uploads///ORAL CARE

Johnson & Johnson Is Reinventing Its Oral Care Franchise


Nov. 20 2020, Updated 5:23 p.m. ET

JNJ’s oral care business

Johnson & Johnson’s (JNJ) oral care business under its consumer segment registered an operational sales decline of 3.2% in fiscal 2017. However, in this year’s fiscal first quarter, its oral care business saw an operational sales growth of 0.6% YoY (year-over-year). It saw market share gains that were mainly driven by new product launches and successful marketing campaigns. However, some of the recent divestitures outside the United States partially offset those gains. It maintained its market-leading position through fiscal 2017 and the first quarter of 2018.

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Strategic initiatives driving growth for JNJ’s oral care business

Johnson & Johnson has been consistently working on regaining its lost market share in the consumer space over the past year. It’s been developing strategic initiatives to increase market penetration, expand across emerging markets, and innovate categories in its oral care franchise.

JNJ’s various initiatives to reinvent its oral care business has led to growth in its market share as well as category and use growth. In emerging markets, JNJ has devised locally relevant solutions for its oral care franchise along with other businesses that are driving expansion and growth in those regions. It’s also working on breakthrough innovations aimed at category disruption.

The company is also focused on developing an omnichannel presence since e-commerce is growing at a fast pace. It has recognized the need to reinvent its commercial strategy to maintain its leading position and increase its market share. We’ll look at that strategy later in this series.

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