Cemex 2012 Annual Report Download - page 14
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We are breaking new ground in the
commercialization of aggregates
In Colombia, we began
selling aggregates in bags,
an innovative way to sat-
isfy the needs of individ-
ual builders and achieve
a strong foothold in the
aggregates retail market.
Through a comprehen-
sive array of bagged
aggregates products sold
through retailers, we are
reaching new markets and
expanding our portfolio.
Additionally, each of our business units continually
works to offer new, innovative building materials for
their specific markets. For example, in the U.S., we
launched Fortium ICF, a concrete product specifically
engineered to reduce the time and material needed to
build vertical concrete wall systems, such as Insulated
Concrete Form (ICF) building envelopes, while pro-
viding substantial savings in long-term maintenance
and energy costs. Fortium ICF employs cutting-edge
advancements in mineralogy and nanotechnology to
improve the performance of concrete at a microscopic
level, and fully eliminates up to 75% of the steel rein-
forcement typically required for vertical concrete con-
struction. The result is a concrete structure that is built
50% faster with turnkey savings of over 32% compared
to traditional ICF construction.
To more fully reflect and capture the high value-
creating potential of our products and services—which
are essential to the well-being of communities and
the progress of markets worldwide—we launched our
value-before-volume strategy: a global pricing initia-
tive focusing on value enhancement, eciency gains in
customer relationships, ensuring the sustainability of
our products, and generating returns sucient for rein-
vestments in our business. Under this strategy, we are
establishing our own internal procedures, guidelines,
standards, principles and tools that will support our
approach to pricing our different products and services.
The value-before-volume framework is being deployed
globally and executed locally. Our highly talented com-
mercial teams are undergoing comprehensive training
to better prepare them to implement this initiative and
to convey the benefits of our pricing structure, consis-
tency, discipline and transparency to our customers.
During 2012, specialty ready-mix con-
crete products represented the following
percentages of total ready-mix product
sales in these countries:
Mexico United States
42%17%
Spain Colombia
28% 40%
France United Kingdom
30% 19%
Benidorm West Beach Promenade, Spain
14
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