BEHR

PREMIUM PLUS ULTRA

OBJECTIVE:

Introduce Behr Premium Plus Ultra as the first paint and primer in-one paint in Mexico.

STRATEGY:

Dominate a void in the niche market of DIY consumers. ULTRA is ideal for Family Rooms, Living Rooms, Dining Rooms, Bedrooms, Hallways and Ceilings.

TARGET:

DIY Consumer at home.

CHALLENGE:

Increase sales with minimal same brand cannibalization. How to introduce an added value product, with no perceived unique value by the DIY consumer.

OBJETIVE

20% Sales Increase

Less than 6% cannibalization

16% one-year Net Gain

RESULTS

18% Net Gain

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