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Brand loyalty will be strengthened once the end user begins to use the BAM in conjunction with Super Bond adhesives. Also, it is recommended to continue the use of the Loctite logo on the BAM to strengthen brand identity. In order to avoid competition with the Systems Division's line of applicators, the plan will focus on small to midsized companies within SICs 20 through 39 that use less than five (5) pounds of adhesive per year. The assumption is that a company using five (5) pounds or more of adhesive per year are already using or have been introduced to the Systems Division's applicators. The top 4 industries providing the highest percentages of potential users are selected to receive a mailing (see exhibit 2)...
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