Johnson & Johnson's 'Camp Baby': Great Customer Relationship Management or Public Relations Fiasco?


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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.

Case Details:

Price:
Case Code : MKTG196 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Customer Relationship Management
Case Length : 13 Pages
Period : 2007-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : Johnson & Johnson
Industry : Healthcare/ Consumer Healthcare
Countries : USA

Abstract:

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.

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:

  Page No.
Camp Babygate? 1
Background Note 2
The Missing Eyeballs 3
The Beginning 4
The 'Camp Baby' Event 5
The Other View 6
Outlook 7
Exhibits 8

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

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