Laufen Austria is market leader in the sanitary ceramic market in Austria with high brand awareness both with consumers (68%) and resellers. Market share though is slightly declining. Competition is getting tougher especially with wholesalers and resellers (plumbers).The commercial results directly depend on the loyalty of these partners. Task: develop a programme to support dealers with sales promotion proposals and incentives for loyal behaviour. Support with sales material only does not necessaryly raise involvement in the brand.Target: raise brand awareness in the dealers showrooms and increase involvement with the brand with sales persons of partners, raise turnover by 5%.Target group: 254 companies with 4 employees in average

Motivation and activation of sales persons by an incentive-competition. Involvement through regular checks on product knowledge. The results as well as a show room deco-competition lead to a ranking of the best partners. Emotionalize brand and process by introducing a virtual expert: "Master Lau-Fen".Following the claim "On the way to success with Master Lau-Fen", a worldwide known Chinese expert in ceramics (china = ceramics) reveals the secrets of success.E.g. By supporting each other ("in the same boat"–a dragonboat incentive event for intermediate winners) and cooperation of strong partners–sales reps and Laufen.Master Lau-Fen supports managers and sales people on their way to higher wisdom in sales of sanitary ceramics. As well as on their way to Hongkong–destination for winners in the competition.

312 registrations to the competition out of 209 companies (= 82% of all companies) representing an increase of 7% compared to the successful programme "Marathon Laufen" in 2001. Increase in sales surpass 9% in a quite difficult year!!Total costs of €10.900 result in € 34,6 per participant, an investment worthwhile the amount.