NewService STIHL

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

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