Johnson & Johnson's 'Camp Baby': Great Customer Relationship Management or Public Relations Fiasco?
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(Case Code: MKTG196) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG196 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Customer Relationship Management |
| Case Length |
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13 Pages |
| Period |
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2007-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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Johnson &
Johnson |
| Industry |
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Healthcare/
Consumer Healthcare |
| Countries |
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USA |
Abstract:
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The case discusses in detail, 'Camp Baby,'an event organized
by Johnson & Johnson (J&J), one of the largest healthcare companies in the world
that has over the years built up a reputation as a marketing-savvy company. The
company organized the event in order to build relationships with mommy bloggers
by interacting with them on a common platform. The three day event, held at
J&J's headquarters in News Brunswick, New Jersey was not used as a platform to
hard sell any of the J&J products but to connect to a core group of customers,
i.e. mothers. The case details the organization of the camp, the events held
during the camp and the benefits the participants and the company derived from
it. It also discusses the criticism the company received for organizing the
event.
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While some analysts appreciated J&J's
initiative to build better relationships with its target segment
by harnessing new media channels, others felt that it was
nothing short of a public relations fiasco for the company and
that the case highlighted the challenge in building
relationships with customers in the digital age.
Issues:
» Study the promotional strategies of Johnson & Johnson and
the reasons for organizing the 'Camp Baby'event.
» Analyze whether Camp Baby was able to achieve its objectives.
» Understand the issues and challenges in trying to build relationships with
customers in the digital age.
» Understand the changing media preferences in the digital age.
Contents:
Keywords:
Customer Relationship Management, Promotion, Advertising,
Media channel, Marketing strategy, Marketing communications, Online communities,
Publicity, Public relations, Social Media, WOM marketing, Baby care, Healthcare,
Johnson & Johnson, Camp Baby
Camp Babygate?
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