Johnson & Johnson and Harrods Marketing

Johnson & Johnson and Harrods Marketing is the process in which companies normally create consumer interest in either goods or services. It creates the strategy that brings about sales techniques, business communication and developments. It can also be said to be an activity used by a number of institutions to create, communicate, deliver and exchange offers that have value for their customers, clients or other partners. This essay will compare and contrast various elements of Johnson & Johnson and Harrods marketing strategy. Johnson & Johnson is an American company that deals with multinational medical devices, consumer packaged goods and pharmaceuticals, and it was founded in 1886. Its headquarters is in New Jersey and it operates in more than 57 countries while its products are sold in more than 175 countries. Harrods, on the other hand, is a classy department store found in Brompton Road, Royal Borough of Kensington and in Chelsea, London. This brand applies to other companies like Harrods Bank, Harrods Aviation, Harrods Estates and Harrods Buenos Aires. Its motto is All Things for All People, Everywhere. It has 330 departments offering a broad variety of products and services from clothing to jewelry, toys, food, stationery, housewares and furniture among others. Johnson & Johnson does not target an exclusive market as its products are for everyone while Harrods targets the upper class market. Harrods keeps in mind its exclusive customers in mind as it carries out its marketing activities. The customers may be of varying age groups but they mostly belong to the upper class and they expect the highest value of products at Harrods. Harrods mainly uses a positioning strategy to market its products. Harrods competes in London and its consumers like or prefer to spend their money on the highest quality products. It has tried to understand what the customers likes, dislikes and what their preferences are. Further, Harrods has employed an in-store localized marketing strategy tailor-made to reach its affluent consumers. Due to concerns about reaching consumers locally despite the high-class tag associated with the Harrods brand, this approach was deemed necessary. It did well to align local events that gain the worlds interest and highlight Londons heritage to create awareness of their brand. This is a digital strategy that grows the affinity that people especially nationalists have for the brand. Despite catering to its upper-class customers, it has taken up a few digital strategies that highlight Londons events and culture, but while incorporating social interactions with Harrods. In 2012, for instance, Harrods held an online auction for people to bid on four designer-made crowns whose designers are Paul Smith, Valentino, Lanvin and Roberto Cavalli. The Facebook users could rank the crowns, and go to the website to find out how to bid through email. The auction was going to assist the Macmillan Cancer Support through the proceeds made (Baines and Fill, 2014). Digital marketing is very much a part of Harrods strategy since it chose to use customers creativity and their inspiration. A contest was set up to allow users to create their particular store window and this was all in the effort to help customers become curious about their city and its culture. This was back when London was holding the London Olympics and there was no better way to position itself and advertise to consumers. Johnson & Johnson also uses similar strategies to position them in the market. Johnson & Johnson uses Branded Content Marketing, which means using content that is sponsored and produced by one brand. Johnson & Johnson has chosen not to use generic content that has a surplus of advertisers and sponsors. A Sponsor normally collaborates with a number of content producers in order to bring forward a creative idea that is sold to the consumers in just the form in which they want (Wong, Radel, and Roshnee, 2011). It means Johnson & Johnson and other companies try to create a website or a platform with quality that is relevant to the target audience. A pregnant woman could, for instance, be reading a website like BabyCenter, but stumbles on various ads by Johnson & Johnson while reading about content valuable to her. The company is in this way reaching out to its customers and benefiting them by remaining relevant to their products as well. Usually, when content is written well, educates, informs as well as entertains, then it is bound to keep visitors returning for more. There is no need to buy media, only to create it and let it reach consumers. Johnson & Johnson and Harrods in this case target a big audience and they know the loyal customers who are to be reached. The tools employed by the two companies are likely to be used by their audience. This means that consumers can easily recommend the tools to their peers. Relationship building is seen by both companies, as is the building of trust and loyalty. Harrods also make use of email strategies where they offer consumers the exact products they want for British occasions as well as international occasions. Even in wedding seasons, Harrods creates wedding boutiques that are marketed through a number of emails. These emails lead to the retailers online boutique. This can be called a luxury brand digital attempt to advertise products. These efforts relate to all ages regardless of class, but the main thing is the broad interaction with people who are genuine customers looking for quality. Johnson & Johnson, just like Harrods, carries out promotions like the Beauty for All Ages promotion among other marketing products to become popular with their audience. Johnson & Johnson also takes part in advertising campaigns that encourage people to take up healthy lifestyles and these include Having a Baby Changes Things and The Campaign for Nursings Future. Johnson & Johnson makes sure its products are accessible through a number of retail outlets like Walgreens, Target, Vons, Eversave and Wal-Mart among others (Wong, Radel, and Roshnee, 2011). Harrods, on the other hand, operates the largest department store in Europe, with 330 department stores. Harrods also emphasizes on how its products can be identified by the following terms, Top of the range, reliability, attractiveness, a good brand name and selectivity. Conclusion Johnson & Johnson and Harrods have been studied and termed as companies that use positioning strategies to advertise products. Harrods deals more with an upper class market as opposed to Johnson & Johnson whose products are for all people and ages. Both companies have opened up to their audiences and they are using more interaction to reach their customers. They use similar methods like promotions, emailing and other campaigns to maintain customer loyalty. Harrods is different as it is serves an exclusive market and its main priority is to remain the top quality brand. Either way, both companies employ almost similar strategies to reach their customers. References Baines, P. and Fill, C. (2014) MARKETING 3E P. Oxford: Oxford University Press. Wong, H. Y., Radel, K., and Roshnee Ramsaran-Fowdar (2011) Building a Marketing Plan: A Complete Guide. Sydney: Business Expert Press. Submitting high-quality Essays, Research Papers, Term Papers, is the only way students can score high grades( As). Students ought to hire professional Writing Service providers who can deliver high-quality work within the allocated time. Click to ORDER NOW

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