Jones Blair

Strategic Marketing Planning: Case Study collective merchandiseing STRATEGY A. Stamatellos, D. Jain, L. Pierre, S. Hartley October 18,2010 JONES-BLAIR BACKGROUND Jones-Blair is a regional paint high society 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 gross revenue 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 allow been pressured to plus sales and profit margins in a maturing trade that is incurring increased expenses due to production costs and EPA guidelines. oddment: efficaciously allocate corporate marketing efforts among Jones-Blairs living consumer markets to increase sales while keeping profit margin. 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S.

Hartley 3 PROPOSED MARKETING ALTERNATIVES perpetrate $350,000 into stain 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 initiate market focus 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S. Hartley 4 1. INCREASE announce SPEND Pros TV ads impart help convey quality and appraise differentiation. Being top-of judgement will incre ase purchases where Jones Blair is located n! ext to competitors. DIY customers are 50% of sales in architectural paint market change magnitude DIY purchase % whitethorn move needle more chop-chop than focusing on professional painters. Creative TV ads whitethorn be better than cooperative spends as consumers will plug in 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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