question 35

Landers Paints Ltd have for many years produced paints and varnishes specifically for industrial use. These products have been sold both directly to the customer and through builders’ merchants. Larger firms tend to buy directly from Landers, whereas smaller customers, such as builders and decorators, use the latter.


The products are sold in large quantities in basic packaging at low prices. This enables Landers to keep costs to a minimum and prices at a competitive level. The most popular products are basic items, for instance, white and magnolia emulsion paint.


However, the recent increase in the popularity of DIY has resulted in a small fall in sales at Landers. Keen to reverse this decrease, the Managing Director, John Smith, is considering whether to launch a range of paints for home decorating. At a recent board meeting, he put forward this proposal.


‘I think that Landers should launch a range of paints and varnishes for the domestic market. Given our expertise and production facilities, the new products will hardly disrupt things around here and should lead to a significant increase in sales.’


The Marketing Manager, Shirley Thomas, reacted with caution.


‘I’m not so sure because there are substantial differences between marketing products made for industrial markets and those for consumer markets. I think it may be a lot harder than you think.’


‘Obviously, there are differences’, replied John, ‘but I really don’t think that some new packaging and a bit of advertising is enough of a reason to miss out on such a good opportunity.’


Questions:


1. Explain why the recent increase in popularity of DIY has caused sales at Landers Paints Ltd to decrease.
It's clear-with the increase in popularity of DIY the demand for the paint products decreases, so that businesses have to supply less and buy less from the Landers Paints Ltd.


2 a) Identify the key differences between an industrial market and a consumer market.

The main difference between the industrial and the consumer market is that the latter is aimed directly at consumer and the first is for businesses. Moreover, organisation buying has special decision-making (purchasing) procedures, which vary from firm to firm, while consumer buying is made according to people's personal needs. Organisations also tend to have more information than ordinary consumers ( an example of assymetric information), so that they are more likely to be interested in technical specifictations of the product, when ordinary consumers are more worried about appearance and affordability.

b) Analyse the difficulties that may be experienced by Landers Paints Ltd if they move into the consumer market.
The main difficulty may consist in forecasting consumers needs - as they are less constant than that of businesses.
Also the company may experience increase in production costs: taking retailers on  for new shops, logistics for making new marketing strategy, advertising costs... And, therefore, it may be difficult for company to set the affordable prices.



3. Landers Paints Ltd decide to launch a range of products for the consumer market. Recommend a marketing mix for the new products.

Creating a marketing strategy for the new products, the 4P's of the marketing mix should be considered.

Here are these P:
Product
Price
Place
Promotion

Diversing its new products to the consumer market, Landers Paints Ltd should firstly set an affordable level of prices, so that people prefer buying this products and saving their time to DIY (doing it yourslef).

Secondly, the place of distribution this new products should be chosen correctly: it should be situated in the city centre or/and in the largest supermakerts- so that it is easy for people to consume and it creates the right impression of the product ( product for ordinary people, not for enterprises).

Thirdly, the product itself should have attractive appearance and be easy to use, the characteristics of this paints and varnishes should meet consumer's needs.

And, eventually, promotion of the new products. That's all about creating the right image of the product: this paints should be advertised as the high quality product and not requiring additional skills to use it.

picture source - http://www.tutor2u.net/business/marketing/what_is_marketing.asp