEvery day, millions of people around the globe enjoy the positive outcome of products from the Johnson & Johnson ™ Company. Our individual family’s health and well-being are our passion which is a reason Johnson & Johnson™ offer the world’s broadest range of health care products. Based on a discussion between the patient and the healthcare profession, the patient can recommend Johnson & Johnson products for comfort and care. From the operating rooms and laboratories, doctors and nurses rely on Johnson & Johnson products to perform hip replacements, implant coronary stents, test for breast cancer, conquer life-threatening obesity, and control diabetes. This research will focus on the products produce by Johnson & Johnson to help treat or maintain diabetes and identify competitive products that are effecting Johnson & Johnson™ marketing strategies.