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Strategic Marketing Planning: Case Study

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

JONES-BLAIR BACKGROUND
Jones-Blair is a regional paint company that focuses primarily on
architectural coatings and professional 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 markets. They consider 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 have been pressured to increase sales
and profit margins in a maturing market that is incurring increased
expenses due to production costs and EPA guidelines.
Goal: Effectively allocate corporate marketing efforts among
Jones-Blair’s existing consumer markets to increase sales while
maintaining profit margin.

10/18/10

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

3

PROPOSED MARKETING ALTERNATIVES
• Invest $350,000 into brand advertising to increase brand
awareness 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 strategy—maintain advertising, pricing, sales
force, and target market focus
10/18/10

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

4

1. INCREASE ADVERTISING SPEND
• Pros
– TV ads will help convey quality and value 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 market—increasing DIY purchase
% may move needle more quickly than focusing on professional painters.
– Creative TV ads may be better than cooperative spends as consumers will connect
directly with the Jones Blair brand as...

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