 "Scott Beaudry & Ganesh Bangalore")
Johnson & Johnson (J&J)’s new global marketing campaign aimed at revitalising its baby care business - 'So Much More' - is being launched in seven key markets includes India. Scott Beaudry, director, baby care, R&D, Asia-Pacific, Johnson & Johnson Consumer and Ganesh Bangalore, head of marketing, Johnson & Johnson Consumer, India, speak to Viveat Susan Pinto about the benefits accruing to the Indian and Asia-Pacific regions as a result of this initiative. Excerpts:
What will the campaign focus on? How different is it from your previous efforts?
Scott: The campaign is based on research on how simple everyday tasks such as giving your baby a bath can aid in developing his or her brain if multiple senses such as smell and touch are stimulated. This insight has been part of our research & development effort in some form or the other over the last decade. However, we decided to specifically focus on it three years ago and look at how it impacted baby development. The culmination of this effort is the campaign we are now unveiling, where we are attempting to help parents change their attitudes and habits to rituals such as giving a bath. We have developed a bath line of products thanks to this research, which is available in a number of markets. It has been proved to be relaxing and it aids in a child's development. Besides the attitudinal change, product development is also part of this effort we are putting behind this campaign. We will leverage learnings from the research behind the campaign to refine our existing line and launch new ones.
What would the India leg entail?
Ganesh: A lot of what we want to convey through 'So Much More' globally is also relevant to India. Our conversations with parents here show most of them call out bath time with their babies as an enjoyable experience. However, only half of them realise how important it is for the development of their baby's brain. The campaign will attempt to address this using traditional as well as digital media. We will also have on-ground initiatives in a bid to change attitudes towards these basic tasks.
From a communication point of view, this is not a six-week or eight-week burst, but something that we see doing for the next two to three years.
Will there be introduction of new products based on the insights the campaign is trying to propagate?
Ganesh: That will come at a later stage. Scott spoke of a bath line, which we could get here. There are other products from the international portfolio, which could make their way to India. But right now the emphasis is on changing mindsets through a communication exercise.
J&J's global management has highlighted the importance of emerging markets for its future growth. Besides Latin America and Africa, Asia-Pacific takes centre-stage as a result of this. Which other markets besides India and China are you counting on for growth in APAC?
Scott: I was moved two years ago by J&J (Global) to the APAC region specifically to address our needs and challenges in emerging markets. I will not be able to indicate specific markets, but suffice to say emerging markets in this part of the world are as important as the developing world. Also, you will get an idea of the emerging markets we are counting on through the rollout map of the 'So Much More' campaign. India, China, Brazil, The Phillippines, Saudi Arabia are part of the rollout map besides the UK and US. More markets will come subsequently.
Where do you see the current campaign taking J&J? Apart from the attitudinal change, what is the overall objective of this exercise?
Scott: This initiative that we have embarked upon is part of our 2022 growth strategy. This research is critical because it will help us transition from a baby skin care company - something we are known for - to a baby care company. There is a difference between two. The latter speaks of well-rounded development of a child as opposed to healthy and glowing skin. That is important for our future growth. It opens up a number of prospects for us.
