Jones.

Blair Company
Presented by: Group 4
Niharika 022/2019
Mayank anand 023/2019
Mitanshi mishra 024/2019
Harlieen bindra 025/2019
Deepak sharma 026/2019
Komal tuli 027/2019
Himanshu maan 030/2019
Introduction
Objective: To Deploy corporate marketing efforts among architectural paint coating activities
Industry: Paint Coating Industry ( Architectural Paint Coating Segment)
Lifecycle Stage: Maturity stage
Industry trends: Need for Environment Protection, Increasing DIYs base, Necessity for deeper
R&D, Increasing M&As, Customers choosing store before brand
Company: Jones Blair is a regional player, which is supported by Geographic factors
Competitors:
Substitutes: Use of Plastics and Aluminium
Product Characteristics: Premium Priced Product
Identification of Opportunities
 To target increasing base of DIYs customers
To target desires of customers for extended services e.g. Providing information about
application of paint, color matching durability etc.
Although competition is rising in Home construction market, but Professional and DIY market is
still not aggressively captured by competitors, giving opportunity.
Opportunity of development of better paint quality and efficient ways of applying paint
because of substitutes available in market
Broad volume distribution not present in Non DFW market so this could be one opportunity
Demand for premium products by Professionals
Matching Opportunities with
Organizational Capabilities
Desire for extended services to matched with excellent and knowledgeable staff available with
Jones Blair
Trend for deeper R&D in the industry can be matched with company’s efforts in R&D
Proper allocation among distribution channels, where Jones Blair is exclusive player
Growing trend for DIYs gives opportunity to Jones Blair to tap non DFW as it accounts for 70%
of its sales go to DIYs, through lower priced product lines.
As it has weaker foothold in DFW area but boast of premium product, thus it may pursue
current line of product more aggressively.
 Evaluation of Opportunity
Tap Non-DFW:
Non- DWF Sales: 40% of 80 Mn which is 32 Mn.
Non-DWF Market share: 6 Mn out of 32 Mn = 18.8%
Non-DWF :
◦ DIY- 70% of 6 Mn = 4.2 Mn
◦ Professional- 30% of 6 Mn = 1.8 Mn

Relative Market share:

DIY- 4.2 Mn of 28.8 Mn = 14.6%
Professional- 1.8 Mn of 3.2 Mn = 56.3%
 Relative weak competition in rural market where company has around 56.3% market share.
 Market is in expansion and needs quality producers so company should increase the number of distributors.
 Market penetration of only 16% with only 14.6% share in Non DFW DIY market so it can be improved.
Retail outlets with paint and sundry exceeding $50000 annually carry only Jones product line and half of company’s sales and its dealers
exists in Non-DFW market which can help in penetrating the market more.