Fulfilling New Needs For New Markets
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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. |
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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. |
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 was one of the mothers followed by Lillian Xu, Consumer Science Manager, Johnson & Johnson Consumer, China and her colleagues as part of a consumer closeness and bonding program, an integral part of emerging market product design and development. “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 JOHNSON’S® 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 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 Consumer Group of Companies. “The mission of EMIC is to develop new and affordable 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.”
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