Case Study : Janmar Coatings, A Paint Coatings Company

1349 WordsSep 23, 20156 Pages
This case is about Janmar Coatings, a paint coatings company based in the southwester United States. The company has come across a dilemma on how to deploy marketing efforts among the various architectural paint coatings markets served in the southwestern United States. When looking at the paint coating industry you will find that is separated into three different segments, architectural, original equipment manufacturing coatings and special purpose coatings. The segment, which we will focus on, is architectural coatings, which are basically the paints, varnishes, and lacquers you see in your home or any commercial buildings. Usually architectural coatings or shelf goods are purchased by do-it-yourselfers. It has been estimated to account for 43 percent of industry market. Nearly 50% of architectural coatings are sold through brands such as Sears, Lowe’s, Wal-Mart, Home Depot and hardware stores such as True Value and Ace hardware. Despite heavy competition from these mass specialty paint stores, lumberyards, and hardware outlets have also been able to compete in the paint business Specialty paint stores represent 36 percent of paint and sundry sales and hardware stores and lumberyards represent 14 percent. As for the company, Janmar Coating, Inc. is a privately held organization produces and markets architectural paint under Janmar brand name. Paint is not the only item sold under the Janmar brand name, the company also sells items related to painting called sundries which

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