Displaying items by tag: marketing

Brazil: Votorantim Cimentos has launched its new visual identity. Its new logo consists of a lime green and dark blue V, next to its name, with the Votorantim written in capital letters and the Cimentos in lowercase. The producer says that the V honours its legacy, while figuratively representing a movement toward the future. The colour and font combination embodies the company's solidity and flexibility.

Corporate communications and branding head Geraldo Magella said “Votorantim Cimentos is on a journey of evolution and transformation. We redefined our strategy, revised our culture, grew, expanded. This long-term vision opens new paths and new areas of activity through the development of products and services to meet the needs of society. We want to create changes while remembering our history - hence the need to translate all this into a new brand, which communicates everything we do, from ground level to the highest point in a city."

HeidelbergCement’s latest sustainability target has been to reduce the ‘cement’ footprint from its own name. From this week it has become Heildelberg Materials. Of the top ten global cement producers in Global Cement Magazine’s roundup in the December 2021 issue only three now have the word ‘cement’ in their names.

In Heildelberg Materials’ own words, the “new brand identity underlines the company's pioneering role on the path to carbon neutrality and digitalisation in the building materials industry.” Chair Dominik von Achten then goes on to explain that the company is proud of its cement business but its range of services goes far beyond cement. This is certainly true but in 2021 the cement business generated 44% of the group’s revenue. 19% came from aggregates, 25% from ready-mixed concrete plus asphalt and the remaining 12% from services and other lines.

Yet, Heidelberg Materials is also a leader in driving innovation in carbon capture, utilisation and storage (CCUS) for the cement sector with a full production line capture unit planned for commissioning in 2024 at the Brevik plant in Norway. When it opens it will be the only full scale CCUS unit at a cement plant anywhere in the world. The group further plans to reduce the CO₂ footprint of its cementitious products to below 500kg/t CO₂ by 2030 and aims to generate half of its revenue from low-carbon products. These are not small achievements or ambitions.

Meanwhile, Holcim completed the divestment of its Indian business to Adani Group this week for US$6.4bn. For Holcim the move marks a milestone in the reshaping of its business away from developing markets and the diversification on its product lines into light (and more sustainable) building materials. So why would a company like Adani Group move into the cement sector when multinationals are getting out?

Money is the obvious answer and the one group owner Gautam Adani raised at a speech marking his latest mega-acquisition. He said, “Our entry into this business is happening at a time when India is on the cusp of one of the greatest economic surges seen in the modern world.” He expects his new cement arm to become the most profitable cement producer in the country although his competitors may have other ideas. As well as operational efficiency, Adani also plans to inject US$2.5bn into the business as part of plans to increase its production capacity to 140Mt/yr in the next five years, from around 70Mt/yr at present. However, the financial press in India and elsewhere has wondered how much debt Adani Group can cope with and whether it will consolidate its latest acquisitions or simply use them to buy into even more sectors. Time will tell.

Lastly, it should be noted that Adani Group’s new rival UltraTech Cement has targeted a production capacity of 154Mt/yr by 2025. Any growth in the Indian market will clearly be contested. It is also worth noting that the latter company has retained ‘cement’ in its name. For now at least.

Germany: The former HeidelbergCement launched its new name and branding as Heidelberg Materialsat a group level on 20 September 2022. The new two-word moniker underlines the cement producer's pioneering role on the path to building materials digitisation and carbon neutrality. 'Materials' stands for its innovative portfolio of sustainable and intelligent building materials, as well as digital solutions. The group's subsidiaries will also change their names to Heidelberg Materials from the beginning of 2023. Among the first to undergo the transformation will be US-based Lehigh Hanson, which will become Heidelberg Materials in early 2023.

Managing board chair Dominik von Achten said “We are proud of our cement business, but the company's range of services goes far beyond cement. Today, and even more in the future.Our future is sustainable. Our future is digital. Customer demands, markets and competitors are changing rapidly. Opportunities and challenges go beyond country borders; communication is becoming increasingly global. Differentiation opportunities arise." Concerning the company's cement business, von Achten said "We will be the first company in the world to offer carbon-free cement at large scale as early as 2024. We are vigorously driving forward the scaling of our CCUS activities: by 2030, we will reduce our CO₂ emissions by 10Mt/yr with the projects we have already launched. "

Ecuador: Holcim Ecuador has launched its new portfolio of ECOPlanet reduced CO₂ cements. The products bear the new green and blue branding of the Holcim group.

CEO Dolores Prado said that the company began its green transition with the September 2019 carbon neutral certification of its Agrovial, Base Vial and Maestro cements.

Nigeria: Dangote Cement has launched a promotional prize campaign worth a total US$76,700. The campaign consists of rewards of up to US$11,870, alongside other prizes for customers. The Sun newspaper has reported that the promotion will run until 31 October 2021.

Dangote Cement's Nigeria sales director Sanni Funmi said that the campaign is the producer's way of saying 'Thank You' to Nigerians.

Pakistan: Fauji Cement says that its sustainability initiatives across its three cement plants reduced CO₂ emissions by 215,000t in the 2022 financial year. The Pakistan Today newspaper has reported that clinker factor reduction in reduced-CO₂ products such as Askari Green cement and Pamir cement eliminated 89,900t-worth of emissions, 42% of total reductions. Waste heat recovery (WHR) plants eliminated 79,400t of emissions (37%), solar power plants eliminated 31,500t (15%), alternative fuel (AF) substitution eliminated 8030t (3.5%) and reforestation eliminated 600t (2.5%).

Argentina: Holcim Argentina has published its 10th Sustainable Development Report, detailing its sustainability progress in 2021. That year, it reduced its CO₂ emissions per tonne of cementitious material by 4.2% compared to 2017, to 505kg/t from 527kg/t. It sourced 43% of all electricity used in its operations renewably and achieved 8.4% alternative fuel (AF) substitution in its cement production. During the year, Holcim implemented ECO-labels to designate products with at least 30% CO₂ emissions reduction.

Holcim Argentina’s CEO Christian Dedeu said “This decade of reports demonstrates our strong commitment to sustainability and governance that considers economic, social and environmental impacts. The conviction of the importance of reviewing performance and being accountable for our impacts made it possible.”

Australia: James Hardie recorded sales of US$3.61bn in its 2022 financial year, up by 24% year-on-year from US$2.91bn in its 2021 financial year. The group’s North American fibre cement sales rose by 25% to US$2.55bn from US$2.04bn. Its Asia Pacific fibre cement sales rose by 22% to US$545m from US$446m, while its Europe building products sales rose by 20% to US$421m from US$351m.

Interim chief executive officer Harold Wiens said, “I am delighted to report that the James Hardie team has continued to deliver strong execution of our global strategy. This is reflected in strong price/mix growth in all three regions, including North America price/mix growth of 12%, Asia Pacific price/mix growth of 11% and Europe price/mix growth of 14%. The global team’s success in delivering high value products is the result of: one - enabling our customers to make more money by selling more James Hardie products; and two - marketing directly to the homeowners to create demand for our high value products through our customers.”

The group reaffirmed its 2023 financial year adjusted net income guidance range of US$740 - 820m.

UAE: Shree Global has agreed to acquire a further 40% stake in Union Cement Norcem for US$3.95m. The deal will increase Shree Global’s stake in the company to 100%. It is expected to complete the transaction by the end of June 2022. Union Cement Norcem markets and sells oil well cement, while Shree Global’s parent company, India-based Shree Cement, operates a 4.8Mt/yr cement plant at Ras Khaimah.

France: Holcim has entered into an agreement to acquire speciality building products supplier PRB Group. PRB Group produces coatings, insulations, adhesives and flooring systems. Holcim says that the company’s product range compliments its own and expands its reach in the high-growth repair and refurbishment market. PRB Group employs 700 people its five plants, 26 warehouses and its research and development centre. Its estimated net sales in 2022 are Euro340m.

Holcim chief executive officer Jan Jenisch said “We are off to a strong start to the new year, on our way to welcoming the PRB Group into the Holcim family. This is another exciting step in the expansion of solutions and products, advancing our Strategy 2025 – Accelerating Green Growth. I am highly impressed by the outstanding achievements of the Laurent family as well as by the expertise and passion of the entire PRB team. I look forward to warmly welcoming all employees into Holcim and to invest in our next era of growth together, with a continued focus on innovation, sustainability and branding.”