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Italcementi revolutionizes the cement market: performance and customized tailor-made products

19.09.2013
Cement strips off its "grey attire": Italcementi launches a new approach to offer the market the best product for each individual requirement: from standard cements to innovative solutions. The i.nova branding system is one of its kind at a world-wide level for the construction material market.
 
Nuevo portal de producto ItalcementiItalcementi launches its i.nova system, the innovative product offer system. The entire range of products developed by the Group, leader in innovation in the construction material sector, is now available on the market with a portfolio focused on the concept of Performance. It is a user-friendly and easy to read approach. The customer is the hub of a strategy which is no longer founded on the simple supply of a single product, but clearly focused on the ability to offer suitable solutions to satisfy the different requests with different products that guarantee a specific performance. But it doesn't stop there, The Italcementi product catalogue also includes materials developed in cooperation with some of the major names in the contemporary architectural world, and now available to the entire building community.
 
The approach to the cement sector market is traditionally based on the standardized supply of a commodity. Italcementi, on the other hand, offers a full range of highly innovative specialty products, placing the customer at the center of its marketing model, implementing a system designed to simplify the purchasing process and capitalizing on the value of its brand by means of a language based on structured codes which are readily comprehensible by the markets.
 
This is the first time, at a world-wide level, that a company operating in the building materials sector revolutionizes its supply system, making product classification quick and easy using a language that is readily recognized and commonly used at an international level.  Each type of cement or concrete is, in fact, grouped according to its performance; this becomes the instrument that guides consumers  and helps them choose the best product to suit their individual needs.
 
Using the i.nova system will make it easier for customers to distinguish and select, for instance, the acoustic insulating products that are grouped under the i.sound "family", or the thermal insulating products grouped under the i.clime "family" or again, the products that remain in contact with water, grouped under the i.idro "family". In addition, a distinct color and graphic marking have been paired to each performance "family" so as to make visual recognition of the product even quicker and easier for customers, even at an international level.
 
The new i.nova system was presented today at the Assimpredil Ance Headquarters in Milan, by Carlo Pesenti, Italcementi's Managing Director and Giovanni Ferrario, Italcementi's General Manager, who highlighted the strategic aspects of the project presented by the entire Group world-wide.
 
«i.nova revolutionizes Italcementi's approach to sales and consequent market strategies, recognizing the Group positioning and innovative role that has always characterized it at a global level - explained  Carlo Pesenti, Italcementi's Managing Director -. This choice is consistent with our corporate mission that, despite operating in what is referred to as a traditional sector, 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 fifteen years of research on the market: from the photocatalytic cement invented in the mid nineties, to the transparent cement used for the Italian Pavilion in Shanghai in  2010».
 
The i.nova system allows Italcementi to maximize the valorization of its proposal of over 10,000 products, 2,500 of which marketed in Italy and sold on a sales network of over 12,000 customers, and strengthen its leadership position on the market even further. 
 
«i.nova has also created a new identity capable of guaranteeing greater visibility, immediate recognition and easy identification of a range of totally reorganized products. The "commodity" based logic therefore paves the way for a "retail" approach, which is closer to the customer - remarked Giovanni Ferrario, Group General Manager -. The system will be applied to all our subsidiaries world-wide, offering them an excellent opportunity, especially to areas with more difficult economic scenarios, to tackle the market with even greater awareness. With more specific products and more innovative services, we are now able to offer our customers solutions for higher value added projects».
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