Jones Blair

Strategic Marketing Planning: Case Study

CORPORATE merchandiseing STRATEGY
A. Stamatellos, D. Jain, L. Pierre, S. Hartley
October 18,2010

JONES-BLAIR BACKGROUND
Jones-Blair is a regional paint company that centeres primarily on
architectural coatings and headmaster OEM products. The firm
sells its architectural coatings to independent retailers primarily
in Dallas-Fort Worth along with an increasing percentage of sales
going to neighboring regional commercializes. They go out their main
customers as do-it-yourselfers and professional service providers.

10/18/10

A. Stamatellos, D. Jain, L. Pierre, S. Hartley

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JONES-BLAIR DILEMMA
Executives at Jones-Blair have been pressured to plus sales
and profit margins in a maturing market that is incurring increased
expenses due to production costs and EPA guidelines.
Goal: efficaciously allocate corporate marketing efforts among
Jones-Blairs existing consumer markets to increase sales while
keeping profit margin.

10/18/10

A. Stamatellos, D. Jain, L. Pierre, S.



Hartley

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PROPOSED MARKETING ALTERNATIVES
perpetrate $350,000 into brand advertising to increase brand
aw arness among DIY consumers
Cut prices by 20% to better compete in both DIY and
professional markets in and outside of DFW
Add sales representative to focus on markets outside of DFW
Continue current strategyâ€"maintain advertising, pricing, sales
force, and target market focus
10/18/10

A. Stamatellos, D. Jain, L. Pierre, S. Hartley

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1. INCREASE announce SPEND
Pros
TV ads will help convey quality and appraise differentiation. Being top-of mind will
increase purchases where Jones Blair is located next to competitors.
DIY customers are 50% of sales in architectural paint marketâ€"increasing DIY purchase
% whitethorn move needle more rapidly than focusing on professional painters.
Creative TV ads may be better than cooperative spends as consumers will connect
in a flash with the Jones Blair brand as...If you want to get a full essay, request it on our website: Ordercustompaper.com



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