Chapter 5 - Developing a Global Vision

Johnson & Johnson sells its products in over 157 countries. Tylenol is one of its biggest brands and China is one of the worlds largest markets with a population of over 1 billion (over 19% of the worlds population). Its only natural that Tylenol is very aggressively marketing itself in China.

To do this they will advertise heavily on CCTV which reaches 98% of the Chinese population. Tylenol will also be offering vouchers as well as coupons to try Tylenol products for free or at a discounted price. Even though the U.S. is J&J's biggest market with over 51% of its products being sold here it is very important for it to penetrate the Chinese market as many other companies want to do.

From J&J

"EMERGING MARKET NEEDS

The Asia Pacific region is home to more than 4 billion people, almost 60 percent of the world’s population. While the more affluent societies, such as Japan, Australia, coastal China and metropolitan India, have access to innovative products and services, a large segment of the population has been unable to access or afford much beyond a very basic level of health care until now.
Recent health care reforms in China and India, spurred by continuing economic growth in these countries, are creating possibilities for governments to deliver a higher standard of care to many more people. Such reforms, along with the rise of a middle class and expectations of a better quality of life, are providing Johnson & Johnson with an enormous opportunity to address a previously underserved market."

Johnson & Johnson and Subsidiaries
Supplementary Sales Data
(Unaudited; Dollars in Millions)	FOURTH QUARTER										TWELVE MONTHS
					Percent Change										Percent Change
	2010		2009		Total		Operations		Currency		2010		2009		Total		Operations		Currency
Sales to customers by
geographic area
U.S.	$      7,229		7,867		(8.1)	%	(8.1)		-		$     29,450		30,889		(4.7)	%	(4.7)		-
Europe	3,947		4,412		(10.5)		(4.5)		(6.0)		15,510		15,934		(2.7)		0.5		(3.2)
Western Hemisphere excluding U.S.	1,471		1,541		(4.5)		(7.6)		3.1		5,550		5,156		7.6		(0.5)		8.1
Asia-Pacific, Africa	2,997		2,731		9.7		4.2		5.5		11,077		9,918		11.7		5.5		6.2
International	8,415		8,684		(3.1)		(2.3)		(0.8)		32,137		31,008		3.6		1.9		1.7
Worldwide	$    15,644		16,551		(5.5)	%	(5.1)		(0.4)		$     61,587		61,897		(0.5)	%	(1.3)		0.8