/STIHL Moments

The orange injection to move forward

Participants of the event in Spanish Participants of the event in English “Despite all the challenges imposed by the pandemic, we keep on presenting great results, with impressive growth in several countries in Latin America and the Caribbean. Together we have the power to grow!”Paul Strohm, Sales Director for Latin America and the Caribbean The […]

Participants of the event in Spanish
Participants of the event in English

“Despite all the challenges imposed by the pandemic, we keep on presenting great results, with impressive growth in several countries in Latin America and the Caribbean. Together we have the power to grow!”
Paul Strohm, Sales Director for Latin America and the Caribbean

The five days were extremely profitable, with lots of knowledge and integration. The Regional Sales and Marketing Event, with the participation of importers and subsidiaries from Latin America and the Caribbean was completely held online, from March 1st to 5th for Spanish speaking countries, and from March 8th to 12th for english speaking countries. Let’s remember some important aspects discussed on the occasion:

OVERALL SCENARIO AND SALES

Despite all the restrictions imposed by Covid-19, 2020 was a year to overcome adversities for the STIHL team, which presented very positive results worldwide: record breaking revenue of 4.5 million euro, which represents a growth of 17%. Sales in units increased 23%, with the battery line increasing the most. Specifically in Latin America, the performance was also very good: 26% increase in sales of machine units.

OPPORTUNITIES AND CHALLENGES

For this year, we have identified many growth opportunities in gardening, agriculture, and gasoline products. However, difficulties faced in international logistics are unfortunately causing an impact in product supply. In addition, there was an increase in raw-material prices.

PRODUCT RELEASES

The STIHL product portfolio does not stop growing. One day of the event was dedicated to presenting the 2021 new releases: GTA 26, HSA 26, SGA 85, SE 33, MH 610 and MH 710. You can find more information of the products in the STIHL Training platform.

STIHL TRAINING

Qualification is one of the basic premises for STIHL, which offers the STIHL Training platform, restructured last year to provide more appealing and friendlier navigation. The training processes were reinforced at the event, highlighting the features and advantages of Online Teaching and Distance Learning.

MARKETING

The marketing initiatives for 2020 were reviewed and planning for the 2021 activities was highlighted. Among the brand campaign and piracy campaign stood out. Besides, the product catalogue and mini-catalogue adapted to the region were presented along with other contents and projects in order to strengthen the brand, advance with digital transformation, becoming an expert at working in the nature, knowing the end client and improving the marketing planning.

AFTER SALES

Guidelines on the use of after-sales articles at the point of sale were also a highlight of the event. The modules to provide greater visibility to accessories, safety wear, fuels among other important items were presented in order to broaden the business volume.
As well as an analysis of the after-sales market, new products in this area were also presented during the event. One of them is the Service Kit, already used with great success by STIHL Spain and STIHL United States. The initiative seeks to offer an optimised maintenance solution for the customer, with competitive cost and reliability.

Event presentations were sent to general managers of participant countries. In case you haven’t received them, please contact petra.burchhardt@stihl.de.

/Product

Working on the soil with less effort

“We are very happy to offer these solutions in Latin America and the Caribbean. Clients are expecting these products.”Tássia Canterle, STIHL Market Expert STIHL develops its line of products in synch with man and nature and its portfolio always seeks to innovate and present new solutions to make the users’ lives easier. Focused on the […]

“We are very happy to offer these solutions in Latin America and the Caribbean. Clients are expecting these products.”
Tássia Canterle, STIHL Market Expert

STIHL develops its line of products in synch with man and nature and its portfolio always seeks to innovate and present new solutions to make the users’ lives easier.
Focused on the agricultural market, the products, whose target group are the ones working in agriculture and horticulture, can also be used on bens and rocky soils.
“With STIHL tillers soil activities can be performed with less effort and good ergonomics for the operator, thus increasing productivity and avoiding waste of inputs and time”, highlights Tássia Canterle, STIHL Market Expert. According to her, tillers were being widely expected by clients. “We are very happy to offer these solutions in Latin America and the Caribbean. These machines are focused on farmers who work on small or mid-size properties and look for motorized equipment in their rural land to optimize their work routines, in a safe and convenient way”, she states.
Powerful and versatile, STIHL tillers can be used in different agricultural applications with a wide variety of accessories that make it possible to diversify the product use. In addition, the model MH 710 has an auxiliary power option that stands out, increasing the versatility of this product for users.

TILLERS IN DETAIL

TECHNOLOGY
1 – BLADES
The blades have a specially designed shape and turn the soil over extremely efficiently with an optimized burrowing action.
2 – CENTRAL HANDLEBAR ADJUSTMENT
The handlebar height can be adjusted and folded down using the fixation lever to transport or storage the machine.
3 – BRAKE SPUR
It allows the insertion depth of the blade to be determined. It is also easy to access, with adjustable height adjustment and secure fixing.

CONVENIENCE
4 – SIMPLE THROTTLE CONTROL
All tillers can be steered by both handles. The throttle is within reach of the handles so that the speed controller on the handlebar can be operated with your thumb while steering. This permits precise control of the power when tilling.
5 – CLEANING POSITION
In the cleaning position, the tiller’s blades are easy to clean, assemble and disassemble.

TECHNICAL SPECIFICATIONS

MH 610

Combustion engine: STIHL EHC 600
Power: 4.4 / 6.0 3600 RPM
Cylinder capacity: 212cm3
Gearbox: belt
Weight: 60kg

MH 710

Combustion engine: STIHL EHC 700
Power: 5.2 / 7.0 3600rpm
Cylinder capacity: 252 cm3
Gearbox: direct drive
Weight: 101 kg
LED Lighting
Power Take Off

TILLER TRAINING
The new products will be part of the training agenda in the second semester of this year and will be available on the STIHL Training platform online. There will be technical as well as commercial courses, offering sales arguments in details as far as features, functions and benefits, following the “from demand to the solution” methodology, going in-depth into the clients daily routines, so that the equipment really makes a difference in their activities.
Importers will receive an e-mail from STIHL Training with the invitation for the trainings.

INFORMATION ON NEW PRODUCTS
Visit STIHL Training

DO YOU HAVE ANY QUESTIONS?
CONTACT US!

Tássia Canterle • 55 51 99845-0614
tassia.canterle@stihl.com.br

Raul Kriedte • 55 51 99283-0273
raul.Kriedte@stihl.com.br

Paulo Serpe • 55 51 99288-6474
paulo.serpe@stihl.com.br

/Market

Proud to work with STIHL

“Our strategic goal of this campaign is to strengthen our brand. We let our clients tell their stories with authentic, real and emotional images.”Sabine MacDonald, Marketing Manager for Latin America and the Caribbean “Proud of working on the field,” “Proud of keeping the city clean,” “Proud of being a STIHL distributor,” “Proud of my garden.” […]

“Our strategic goal of this campaign is to strengthen our brand. We let our clients tell their stories with authentic, real and emotional images.”
Sabine MacDonald, Marketing Manager for Latin America and the Caribbean

“Proud of working on the field,” “Proud of keeping the city clean,” “Proud of being a STIHL distributor,” “Proud of my garden.” Sentences such as these are part of the new STIHL brand campaign, which seeks to strengthen the STIHL brand in all of its market segments.
“We want our brand to be the top of mind for potential clients in the segments of agriculture, forestry, professional and home gardening, and maintenance. We also want to reinforce the quality and service of STIHL distributors. The campaign contributes to increase brand awareness in the short term and to increase market share in the long term,” explains Sabine MacDonald, Marketing Manager for Latin America and the Caribbean.
The new campaign was developed by STIHL Colombia and is available to all importers and subsidiaries in Latin America and the Caribbean, free of charge. The advertising material are images of actual people – end customers of all segments proud of their work using STIHL products.
Before the release, it is essential to prepare a segment media plan for the radio, websites, social media, point of sale, among others. A consistent campaign in all advertising channels, used several times over a longer period of time, increases the possibility of reaching more clients and, thus, strengthens the brand.

Material at your disposal for each market segment

CAMPAING IN THE APP
Find pieces and the campaign presentation in the app (only in English and Spanish): Library / Communication Content / Brand Campaign

DO YOU HAVE ANY QUESTIONS?
CONTACT US!

Sabine MacDonald – +55 51 99961-2540
sabine.macdonald@stihl.com.br

Andrea Chaverra Saldarriaga – +57 313-5327226
andrea.chaverra@stihl.co

Laura Meneses – +57 (4) 6148081 ramal 124
laura.meneses@stihl.co

/Best Practices

Power to grow

“Relying on a marketing plan is very important. It establishes our direction for the year.”Luciano Barberis Brito, Manager of Emaresa Agroflorestal e Jardins, from Chile “We developed our plan following the guidelines from SMART objectives.”Iver Paredes, Sales and Marketing Manager of Inmeq, from Equator Developing a marketing plan makes the difference to any business that […]

“Relying on a marketing plan is very important. It establishes our direction for the year.”
Luciano Barberis Brito, Manager of Emaresa Agroflorestal e Jardins, from Chile

“We developed our plan following the guidelines from SMART objectives.”
Iver Paredes, Sales and Marketing Manager of Inmeq, from Equator

Developing a marketing plan makes the difference to any business that desires to grow. The teams from Chile and Equator are well aware of that and tell us how the implementation is taking place in their countries.

The Chilean experience

Luciano Barberis, Manager of Emaresa, in Chile, believes it is very important to rely on a marketing plan, since it establishes our direction for the entire year. However, he highlights that it is essential to have clear goals, aligned with the brand communication objectives, and to have them shared with the entire team.
He also emphasizes that the plan makes it “mandatory” to define product, sales and communication strategies, in such a way that they are coherent, measurable and achievable. “We concentrated our resources – money, time, effort, etc. – in a more assertive and efficient way. Many times, with our busy daily schedules, it is hard to analyse where we should target our efforts, that is why planning is essential,” he says.
Another aspect reinforced by Luciano is that the plan contributes to the development of a long term pathway. “When there is a marketing plan every year that means you are looking beyond the end of that year. That’s how a leading brand should look at things in a world with so many changes, always seeking to meets it’s clients current and future needs.”

The Equator example


Marketing Team: Daniel Navarrete, Iver Paredes, Maria Jose Andrade and Wilmer Vásconez

To Iver Paredes, Sales and Marketing Manager of Inmeq, from Equator, the development of a marketing plan is essential to achieve the established goals. “STIHL Equator has been creating increasingly more challenging plans, which help us become more competitive, improving our participation in the Equatorial market,” he emphasizes.
According to him, the tool has been very valuable to maintain schedules and actions for the end consumer, increasing loyalty and brand preference.
The development of STIHL Equator objectives followed the guidelines from “Smart Objectives *”, which makes the activities more challenging. For 2021, the main goals are:

⦁ Brand awareness, positioning and preference.
⦁ Strengthening the relationship with our distribuitors and end customers.
⦁ Development of digital platforms to facilitate commercial interaction.

*SMART: specific, measurable, achievable, realistic and timely

DO YOU HAVE ANY QUESTIONS?
CONTACT US!

Iver Paredes Gutiérrez​ – +593987734231
iparedes@gn-suferreteria.com.ec​

Luciano Barberis Brito – +56 2 2460 2010
lbarberis@emaresa.cl