The chain of commercialization

It is difficult because of time and distance to meet directly, so the EcoSouth Network in Ecuador permanently keeps up individual contact with most MCR producers. These producers are located in disperse places, although in populated areas, so the main via of communication is the telephone, as e-mail access is quite limited.

The majority of Micro Concrete Roofing tile producers know one another because of various seminars throughout the years, in one of which they established a potential strategy of commercialization of the tiles.

Part of the strategy is to establish a “trademark”, as formerly each had its own “brand” with a very local impact. The idea of an overall brand has been accepted by most participants, all of whom have the EcoSur Certificate of Quality.

A regional coordinator becomes a point of contact between distributors and producers. For example, in the case of Chimborazo is Techo Fácil in Riobamba and for the southern zone of the country it is the office of engineer Servio Burneo in the city of Loja, who at the same time is the contact for the other producers in the zone.

How does the commercialization works?

In the regional and national markets the MCR producers are going to market their product under the name “Techo Fácil”. They will commercialize (in some places they are already doing so) through a chain of distributors who normally are established hardware establishments, small, large and medium-sized. They provide these distributors with a stand of examples of the tiles, along with information brochures and catalogues, as support to sell to the final consumer.

In the hardware stores among the other roofing products exhibited, also are MCR tiles with the “Techo Fácil” brand. The hardware stores sell tiles as well as related services such as transport, labor, assistance in roof installation, etc. The tiles are delivered in the factory or at the job site.

In a particular region a producer usually becomes the contact between the distributors and the producers. For example, in the province of Chimborazo it is Techo Fácil in Riobamba and in the southern zone of the country it is the office of engineer Servio Burneo in the city of Loja, who at the same time is the EcoSouth contact person for the producers of that zone.

Respect and trust

The commercialization policy is based upon respect and trust between the MCR producer and the distributor (hardware store). In the event that a client checks the price in a hardware store and then in the workshop, he encounters the same price. This is the key point to ensure that the chain of commercialization is not broken and the business has a future.

In order to enter the chain of commercialization, all the producers must pass a strict regimen of quality control, that is approved by EcoSur and in the future will be in synergies with the Polytechnic or another institution of higher education.

For the producers EcoSur continues to be the technological support for MCR, as it is the international image of the product.

You are here: Home Past editions September 2003 The chain of commercialization

Consultants

Martín Meléndez
Dominican
Civil Engineer
Spanish and English
Microconcrete roofing tiles (MCR), CP 40 (alternative cement), adobe, tapial, burnt clay bricks, social organization, workshop planning for MCR and alternative cement, setup and implementation of housing projects, disaster prevention in construction

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"Whatever you can find" is an architectural workshop, with communitary participation, from the Catholic University from Quito.
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