2.

0 Marketing Mix
Traditionally, marketing has been conquered by the private sector and it positively help in
increasing the capability oI an organization. According to Hills (1994), marketing can be
considered as one oI the most important element that supporting successIul business creation.
Possibly because oI its complex applications, marketing has been deIined in a variety oI ways
(Sheth, Gardner & Garrett 1988). Utilization oI marketing mix is part oI a marketing strategy.
Based on McCarthy (2004), the marketing mix principles is controllable variable that is why
it can be adjusted on a Irequent basis to meet the changing needs oI the target market and
other dynamics oI marketing environment. In the marketing mix principles it comprises oI
Iour elements which also known as 4P` (Product, Price, Place and Promotion). Below are
descriptions oI John Blair Company marketing mix strategy:
2.1 Product
The case oI Jones Blair Company under the direction oI Alexander Barrett is discussing the
U.S. paint industry. This industry contains almost 600 paints Iirms and is divided into three
broad segments: architectural coatings, original equipment manuIacturing coatings, and
special-purpose coatings where each segment serves a speciIic need. The Jones Blair
Company produces and markets architectural paint and original equipment manuIacturing
coatings under the Jones Blair brand name. In addition to manuIacturing a Iull line oI
architectural paint, the company sells paint sundries (brushes, rollers, thinners and etc) under
Jones Blair brand name but not produced by their Iirm. The company also operates a very
large OEM coatings division, which sells its products throughout the US and worldwide.
2.2 Price

Jones Blair Company has increased sales on an annual basis, but the sales volume has stayed
the same. This is due to the high cost oI research and development in their products. The
company is in Iear oI Iacing upland in price and being able stay competitive in the industry.
Recently, competition at the retail level and the paint manuIacturing level has increased.
However, Jones Blair mainly deals with customers looking Ior a high end product. They
strive to produce top quality coatings by continually researching and developing new
solutions. This has led the Jones Blair product to be the highest priced product on the market.
Jones Blair caters to mainly do-it-yourselI customers (50 oI sales) and proIessional painters
(25 oI sales) looking Ior great point oI purchase service, ease oI application, and durability.
One oI the advantages oI the Blair Company is when it comes to its pricing tactic. In order to
be known into the market place and as a new entrant, the company will provide its target
market with an aIIordable cost while providing them a high quality products and services.
The company will be given the customer and client a price that is lesser than its competitors
so that the consumer will be enhanced to buy and patronize the Delight PuriIier.
2.3 Place/Distribution
To be known in the market place, the John Blair Company distributes its products through
200 independent paint stores, lumberyards, and hardware outlets. Forty percent oI its outlets
are located in the 11 country DFW area. The remaining outlets are situated in the other 39
countries in the service area. John Blair sales are distributed evenly between DFW and non
DFW account. While, retail outlets outside the DFW area with paint and sundry purchases
exceeding $50,000 annually carry only John Blair product line.
2.4 Promotion
To promote the company and its product, the Jones Blair Company employs eight sales
representatives to monitor the inventory and customer expectation at the company`s 200
cooperative retail outlets. The company spends roughly 3 oI net sales ($12,000,000*.03
$360,000) on advertising and sales promotion eIIorts. OI this 55 is spent on cooperative
advertising programs with retail accounts.($360,000*.55 $198,000). This is spent on
newspaper advertising and seasonal catalogs distributed by retailer. The rest oI the
advertising budget is spent on in-store displays, corporate brand advertising, a website, outlet
signs, regional magazines, premiums, and advertising production costs.