Essay about Dulux

Fast changes in environmental market place such as social development (globalization and development of social networks), economic unsteadiness (crises), technological progress, fast growing competitive world and strict marketing regulatory directly affect work of most of marketing companies or marketing and brand image divisions of the companies. I order to implement a successful campaign or increase sale and consumer awareness companies have to stay in pace with recent marketing environment and take into consideration every possible detail that might help or ruin image of a company or product.

      There were an increased number of contractor sales and architectural paints along with related supplies. An increase in Do-It-Yourself customers has also helped with strong sales growth. The increase in the Do-It-Yourself market resulted in higher sales of paints, wood care products and aerosol products. The services of professional painting contractors were in high demand, and those customers shop at Sherwin-Williams paint stores. These customers continue to shop at the paint stores because of Sherwin-Williams' quality products and services which have made their business more successful. Net sales for their Paint Stores segment increased by 14.6 percent

The Sherwin-Williams Company is one of the world’s largest paint companies. It is third behind PPG Industries and AkzoNobel in the Fortune 500 list. Some of Sherwin-Williams strengths are relatively high profitability, they have a very strong brand name, they also have a wide area of distribution, as well as creating the reputation of being of high quality and reliable. Some of their weaknesses include having little to no reaction to trends in the decorative paint industry, as well as having only a few joint ventures with companies in other countries. Sherwin-Williams could grow by increasing their joint ventures with other companies around the world, as well as adjusting to or even setting the trends with innovative products in the market. Threats to Sherwin-Williams include rarity of raw materials to make the paint and the affect it has on prices, laws and regulations in other countries, and the competition from other paint brands. Sherwin-Williams should continue expanding research and development to allow Sherwin-Williams to become the trend setter when it comes to home design, they could also look to keep expanding in foreign countries.

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

Beside suggestions stated by the senior executives and the president of Janmar Coatings, Inc., there are three ways to deploy Janmar products (Paints and sun-dries). First, since 60% ($80 million) of Janmar’s architectural coatings products were sold in DFW area, the company should distribute more of its products to that area in order to maximize sales. Regarding the non-DFW area, the majority (90%) of that area deals with “do-it-yourself” method to paint their houses or rooms, and usually the decision effected by the price of the product. Therefore, Janmar has two options for the non-DFW area, either to cut the prices of their products, or to develop a new lower quality category that has the same brand name but cheaper than the premium category. The competition in Architectural coating segment are increasing. Companies seeking growth and a higher sales base to support increasing costs are making acquisition. Major products of paint for the architectural coatings segment include Sherwin-Williams, Benjamin Moore, the Glidden unit of Imperial Chemicals, PPG Industries, Valspar Corporation, Grow group and Pratt & Lambert. These producers account upward for 60% of

There was a significant increase in the “repaint segments,” which resulted in a serious shortage of raw materials, such as latex and methyl methacrylate, two main components in home paint and road paint (SWC, 2011c). Mike McConnell, Vice President of Sherwin-Williams’ North American supply chain, contends that 2010 was the most difficult year he’s seen in his career at the company (personal interview, 2011, April 12).

Jones∙Blair has a major struggle with the sales of their architectural paints in the DFW areas. This is because they have the highest priced product in a very price competitive segment

- Marketing Segmentation: is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match

This process helps a firm or organisation in focusing its marketing effort towards a specific segment or a group of segments. Depending on the product, organisational goals, the size of the firm and the marketing resources available a firm may target only one ‘niche’ segment or alternatively focus on several related segments. Another method can be to start with one segment and add more when business grows successfully. Large companies often target all market segments and try to serve them by offering a large variety of products to suit all their needs, wants and demands.

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

The world is made up of different people, therefore segmentation provides consumers products that fulfil their individual needs. Martin (2011) states that companies have to try different segmentation variables either alone or in combination because often the best choices arise from using various strategies. There are few ways to segment a market, therefore, companies must think innovatively and be willing to re-segment if needed.

Market segmentation was to dividing a market into distinct groups of buyers with different needs, charactistics or behaviour who might require separate products or marketing mixes, the company will first

‘Market segmentation represents an effort to identify and catergorise groups of customers and countries according to common characteristics’ (Keegan and Green 2016, p.228). For any business, it is crucial that they segment their market accordingly or they will risk forgoing sales opportunities. Fahy and Jobber (2015) identify the objective of market segmentation as distinguishing groups of customers with similar requirements so

Despite companies segmentation practices, customers decide for themselves what their required needs are, once this was realized by Dow Corning, evident from their self-audit, and 5 years of customer surveys and discussions with sales force. They reviewed their segmentation to a needs-based segmentation scheme (Xiameter Case Study).