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Jones And Blair

Abstract
Jones•Blair Company are debating the question regarding their up coming highest sale season regarding considering the question where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company.


Jones•Blair Company began in 1928 they are divided into three sections 1.) architectural coatings, 2.) original equipment manufacturing (OEM) coatings, 3.) special purpose coatings. The major question facing the Jones•Blair Company is to “Consider the question where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company.”
The industrial pigments and coating markets is an emerging field. Marketing management should understand the target group and focus on exploring marketing problems in each group then focus on how to serve the customers best. Jones•Blair primary targets are “approximately 50 percent of architectural coatings dollar sales are accounted for by do-it-yourself (DIY) painters. Professional painter purchases account for 20 percent of dollar sales.” The rest of the sales are divided among government, export, and contractor sales. Annual architectural coatings sales for interior paints make up 60 percent of sales. Exterior paint represents 38 percent in sales and lacquers and other applications make up the balance in sales. (p. 75)
Enhancing forms and colors could potential start an even bigger trend in the do-it-yourself (DIY) painters. This potential marketing strategy could not only increase sales but the product base. Advertising would be a fundamental tool to market the new line. A market-penetration strategy would be the best tool in order to break into the DIY market. A market-penetration strategy sets forth that the Jones•Blair Company would have to seek out to gain greater dominance in a market in which it already has an offering. This means developing a strategy that attempts to increase...