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Votorantim is a construction materials and sustainable solutions company that operates not only in construction materials but also in waste management and agricultural inputs. Votorantim Cimentos units are strategically located near the most important growing consumer markets and are present in ten countries besides Brazil: Argentina, Bolivia, Canada, Spain, United States, Luxembourg, Morocco, Tunisia, Turkey, and Uruguay.
One of Votorantim Cimentos' main sales channels are Home Centers, large construction material stores present in big and medium-sized cities. The challenge for Votorantim is to ensure flawless execution of its brand strategy in these locations, guaranteeing better product exposure, correct implementation of merchandising materials, and uninterrupted supply. For this, promoter teams work in partnership with each store to achieve the best sales results.
Along with trade marketing coordination for Home Centers, Team and Field enabled field action planning that allows for guidance, operational monitoring, and data collection for market analysis and course correction whenever necessary.
Through the application, all field promoters receive guidance on locations to visit and tasks to perform each day, along with updated information on prices, promotions, communication, products, and more as needed.
The goal is to ensure that execution at the POS is aligned with the brand's guidelines, aiming to provide the best experience for the buyer. With Team and Field, it's also possible to monitor specific actions that are carried out in a more decentralized manner, addressing the specific demands of certain networks and even the needs of particular stores.
These initiatives are first shared with the back office and management team, and they can also be shared as examples of opportunities for extra point-of-sale exposure and specific actions for the entire field team.
The result is improved planning and execution of Votorantim's actions in one of the brand's main distribution channels, with complete control not only over its field operation but also monitoring of competitors' actions, which keeps Votorantim as one of the leading brands in the segment within the channel and across the entire market.