01A DIVERSIFIED COMPANY
INTANGIBLE ASSETS
Intangible assets are those non-physical assets of a company that are not to be found in traditional company balance sheets. These assets are important differentiation factors, and constitute competitive advantages with a direct influence on the value of the company.
In the case of Eternit, its intangible assets include the strength of its brand name, its human resources, its product portfolio, the value for money offered by its products, the strategic location of its plants, its distribution network and its technology development. Eternit offers the technical and organisational conditions for the development of these assets through initiatives, which not only benefit its businesses, but society as well.
House with a roof made from concrete tiles
The table below shows the components, evidence and initiatives with respect to these assets, and where more information can be found about them in this report.
| Assets | Components | Evidence | Initiatives | |||
| Strength of brand name | Tradition and strength of Eternit brand name in Brazil since 1940 (click here) Brand synonymous with quality for consumers Product with a perception of excellent value for money |
Disseminated knowledge of the Company's logo the "Owl" Perception of fibre cement tiles being synonymous with the Eternit tile |
Diversification of portfolio, with products which already enter the marketplace with recognition and quality attached to the brand name (click here) Marketing initiative on TV in the "building a dream" program |
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| Human resources | High rates of productivity at the Company, compared to the rest of the sector | Production of 428 kg/hht at Eternit and 219 kg/hht at SAMA Recognition of SAMA as being among the best companies to work for |
Structured training program with the participation of 3,619 candidates in 2010 for 4 for vacancies available Replication of the programs for the recognition oflength time at the company Gente 10, Gente 20 and Gente 30 of SAMA by Eternit |
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| Product portfolio | Extensive range of products offered Strengthening of the Company's image as a provider of products and solutions for the building industry Constant search for innovations |
Various types of tiles, water tanks and components for construction systems, with their various applications (click here) Creation of new business area (click here) Entry into the market for vitreous chinaware and lavatory seats (click here) |
Beginning sale of new products Prospecting for new plant for the manufacture of vitreous chinaware |
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| Cost-benefit ratio | The fibres cement tiles are the most competitive in the market With R$ 500, an area of 40 m² of a house can be roofed |
Replacement of black canvas with fibre cement tiles for the low-income classes Roofing of 48% of Brazilian homes |
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| Strategic location of plants | Orders met quickly | Ten manufacturing plants located in four different regions Delivery of an "closed freight" order within a maximum period of 72 hours |
Construction of plant in the Northeast, with a view to better serving the Northeast and North of the Country | |||
| Distribution network | Facility for product purchase Extensive brand publicity throughout the Country Eternit does not differentiate between small, medium-sized and large resellers |
More than 14,000 direct sales outlets Delivery of new products even in "closed freight" orders, using the same distribution channel |
Constant improvements to the sales force, which started to use laptops increase control and speed up the sales process | |||
| Development of technology | Improvement in production lines Maintenance of a laboratory |
Inauguration of new production lines with greater capacity Manufacture of fibre cement products with synthetic fibre |
Development of technology for the use of alternative fibre for fibre cement Development of a technique for the manufacture of synthetic marble |