ANNUAL REPORt 2011 - Investor Relations - Johnson & Johnson
ANNUAL REPORt 2011 - Investor Relations - Johnson & Johnson
ANNUAL REPORt 2011 - Investor Relations - Johnson & Johnson
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Aspiring Customers in<br />
Emerging Markets<br />
Heleneide Pereira de Brito of<br />
São Paulo, Brazil, feels more<br />
confident with fresh breath and<br />
a beautiful smile.<br />
“Feeling good about<br />
how they look helps<br />
consumers also feel more<br />
prepared to accomplish<br />
things in their daily lives,”<br />
says Karina Lensing, Senior<br />
Brand Manager, LISTERINE®,<br />
<strong>Johnson</strong> & <strong>Johnson</strong> Industrial<br />
Ltda., Brazil, sharing an<br />
insight that helped bring<br />
LISTERINE® ESSENCIAL to<br />
12<br />
consumers in 2010.<br />
“In most emerging markets,<br />
including Brazil, there are<br />
many people who aspire to<br />
purchase traditional Western<br />
brands but are looking for<br />
affordability and a combination<br />
of benefits that create value,”<br />
says Takis Baladis, Area<br />
Vice President, Emerging<br />
Markets, Europe, Middle East,<br />
Africa, <strong>Johnson</strong> & <strong>Johnson</strong><br />
Consumer Family of<br />
Companies. “These consumers<br />
make up a significant portion<br />
wHat ConsuMers want A better understanding of emerging<br />
market consumers, like Heleneide Pereira de Brito, helps our<br />
Consumer business satisfy needs.<br />
of the population.”<br />
LISTERINE® ESSENCIAL<br />
appeals to such consumers<br />
through its new design,<br />
lower cost and comprehensive<br />
marketing campaign that<br />
speaks to their aspirations.<br />
The Consumer business<br />
continues to gain a deeper<br />
understanding of needs in<br />
emerging markets throughout<br />
the world, leading to<br />
enhanced products and<br />
marketing that better connect<br />
to consumers.<br />
In <strong>2011</strong>, for example, the<br />
<strong>Johnson</strong> & <strong>Johnson</strong> Family of<br />
Companies acquired the over-<br />
the-counter business of J.B.<br />
Chemicals & Pharmaceuticals<br />
Ltd.,includingitsDOKTOR MOM®<br />
brand, a well-known line of<br />
products for mid-tier<br />
consumers in Russia. Such<br />
acquisitions are helping<br />
to expand the portfolio of<br />
products that meet consumer<br />
needs in emerging markets.<br />
“By leveraging our existing<br />
capabilities, as well as our<br />
consumer and marketing<br />
strengths, we can continue<br />
to innovate, drive growth and<br />
meet new consumer needs<br />
in emerging markets,”<br />
Baladis says.<br />
JOHNSON & JOHNSON <strong>2011</strong> <strong>ANNUAL</strong> REPORT