THE BRAND ON A STRONG FOUNDATION
Intangible assets
Brand strength: with a history spanning over 75 years, today Eternit is a well-known brand in Brazil, especially for its slogan, "the Brand of the Owl." To give it even greater visibility, the mascot was modernized and broadly adopted in advertising campaigns. In 2015, with the investments in sports sponsorships, such as the Brazilian Cup (learn more in the section "Campaigns and sponsorships in 2015”), the repercussion was even greater. Precon Goiás, which adopted in 2014 the Toucan as its mascot, since it is a traditional bird in its region, has also been solidifying its own independent identity.
Value for money of fiber-cement:Fiber-cement made with chrysotile offers an excellent cost-benefit tradeoff. The roofing segment is one of the largest markets in Brazil’s construction industry, and fiber-cement roofing panels generate annual demand of nearly 260 million square meters, which represented around 45% of Brazil’s roofing market in 2015. Eternit's products are leaders in this segment and combine quality and durability at an affordable price, which promotes their acquisition by lower-income classes.
Logistics efficiency: 72 hours is Eternit's average product delivery term to any reseller nationwide (after issue of invoice). Today, the Company's logistics efficiency represents a significant competitive advantage for the more than 15,000 sales channels (learn more in the section "Operating Structure and Market Presence").
Diversification: the Group's diversification strategy confers greater sustainability to the business and better aligns its product lines with consumers’ needs and the changes arising from natural market trends, innovations and changes.
Fiber-cement roofing tiles application
Fiber-cement roofing tiles inventory
and polyethylene water tanks
CUSTOMER SATISFACTION
Based on constant dialogue and sustainable and lasting relationships, Eternit conducts surveys annually to measure the satisfaction of its customers. Based on the Net Promoter Score (NPS) methodology and basically targeting storeowners, procurement managers and buyers, the survey is conducted by a third-party company. In 2015, the result was 54.1 points, down 18.9 points from the prior year.
At SAMA, the survey is conducted every two years. In 2015, SAMA’s result was 62.8% very satisfied, 36.4% satisfied and 0.8% not satisfied. SAMA conducts a customer satisfaction survey for both its domestic and export markets.
Meanwhile, Tégula surveys a sample of its customers every month and of its distributors and representatives every six months in order to monitor and enhance its products and services. The surveys are conducted in all regions in which the company operates. The results are analyzed by the marketing department and reported to all departments involved (sales, industrial, quality assurance, etc.). The company also makes available a toll free number and special e-mail address through which customers can contact the Company when most convenient for them.
All suggestions and/or complaints received are duly analyzed and clients receive the Company's comments accompanied by an explanation of the preventive and/or corrective actions adopted.