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Kenvue Marketing

To realize extraordinary everyday care by becoming the world's most trusted consumer health company

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SWOT Analysis

7/2/25

The SWOT analysis reveals Kenvue's marketing organization sits at a critical inflection point. While blessed with iconic billion-dollar brands and global scale, the organization faces urgent digital transformation needs. The explosive wellness market growth presents massive opportunity, but only if marketing can overcome legacy system limitations and embrace data-driven personalization. Success requires balancing brand heritage with modern consumer expectations, particularly as Amazon and DTC competitors reshape the competitive landscape. The priority must be accelerating digital capabilities while defending premium positioning through authentic wellness storytelling and scientific credibility that only Kenvue's portfolio can deliver.

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To realize extraordinary everyday care by becoming the world's most trusted consumer health company

Strengths

  • PORTFOLIO: 20+ billion-dollar brands including Tylenol, Band-Aid drive recognition
  • HERITAGE: 100+ years consumer trust creates strong foundation for marketing
  • SCALE: $15B revenue provides substantial marketing investment capacity
  • RESEARCH: Strong R&D capabilities enable evidence-based marketing claims
  • DISTRIBUTION: Global retail presence in 195+ countries expands reach

Weaknesses

  • DIGITAL: Limited direct-to-consumer capabilities lag behind competitors
  • AGILITY: Large corporate structure slows marketing campaign execution speed
  • INNOVATION: Product development cycles limit new marketing storylines
  • DATA: Fragmented customer data prevents personalized marketing at scale
  • TALENT: Traditional marketing skills need upgrading for digital-first world

Opportunities

  • WELLNESS: $4.5T global wellness market expansion drives category growth
  • ECOMMERCE: 15% annual growth in online health purchases boosts channels
  • AGING: Global demographic shift increases target consumer base size
  • PERSONALIZATION: AI-driven custom health solutions create differentiation
  • SUSTAINABILITY: 73% consumers prefer eco-friendly brands drives positioning

Threats

  • COMPETITION: Amazon, CVS private labels erode market share rapidly
  • REGULATION: FDA scrutiny on health claims limits marketing messaging
  • ECONOMY: Inflation pressure forces consumers toward generic alternatives
  • RETAIL: Consolidation reduces shelf space and increases listing fees
  • DISRUPTION: DTC health startups bypass traditional retail channels

Key Priorities

  • ACCELERATE: Digital transformation to compete with agile DTC competitors
  • LEVERAGE: Wellness trend positioning to capture growing market demand
  • DEFEND: Premium brand equity against private label price competition
  • INTEGRATE: Customer data platforms for personalized marketing at scale
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OKR AI Analysis

7/2/25

This SWOT analysis-informed OKR plan positions Kenvue's marketing organization for transformational growth by addressing critical digital gaps while leveraging core brand strengths. The four-pillar approach balances urgent digital transformation needs with strategic wellness market capture and premium brand defense. Success requires disciplined execution of data platform investments, AI-powered personalization, and global scaling initiatives. The ambitious yet achievable metrics will drive marketing's evolution from traditional consumer goods to digital-first health and wellness leadership, essential for competing against tech-native disruptors while maintaining trusted brand heritage.

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To realize extraordinary everyday care by becoming the world's most trusted consumer health company

DIGITIZE HEALTH

Transform into digital-first consumer health marketing leader

  • PLATFORM: Launch unified customer data platform connecting 15M+ consumers across brands by Q3 end
  • DTC: Build direct-to-consumer channel generating $50M revenue with 25% repeat purchase rate
  • PERSONALIZATION: Deploy AI-powered personalized health recommendations reaching 5M consumers
  • MOBILE: Achieve 40% mobile commerce conversion rate improvement through app optimization
OWN WELLNESS

Capture leadership position in expanding wellness category

  • POSITIONING: Launch integrated wellness platform connecting all brands with 10M user registrations
  • CONTENT: Create 500+ science-backed wellness content pieces driving 50M monthly engagements
  • PARTNERSHIPS: Secure 5 strategic wellness influencer partnerships reaching 25M followers
  • SHARE: Increase wellness category market share by 3 percentage points through targeted campaigns
DEFEND PREMIUM

Protect brand equity against private label competition

  • EQUITY: Increase brand preference scores by 15% across top 5 brands through premium messaging
  • INNOVATION: Launch 8 premium product extensions with 25% higher margins than core lines
  • SCIENTIFIC: Publish 12 clinical studies supporting superior efficacy claims in marketing
  • LOYALTY: Achieve 35% customer retention rate improvement through premium loyalty program
SCALE GLOBAL

Accelerate international growth through localized marketing

  • EXPANSION: Enter 3 new high-growth markets with localized brand positioning and campaigns
  • EMERGING: Achieve 20% revenue growth in emerging markets through targeted local partnerships
  • DIGITAL: Launch e-commerce presence in 10 additional countries with local payment systems
  • LOCALIZATION: Create culturally adapted marketing campaigns for 15 priority international markets
METRICS
  • Global brand equity score: 85 (2025), 92 (2026)
  • Marketing ROI: 4.2x current, 5.5x target
  • Digital revenue mix: 25% current, 40% target
VALUES
  • Consumer-first innovation
  • Scientific excellence
  • Inclusive wellness
  • Sustainable growth
  • Authentic transparency
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Align the learnings

Kenvue Marketing Retrospective

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To realize extraordinary everyday care by becoming the world's most trusted consumer health company

What Went Well

  • REVENUE: $3.9B Q3 revenue exceeded expectations despite market headwinds
  • MARGINS: Gross margin improvement through pricing and cost optimization
  • INNOVATION: Successful launches of Tylenol and Neutrogena line extensions
  • INTERNATIONAL: Strong performance in emerging markets drove growth

Not So Well

  • VOLUME: Organic volume declined 2.8% due to pricing pressures
  • ECOMMERCE: Digital sales growth lagged behind category averages
  • COMPETITION: Market share losses in key categories to private label
  • INVENTORY: Supply chain disruptions affected product availability

Learnings

  • PRICING: Premium positioning requires stronger value communication
  • DIGITAL: Accelerated digital transformation is critical for growth
  • AGILITY: Faster innovation cycles needed to compete with startups
  • CONSUMER: Price-conscious consumers demand clear health benefits

Action Items

  • PLATFORM: Invest in DTC capabilities and digital marketing infrastructure
  • INNOVATION: Accelerate product development and launch marketing cycles
  • VALUE: Strengthen brand equity communication and premium justification
  • PARTNERSHIP: Explore strategic alliances with digital health platforms
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AI Strategy Analysis

7/2/25

Kenvue's AI strategy represents a transformational opportunity to revolutionize consumer health marketing. The company's vast data assets and financial resources create a strong foundation, but legacy infrastructure and cultural barriers threaten to slow progress while competitors advance. The key is starting with focused AI pilots that demonstrate clear ROI while building internal capabilities and governance frameworks that ensure responsible innovation in healthcare marketing.

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To realize extraordinary everyday care by becoming the world's most trusted consumer health company

Strengths

  • DATA: Massive consumer touchpoint data across 20+ brands enables AI training
  • BUDGET: $15B revenue provides resources for significant AI investment capacity
  • PARTNERSHIPS: J&J legacy relationships with tech vendors accelerate adoption
  • COMPLIANCE: Strong regulatory experience helps navigate AI governance issues
  • SCALE: Global operations provide diverse datasets for robust AI models

Weaknesses

  • INFRASTRUCTURE: Legacy IT systems hinder AI integration and implementation
  • SKILLS: Limited AI expertise in current marketing team requires hiring
  • CULTURE: Risk-averse healthcare culture slows AI experimentation pace
  • SILOS: Fragmented data across brands prevents unified AI strategy
  • SPEED: Corporate approval processes delay rapid AI pilot deployments

Opportunities

  • PERSONALIZATION: AI-driven custom health recommendations increase engagement
  • AUTOMATION: Marketing workflow AI reduces costs and improves efficiency
  • PREDICTION: AI forecasting optimizes media spend and inventory planning
  • CONTENT: Generative AI scales creative production across global markets
  • INSIGHTS: AI analytics reveal hidden consumer behavior patterns

Threats

  • PRIVACY: Increasing data regulations limit AI model training capabilities
  • COMPETITION: Tech-native competitors gain AI-powered marketing advantages
  • BIAS: AI algorithmic bias creates brand risk in health recommendations
  • DEPENDENCE: Over-reliance on AI reduces human marketing intuition
  • COST: AI infrastructure investments strain marketing budget allocations

Key Priorities

  • PLATFORM: Build unified customer data platform enabling AI personalization
  • TALENT: Hire AI marketing specialists and upskill existing team members
  • PILOTS: Launch small-scale AI experiments to prove value before scaling
  • GOVERNANCE: Establish AI ethics framework protecting brand reputation