Displaying items by tag: marketing

The Portland Cement Association (PCA) is currently considering changing its name as part of a wider rebranding exercise. As the PCA’s president and CEO Mike Ireland puts it, “Portland cement no longer adequately represents the products PCA member companies manufacture, as they increasingly produce blended cements in today's environmentally conscious marketplace.” The exercise opens up a host of issues about the promotion of cement and concrete and the role of a trade association in the 21st century.

The reason the PCA holds its name is because ordinary Portland cement (OPC) became the most popular type of cement used to make concrete (and other building materials) in the second half of the 19th century. This continued in the 20th century without any issues. So naming a national cement association after the sector’s key product made sense at the time. The parent organisation that became the PCA was formed in 1902 and the PCA proper officially started in 1916 when cement producers met in Chicago and agreed to set up an expanded organisation.

One topic that was less of an issue in 1916, was considering a national cement association in an international context. Or in other words, should a national or regional cement association say where it is from in its name? Many associations do so elsewhere in the world but not all. Cembureau in Europe, the Cement Manufacturers’ Association in India and the Mineral Products Association in the UK for instance are three examples that do not. The PCA’s current name does not indicate where it is based and it has appeared to have coped for over 100 years. Curiously though, most of the suggestions that the PCA has put forward for its potential new name do include ‘America’ in some shape or form. Another connected problem is whether the general public in the US make the assumption that the PCA is a smaller group based in Portland, Oregon!

Mike Ireland points out another dilemma facing the PCA today with the rise in popularity of blended cements. The PCA, for example, worked on supporting the use of Portland Limestone Cement in the 2010s before lots of US producers started making it in the 2020s. To illustrate the scale of the change that this and other initiatives have created, United States Geological Survey (USGS) data shows that shipments of blended cements doubled from 26Mt in 2022 to just under 55Mt 2023. At the same time, shipments of Portland Cement fell by 37% year-on-year to around 52Mt from 83Mt. More blended cements were shipped in the US than OPC in 2023. So the PCA finds itself named after a minority cement product.

The other issue that Ireland touches upon is the environmental perception of cement by the general public and the problems for marketing, branding and advocacy this presents to a trade association. Simply put, it is far easier for the environmental lobby in developed economies to portray cement as ‘bad’ than it is for the cement sector to publicise the many small but incremental changes it has made or the monumental effect that cement and concrete have made upon human society over the last 150 years. Although it may not mean much to the wider public, to whom ‘cement is cement,’ the rise of blended cements in the US has handed the PCA the opportunity to differentiate cement into ‘good’ and ‘bad’ offerings. In this case high CO₂ emitting OPC becomes the old dirty product of the past and blended cements become clean shiny symbols of the future. It follows, therefore, that retaining the name of an old product for one of the biggest cement associations in the world might be considered unhelpful.

In some respects OPC and the PCA have become victims of their own success. Cement built the modern world and has become ubiquitous. So commonplace in most countries, in fact, that people outside of the building industry often fail to realise how crucial the stuff is. The tricky proposition for those marketing cement today is to somehow recognise the historical contribution that it has made to build our world whilst also conveying how it is changing to become more sustainable. Unfortunately for fans of OPC though this may mean dumping it from the name of the PCA.

Greece: Titan has launched a new, refreshed logo and branding to symbolise its commitment to sustainability and green growth. The logo features the familiar blue globe of the former Titan Cement Group emblem, now interspersed with bright green lines. The producer says that the new branding preserves its heritage, while signalling the modernity of its dynamic, forward-looking strategy. Titan’s new slogan, accompanying the visual identity, is ‘Building a better world together.’

Titan serves 25 markets, complementing its regular operations with over 100 current decarbonisation initiatives.

India: Dalmia Cement has launched new branding identifying itself as a Roof Column Foundation Expert. The identity is accompanied by the slogan ‘Roof, column, foundation strong, home strong.’ The company says that the branding will help it to position its cement as first choice in business-to-consumer (B2C) building materials retailing. The campaign especially targets towns of 20,000 – 100,000 people, outside of India’s metropolitan centres. The producer aims to raise its B2C sales from 65% to 70% in the 2025 financial year. It now operates a 45,000-strong retail network. In order to support further growth in the segment, the company plans to deploy 600 technical staff and 150 vans across India.

Chief operating officer Sameer Nagpal said “We believe that the brand must play a vital role in consumer’s lives so that they can make informed choices. Dalmia Cement has over the years developed proprietary know-how of optimising cement recipes that makes it most suitable for roof, column and foundation.”

Managing director and CEO Shri Puneet Dalmia said “Our new brand campaign manifests not just an eminent legacy, but also a commitment to consumer centricity – it conveys a core message that building a home with due care means building it for generations to come.”

India: Sanghi Industries has received shareholder approval to supply its cement and clinker to ACC and Ambuja Cements. Additionally, Sanghi Industries will begin to purchase of coal from fellow Adani Group subsidiary Adani Enterprises, according to the Economic Times newspaper. Under the new arrangements, ACC and Ambuja Cements will sell Sanghi Industries’ cement and clinker under their own brands, at a price 10% above production cost. This is reportedly below industry pricing standards for comparable deals of 25 - 30% higher pricing over costs.

Adani Group subsidiary Ambuja Cements acquired a 57% stake in Sanghi Industries on 5 December 2023.

India: Shah Rukh Khan (SRK) has become the latest Bollywood superstar to help advertise cement in India. Khan appears in UltraTech Cement’s Build and It Will Grow (Banega Toh Badhega) advertising campaign, launched on 15 January 2023. The opening advert shows the Aśoka star among workers, school pupils and the Indian Army carrying out different activities facilitated by infrastructure.

UltraTech Cement said “SRK is a shining example of the rise and aspirations of India. His personal journey is one of resetting boundaries and aiming high. We thus believe that he is aptly suited to represent UltraTech’s credo.”

France: Refractories supplier Calderys has announced the launch of its new brand platform following its integration of HWI (formerly HarbisonWalker International) earlier in 2023. The platform is comprised of four values, reflecting the personality of Calderys’ company culture, namely accountability, authenticity, multiculturalism and tenacity.

Chief people officer Melissa Bihary and global vice president communications Aurélie de Chassey-Hayot said “These new values and the overall platform have been developed through an employee-led exercise. Therefore, they truly define the essence of who we are and how we do business. They guide our actions and behaviors and help us make the best decisions for the benefit of our customers.”

China: China Resources Cement (CRC) has rebranded to China Resources Building Materials Technology (CRBMT). The producer says that this reflects its business positioning and development strategy, and marks the launch of its transformation into a building materials group around its existing cement business.

UK: Germany-based Heidelberg Materials has introduced customers and investors to Heidelberg Materials UK, its UK subsidiary formerly known as Hanson UK. The latest rebrand signifies increasing collaboration across the group’s geographies as a global business with one voice. Heidelberg Materials UK will launch rebranded packaging for its cement and other products in early 2024 and transition its branding across its sites and vehicles by October 2025.

Heidelberg Materials UK CEO Simon Willis said “The construction sector faces global challenges such as climate change and the digitalisation of our industry; challenges we are better placed to meet as a strong, united group. Having a single brand name and identity sends a clear and consistent message to our increasingly global customers.” Willis added “It will allow us to work together to lead the field in driving down carbon emissions; promote the circular economy by recycling and reusing construction waste; develop digital solutions to provide added value to our customers and develop sustainable and innovative building materials.”

Mexico: Cemex said that it has successfully implemented labelling showing the environmental impacts of all of its main products across its ‘most important markets.’ Depending on prevailing practices in each market, products’ packaging either displays an Environmental Product Declaration (EPD) or Cemex’s own third-party validated C_ERO₂ designation.

General director Fernando González Olivieri said “We are committed to being the leading partner in sustainable construction for our clients. In this way, our clients have environmental impact information that they can use to develop sustainable construction.” He added “We continue to expand our portfolio of sustainable products, allowing our clients to effectively design and manage the carbon footprint of their construction projects.”

Europe: The Environmental Coalition on Standards (ECOS) has welcomed the EU’s new Empowering Consumers Directive. Under the directive, EU member states must enact laws preventing companies from labelling their products with climate claims based on offsetting. ECOS called the law a ‘significant measure against greenwashing.’ It called on the EU to further ensure that products neither rely on carbon credits, nor on contributions to sustainability projects, in calculating their impacts.

ECOS programme manager Elisa Martellucci said “The EU has taken aim at greenwashing. Climate neutrality claims based only on carbon offsetting are ambiguous and misleading for consumers because they are not linked to concrete efforts to combat the climate crisis. Instead, they rely on flawed carbon accounting practices that ‘write off’ greenhouse gas emissions. The amazing carbon emissions vanishing act is many companies’ dream – but emissions do not magically disappear. Policymakers have taken a strong stance against this deceptive practice.”