Johnson invests in line for newborns

A leader in children's hygiene products, the Johnson's Baby has just launched a line for newborns, with prices of 15% to 20% above the brand standard. The products were developed during six years in the laboratories of Johnson Johnson in São José & dos Campos (SP). The release includes liquid soap, moisturizer, oil and moist towelette. The items are produced in the company's factory in the same city, with exception of the oils, imported from Argentina.
The launch is the largest investment of Johnson's Baby in 2014. Without informing values, the company claims that spending with brand media increased 57% this year compared to last year. The multinational corporation is the sponsor of the Fifa World Cup and currently has two campaigns in the air on network TV. The new line for newborns must have visibility in the media from August, when the product must have comprehensive distribution in the country.
The competitor Kimberly-Clark also put on the shelves at the end of last year a row for newborns, with SOAP, moist towelette and diaper. The company, owner of the Huggies Turma da Mônica, plans to invest $ 50 million in marketing their brand of infant products this year, focusing on a line of diapers for babies who have started to walk.
The Johnson's Baby is no longer in its portfolio diaper, larger segment for babies, which last year handled $ 4 billion. The multinational leads, however, the children's hygiene products segment-which includes shampoo, soaps and moisturizers-with a slice of 40%. Last year, that market grew 13% and moved r $ 3.4 billion in Brazil. According to Fernando Guerra, Director of marketing for Johnson's Baby, the brand grew above average. In the first quarter of this year, the market increased by 16%.
The Johnson bet in winning new consumers and on market segmentation. "We want to develop and lead this segment of newborns," says Guerra. A survey by Millward Brown, made in 2010 and used as a base for the company, pointed out that 26% of mothers use only cotton with water to make baby's hygiene and not consume moist towelettes. "Many mothers have insecurity about what products they may or may not use in newborns", says the Executive.
The Brazil is the second largest market of Johnson's Baby, after the United States. The business of products for babies of American multinational recorded revenue of $ 2.3 billion worldwide last year – about $ 1.9 billion in international markets and $ 400 million in the domestic market. Is a strategic segment for the company, representing 44% of sales of its consumer unit.