Anticipating market competition, a strategy was developed to engage ventilation and AC duct installers, “ductores”, to select Fiberglass materials so the company could secure leadership in its category.

The position of “ductores”, normally placed low in the hierarchy of the construction industry, was greatly enhanced through the creation of the Ductores Club, a play on words with “Doctores” (Doctors). This club offered them training and incentives in exchange for their loyalty.

• 15% increase in duct sales
• Closer relationship with the duct installers
• Increased Fiberglass branding positioning
• Ensured an even closer perception of the brand
• Added value for our distributors by providing additional benefits to their duct installers
• Achieved a greater competitive differentiation, in addition to service, prompt delivery, technical support and product availability