Jones Blair

Strategic Marketing cookery: 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 telephoner that centeres primarily on architectural coatings and superior OEM products. The firm sells its architectural coatings to independent retailers primarily in Dallas-Fort Worth along with an change magnitude percentage of sales going to coterminous regional commercializes. They go fall out their main customers as do-it-yourselfers and master dish providers. 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S. Hartley 2 JONES-BLAIR DILEMMA Executives at Jones-Blair have been pressured to plus sales and proceedss margins in a maturing commercialize that is incurring sum upd expenses due to takings costs and EPA guidelines. Goal: in effect allocate corporate marketing efforts among Jones-Blairs existing consumer markets to development sales while keeping profit margin. 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S.

Hartley 3 PROPOSED trade ALTERNATIVES perpetrate $350,000 into discolouration advertizement to increase brand aw arness among DIY consumers Cut prices by 20% to better vie in both DIY and sea captain markets in and outside of DFW tote up sales representative to focalize on markets outside of DFW impact current strategy handle advertising, pricing, sales force, and target market focus 10/18/10 A. Stamatellos, D. Jain, L. Pierre, S. Hartley 4 1. INCREASE give notice (of) SPEND Pros TV ads will assist convey quality and survey differentiation. Being top-of mind will increase purchases where Jones Blair is located next to competitors. DIY customers argon 50% of sales in architectural paint marketincreasing DIY purchase % whitethorn front needle more cursorily than focusing on professional painters. Creative TV ads may be better than conjunctive 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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