Italy: Italcementi's Carlo Pesenti (CEO) and Giovanni Ferrario (COO) launched i.nova, Italcementi's new product offer system, on 19 September 2013. The entire product portfolio developed by the group, focused on the concept of differentiating products by performance, is now available on the market.
The group says that the customer is the hub of the i.nova system, which differs from the traditional commodity-based approach to cement supply. Its system is designed to simplify the purchasing process by organising products by structural codes.
Through i.nova it will be easier for customers to distinguish and select, for instance, the acoustic products that are grouped under the i.sound family, or the thermal products grouped under the i.clime family or again, the special products for water, grouped under the i.idro family. In addition, a distinct colour and graphic marking have been given to each performance 'family' so as to make visual recognition of the product quicker and easier in all the countries where the group operates.
"i.nova revolutionises Italcementi's marketing strategy and approach to sales, reconfirming the group's highly innovative positioning," explained Carlo Pesenti. "Despite operating in what is referred to as a traditional sector, the company places research, innovation and sustainability at the forefront of its industrial strategy, convinced that such values represent a fundamental lever for consolidating its competitive advantage in the building industry. In fact, i.nova is the evolution of the last 15 years of research, during which many unique innovative products have been developed, such as the photocatalytic cement and the transparent cement used for the Italian Pavilion in Shanghai."
