Agency: BDH\TBWA | Author: Rob Gray |
UniBond Sealant Range – Sealing a Successful Future for UniBond
INTRODUCTION
In 2002 UniBond was the biggest brand in sealants, with a 40% share of the £45m market. It had a product portfolio of 43 SKUs, covering every task, formula, colour and price the consumer could desire. UniBond had distribution in all the major DIY multiples, which accounted for 80% of sales.
In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company....