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Marketing Research of Johnson & Johnson

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Marketing Research of Johnson & Johnson - April 7th, 2011

Johnson & Johnson (NYSE: JNJ) is a global American pharmaceutical, medical devices and consumer packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the company is listed among the Fortune 500.
Johnson & Johnson consistently ranks at the top of Harris Interactive's National Corporate Reputation Survey,[2] ranking as the world's most respected company by Barron's Magazine,[3] and was the first corporation awarded the Benjamin Franklin Award for Public Diplomacy by the U.S. State Department for its funding of international education programs.[4] A suit brought by the United States Department of Justice in 2010, however, alleges that the company from 1999 to 2004 illegally marketed drugs including antipsychotics to Omnicare, a pharmacy that dispenses the drugs in nursing homes.[5] Johnson & Johnson responded that the payments were lawful and appropriate.[6]

Home Marketing Research News Latest Market Research Findings What’s Next in Asia?
What’s Next in Asia?
Written by Harris Interactive
China and India’s Optimism Continues to Boost Surrounding Economies in Asia

As India and China continue their phenomenal growth on the world economic stage, the focus on these two key markets have seen a growth of Multi-National Corporations (MNCs) and supporting industries moving to markets like Singapore and Hong Kong as gateways to North and South Asia.
There has also been movement into newer, emerging markets like Vietnam and Indonesia where some are successfully riding the coattails of these more established markets.

Hong Kong has long been a gateway to China for MNCs. In the first ever Harris Poll in Asia, the attitudinal economic outlook regarding China is very similar among adults in both China and Hong Kong, with 85% of Chinese saying that China will be the most influential economy in the next ten years, compared to 87% of those in Hong Kong who say the same.

Almost four in five (79%) of those in Hong Kong think the growth of China is good for Hong Kong’s economy as well.

These are some of the results of The Harris Poll, the one first to be conducted by Harris Interactive in Asia, and in which 4,251 adults were surveyed online in Singapore, Hong Kong, China and India (February 14 and 21, 2011) and also the U.S (January 17 and 24, 2011).

Begun in 1963 in the United States, The Harris Poll is one of the longest running, most respected proprietary surveys conducted by Harris Interactive measuring public opinion and is highly regarded throughout the world.

“For over 40 years, the Harris Poll has been a respected barometer of public opinion in the United States and more recently in Europe. Today, we are proud to bring the Harris Poll to Asia, recognizing the importance of understanding the pulse of the Asian consumer in today’s marketplace,” commented Kimberly Till, CEO of Harris Interactive.

Indians are also quite bullish about the progress they have made and where they are going. Thinking about the next ten years almost two-thirds (63%) of Indians are optimistic about their economy, with 80% saying India will be the most influential economy.

Only half of Americans (49%) are optimistic about their own economy, and fewer say they will be most influential in ten years (39%). Half of Americans, rather, agree with those in China and Hong Kong, and say China will be most influential in ten years (49%).

Singapore, like Hong Kong, with its English speaking community, infrastructure and comforts (i.e. the “West of the East”) has made it a favorable place to attract talent and to do business. In fact, among Chinese, Indians, Singaporeans and Hong Kong residents alike, Singapore emerged as the country with the ideal economy to live in—48% of adults in these countries say Singapore is most ideal, compared to the 25% who think China is ideal.

“The poll supports what most of us who work and live here already think – that the growth and China of India helps everyone in the region,” said Asha Choksi, Senior Vice President and Head of Research for Harris Interactive Asia.

An Ecosystem Where Everyone Benefits
Seven in ten (70%) Singaporeans are optimistic about their own economy, with 46% seeing themselves take center stage as the next big player in the global economy. They also see themselves very much as part of a larger ecosystem: 70% of Singaporeans think that India’s growth is good for their economy and 78% say the same about China’s growth. Probably based on their own experiences, they think critical factors for growth are proper infrastructure (35%) and good country leadership (43%).

Future trends
China seems to have a much more aggressive picture of their ability to sustain their growth, with 53% of Chinese indicating that they believe they will be the most powerful economy in 2050 versus 35% of Indians who believe the same about their own economy. Singapore seems to show a more balanced picture with an even split between those who think India (26%) and China (27%) will be the most powerful economy in 2050.

To sustain growth, the Chinese believe that free/open trade (39%) and a growing consumer market (39%) are most critical, opinions which are shared by those in Hong Kong (46% and 31% say so, respectively). India highlighted infrastructure (31%) and education (31%) as being critical to growth while those in the U.S. see a low cost of labor (35%) as most important.

Outside of the five countries surveyed, Korea is seen as being the next big player in the global economy with between 26% and 31% of adults in the U.S., China, Hong Kong, Singapore and India indicating this. Many Indians also feel that UAE (35%) and Malaysia (34%) will be the next big players. Among some of the emerging Southeast Asian markets, Vietnam emerged as one of the next big players in the economy, with 21% of Singaporeans indicating that it is likely to play a big role in the global economy in coming years.

So What?
Clearly no one country operates in isolation and the general perception now is that most countries are embracing the growth in China and India to help them leverage their own strengths and opportunities in the global marketplace, whether that be a growing consumer market, low cost of labor, infrastructure to do business and so on.

“As an organization, even we are continuing to grow our teams in these hub markets to collect the views of consumers across the region,” said Amrita Banta, Senior Vice President, Business Development, Harris Interactive, Asia, who just brought in two key executives in India and in China. “We are excited about what is ahead and will continue to adapt our business to trends in the Asian market.”

The Asian Harris Poll® #1, March 3, 2011
By Asha Choksi, SVP, Research and Operations, Harris Interactive Asia

About Harris Interactive
For more information, please visit www.harrisinteractive.com

This Harris Poll was conducted online within the United States (from January 17 to 24) and Singapore, Hong Kong, India and China (from February 14 to February 21, 2011) among 4,521 adults (aged 18 and over). The number of people surveyed in each country is as follows:

Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.

Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates.

These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

aff and their average maximum passengers increased to 600,000. In 1990-1991, the company has 700,000 passengers.

However, despite of the increase of passengers, the company is not so good in managing cost that the company has lose its money. A new management team is brought in to sort it out and re-launch as a “low fares or no frills” airline, closely modelling the Southwest Airlines model in the U.S. And in 1994, Ryanair bought its first Boeing 737 aircraft which carried over 1.5 million passengers. In 1995, Ryanair is the biggest passenger carrier on Dublin-London route, the largest Irish airline on every route being operate and carried 2.25 million passengers in the year (Harrison, 2002).

In 1997, the EU air transport deregulation allowed the airline for the first time to open up new routes to Continental Europe with over 3 million passengers on 18 routes carried. Ryanair launched services to Stockholm, Oslo, Paris and Brussels and took time out to float Ryanair plc on Dublin and NASDAQ Stock exchanges. The company was awarded as Airline of the Year in 1999 by the Irish Air Transport Users Committee.

In 2000, they announced the launch of 10 new European routes for the summer 2000 after much deliberation and watching others burning money. The company has also jump onto the internet with the launch of their new online booking site and in just 3 months the site is taking over 50,000 bookings a week. By 2001 there are more than 1500 employees working for Ryanair and more than 10 million passengers are carried to 56 cities in 13 European countries. The company has opened Frankfurt-Hahn in 2002 as their second continental European base and announce a long term partnership with Boeing which will see the company acquiring up to 150 new Boeing 737-800 series aircraft over an eight year period from 2002-2010.

The booking in their web accounts have increased to 94% which has probably has something to do with opening another 26 routes. In year 2003, the company is characterised by rapid expansion and the start the year by announcing that the company has ordered an additional 100 new Boeing 737-800 series aircraft to facilitate the rapid European growth plans (Binggeli and Pompeo, 2002). They acquired Buss from KL M in April and re-launched 13 buss routes in May. In February they opened their first base in Italy at Milan-Bergamo and launched their Stockholm Skavsta base in Sweden with six new European routes. In all 60 new routes are added throughout 2003 to bring the company a total of 127 routes. By 2004, the company is named as the most popular airline on the web by Google and they launched their 10th and 11th bases in Rome Ciampino and Barcelona Girona and continue to add mor

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