Dutch Boy Paints Marketing Plan for Puerto Rico

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  • Topic: Dutch Boy, Sherwin-Williams, Marketing
  • Pages : 22 (6310 words )
  • Download(s) : 159
  • Published : August 20, 2007
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Table of Contents

I. Executive Summary3

II. Marketing Plan 4

A. Situation Analysis4
B. Environmental Analysis8
C. Objectives10
D. Marketing Strategy11
E. Action Programs18
F. Budgeting22
G. Resources25
H. Controls25
I. Contingency Planning27

III. Information Sources28

IV. Appendix29

I.Executive Summary

Founded in 1907, Dutch Boy continues to be an industry leader in delivering innovative and high-quality products and packaging solutions, and is one of the most recognizable brands in the market. Dutch Boy is one of the leading brands of Sherwin-Williams Company architectural coating product. The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the Dutch Boy Paint business plan a reality in October 2007. Dutch Boy, unlike a typical paint, provides a unique and convenient package made of plastic to easy work with it. Dutch Boy Paints is the answer to an increasing demand in Do-It-Yourself customers, most of them women, young couples and new homeowners, and starting business owners. The public wants: (1) easy to handle and storage product for less time consuming in painting and (2) a quality products, people buy painted walls not only the paint. Marketing will play a vital role in the success of Dutch Boy Paints. Dutch Boy must build a brand around the products it offers by heavily promoting itself through local television, events promotions, and print advertising. The product launch event will be a key to success since it will have massive press and news coverage. Marketing efforts are just beginning by the time a potential customer tries the products for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer satisfaction. For this year we expect to implement Dutch Boy products in the Puerto Rico market distributing through Sherwin-Williams already established stores and in the Wal-Mart mega stores. For this strategy we forecast a total of $1,858,251.00 of expenses and a projected net income of $1,611,933.30 during the first year of launch.

II.Marketing Plan

A.Situation Analysis
About 1906, a consortium of white lead manufacturers, newly combined under the name of The National Lead Company, were looking for a symbol to unite them. As the finest white lead manufacturers, using what was called the "Dutch method" of processing, and also because the people of Holland had a worldwide reputation for keeping their homes immaculately white-washed, they decided upon a little Dutch boy. Artist Rudolf Yook, an illustrator of Dutch ancestry, came up with the initial sketches of a little boy dressed in overalls and carrying a paint bucket and brush. The finishing touches to the character came when the company commissioned noted artist Lawrence Carmichael Earle to paint an oil portrait of the Dutch boy. Earle used as his model a little Irish boy from his own neighborhood. He was nine years old and played ball in the street outside the home of the artist. That little boy grew up to become Michael E. Brady, a well-known political cartoon artist. Founded in 1907 and celebrating its 100th anniversary, Dutch Boy continues to be an industry leader in delivering innovative and high-quality products and packaging solutions, and is one of the most recognizable brands in the market. Since 1907, Dutch Boy Paint has been one of the most recognizable and trusted paint brands in the United States. The Dutch Boy® icon was originally created to symbolize a superior method for creating paint products known as the "Dutch Process".

The "Dutch Process" originated with two chemists in 16th century Holland and set the standard of paint quality and beauty for centuries to come. That legacy lives on with Dutch Boy® Paint.

The Dutch boy is the most recognized paint icon. The paint is based on a 16th century 'Dutch Process.'...
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