We created 'Mundo Tigre' (Tiger World), a free professional-development course for plumbing installers. Our objective was to explain Tigre's products (over 3,700 items) and to awaken plumbers' feeling of pride in their profession. This 18-week course required computers linked to resellers of Tigre products country-wide. The plumbers, recruited by the resellers, watched the lessons transmitted live, and interacted with their 'teachers' via internet.This relationship programme involved not only the plumbers, but also salesmen and owners/managers of the resellers, all of whom received abundant communication from Tigre, and perceived Tigre as their ally in their professional development.

The Tiger World programme started in May 2001, as a test amongst only 11 resellers. During 2001, many changes were made until we reached the present format. By year-end 2002, there were 159 resellers participating in the programme, 7,359 people were registered, and 6,238 participated in the courses. Among participating resellers, the total volume of sales of PVC pipes and couplings went up from 52% to 63% of total sales.Participating resellers also started to buy, on average, 15% more Tigre items per order, demonstrating greater loyalty to the Tigre brand.