The Brand Management philosophy is one of the pillars of the Komatsu Way and is defined as the set of activities carried out to become our customers’ indispensable partner, so that Komatsu will continue to be selected as their preferred supplier in the long term, by cultivating and strengthening good relationships with distributors and end customers.

A bit of history

In Latin America this concept was introduced in Chile in 2008 and gained significant evolution and consolidation together with customers in different segments over the years. For 2018, the introduction of Brand Management (BM) began in KHSA initially considering focusing on mining for Colombia with customer Cerrejón. In this case, we were able to increase the level of relationship and interaction through the different initiatives and projects helping the client advance in operational excellence, its main strategic objective is to improve the operation of the equipment. 

Then, as part of the expansion of this philosophy in the rest of the region, in 2021 the project began to be implemented in Peru together with Komatsu Mitsui, with customer Glencore Antapaccay, with whom our level of relationship progressed significantly through 3 lines of work, such as: introduction of new products and technologies, operational excellence and Full Potential project, in addition to sustainable development through work with the communities. 

In 2023, the implementation of the BM project began in Mexico, with customer Peñasquito, with whom we have a long history and is one of the most important mining customers for Komatsu Mexico (KMEX). The project is already in its implementation stage of the different initiatives that have arisen from the application of the Voice of the Customer (VOC) and understanding its main need, which is to improve the reliability of the Komatsu fleet with three focal points, i.e. management of spare parts, quality of repairs in the Saltillo workshop, and quality of work with the equipment on site.

Work team

To address the BM project, KMEX has formed a work team led by Pablo Gámez, Project Manager, with the support and involvement of each of the support areas of both KMEX and Komatsu Latin America, including commercial, aftermarket, product support, operations, among others. 

Every year the Global BM meeting is held in Tokyo, Japan, where the main projects developed in the different regions of the world where Komatsu operates are shown.  In 2022, Komatsu Colombia’s BM project was presented; in 2023, Komatsu Mitsui participated, and this year 2024 corresponds to Komatsu Mexico. 

For more information, please contact: rodrigo.latorre@global.komatsu