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JOHNSON & JOHNSON 2011 ANNUAL REPORT12
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 through-
out 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.
Aspiring Customers in
Emerging Markets
WHAT CONSUMERS WANT A better understanding of emerging
market consumers, like Heleneide Pereira de Brito, helps our
Consumer business satisfy needs.