Mealtime Blues

The sampling effort say company sources is working well. "Everybody is our target audience and we hit them bang on via the lunch box," says a J&J manager. The OTC business which accounts for five per cent of the total turnover is one of the thrust areas for J&J.

J&J surely does not have to test the strength of the sampling exercise. It was only five years ago, that an aggressive sampling strategy by Procter & Gamble for its Whisper sanitary napkin edged out J&J's own brand Carefree from the top slot.