A creative strategy for marketing MCR in Ecuador
Several years ago, in Riobamba, Ecuador, Techo Fácil MCR producers came more aggressively onto the market, with a marketing strategy that included the sale of its products through distributors in the six hardware stores of the city.
Initially the biggest and centrally located ones were chosen and given exclusive distribution rights. They were provided free of charge with display stands with 12 tiles of different colors, an identifying logo that relates the product with the brand, and a collection of pictures of quality roofs, specifying the place, owner's name, etc. Periodic visits are carried out in order to update the price list, provide better client service, as well as to give advice in the technical details of construction and laying tiles, accessories, etc. Today Techo Fácil has 17 distributors with perspectives to extend to the entire central mountain region. To accomplish this, it will join with other producers to provide tiles and supply that market. A display stand will be provided to each distributor who will maintain and care for it, and use it appropriately.
An industrially manufactured cement tile exists in the Ecuadorian market, similar to MCR, but much more expensive, with a similar sales and marketing strategy. In each hardware store and/or distributor, there is an MCR display stand near this brand that is also a national product. In practice this implies that we have become their competitors with regard to price, quality and service.
