CELBLOX - Marketing Strategy

Abstract

Only 12 months into the ownership of Cellox, David Pace saw that, if he could turn the company around. it could dominate the market for insulated concrete forms (ICFs). When David purchased Cellox, it was near bankruptcy. To increase sales, he would rapidly need to cultivate customer demand in his two target customer populations-construction contractors and people wanting to build a house. The construction industry, however. is very fragmented; there are few associations through which David could effectively reach most of them. With a creative and effective marketing campaign, sales were sure to ignite. With increased sales, Cellox could identify the key success factors that could be used to improve their marketing initiatives. However. if marketing ignored sales and sales ignored marketing, they could end up competing for the company s limited employee time and corporate resources. Balancing human resources between marketing and sales would be harder than David thought and further complicated by a number of unanticipated variables. 

The CELBLOX Marketing Strategy case study reflects the internal operations and processes of Ce/lox, LLC, a real company in Reedsburg, Wisconsin. Its entrepreneurial owner. David Pace has a tremendous long-term vision for the company and its high-quality construction industry product. Students engaging, in this case, can cultivate specific marketing strategies based on tactical decisions, marketing theory, and their practical application. 

Ethics and Christian values are an undercurrent in this case. David and other Cellox executives have adhered to basic core values. Critical corporate decision points press leaders to integrate values with the needs of all the stakeholders. David's marketing decisions will impact the company s competitiveness, cash flow, employees, and profitability in the very near future.