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Deployment of corporate marketing efforts Jones-Blair Company, January 1998
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November 11, 2004 To: Steve Clinton From: John B. Vinturella Re: Deployment of corporate marketing efforts Jones-Blair Company, January 1998 Recommendation Jones Blair should hire an additional sales representative in their market area. Problem Statement Jones Blair Company executives must decide where and how to deploy company marketing efforts to their network of paint retailers, prospective new accounts, and ultimately to do-it-yourself and professional painters; options include increasing advertising, cutting prices, and adding sales personnel. Underlying Issues and Facts The U.S. paint industry may be considered as consisting of three broad segments: (1) architectural coatings (AC, shelf goods), 43% of total industry dollar sales, (2) original equipment manufacturing (OEM) coatings, 35%, and (3) special-purpose coatings, 22%. Paint sales in 1997 were estimated to be slightly over $13 billion. The industry is considered to be mature, with dollar sales growth expected to approximate inflation through 2000. U.S. sales of AC and related products (sundries) were estimated to be $10 billion in 1997. AC is...
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