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Company profile

History of the company

CEMEX is a global building materials company that provides high quality products and reliable service to customers and communities throughout the Americas, Europe, Africa, the Middle East, and Asia. We produce, distribute, and sell cement, ready-mix concrete, aggregates, and related building materials in more than 50 countries, and we maintain trade relationships in close to 100 nations.

World’s leading supplier of ready-mix concrete

A leading cement and aggregates producer

One of the world’s largest producers of White Portland Cement

One of the top cement and clinker traders in the world

CEMEX is founded in 1906 with the opening of the Cements Hidalgo plant in northern

Mexico.

In the year of 1906 the company starts its business for endless venture to the future. After two years CEMEX doubles the annual production capacity at the Cements Hidalgo plant to 66,000 tons. In 1912 The Mexican Revolution causes CEMEX to halt production at the Cements Hidalgo plant; the lack of available energy, communication channels, and human resources prevent the company from profitably distributing cement.

In the face of a difficult political and economic environment, CEMEX resumes partial production at the Cements Hidalgo plant.

Cements Portland Monterrey initiates operations with 20,000 tons of annual production capacity. The plants first kiln uses the long single-step dry process–the most modern technology of its time.

The plant markets Cement Portland Monterrey branded cement to satisfy customer demand in northeastern Mexico.

In February, CEMEX resumes full production at the Cements Hidalgo plant.

With the installation of a second kiln, CEMEX expands the production capacity of its Monterrey plant 100 percent to meet demand in northeastern Mexico.

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CEMEX’s Monterrey and Mérida plants initiate production at their ninth and second kilns, respectively.The kilns’ four-phased pre-heaters reduce the cost of installation and collect dust in their filters. With a production capacity of 1,300 tons per day, the kilns help to meet the growing demand of the country’s southern and northeastern regions. In 1979 CEMEX’s Torreon and Ensenada plants initiate production at their third kilns. With an installed capacity of 1,300 tons per day, each kiln uses a four-phased pre-heater.

With the acquisition of the Dominican Republic’s leading cement company, Cements Nationals, CEMEX establishes operations in the Caribbean.

In 2000 The Company launches its CEMEX Way initiative to identify, incorporate and execute standardized best practices throughout the organization. Standard & Poor’s upgrades CEMEX’s credit rating to investment grade. CEMEX increases its presence in Central America by initiating operations in Nicaragua.

CEMEX in Bangladesh

In November, 1999, CEMEX made its inception in Bangladesh

The company started sales and distribution activity in May 2000 by importing finished goods from Indonesia. Sales and distribution was limited at that time.

In April 2000 ground breaking ceremony of local plant and started construction of own manufacturing unit.

On 21 April 2001, started own manufacturing and started sales of own manufactured product instead of import of finished product.

CEMEX has a rich history of improving the well-being of those it serves through its efforts to pursue innovative industry solutions and efficiency advancements and to promote a sustainable future.

In the year 2000, CEMEX has expanded its operations in Bangladesh. Built with the most advanced state of the art European FLS technology, the CEMEX plant in Mahmudnagar, Bandar, Narayanganj has a production capacity of 550,000 MT. CEMEX Cement Bangladesh Ltd. has earned a well reputed respect for its finest quality and service, exceeding customers expectations. The company is certified with ISO 9001 Quality Management System (QMS) and ISO 14001 Environment Management System (EMS), complying with quality and environmental standards and ensuring strict adherence to CEMEX global standards. Currently CEMEX Cement Bangladesh Ltd. is producing CEMEX brand Portland Composite Cement (PCC).CEMEX

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Cement Bangladesh Ltd. is highly committed to maintain the consistency of the product quality at any cost

Types of product

Cement is a fine powder, obtained from the calcinations at 1,450°C of a mix of limestone, clay, and iron ore. The product of the calcinations process is clinker—the main ingredient of cement—that is finely ground with gypsum and other chemical additives to produce cement.

Cement is the most widely used construction material worldwide.

Gray Ordinary Portland cement

Our Gray Ordinary Portland Cement is a high-quality, cost-effective building material—mainly composed of clinker—that meets all applicable chemical and physical requirements and is widely used in all construction segments: residential, commercial, industrial, and public infrastructure.

White Portland cement

CEMEX is one of the world's largest producers of White Portland Cement. We manufacture this type of cement with limestone, low iron content kaolin clay, and gypsum. Customers use our White Portland

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Cement in architectural works requiring great brightness and artistic finishes, to create mosaics and artificial granite, and for sculptural casts and other applications where white prevails.

Masonry or Mortar

Masonry or mortar is a Portland cement that we mix with finely ground inert matter (limestone). Our customers use this type of cement for multiple purposes, including concrete blocks, templates, road surfaces, finishes, and brick work.

Oil-well Cement

Our oil-well cement is a specially designed variety of hydraulic cement produced with gray Portland clinker. It usually forges slowly and is manageable at high temperatures and pressures. Produced in classes from A to H and J, our oil-well cement is applicable for different depth, chemical aggression, or pressure levels.

Blended Cement

Blended hydraulic cements are produced by intergrading or blending Portland cement and supplementary cementations materials or SCM such as ground granulated blast furnace slag, fly ash, silica fume, calcined clay, hydrated lime, and other pozzolans. The use of blended cements in ready-mix concrete reduces mixing water and bleeding, improves workability and finishing, inhibits

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sulfate attack and the alkali-aggregate reaction, and reduces the heat of hydration.

CEMEX offers an array of blended cements which have a lower CO2 footprint resulting from their lower clinker content due to the

addition of supplementary cementations materials. The use of blended cements reinforces our strong dedication to sustainable practices and furthers our objective of offering an increasing range of more sustainable products.

Some properties of cement-based products are:

HydraulicThe hydration reaction between cement and water is unique: the material will set and then harden. Interestingly, the hydraulic nature of the reaction allows hydrated cement to harden even under water.

Aesthetic

Prior to setting and hardening, hydrated cement exhibits plastic behavior. Therefore, it can be cast into molds of different shapes and forms, and can generate aesthetically interesting architectures difficult to achieve with other construction materials.

DurableWhen properly used (e.g., good concrete mix design practices), cement can yield structures which have a long service life that withstand extreme changes in weather conditions and chemical attack.

AcousticCement–based material can provide excellent noise insulation with the appropriate design.

Our product concept:

Our product is quite newly introduced in Bangladesh which is kind of bland cement with perfect blending of Portland cement and fly ash that means fly ash cement.

Fly ash cement is also known as green concrete. It binds the toxic chemicals that are present in the fly ash in a way that should prevent them from contaminating natural resources. Using fly ash cement in place of or in addition to Portland cement uses less energy, requires less invasive mining, and reduces both resource consumption and CO2 emissions.

Again Fly ash is a fine, glass-like powder recovered from gases created by coal-fired electric power generation. Generally power plants produce millions of tons of fly ash annually, which is usually dumped in landfills. Fly ash is an inexpensive replacement for Portland cement used in concrete, while it actually improves strength, segregation, and ease of pumping of the concrete. Fly ash is also used as an ingredient in brick, block, paving, and structural fills.

Fly ash concrete was first used in the U.S. in 1929 for the Hoover Dam, where engineers found that it allowed for less total cement. It is now used across the world. Consisting mostly of silica, alumina and iron, fly ash is a pozzolan-a substance containing aluminous and silicious material that forms cement in the presence of water. When mixed with lime and water it forms a compound similar to Portland cement. The spherical shape of the particles reduces internal friction thereby increasing the concrete's consistency and mobility, permitting longer pumping

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distances. Improved workability means less water is needed, resulting in less segregation of the mixture. Although fly ash cement itself is less dense than Portland cement, the produced concrete is denser and results in a smoother surface with sharper detail.

Class F fly ash, with particles covered in a kind of melted glass, greatly reduces the risk of expansion due to sulfate attack, as may occur in fertilized soils or near coastal areas. It is produced from Eastern coal. Produced from Western coal, Class C fly ash is also resistant to expansion from chemical attack, has a higher percentage of calcium oxide, and is more commonly used for structural concrete.

Although the government has been using the material for decades, smaller and residential contractors are less familiar with fly ash concrete. Competition from Portland cement is one consideration. Because fly ash comes from various operations in different regions, its mineral makeup may not be consistent; this may cause its properties to vary, depending on the quality control of the manufacturer. There are some concerns about freeze/thaw performance and a tendency to effloresce, especially when used as a complete replacement for Portland cement.

Business mission statement

Our mission is to providing high quality products and services in an environmentally friendly manner and rational low price, achieving the financial objectives of its shareholders, meeting the needs of customers and employees whilst adding value to the community and national economy.

By force of our mission statement we will try to find our target market which will not so thought to us. Because in the country like Bangladesh a huge pressure of construction is be everywhere. The government has a lack of fund for development but have to construct any way the roads, bridge, culvert, drains, safety tank, manhole and other LGED development. So there is a huge market of low cost construction materials in the country. Though we have a great brand value with long history of good business so it will be very comfortable to us to cope up with the market.

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SWOT analysis and Objective

SWOT Analysis

SWOT is a technique to identify the strength, weaknesses, threat and opportunities a company in terms of both the external and the internal environment of a company.

a) Strengths:

Low cost of production: due to the easy availability of raw materials and cheap labor.

Standards of Machineries & Technology: CEMEX Company uses machineries

and technology of the European standard to produce these products.

Quality Control & High Quality Product: CEMEX Company produce high

quality Product & this type of cement are produced in European method. The

Company has its own testing laboratories where highly qualified technician and

chemist who examine the quality of that cement.

Low Price: This type of product bears low price & using it all the way.

b) Weakness:

Distribution set up cannot cover the whole country yet: Although CEMEX

Cement Company follows a structured distribution system; however they are still

unable to cover all the area of the country due to lack of resources and their size.

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Effect of global recession on real estate: The real estate prices are stabilizing and

facing steady slowdown especially in metros. There has been drastic reduction in

property prices due to reduced demand and increased supply.

Demand-Supply gap, overcapacity: The capacity additions distort the demand-

supply equilibrium in the industry thereby affecting profitability.

Increasing cost of production: due to increase in coal prices.

c) Opportunities:

Increase in infrastructure projects: With increase in government focus on

infrastructure spending, such as roads, highways and airports, the cement demand is

likely to grow in future.

Growing middle class: There has been increase in the purchasing power of emerging

middle-class with rise in salaries and wages, which results in rising demand for better

quality of life that further necessitates infrastructure development and hence increases

the demand for cement.

Spread marketing & Distribution Channel: The Company has an opportunity of

spreading their marketing and distribution channel up to root level of each division in

the whole country. This will contribute to a wider coverage of customer across the

country.

Great Potential for growth and Profitability: Given the current situation of the

cement industry of the country, there is a great opportunity for the company to

expand their business and earn more profits in the long run to launch this product.

d) Threats:

Excess overcapacity can hurt margins, as well as prices.

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Presence of Competitor: There are a number of both local and foreign competitors

of CEMEX Company in current market. These are the threats for launching these

products in market.

Increase in Raw Materials in the International Market: Most of the raw materials

for making this cement are imported by abroad. Thus if the price of the raw materials

increase then the overall cost and price of the cement produced by CEMEX and other

cement companies would also have to increased.

Political Instability: There is a lot of political instability of the country. This may

any time bring interruptions in the proper flow of the operation of CEMEX Cement

Company.

Marketing Strategy

Marketing Strategy

A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan.

CEMEX Cement Company has their own marketing plan to attract new customer as well as satisfy their customers’ needs. We know what marketing strategy is and now we have to move for marketing mix.

Marketing Mix

Marketing Mix

A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. Sometimes the first P (Product) is substituted by presentation. See also marketing and mega marketing.

There are some elements which contain to manage a marketing mix and CEMEX Cement Bangladesh also followed these criteria to make its marketing mix.

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ENERGY SAVINGS AND ENVIRONMENTAL BENEFITS 

Most of the developing countries face energy scarcity and huge housing and other infrastructure shortage. Ideally in these countries materials for habitat and other construction activities should be energy efficient (having low energy demand). The following table shows some examples of energy savings achieved through the use of Fly Ash in the manufacture of conventional building materials. It should be noted that use of Fly Ash also improves the properties of building material.

Energy Savings in the Manufacture of Building Materials through Use of Fly AshBuilding Material Composition Material Compared Energy

savings (%)Portland pozzolana cement

75% Ordinary Portland cement

25% Fly Ash

100% Ordinary Portland Cement

20

Lime-pozzolana mixture 25% Acetylene gas lime

75% Fly Ash

25% Lime

75% Calcined brick

75

Calcium silicate brick 90% Fly Ash tailings

10% lime

(waste source)

Burnt Clay brick 40

Burnt brick 75% Clay

25% Fly Ash

Burnt Clay brick 15

Target Market

Before introducing a new product the market researcher has to find out the target group and also make sure that this target group will buy this good. When CXEMEX Cement Bangladesh decide to produce cement which contains fly ass will have low production cost. As cement with fly ass have low strength so its price will lower than other cement as its price is lower than other cement it will used by lower middle or lower economic class. And these classes such as lower middle and lower economic class most often lives at urban rural or rural area. This product is produced to meet the needs of mass people who lives lower middle or lower economic social life that will use cement with fly ass for their building, culvert, bridge and other construction purpose. Some government authority may also used this low cost cement for rural construction. And CEMEX Cement Bangladesh targets this group of people as their customer.

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Product

Cement is a hydraulic powder material, which reacts with water to produce strength-bearing lattices. The mixture of aggregates,

cement and water is concrete. The strength and durability of concrete makes it one of the most useful materials developed by man. The chemistry and mineralogy of cement is complex. In simple terms, cement is a manmade mineral structure created at high temperatures, mainly comprising lime (CaO), Silica (SiO2) and oxides of aluminum and iron (Al2O3 and Fe2O3).

Elements of cement

hydrogen, sodium, potassium, lithium, rubidium, cesium, barium, beryllium, strontium, magnesium, boron, gallium, indium, thallium, carbon, germanium, tin, lead, nitrogen, phosphorus, arsenic, antimony, bismuth, oxygen, sulfur, selenium, tellurium, fluorine, chlorine, bromine, iodine, helium, neon, argon, krypton, xenon, yttrium, titanium, zirconium, vanadium, niobium, chromium, molybdenum, tungsten, manganese, cobalt, nickel, copper, silver, zinc, cadmium mercury, and the lanthanides.

Raw Materials

The raw materials, used to produce clinker include some naturally occurring minerals and some materials available as waste streams from other industries. The most common combination of ingredients is limestone (for calcium) coupled with much smaller quantities of clay, shale and sand (as a source of silica, aluminum and iron). Other "alternative" raw materials such as mill scale, fly ash and slag are brought in from other industries. Plants generally rely on nearby quarries for limestone to minimize transport.

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Materials do not require crushing. The raw materials are then proportioned to the correct chemical balance and milled together to a fine powder, "raw meal. To ensure high quality of cement, the chemistry of the raw materials and

raw meal is very carefully controlled. Kiln exhaust gases are used in the rawmill to dry the raw materials. In some gases with wet materials, additional heat sources are required for drying.

Materials are also homogenized to ensure consistency of product quality

Rock blasted from the quarry face is transported to the primary crusher where large "run of mine" rocks are broken into pieces of approximately 100mm. Generally the other raw

Preheated

Raw meal is the feed material for the high temperature process in the kiln system. "Preheating" is the first part of this system. A pre-heater is a series of vertical cyclones. As the raw meal is passed down through these cyclones it comes into contact with the swirling hot kiln exhaust gases moving in the opposite direction and as a result heat is transferred from the gas to material. This pre-heats the material before it enters the kiln so that the necessary chemical reactions will occur more quickly and efficiently. By retaining energy from the exhaust gases, energy is saved. Depending on the raw material moisture, a kiln may have 3 to 6 stages of cyclones with increasing heat recovery with each extra stage.

The calciner is a combustion chamber at the bottom of the preheater above the kiln back-end. Up to 65% of the total energy needs of the kiln system can be supplied to the calciner. Calciners allow for shorter rotary kilns and for the use of lower grade alternative fuels. Calcination is the decomposition of CaCO3 to CaO, which releases CO2. These process emissions comprise 60% of the total emission from a cement kiln. The combustion of the fuel generates the rest.

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Kiln

Raw meal, more accurately termed "hot meal" at this stage then enters the rotary kiln. The kiln is the world's largest piece of industrial equipment. Fuel is fired directly into the rotary kiln and ash, as with the calciner, is absorbed into the material being processed. As the kiln rotates at about 3-5 revolutions per minute, the material slides and tumbles down through progressively

hotter zones towards the flame. Coal, pet coke, natural gas and more increasingly alternative fuels such as plastic, solvents, waste oil or meat and bone meal are burned to feed the flame which can reach as high as 2000oC. This allows the materials to become partially molten as the intense heat causes the chemical and physical changes that transform the raw feedstock into a material called clinker. Expressed at its simplest, the series of chemical reactions converts the calcium and silicon oxides into calcium silicates, cement primary constituent. At the lower end of the kiln, the raw materials emerge as a new substance “red-hot particles called clinker.

Technology

There are two basic types of cement production processes and a number of different kiln types. Cement production is either "wet" or "dry", depending on the water content of the material feedstock. The wet process was the original rotary kiln process developed at a time when material handling of slurries was more developed than those of dry powders. It is still being used to process very wet raw materials and allows for easier control of the chemistry. However, it has much higher energy requirements due to the amount of slurry water that must be evaporated before calcinations can take place. The dry process avoids the use of slurry material and as a result is far less energy intensive. Modern day kilns are much more efficient than the kilns of old.

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Cooling / finished grinding

The clinker tumbles onto a great cooled by forced air. Once cooled the clinker is ready to be ground into the grey powder known as Portland cement. To save energy, heat recovered from this cooling process is re circulated back to the kiln or preheated tower.

The clinker is then ground with other mineral components to cement: Gypsum is used to control the setting time of the product; slag, fly ash and gypsum can also be used to control other properties of the cement. The use of these materials reduces the total carbon footprint of the cement. In some countries, these materials are traditionally used at the concrete manufacturing plant with high clinker content cement supplied by the cement plant. Traditionally, ball mills have been used for cement milling. In recent years technologies with better energy efficiency have been developed. Compound mill systems include pre-crushing and sophisticated separator systems to reduce electricity consumption. Vertical cement mills mill the material in a roller mill with reduced electricity consumption also.

From the grinding mills, the cement is conveyed to silos for shipment. Most cement is shipped in bulk by trucks, rail or barge. A small percentage of the cement is bagged for customers who need only small amounts or who have special needs. 

Distribution

A path through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them that flow in the opposite direction (from consumer to the vendor). A marketing channel can be as short as being direct from the vendor to the consumer or may include several interconnected intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer. Also called channel of distribution or marketing channel.

Cement is low density material that is it occupies more volume (space) for less mass. Hence transporting cement is costly matter. Hence cement cannot be distributed over long distance and is distributed in regionally. Cement companies reach end user through authorized dealers/wholesalers and retailers. In all respects, companies keep a close control over their activities and pricing as they are operating in Oligopoly market. Is it possible that in future (may

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be 5 to 10 yrs), companies open their own retailing depot in smaller cities and towns, in addition to current depots, to ending up all these middle man and retain Tk. 5-10 per bag profit margin.

Cement in Bangladesh is primarily sold though a distributer – dealer network. Total margins for the distribution channels – 17 to 18%. Direct sales less than 2% of total sales. Managing the distribution network & strong working relationship with distributers, contractors etc.

CEMEX Cement Bangladesh focused on domestic market for their cement with fly ass. CEMEX should maintain the chain of distribution if CEMEX wants to promote their product to mass people and distribute though this distribution channel. And the important parts of these channels are –

C&F Agent/ Warehouse

Dealers or distributers

Sub dealers

End users

CEMEX Cement Bangladesh should maintain liaison with its subordinate parties for creating a stronger distribution channel all over Bangladesh which will create its oligopoly market for its cement which contains fly ass.

Price

Amount of money that has to be paid to acquire a given good, service, or resource. Operating as a measure of value, prices perform a significant economic function, distributing the scarce supply of goods, services, and resources to those who most want them through the adjustments of supply and demand. Prices of resources are called wages, interest, and rent. This system, known as the price mechanism, is based on the principle that only by allowing prices to move freely will the supply of any given commodity match demand. If supply is excessive, prices will be low and production will be reduced; this will cause prices to rise until there is a balance of demand and supply. If supply is inadequate, prices will be high, prompting an increase in

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production that in turn will lead to a reduction in prices until supply and demand are in equilibrium. A totally free price mechanism does not exist in practice; even in free-market economies, monopolies or government regulation may limit the efficiency of price as a determinant of supply and demand. In centrally planned economies, the price mechanism may be supplanted by centralized government control. Attempts to operate an economy without a price mechanism usually result in surpluses of unwanted goods, shortages of desired products, black markets, and stunted economic growth.

Price of the product based on products production cost such as raw material cost, labor cost, packaging cost, transportation cost and as well as distribution cost all of these production process will decide what will the price of this product. The price of CEMEX Cement also depends on the price of other cement industries as these industries are the competitors of CEMEX. This cement is a new innovation of CEMEX which is made by byproduct which create during the procedure of cement production. As its production cost is low and as it is launch in market CEMEX may apply promotional offer for this cement. Suppose its competitors sell this cement at Tk. 250 per bag of cement CEMEX may sell this cement at Tk. 225 to attract its customer though offering this promotional price. Price is an important factor for any product as well as its quality so CEMEX should concern about their promotional price offer as well as their regular price.

Setting and Measuring Prices

Some prices are set by custom, by bargains struck between individual buyers and sellers, by businesses with "market power" (such as monopolies), or by government fiat. However, in a small, capitalist economy like that in Bangladesh, most prices are determined by the interchange of numberless and typically anonymous buyers (demand) and sellers (supply) in competitive markets.

To measure the overall level of prices, economists construct price "indexes," essentially weighted averages of prices of specific goods. The index is set equal to unity (or 100) in a base year, and prices in any other year are expressed relative to prices in the base year. An index of "producer prices" refers to prices received by supplies commodities. The "consumer price index" measures prices paid for goods and services purchased by consumers. In the case of the consumer price index, the weights refer to the relative importance of the goods in consumer budgets. Ideally, the introduction of new products, improvements in the quality of existing goods, and changes in the weights should be reflected in the construction of the indices. In practice, this may be difficult or impossible to do, particularly with historical data.

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Over the course of Bangladeshi history, both the price level and the structure of relative prices have changed markedly. Most economists believe that sustained changes in the level of prices are caused primarily by sustained changes in the supply of money per unit of output, although other factors may be relevant in specific historical periods.

From the point of view of consumers, the single most important change in relative prices has been a substantial long-term rise in the "real wage": the money wage relative to the price level. Most economists believe that, in the long run, increases in real wages reflect increases in labor productivity. Other examples of changing relative prices include new products and regional differences. Typically, new products are introduced at high relative prices that moderate over time as the products are improved. A spectacular example is the computer: on average, computer processor prices declined by 20 percent per year from the early 1970s to the mid-2010s.

Historically, there were significant regional variations in relative prices in Bangladesh, but these differences have diminished as internal (and international) transport costs have fallen, and national (and global) markets have evolved.

Implementation, Evaluation and Control

PROMOTIONAL ACTIVITIES:

Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix as the market is becoming more and more complicated, creative and attractive promotional strategies are considered as the key to stay in the scenario. The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. This is another sector where the cement companies compete greatly with another. Both electronics and print media are used by the companies to promote their products and services to the customers. Some promotional tools that are used by CEMEX cement of Bangladesh are as follows:

Active participation with a diverse group of professional organizations and government agency committees to monitor statewide and local market influences and improve building codes and specifications affecting ready mix products, in order to protect ready mix market interests and develop new markets

Its ready mix plant locator map, updated and distributed annually to contractors, county engineers, and government agencies

Forums on many different topics for members and customers in their area

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Materials symposiums and live demonstrations to feature new and innovative materials and concepts used in cement construction

Conducting or arranging for cement (with fly ash) presentations at industry meetings and trade shows

Literature available for members to use with customers and decision makers on construction projects

News releases of association activities or events are sent to newspapers, trade magazines, radio and TV stations and other associations’ newsletters

Exhibiting at various trade shows in various divisions and districts in all over the country.

Sales and marketing seminars for members

Beside these activities there are some common additional activities used by CEMEX cement Bangladesh limited. These are:

Newspaper advertisingWall paintingsSignboards & light boxesLeaflets Bus brandingTelevision advertisingGift ItemTrade ShowRadioInternet

 

Among the activities the most usable activities are discussed below:

Newspaper Advertising:

Newspaper advertising will be one of the major advertising activities for introducing CEMEX cement with fly ash technology to the respective customer.

In order to do that we will advertise every week in Daily Prothom Alo, Daily Samakal, Naya Diganta, Amader Shomoy, Dainik Korotoa and other weekly newspapers in different occasions, newspaper advertisements are also given which are mainly thematic advertisements. Such

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newspaper advertisements are very important for brand establishment as it enables the company to reach to a huge number of target audiences at the same time in a lesser cost.

Leaflets:

Leaflet is one of the best ways to communicate directly with the customer. According to Shaun parker it is a fantastic way to build brand recognition over a period of time

It might not bring instant reaction from the target group but leaflet will create the brand recognition which might cause a future purchase.

Bus Branding:

This is an activity which falls under the term Mobile Billboard. Formally, bus branding is referred to the rolling advertisement in which a poster is mounted on the side of a van. As these branded buses move around the city, it gives a geographical coverage with high frequency and long exposure of the brand of the company to the people of the nation. Bus branding can be considered as a good initiative taken by the authority in order to establish the brand as a powerful brand.

Gift Items:

To establish the product it can be used efficiently for giving out gift items throughout the whole year. Some of their customized gift items are Dinner set, T set, Fruit Set, Rice set, Glass set, Note book, Calendar, Mug, Wall clock, Shopping Bag etc. These gifts have helped the company to enhance their brand image among their customers and business clients.

Trade Shows:  During the launching time massive advertising have to undertake to impart knowledge about the product to potential customers. Television advertisements for this product will be telecasted everyday in the daily Bangladeshi private channels. A brand new advertisement has been made to do these effectively. These will attend various trade shows all over the country regularly. Every year it will participates in Dhaka International Trade Fair to attract national and international buyers. It also going to attends trade fairs in various divisions all over the country. 

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Radio:

To exploit the recent popularity of radio media in the major metropolitan city CEMEX   cement also takes initiatives to attract customers through this media. However it is not only by sponsoring different programs in these radio channels but also by directly advertising their product on radio. Advertisements will be aired in Bangladesh Betar, Radio Foorti, Radio Today and Radio Amar. Most of the advertisements will be aired in the primetime of these stations so that it can reach to a large number of people.

Internet:

Beside TV shows and radio advertisement internet is becoming a very popular advertisement media in recent years. By using this media it can be easily identified that how many people are seeing our recent product information. Like the newspaper advertisement it is also a medium of advertise a product to a huge customer at the same time and a lower cost.

Advertisement

Year 2011. When, building is becoming a dream. Price of everything is going up. Where urbanization and civilization faces difficulties to build; our journey starts from there. We are CEMEX cement, have bought a new technology with fly ash for you; which, help you to develop your incomplete structure with the chain of believe & Truth.

We are for you. Between your limit we are always beside you to build your dream following the right path. We are CEMEX that’s why we are not forgetting the right way. We are CEMEX that’s why you are not being forgotten the right way.

Conclusion:

Bangladesh is a developing country. Our socio-economic condition is not good. We are

trying to reach in International standard in all sectors especially in builders, architecture, roads

and highways etc. Cement is very important for the construction and all other design. But

comparing with the other countries in Bangladesh cement price is going up day by day, which is

effecting in our development. By considering our socio-economic condition we need that kind of

cement which quality is really high standard and the price is cheap. Such large scale housing

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construction activities require huge amount of money running into thousands of crores of Taka.

Out of the total cost of house construction, building materials contribute to about 70 percent

costs in developing countries like Bangladesh.  Therefore, the need of the hour is replacement of

costly and scarce conventional building materials by innovative, cost effective and environment

friendly alternate building materials.  The new material should be environment friendly and

preferably utilize industrial/agro wastes because as a result of rapid industrialization, the

generation of wastes has increased several folds during the last few years, which needs to be

utilized/disposed safely on priority.  Large number of innovative alternate building materials and

low cost construction techniques developed through intensive research efforts during last three to

four decades satisfies functional as well as specification requirements of conventional

materials/techniques and provide an avenue for bringing down the construction cost. Fly Ash, a

industrial by-product from Thermal Power Plants (TPPs), with current annual generation of

approximately 108 million tonnes and its proven suitability for variety of applications as

admixture in cement/concrete/mortar, lime pozzolana mixture (bricks/blocks) etc. is such an

ideal material which attracts the attention of everybody. Cement and Concrete Industry accounts

for 50% Fly Ash utilization, the total utilization of which at present stands at 30MT (28%). The

other areas of application are Low lying area fill(17%), Roads & Embankments(15%), Dyke

Raising(4%), Brick manufacturing(2%) etc. The life cycle cost of Fly Ash based building

materials/constructions is much lower taking into account the environmental benefits and

durability aspects. CEMEX is this cement company which is lunching this product in Bangladesh

and they are trying to keep their quality in a high standard comparing with the all others

international cement companies in the world. So that CEMEX Company is promising with their

clients that they will provide high standard building material cement for a civilized generation.