Krimelte: A salesperson on the Brazilian market had better know football
Active sales and the development of a strong brand have taken the construction chemicals company Krimelte from the small Estonian market into 70 countries around the world, recounted Alar Salum, Managing Director of Wolf Group, and the consolidator of Krimelte’s sales and production divisions, at the Innovation Lab 2015 seminar organised by SEB.
The process of shaping the Penosil brand, one of the company’s best known products, began in 2005. “Our product family used to be a motley crew, but we are proud of our strong brand now,” Salum noted.
Familiarity with local conditions is the cornerstone of international success. “Krimelte’s export manager in Brazil is the former footballer Tarmo Nork, who quickly found ‘a common language’ with the locals and promptly returned with a couple of contracts,” said Salum.
Addressing digital solutions, Salum noted that since in the future buildings will be 3D-printed instead of being built as we understand it today, Wolf Group must also consider this area in its business.
Products distributed by Wolf Group include the brands Penosil, Olivé and Tempsi; however, the company’s products are also distributed under several brands known the world over. The Wolf Group’s production facilities are located in Estonia, Spain, Russia and Brazil.
The Innovation Lab 2015 event, organised by SEB in Tallinn, featured several of Europe’s most sought-after and experienced business leaders, innovators and entrepreneurship consultants. The event was attended by 350 people in Tallinn, and a total of approximately 900 in the three Baltic States.
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