Johnson and Johnson 2008 Annual Report Download - page 12

JOHNSON & JOHNSON 2008 ANNUAL REPORT10
Ma was one of the mothers followed by Lillian Xu, Consumer
Science Manager, Asia Pacific & Emerging Markets,
Johnson & Johnson Group of Consumer Companies, and her
colleagues as part of a consumer closeness and bonding program.
This program is an integral part of product design and develop-
ment in emerging markets. “We found that most moms apply
cream on their baby’s face in the morning before they go out,” says
Xu. “But reapplication during the day or evening is regarded as
wasteful and unnecessary.”
These findings were considered in the development and
September 2008 launch of ®BabyLongProtecting
Cream, clinically proven to replenish skin lipids lost in the chilly,
dry wind of winter. The cream’s natural ingredients and the
competitively priced 25-gram package meet needs in China’s
emerging market. It was developed at the Emerging Market
Innovation Center (EMIC), a 10,000-square-meter
Johnson & Johnson facility that opened in Shanghai in 2007.
“Emerging markets like Brazil, India, China and others represent
almost 80 percent of the world’s population, and their spending
power in categories we’re serving is growing significantly,” says
Gerson Pinto, Vice President of Research & Development,
Asia Pacific & Emerging Markets, Johnson & Johnson Group of
Consumer Companies. “The mission of EMIC is to develop new
and aordable products addressing the specific consumer needs
of emerging markets.”
EMIC researchers and product developers continue to
observe and strive to meet needs in these growing markets. Having
been part of a consumer closeness experience, Ma says, “I was
excited to have Johnson & Johnson people get to know my needs
and then be able to develop products directly for this problem.”
Larger-than-life marionettes standing up to 22 feet tall
told the story of an ancient terracotta warrior, brought
to life by a young Chinese girl. The vibrant cultural
performance, presented by Johnson & Johnson at
Millennium Monument Park during the Beijing 2008
Olympic Games, introduced the past to the present
and visibly demonstrated our strong past and future
commitment to the people of China.
Johnson & Johnson served as an ofcial health
care sponsor of the Beijing 2008 Olympic Games and
Paralympic Games. “Our sponsorship helped to
shape our growth in China by creating a deeper
emotional connection between the Chinese people
and Johnson & Johnson,” says Owen Rankin, Vice
President of Corporate Equity, Johnson & Johnson.
“We fundamentally changed the Johnson & Johnson role
in China, and that will last for decades.”
The sponsorship involved four years of planning,
preparation and execution in conjunction with the 2008
Games and provided a successful boost to our businesses
around the world, especially in China. Since establishing
a joint venture in 1985, Johnson & Johnson has built on
investments—including the recent acquisition of Beijing
Dabao Cosmetics Co., Ltd. (see page 21)—that have
helped to preserve Chinese heritage and accelerated
growth in this important emerging market.
“The Beijing 2008 Olympic Games was an
unprecedented opportunity to enhance our reputation
in China as a caring, trusted health company, helping
our businesses to grow faster while building deeper
relationships with the government and people of China
and making Johnson & Johnson a more attractive place
to work,” says Rankin. “All of these goals were achieved.”
“Talent shortage is a potential bottleneck for
accelerating our business growth in China,” explains
Wen Jian Xie, Managing Director, Johnson & Johnson
Medical (China), Ltd. “By building our reputation,
the sponsorship has led to much better talent
recruitment and retention.” Xie says people in China
have expanded their view of Johnson & Johnson,
“from providing the best and most effective medical
products to our customers in China to serving many more
patients and improving the quality of health care.”
During the Olympic Games, Johnson & Johnson
helped better the health and well-being of families and
communities through education and information, and
supported Olympic athletes and medical staff with
training, products and education (see page 28). The
Johnson & Johnson Beijing Science Center, built in 2005
to train medical professionals from the region, helped 80
Chinese physicians and 2,000 medical personnel prepare
for the Games. It remains a functioning training facility,
supporting the growing health care infrastructure in China.
The Johnson & Johnson Olympic Games Pavilion,
located on the Beijing Olympic Green, has been donated
to the city of Beijing as an enduring reminder of the spirit
of caring and sharing that creates healthier societies
around the world.
                   
New Needs for New Markets
In northern China, young children like Ma Wenjuan’s son,
Zhang Chenyuan, spend lots of time playing outside. “I can see
his chapped face and know that he’s uncomfortable,” says Ma.
Ma Wenjuan and her son, Zhang Chenyuan, were part of a consumer bonding program
in China that allowed researchers to see firsthand the need for a long-lasting cream to keep children’s cheeks from chapping.
®Baby Long Protecting Cream was launched in September 2008.
SHAPING
OUR FUTURE
IN CHINA