Johnson & Johnson aims to be a "giant startup"

Johnson & Johnson aims to be a "giant startup"

31 May 2018 - Deborah Wilkes


Read how Johnson & Johnson’s Consumer division is reinventing the way it builds brands and innovates to compete with both startups and its multinational peers in this NEWS EXTRA publication from OTCToolbox.

Jorge Mesquita – executive vice-president and worldwide chairman of Johnson & Johnson Consumer – says the competitive advantages on which the consumer industry has been built are “increasingly less unique”. “We have to compete against the large multinational companies that have been our traditional peer set for many years,” he says, “but we also have to compete against startups.”

Set against this background, Mesquita says Johnson & Johnson Consumer is “reinventing” the way it builds brands and innovates to “meet the needs of current consumers and compete in this new landscape”.

“We need to make our brands feel more personable, more intimate, more local and less global in terms of how they come across to consumers,” comments Mesquita. “And that impacts everything we do.”

Mesquita says Johnson & Johnson Consumer is relaunching its baby care and oral care categories, and embracing the new omnichannel shopping.

Download the publication today to find out more about Johnson & Johnson Consumer's:

  • Listerine brand refresh in 90 countries
  • Reinvention of the Johnson's baby business
  • Strategic initiatives for its OTC business
  • Embrace of omnichannel shopping
  • Ambitions in e-commerce
  • Views on market trends
  • Insights into new entrants
  • Five guiding principles

The News Extra is available to purchase and download immediately from the OTCToolbox website. You can make sure your team is well informed through a Multiple User Licence or a Global Licence. It is available free to people with an Annual Subscription to the OTCToolbox website.

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