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Marketing Plan for Tylenol

Keywords: tylenol marketing plan, tylenol swot evaluation, tylenol marketing analysis

Tylenol is a North American subsidiary make of drugs under the father or mother company Johnson & Johnson. Tylenol is publicized to help decrease pain, reduce fever, and relieve symptoms of frosty, flu, sinus, arthritis, and allergies. It has turned into a trusted brand that parents consider, to help reduce common disorders their children may have problems with. As a result, Johnson & Johnson has gained enormous esteem from consumers just about everywhere because of the reliability and security of the products.

However, due to a series of ongoing recalls in the past couple of years, Tylenol has been struggling tremendously. Within the past calendar year over five Tylenol product lines have been recalled: the frosty water products, 8-hour caplets, extra power Tylenol, Tylenol PM products, Children's Tylenol, Children's Meltaway Tylenol, and Infant's Tylenol. There have been a lot more recalls by Johnson & Johnson for his or her other brands-such as Benadryl and Mylanta-but so far, Tylenol has had to recall these above mentioned products, and they have explained there are usually more recalls yet to come.

The lack of sales and more importantly, the increased loss of customer self-assurance in Tylenol is a serious cause of concern. Due to the enormity of the recalls, regaining goodwill seems difficult without creative marketing. Also, this isn't like the 1982 recalls, where numerous fatalities were induced by an unknown assailant who injected cyanide in the Tylenol bottles. Johnson & Johnson was luckily able to retrieve 92% of lost sales through the brand new creation of tamper confirmation bottles. Which helped them develop with 250 operating companies in 60 countries with gross annual income near $62. 5 billion.

By May 2010, however, Tylenol was required to concern numerous recalls for his or her Arthritis Pain relief caplets and Children's Tylenol products. The FDA affirmed the moldy odour coming from the bottles was due to a bacterias that was known to be tolerant to common antibiotics. The high-quality, reliable family product has now been tainted anticipated to a lack of quality control in various manufacturing plants. As well as the FDA investigations have only brought more focus on the internal quality mistakes.

Since Johnson & Johnson is getting rid of millions of dollars each month credited to lost sales and stock updates, it is very important for Johnson & Johnson to boost its brand image and regain consumer self-confidence. Through intense advertising campaigning Tylenol can instruct consumers about the product quality improvements and portray Tylenol's actions as highly sensible.

Also, all interior quality control procedures can be indicated on the containers of all Tylenol products. Consumers have a growing need to know where their medications come from and Tylenol provides that information and sense of security to their consumers. By providing a serial quantity on all products, Tylenol makes it possible for consumers to go surfing to see where their products are made. Consumers can take part in the quality control aspect by providing pivotal information about the performance in each of their factories. This system allows Tylenol to comprehend how well each factory performs and what, if any, changes have to be made.

Although interior quality control changes need to be made within the company, Tylenol must together work on improving its brand image among consumers. By building strong consumer self-confidence, Tylenol can recover the sales it lost consequently of these recalls.

2. 0 Situation Analysis

McNeil Consumer Healthcare-the consumer medicine division of Johnson & Johnson and manufacturers of Tylenol-has been caught up in some product recalls since overdue 2009. For the company that is known for above average quality, this is a significant setback to the business's image as their quality control and interior practices have been called into question by federal government regulators as well as consumers and industry analysts. In an effort to counteract this problem, William C. Weldon, CEO, has made several general public statements and looks to quell consumers' worries and describe the steps being taken up to correct this problem.

2. 1 Market Summary

The McNeil line of consumer medical products are used by folks of all age ranges from infants to senior citizens and includes various popular, over-the-counter labels including Tylenol, Rolaids, Benadryl, and Motrin. Each is a high brand in its field and has had a nearly flawless quality record. The business allows its divisions a huge amount of autonomy, which protects the others from being affected by any undesirable situations of their sister companies.

The current problem of quality concerns and recalls started out with a 2009 occurrence pertaining to Motrin ibuprofen. McNeil presented a "phantom recall" when they noticed the product got slightly defective dissolving properties and was bought again from stores by employed private companies. In this situation, no formal recall notice was distributed and the buy backs were dealt with quietly without having attention to the issue. It was stated by Johnson & Johnson that there is no safety risk, which is why they handled the situation in this subject.

In 2010 however, Johnson & Johnson started out to receive claims that a musty, moldy smell was emanating from containers of its over-the-counter medications that was making consumers tired with symptoms that included nausea, throwing up, diarrhea, and abdomen pain. Furthermore, the company found that many of their pediatric drugs contained too much of an active ingredient or foreign material. This led to a voluntary recall of 136 million bottles. Because of this reduction in product quality, Colleen Goggins, the mature executive in charge of the McNeil line, tendered her resignation from Johnson & Johnson in an effort to provide consumers with a obvious solution with their woes about Johnson & Johnson's quality control.

In addition, a development facility in Fort Washington, Pennsylvania and another in Puerto Rico have been shut down down due to low quality standards and are currently being modified to meet FDA standards.

2. 2 SWOT Analysis


For decades, Johnson & Johnson was the first choice in quality control. Their products and customer support had been top notch and consumers have always trusted them. In light of the McNeil recalls, Johnson & Johnson can discover the following as positives in their business:

Customer Service - To take care of the influx of customer questions and concerns regarding recent recalls, Johnson & Johnson has set up a comprehensive section on the website focused on explaining the facts behind each recall as well providing a FAQ list, dedicated phone lines, and email addresses.

Review of Manufacturing Functions - Johnson & Johnson is publicly admitting to doing an interior shake-up of the manufacturing businesses to ensure that production facilities keep up with the quality standards they have been known for years back. In addition, quality control has been moved from individual centers to a centralized office. This will help build conformity among all of their products by upholding a particular product standard.

CEO William C. Weldon - His general public admission of inside error and assurance to restructure the business to fix their quality issues indicates that he comprehends the public concern and loss of good will that will derive from this. He admitted to permitting his customers down and solved to ensure Johnson & Johnson does not face poor quality issues again in the future.

Company History - Johnson & Johnson's handling of the 1982 cyanide crisis is still considered the ideal way to cope with a tragedy. The mass media, industry experts and consumers similarly all lauded the company for its rate, efficiency and integrity for the recall and their high involvement in the criminal inspection. Johnson & Johnson's comeback was made possible due to regaining consumer trust through the crisis. This record can serve as a support for Tylenol's current crises and offer a platform for them to make another return.


Several actions as well as the quick drop in quality are a huge blow to the image of Johnson & Johnson. These areas include:

Slow Reaction a chance to Consumer Complaints - FDA documents show that when the original records of moldy odors came up to Johnson & Johnson, no action was taken to rectify the situation. This indicates too little acknowledgement of a potentially serious issue rather than grasping the gravity of the problem.

Violation of Production Criteria - FDA inspectors have discovered that since 2001, several manufacturing issues have come into play including drug mix-ups, insufficient training, imperfect investigations of claims, and failure to determine the cause and way to problems.

Unsavory Recall Techniques - Within their try to confront the quality concern with Motrin in '09 2009, Johnson & Johnson simply delivered a employed group to buy back again available products in every retail establishments somewhat than perform a formal recall. This has come under contention from the FDA as an unsound practice since it didn't properly notify people of a potential concern. This completely counteracts Johnson & Johnson's highly responsible and reliable brand image and makes consumers feel they'll continue to hide important info from its consumers. Johnson & Johnson has since accepted to making an unhealthy decision in this situation.

Resignation of Colleen Goggins - Along with the tendering of Goggins' resignation from the business, Johnson & Johnson will be sacrificing the long term institutional knowledge she offers. Having been with the company since the 1980's, Goggins has overseen and manipulated several strong product categories that will now be subject to new leadership and potentially a new approach to management. This may cause problems later on if the new section brain isn't as strong as Goggins and could lead to high turnover for the reason that position if indeed they cannot get the job done as well as Goggins got to this point.


Although presently under open fire from the FDA, business analysts and consumers, Johnson & Johnson can identify several areas where they can restore their image of quality:

Analysis of Facilities and Steadiness Screening - As Johnson & Johnson overhauls its quality process and revamps its production practices, they can once more position themselves as an industry leader in quality who cares for consumer well-being. If they publicize their actions to right these wrongs, their consumer bottom will see that their commitment to quality remains resolute.

Customer Service Portals - By creating a comprehensive website dedicated to recall information and quality concerns, Johnson & Johnson shows that even after having a misstep, they still discover the importance of customer needs. By quickly reestablishing their existence on retail cabinets with new batches of recalled medicines, Johnson & Johnson shows their devotion to providing customers with the medicine they need to maintain their health.

Creation of New Bottles - Johnson & Johnson's creation of the tamper- repellent bottles became an industry standard following the 1982 turmoil. Sales were able to bounce again as more consumers began to trust Tylenol again, and Tylenol gained a competitive advantages through this invention. By creating new bottles with the 'Q. C. Passed' label and the plant serial number about them, Tylenol can do gain that product differentiation it requires from its competitors and universal brands equally.


Recalls and FDA inspection will critically impact Johnson & Johnson's image. In addition, their composition and quality control have grown to be a location that has instantly switched sour.

Loss of Goodwill - Since Johnson & Johnson had been a quality leader for such a long time; recalls of their medication will lead to a loss of consumer trust in their products. As a result, they'll lose earnings on the products as customers may turn to common brands, which cost less and provide the same benefits as the name brand. Also, customers will be hesitant to go back to a product that they feel they can't trust.

Representative Darrell Issa - As an associate of the House Committee on Oversight and Federal Reform, he's an outspoken critic of the FDA and Johnson & Johnson's recent actions and promises to watch this issue carefully to ensure both groups correct and keep maintaining higher criteria in their techniques. This can result in harsher terms against Johnson & Johnson if their quality does not improve as Issa may force for the FDA to enforce stricter penalties.

Competitors and Bad Promotion - Competitor brands such as Advil are now exploiting Tylenol's current quality issues through their ad campaigns and many devoted Tylenol users are turning to other brands. Advil's recent advertising campaigns desire customers to trash the recalled products and try Advil free of charge. The advertising are directly aimed at changing Tylenol users to Advil. Triaminic-which competes with Children's Tylenol-is also offering their Fever Reducer Pain Relief medicine free of charge within its launch of their new line expansion. This negative campaigning will surely deter Tylenol's capability to maintain consumer loyalty, and will hinder further progress if consumers start preferring rival brands over Tylenol.

2. 3 Competition

With a lot of their products no longer being safeguarded by federal government patents, Johnson & Johnson faces increased competition from generic producers. Charging lower prices and providing the same benefits as brand name medications, if customers of Johnson & Johnson brands no more trust them, they're likely to go to a choice that they can trust. Furthermore, other proven brands like Pfizer or Bayer could take this as an chance to create, release, or press their competitive products which would be observed in a more beneficial light if their quality is looked upon to be greater than Johnson & Johnson's current criteria.

As mentioned in the Market Synopsis, Johnson & Johnson's over the counter drugs include Tylenol, Motrin, Benadryl, and Rolaids. Their other branches include consumer products in the Baby Care, Pores and skin and Hair Attention, Wound Care, Oral Health, Women's Health, Nutritionals and Eyesight Care. Given that they own practically 250 companies with so many other various products including medical devices, and prescription products, any impact from the McNeil group of products will have a tiny effect on their overall earnings. For this reason, Johnson & Johnson as a whole enjoys endemic distribution over the USA and the globe.

However, because the recalls have an effect on so a lot of their products, Tylenol needs to introduce a fresh innovation that will help with their product differentiation. Because the current problems lay in the product quality control of their products, Tylenol can provide containers with the 'Q. C. Passed' stamp onto it with a serial number indicating which manufacturing plant the bottle came from. This will provide consumers with the info they desire and it'll split Tylenol from all other brands, because they will do something highly innovative. This will also help Tylenol's brand image as a in charge and genuine company, and could win back lost sales and consumer devotion.

3. 0 Marketing Strategy

3. 1 Objectives

The first and most crucial step must be considered a complete overhaul of the quality control process within the entire company. Luckily, Johnson & Johnson has already been working on upgrading each of its factories and these inside changes will continue until every manufacturer meets FDA specifications. However, as that persists Johnson & Johnson must take this opportunity to build confidence in the market. By creating a fresh system that will help consumers keep track of their medications, Johnson & Johnson can aim to recover 70% of lost sales within the next fiscal 12 months.

And in order for Johnson & Johnson to activate these sales, they have to do an extreme ad campaign demonstrating they are taking full responsibility for their actions. By targeting these advertising to moms and reconnecting with their family-oriented consumers, Tylenol can see an upswing in sales. However, it is crucial that the changes in the packaging be done in conjunction with the advertising campaign to ensure a quick recovery.

3. 2 Focus on Market

Tylenol is a product that is utilized by everyone which is available all over the place, so its marketing campaign has to talk about each of these market segments. This marketing plan focuses on three segments that were damaged the most by the recalls:

Families with Children: Tylenol has an entire line of products intended for treating colds and flu symptoms designed for children. Despite the fact that the children will be the users of this product, the buyer purchasing decision is only in the hands of the parents or guardians for the reason that household. Parents are usually willing to invest extra for their child's well-being, so they aren't swayed by small boosts in price if indeed they find the brand reliable. However, parents will also stop investing in a product immediately if indeed they see it to be unreliable, unsafe or at all hazardous to their child.

Working Course: The working class is the largest consumer of Tylenol's Fast Release pills because these consumers need fast pain relief caused by daily stresses at their careers. Since this market segment involves hard working, middle-class associates, their purchase decisions are founded more on rates.

The Seniors: Tylenol's arthritis medications are aimed to help relieve pain symptoms felt by older people. They are generally late adopters and once they find a reliable product are highly more likely to stay dedicated to it. Although these recalls may well not affect sales for the arthritis medications too much, it's important to portray Johnson & Johnson's sense of responsibility so any new products can be easily used by them.

3. 3 Positioning

Tylenol can position itself as a dependable company that has to perform these recalls to be able to protect its consumers. This positioning may be accomplished by enforcing its record as a reliable company and its constant love to help its customers. Tylenol may use its earlier experience with the 1982 cyanide case to remind people that they replied effectively to the disaster then, and are simply just doing a similar thing now. Even though Tylenol's quality control issues are in question, it can still position itself as a corporation that is genuine and willing to take the actions essential to fix any inside issues it could face.

3. 4 Marketing Strategies

The main marketing purpose is to remind consumers of Tylenol's responsibility and honesty. So, the marketing strategy will focus on raising consumer knowing of the recalls and make use of it as an chance to re-penetrate the shrinking consumer market.

The message Tylenol will present is the fact that its recalls were essential to protect and protect the public from any potential dangers. By stressing the actual fact that the recalls are just a precaution-and no deaths or conditions were linked to the use of these products-Tylenol can garner more consumer support.

Primarily this subject matter will be conveyed through extreme ad campaigns, in magazines, newspaper publishers, billboards, and on the Internet. It will also be the means through which the public will be alerted of when the recalled products will be again on the racks, and it'll provide Tylenol with a way to inform the public about the new 'Q. C. Passed' stamp onto it. However, Tylenol needs to first stabilize the recall issues to allow them to regain consumer self confidence. Once there is more stableness within the business, Tylenol can start telling the general public about the new containers in order to recover lost sales.

Since the Tylenol brand is ubiquitous, it is important for the advertisement campaigns to be seen by consumers all over. The use of the Internet will be especially helpful because the costs associated with it will be relatively cheap. Print press, although costly, allows the adverts to be read everywhere, from homes to doctor office buildings to grocery stores.

Along with these advertisements, Tylenol will employ its website to see the general public of its recalls-which it already does-and it will also develop a forum for comments from customers. That is another cost-effective method for Tylenol to speak honestly about the recalls and show their responsibility. Plus, this may make future ideas the company may use to satisfy its dedicated customers.

3. 5 Marketing Mix

The marketing blend for Johnson & Johnson will mainly consist of the relaunch of recalled products, costing and strong advertising. The syndication portion of the marketing blend will remain the same because Johnson & Johnson has a strong network of marketers and stores to attain the target market segments.

Products: The primary change that needs to be made for the Tylenol products is the quality of them. Johnson & Johnson is focusing on the quality control systems at each of its plants already, and since the merchandise are reintroduced to the general public, their quality needs to be tested thoroughly to verify there will never be any issues again. The 'Q. C. Handed down' stamps also have to be added to the new bottles to show the public that each container stands up to the high quality requirements establish by Johnson & Johnson.

Pricing: The costs of every product will stay the same but as Johnson & Johnson does already, it must continue providing coupons because of its customers. However, the main issue with these coupons is that they are available online, which is not the most practical way to send out coupons because most people do not remember to printing these coupons when they are using the web. Also, this is incredibly difficult for the older consumers who use Tylenol Arthritis Pain Relief because they're not active Internet surfers. So, it's important to provide coupons to get so consumers may use them immediately.

Advertising: The promotional initiatives will focus on the target markets and will remind the consumers of Johnson & Johnson's responsibility. They'll work to provide consumers with the satisfaction that Johnson & Johnson is doing everything in its capacity to fix these problems. The advertisings are aimed towards, mothers, older people and the working class. It is imperative to advertise everywhere and just about everywhere possible so Tylenol can have more control over how the recalls are portrayed in the sight of the consumer.

3. 6 Marketing Research

The website will provide a way for Tylenol to have a dialogue using its consumers, so new ideas can be suggested by the users of the merchandise. This will also provide a way for Tylenol to better communicate with its consumers and alert them of any changes in their products.

Also, by giving the serial quantity on the containers, Tylenol will be better in a position to trail any issues in the product quality processes predicated on which flower any claims are associated with. This can shorten the time it takes Tylenol to make changes because they will be able to identify issues much faster.

Lastly, it is vital to understand the full effect of these recalls in the brains of the consumers. With each of the bottles of medicine Tylenol provides, it provides a questionnaire for the client to complete and send back to Johnson & Johnson for a 50% promotion. Even though the coupon provides a huge discount, the information the questionnaires will provide, will estimate how much destruction control Tylenol really must do for its brand equity.

4. 0 Financials

Johnson & Johnson's recall of several McNeil Health care products will have several negative financial influences on the company's bottom line. Essentially the most direct impact is lack of income from lost sales of recalled products. With these products being off store racks for various periods of time, consumers will never be in a position to buy the products and the business will lose money. Furthermore, future sales will be lost when customers utilize competitor products and determine not to get back to Johnson & Johnson products because of loss of goodwill caused by the recalls. The estimated loss is likely to be close to $200 million.

Additionally, the company will eventually lose sales from lowered production consequently of plant closings to reevaluate quality settings in order to deter this example from taking place again in the future. This damage is expected to total almost $600 million over the course of per year. Other yet unrealized loss should come from the reconfiguring and reconstruction of the plants, retraining employees to new systems and controls, and advertising us dollars that will be needed to assure the general public that Johnson & Johnson products are safe again but still maintain quality standard they may have.

5. 0 Controls

In order for Johnson & Johnson to gain back their status on the market, they will must ensure that they do not have an excellent mishap like this again. Several steps have already been taken up to rectify the problem including shutting two plants found to possess severe issues, creating a dedicated website to see customers of these rights and to provide standard information under the recall, and exiting Collen Goggins from her position of overseeing McNeil health products. These actions show customers and everyone that Johnson & Johnson is taking responsibility for their actions and doing what they can in the brief run to make an immediate fix. CEO William Weldon's numerous general population statements about the business's determination to quality and entrance of making a blunder, should help with gaining back some customer good will.

5. 1 Implementation

With all those things has been done, Johnson & Johnson needs to put other adjustments in place to promise increased quality among their type of products. To begin with they have to innovate a new way for quality control. This can be something like indicating which vegetable products are produced to clarify where errors are being made if something were to go wrong again. This would also show customers that Johnson & Johnson has a company-wide quality standard that each plant must follow. This will likely also make each vegetable work better because the monitoring system will keep specific plants only accountable for any problems in the foreseeable future.

Another element in retaining or earning again customers will be strong marketing. The company needs to drive their new quality regiment with a complete press marketing plan. This should include print, Television set, radio, internet, and billboard advertising. This campaign should show how Johnson & Johnson prices the health and health of their customers and should also include an apology allowing the public know how sorry these are for the trouble induced by not keeping the quality they have been known for.

By applying these handles, Johnson & Johnson can gain back potential lost customers and perhaps some new ones by displaying their recommitment to quality after this mishap. After being truly a quality leader for a long time, the company needs to do whatever needs doing to repeat background and make yet another return, or risk being defeated by its own negligence.

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