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Case Code: MKTG357
Case Length: 14 Pages 
Period: 2009-2017   
Pub Date: 2017
Teaching Note: Not Available
Price:Rs.500
Organization : Johnson & Johnson
Industry : Consumer Healthcare
Countries : US; Europe; Global 
Themes: Crisis Management  
/Brand Management 
/Marketing Ethics
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Johnson & Johnson and its Baby Powder Problem

 
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BACKGROUND NOTE

 

The history of J&J dates back to 1886 when three brothers, Robert Wood Johnson, James Wood Johnson, and Edward Mead Johnson, founded Johnson & Johnson in New Brunswick, New Jersey, US. In 1888, the company published “Modern Methods of Antiseptic Wound Treatment”, which went on to become one of the standard teaching texts for antiseptic surgery. It helped spread the practice of sterile surgery not only in the US but around the world. In the same year, J&J launched the first commercial first aid kits, which became the standard in treating injuries.

 
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In 1894, the company launched maternity kits to make childbirth safer for mothers and babies. The same year saw the launch of Johnson’s Baby Powder, which went on to become the foundation for the company’s heritage Baby business. In 1898, the company pioneered the mass production of dental floss made from leftover suture silk so as to make it affordable...

 
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