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CASE STUDY: 'Cemex Evolution' wins most commercially successful campaign 2009

Cemex is a global building materials company and supplier of cement, ready-mixed concrete and aggregates. In the UK it also supplies asphalt, roof tiles, concrete block solutions and railway sleepers.

One of its core business objectives was to drive product and service differentiation to create and sustain higher margin products, specifically within the concrete market. An important part of its 2007/8 strategy was to develop and launch a new self-compacting concrete product for the UK market. The product was identified by rating product categories according to market dynamics and innovativeness of existing products, size and growth potential of the category and of a new value added product, margin opportunities for a new product and the ability to sustain margins for the new product.

Cemex already had a product in this category, but it was not branded or communicated in a customer focussed way, and there was low awareness and take up in the construction industry.