GRI G4-DMA Product and service labeling

The broad coverage of its network of over 16,000 points of sale and its highly qualified sales team are some of Eternit’s major competitive advantages and responsible for clients’ and consumers’ access to its comprehensive portfolio of products bearing the brand recognized for its quality.

Commercial strategy

In 2014, Eternit’s commercial strategy focused on opening new sales channels and expanding the coverage of its network by providing incentives for small stores. Special attention was given to ensuring product availability by keeping most lines in stock for immediate delivery. The Company’s 12 industrial units, many of which also serve as distribution centers, are located in four of Brazil’s five regions, which enables it to work with an average delivery time of 72 hours to any destination nationwide. In addition to the strategic location of its plants, the Company has a broad distribution channel with its products available in over 16,000 points of sale across Brazil, from large resellers and home centers to small stores.

The Company uses technological tools such as geographic intelligence to analyze product demands and market trends, which monitor the market and collect information on companies and partners, GDP growth by region, social and demographic growth, consumption potential, comparative data, market profiles and other indicators.

Sales team

The sales team of the Group’s companies, particularly professionals serving the retail segment, receives regular training and up-to-date information on new products and application trends in the market. One of Eternit’s competitive advantages is having a strong technical team that applies this training and offers support to salespeople and clients. It also provides product information, analyzes consumer needs involving specific projects and proposes solutions.

The team is formed by over 450 professionals working nationwide. The actions focused on points of sale work to strengthen the loyalty of existing customers and to attract new ones by offering on-site, personalized service. The strategy to expand coverage also helps to maintain the number of active clients.

Following the trend in the market and at large benchmark companies around the world, Eternit conducted its First National Sales Convention in 2014, with the goal of motivating, informing and preparing the sales team for new challenges. The result was a stronger team that is better prepared to achieve the proposed results with flexibility and focus and more engaged with the tools available to ensure agility, credibility and brand visibility.

Strength of the brand

Eternit’s official mascot, the Owl, remained active in 2014 with a reinvigorated and modern design following the strong campaign to revive its image conducted in 2013. The mascot’s new identity was strengthened to ensure its perpetuity. The Owl is the result of a brand restructuring process driven by the Group’s expansion.

Following the same trend, in 2014 we introduced the Toucan, the mascot of Precon, and developed actions to strengthen and promote the differentials of its identity in the Group’s markets.

The Owl and Toucan campaigns were communicated in electronic, print and digital media, as well as on billboards and busboards. The investment in these brands lent them greater credibility and increased client trust.

Other actions were also important to strengthen the brand represented by the Owl, such as participating in construction fairs and carrying out marketing campaigns at large events. In 2014, Eternit participated in the fairs Construir Minas, Construsul and Feicon Nordeste.

Owl campaign actions were also adopted at the Confederations Cup. These actions worked to increase the brand’s value and the number of calls to Customer Service Center, and to generate stronger demand for products and services on the Company’s website and social networks.

Eternit also adopted actions for the World Cup. The Company offered tickets to matches through radio campaigns to encourage higher sales volume and strengthen the relationship with internal and external clients.

For 2015, Eternit is planning campaigns on the radio station Transamérica during the Copa América to ensure greater coverage across Brazil. The brand’s strength will also be visible on the field during soccer/football matches in the state championships of São Paulo, Rio de Janeiro, Minas Gerais and Rio Grande do Sul and in the national championship Copa Brasil. Apart from the media, the action will also include the distribution of tickets and access to VIP areas as awards in client relationship campaigns or actions.

Strength of the customer

Customer satisfaction is monitored by annual surveys of resellers and distributors and various surveys of final consumers. Supported by specialized institutes, Eternit conducts surveys based on the Net Promoter Score (NPS) methodology, which generates data for the Company to understand quickly what customers think. The results of these surveys are used to develop corrective and continuous improvement actions through structured programs targeting the sales team and internal processes.

Final consumers are asked to take a survey immediately after they contact the Customer Service Center. This allows Eternit to take corrective and preventive measures involving its employees and resellers. Read more about the customer satisfaction surveys conducted by the Eternit Group in the chapter Focus on the Customer. GRI G4-PR5

The methods adopted to guarantee customer satisfaction led the Company to be nominated for the Época Reclame Aqui Award - Best Companies of 2014 for Consumers. The Company placed third in the category Home and Construction - Manufacturers.

Required label information GRI G4-PR3		Yes	No
Chrysotile asbestos	Outsourcing of components		x
	Content (substances)	x
	Safe use	x
	Product storage		x
	Percentage of products subjected		100%
Fiber-cement roofing panels and molded products	Outsourcing of components		x
	Content (substances)	x
	Safe use	x
	Product storage		x
	Percentage of products subjected		100%
Polyethylene water tanks	Outsourcing of components		x
	Content (substances)	x
	Safe use	x
	Product storage		x
	Percentage of products subjected (percentage of volume sold)		100%
Construction solutions	Outsourcing of components		x
	Content (substances)		x
	Safe use	x
	Product storage		x
	Percentage of products subjected		100%
Bathroom chinaware	Outsourcing of components	x
	Content (substances)		x
	Safe use	x
	Product storage		x
	Percentage of products subjected		100%
Concrete roofing tiles	Outsourcing of components		x
	Content (substances)		x
	Safe use	x
	Product storage		x
	Percentage of products subjected		100%
Metal fixtures	Outsourcing of components	x
	Content (substances)		x
	Safe use	x
	Product storage		x
	Percentage of products subjected		100%