Jones Blair Case Brief

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Jones Blair Case Brief
Background & Problem Definition
Jones Blair is a small paint (coatings) company which does its business in 11 county Dallas-Fort-Worth metropolitan area and other areas like Oklahoma, New Mexico & Louisiana. The company sells high quality Architectural paints & sundries to various markets. It mainly caters to Do-it-yourself customers (50%), professional painters (25%) & remainder to government, exports & contractor sales. Problem - Where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company.

Market & Industry Analysis

Some of the other major players in this segment include Sherwin-Williams, Benjamin Moore and Pratt & Lambert. If we consider Jones Blair, its estimated sales was approx. $80 million. There was a net profit before tax was $1,140,000. Jones Blair products are the highest priced products in the market because they make great efforts to produce top quality coatings by continually researching & developing new solutions. It has increased sales on annual basis but the sales volume remained the same because of the high costs in research & development in their products. $12 million net sales of Jones Blair architectural paints & allied products. 200 independent paint stores, lumberyards & hardware outlets out of which 80 in DFW area

| Do-It-Yourself| Professional| |
DFW| $ 4.2 M / 33.6M
= 12.5 %| $ 1.8 M / 14.4 M
=12.5 %| $ 6 M / 48 M
= 12.5 %|
Non-DFW| $ 5.4 M / 28.8 M
=18.75 %| $ 0.6 M / 3.2M
= 18.75 %| $ 6 M / 32M
= 18.8 %|
| $ 6 M / 62.4 M
= 9.6 %| $ 6 M / 17.6 M
= 34 %| $ 12 M / 80 M
= 15 %|
| | | |

Evaluation & Alternative Courses of Action

There are 4 alternatives to come out of the company’s marketing problem:-

1. Spend additional $350,000 on corporate advertising – It will help in increasing the awareness & most of the money will be spent on...
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