Bondi Marketing Case Study In China

The thesis is a study on the Bang-aid marketing model in China. The thesis commences the introduction of the Johnson and Johnson's business and subsidiary companies in China, the history and categories of Band-aid, the channel classification of Band-aid and the business model of Band-aid in the previous years. The second chapter, from the perspective of internal environment, analyzes the strength and weakness of Band-aid. As for external environment, illustrates the current status of pharmacy industry, operating model of companies in this industry, business status and trend of the wholesalers and retailers and the competition Bang-aid faced. Based on the description of the environment Band-aid exists in, In the following chapter of the thesis focuses on the systematic analysis of the Band-aid marketing model from the product strategy, pricing strategy, channel strategy, promotion strategy, customer and consumer management respectively. As a summary, the chapter ends with the strength and the weakness of this model. In response to the weakness of the marketing model, the fifth chapter proposes the opportunities of Band-aid business.Band-aid experienced 20 years growth in China market from 1990's. As a employee in both pharmacy and FMCG industry in sales department of Johnson and Johnson China for 12 years, I was responsible for field sales and trade marketing related to Band-aid business, which facilitates me having deep understanding on channel design, customer management and pricing management as well as having opportunity being involved in the consumer study, media design and new product positioning. Along with the EMBA courses learning especially in Market Management, Corporative Management, Operations Management and the guidance from tutors in Fudan University, I regarded the thesis as the summary of my certain career phase. Band-aid has the products both in drug and medical device, crossing the FMCG and pharmacy industry. Band-aid's business model can be applied for the OTC and dressing companies. Therefore I hope the thesis could be useful not only for the colleagues in Johnson & Johnson but also for the other professionals in the same industry.