Jones Blair

Strategic Marketing Planning: Case Study integrated merchandiseing STRATEGY A. Stamatellos, D. Jain, L. Pierre, S. Hartley October 18,2010 JONES-BLAIR BACKGROUND Jones-Blair is a regional paint party 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 increase 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 2 JONES-BLAIR DILEMMA Executives at Jones-Blair do been pressured to plus sales and profit margins in a maturing merchandise that is incurring increased expenses due to production costs and EPA guidelines. culture: efficaciously allocate corporate marketing efforts among Jones-Blairs alert consumer markets to increase sales while keep ing profit margin. 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S.

Hartley 3 PROPOSED MARKETING ALTERNATIVES perpetrate $350,000 into grade 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 strategymaintain advertising, pricing, sales force, and tar personate market focus 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S. Hartley 4 1. INCREASE announce SPEND Pros TV ads go away help convey quality and appraise differentiation. Being top-of bear in mind will increase pur chases where Jones Blair is located next to ! competitors. DIY customers are 50% of sales in architectural paint market change magnitude DIY purchase % whitethorn move needle more speedily than focusing on professional painters. Creative TV ads whitethorn be better than cooperative spends as consumers will bring together in a flash with the Jones Blair brand as...If you want to get a full essay, request it on our website: OrderEssay.net

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