Aspiring Customers In Emerging Markets

Heleneide Pereira de Brito of São Paulo, Brazil, feels more confident with fresh breath and a beautiful smile.

“Feeling good about how they look helps consumers also feel more prepared to accomplish things in their daily lives,” says Karina Lensing, Senior Brand Manager, LISTERINE^®, Johnson & Johnson Industrial Ltda., Brazil, sharing an insight that helped bring LISTERINE^® Essencial™ to consumers in 2010.

“In most emerging markets, including Brazil, there are many people who aspire to purchase traditional Western brands but are looking for affordability and a combination of benefits that create value,” says Takis Baladis, Area Vice President, Emerging Markets, Europe, Middle East, Africa, Johnson & Johnson Consumer Family of Companies. “These consumers make up a significant portion of the population.”

LISTERINE^® Essencial™ appeals to such consumers through its new design, lower cost and comprehensive marketing campaign that speaks to their aspirations.

The Consumer business continues to gain a deeper understanding of needs in emerging markets throughout the world, leading to enhanced products and marketing that better connect to consumers.

In 2011, for example, the Johnson & Johnson Family of Companies acquired the
over-the-counter business of J.B. Chemicals & Pharmaceuticals Ltd., including its DOKTOR MOM^® brand, a well-known line of products for mid-tier consumers in Russia. Such acquisitions are helping to expand the portfolio of products that meet consumer needs in emerging markets.

“By leveraging our existing capabilities, as well as our consumer and marketing strengths, we can continue to innovate, drive growth and meet new consumer needs in emerging markets,” Baladis says.