Dutch Boy Executive Summary
Table of Contents
I. Executive Summary 3
II. Marketing Plan 4 A. Situation Analysis 4
B. Environmental Analysis 8
C. Objectives 10
D. Marketing Strategy 11
E. Action Programs 18
F. Budgeting 22
G. Resources 25
H. Controls 25
I. Contingency Planning 27
III. Information Sources 28
IV. Appendix 29
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 …show more content…
The art of its printing will include a picture of an all ready painted project (as The White House, Disney or Hollywood sign) and the containers.
ii. Billboards. Establishing advertisements, in which the advantages of the product were emphasized like the easy and innovative packing to use and to keep, additionally will include the logo of the Best Buy Award of Good Housekeeping Magazine. It will use the billboards of Lamar Advertisement Company that includes in its proposal the average cost given the Cost By Market (CPM).
The locating of smaller CPM and that we will establish to rule the announcements are:
LOCATION: CPM:
San Juan $0.48 - $0.55
Caguas $0.71 - $1.27
Carolina $1.55
Bayamón $2.06
Ponce $10.57
Mayagüez
I. Executive Summary 3
II. Marketing Plan 4 A. Situation Analysis 4
B. Environmental Analysis 8
C. Objectives 10
D. Marketing Strategy 11
E. Action Programs 18
F. Budgeting 22
G. Resources 25
H. Controls 25
I. Contingency Planning 27
III. Information Sources 28
IV. Appendix 29
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 …show more content…
The art of its printing will include a picture of an all ready painted project (as The White House, Disney or Hollywood sign) and the containers.
ii. Billboards. Establishing advertisements, in which the advantages of the product were emphasized like the easy and innovative packing to use and to keep, additionally will include the logo of the Best Buy Award of Good Housekeeping Magazine. It will use the billboards of Lamar Advertisement Company that includes in its proposal the average cost given the Cost By Market (CPM).
The locating of smaller CPM and that we will establish to rule the announcements are:
LOCATION: CPM:
San Juan $0.48 - $0.55
Caguas $0.71 - $1.27
Carolina $1.55
Bayamón $2.06
Ponce $10.57
Mayagüez