Ducab is the premier cable manufacturer in the Gulf region with customers across the globe. But wires and cables are undeniably generic, so how to make them more exciting? The fact that they’re hidden underground or within walls makes visible branding virtually impossible. Not surprisingly, we found end-buyers usually looked for the lowest prices and the retailers didn’t have much brand allegiance; distributors also made purchases from a largely cost focused standpoint. We decided it was time to get make retailers and distributors sit up and notice the Ducab brand.
We needed to make Ducab cable the default choice for distributors and retailers, and in doing so increase share by at least 15% in a market that had no entry or exit of competitors, no new products or significant differences in wire and cable design. To facilitate this we had to bring retailers and distributors together in order to make Ducab “the closest wire partner.”