Case Study: Societal Marketing Orientation

1. What type of orientation does the organization that produces your product item follow? Explain your answer. (2.5 points)

a. The orientation Johnson and Johnson practices to produce my product is Societal Marketing Orientation. The reason I believe this is because the whole foundation of their company is to give back to the community not only to their customers. According to their website, they are part of Save the Children, have created hospital training programs, help lightened their global footprint by 15% and many more contributions like donating a photo campaign. They would rather lose a shipment than send out a batch of faulty products.

2. What type of competitive advantage does your product item have? Explain your answer. (2.5 points)

Select 2 factors within the external environment that are important to the marketing managers of your organization for your product item. List those factors and indicate why they are of importance for your product item. (3 points)

a. The two factors my product falls under is Demographic Factor and Economic factor. According to InfoScout statistics, they found that the ethnicity who tends to purchase my product more are Asians. This has to do with the fact that the Asian market is more educated and have higher incomes than the other ethnicity. This lead to the second factor that is important to the marketers in my organization, Economic factor. In the same study they found families with higher incomes tends to purchase my product. Hence, why both factors will be important to the marketing team.

4. Create a scenario for Bob/Betty following the entire consumer decision-making process for your product item. Assume that Bob/Betty has never used your product item and is not familiar with it. *You must create a need, and step 4 must result in the purchase of the product. (4

Aveeno target market for my product is women who believe that nature is the key to having healthy skin. Therefore, Aveeno’s market team use psychographic segmentation to aim for women who believe that using natural skin care products is the way to keep your skin healthy. For example, to market Aveeno products the face of the product is Jennifer Aniston. She has beautiful natural skin that can be achieve through a healthy lifestyle and taking care of your skin with Aveeno products. This take us into the second segmentation used by Aveeno’s marketing team which is behavioral segmentation. Aveeno makes their products to benefit their customers, for example, Aveeno daily moisturizing lotion benefit to the customers is it is “clinically proven to relieve dry skin”. The reason my product can achieve this is because Aveeno uses active natural ingredients, such as, soothing oatmeal in my product to leave consumers skin “soft, smooth, and naturally healthy-looking”. In conclusion, for my product Aveeno aims for people who are motivated to achieve natural skin by using products that include only natures natural ingredients to help prevent and protect dry