Table of Contents
I. Executive Summary 3
II. Marketing Plan 4
A. Situation Analysis 4
B. Environmental Analysis 8
C. Objectives 10
D. Marketing Strategy 11
E. Action Programs 18
F. Budgeting 22
G. Resources 25
H. Controls 25
I. Contingency Planning 27
III. Information Sources 28
IV. Appendix 29
I. Executive Summary
Founded in 1907, Dutch Boy continues to be an industry leader in delivering innovative and high-quality products and packaging solutions, and is one of the most recognizable brands in the market. Dutch Boy is one of the leading brands of Sherwin-Williams Company architectural coating product.
The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the Dutch Boy Paint business plan a reality in October 2007.
Dutch Boy, unlike a typical paint, provides a unique and convenient package made of plastic to easy work with it. Dutch Boy Paints is the answer to an increasing demand in Do-It-Yourself customers, most of them women, young couples and new homeowners, and starting business owners. The public wants: (1) easy to handle and storage product for less time consuming in painting and (2) a quality products, people buy painted walls not only the paint.
Marketing will play a vital role in the success of Dutch Boy Paints. Dutch Boy must build a brand around the products it offers by heavily promoting itself through local television, events pro ...