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13 production plants in the Eternit Group |
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180 professionals in the sales departments of Eternit and Precon |
Once the new units under construction are completed, Eternit will have 13 plants located in all 5 regions of Brazil. In addition to the broad reach of its industrial operations, the Group and its over 16,000 points of resale, which include dealers, home centers and small retailers, are known for their close relationship with consumers and ample capacity to deliver products. Initiatives targeting specific stakeholders, such as small clients, have yielded positive results. Following its acquisition by Eternit in 2010, Tégula was also able to rely on Eternit’s reseller network to expand its reach.
Highly-skilled teams study product demand by region and consumer trends. To support decisions involving commercial strategies and new business opportunities, the Company contracted from Geofusion the tool On Maps, which is a market intelligence software focusing on geography. The online geomarketing platform can analyze social and demographic information, cross reference data and map active and potential clients. Eternit’s sales promoters are also trained to offer the most appropriate products for each region, taking into consideration climate, social and economic aspects.
At the end of 2013, 180 professionals were working in the sales departments of Eternit and Precon, of whom 28 were salespeople, 5 technical advisors, 131 non-exclusive sales representatives, 7 managers, 8 supervisors and 1 coordinator.
In addition to the existing showroom in São Paulo, which has four auditoriums, a meeting room and a mobile training center, in 2013, the Company inaugurated Eterbloc, which is a space to showcase Eternit’s products at the plant in Goiânia, state of Goiás. The application of all the materials in the new space was recorded in a movie clip produced for the internal and external channels to help orient professionals on installing the products.
The Company’s traditional symbol, the owl, starred in a new communication campaign launched in the second half of the year. The concept highlights the brand as a reference in the construction industry and helps differentiate its line of fiber-cement products in a market that is considered a commodity. The campaign called Eternit, the brand of the Owl is being promoted in print, electronic (TV and radio) and out-of-home (subway) media, as well as in promotional materials at points of sale. To help engage and motivate employees, the campaign’s launch featured internal dissemination of the concept with the creation of the Company’s anthem. The Company and its communication agency base the creation of all advertising campaigns and materials on the guidelines and resolutions of regulatory agencies, such as the Brazilian Advertising Self-Regulation Council (CONAR). Accordingly, no incidents of non-compliance were recorded in 2013. GRI PR6 | PR7
Sports Sponsorships – Confederations Cup, World Cup and Americas Cup
Eternit partnered with the radio station Rádio Transamérica to participate in the broadcasts of three international soccer/football competitions held in 2013 to 2015: the Confederations Cup (2013 in Brazil), the World Cup (2014 in Brazil) and the Americas Cup (2015 in Chile). The brand will be present in all broadcasts of the matches and the Company will air commercials during the radio programming with coverage by Net Brazil (65 stations reaching 1,586 Brazilian cities) and conduct promotional and relationship initiatives. In the Confederations Cup in 2013, the campaign was aired during broadcasts of the matches held in the cities of Rio de Janeiro, Brasília, Fortaleza, Belo Horizonte, Salvador and Recife from June 15 to 30.
The year also saw a joint initiative between Eternit and the National Association of Construction Material Dealers (ANAMACO), with the Company participating and presenting a case study in May in the Lato Sensu MBA program specializing in Business Administration for the Construction Materials Industry.
