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Whilst cement and concrete manufacturers have communicated sustainability at a generic level for some time, Lafarge realised that they had a genuine story to tell which addressed industry issues. Lafarge wanted to demonstrate to customers and prospects that it is continually improving its sustainability achievements.
Lafarge Cement adopts a three level strategy to drive sustainable consumption in the marketplace and within the company: Through improvements to internal processes and developing, launching and promoting sustainable offers for the market Lafarge Cement have reduced total CO2 emissions by 1.
This is the equivalent of takingcars off the road for a year. Company Background Lafarge has been a major player in the UK construction sector since entering the British market in Challenges and Opportunities Whilst cement manufacturers have communicated sustainability at a generic level for some time, Lafarge realised that they had a genuine story to tell which addressed the issues raised by the policies.
And it was more than simply presenting a positive image; it was also about communicating their growing success at producing and providing genuine sustainability. Using sustainability as a catalyst for change, Lafarge continually review and update their production processes.
It is the lowest CO2 embodied cement available for construction in Great Britain. Competitors do not have an equivalent product. Three level Strategy Lafarge Cement adopts a three level strategy to drive sustainable consumption in the marketplace and within the company: Over the last five years significant CO2 reductions in both the packed and bulk cement offers have been achieved: In the Packed sector, the cement range comprises of two main products General Purpose Cement and Mastercrete with a further four specialist products completing the range.
The success of these three products in the marketplace has meant they have moved from representing This gives even more indication of the demands for sustainable building materials in the modern day marketplace.
To put that into context,tonnes of CO2 per year is the equivalent of taking 70, average petrol cars off the road per year. Waste Reduction Lafarge Cement has been active in utilising waste materials as an alternative fuel i.
The combined effect of these approaches has meant that over 0. For every tonne recycled Lafarge has pledged to plant a tree within the local community.
It also provides a lower cost to customers than if they disposed via landfill. Over 2, bags of cement have been collected and recycled, which is enough cement to laybricks.
The initiative has been highly praised throughout the industry and has been included in The Construction Products Association Innovation showcase publication.
Responsible Sourcing Lafarge Cement led the cement industry as it became first GB manufacturer to obtain the responsible sourcing accreditation BES This innovative approach of having its entire range assessed means that all of its customers from precast concrete manufacturers and ready mixed to merchants and builders will all receive responsibly sourced products.
Communicating Sustainability — Strategy and Approach Although Lafarge had numerous strong, tangible and unique sustainability achievements and messages, communicating them in an engaging way represented a challenge due to the sheer volume of sustainability communications in the industry.
These showed that there was a sense that organisations were only doing what had been forced upon them and that very few cement manufacturers really cared about sustainability issues.
The resulting insight was that if a company was to lay claim to the sustainability territory — and, more importantly, could back up their claims — there was potential for real differentiation in the marketplace.
And this could, in turn, be used by their customers to substantiate their own claims to sustainability. Lafarge also utilised existing secondary research to unearth several suitable channels that could be used to deliver their sustainability messages to the market. DM and email were tested on a sample of customers, which provided enough backing to consider both for the campaign, with email performance results being especially attractive.
This style was previously unseen within the construction industry where photography had dominated press and online.
No cement in the UK has lower embodied CO2. For example; they did not want to see more campaigns showing green fields with children playing in the foreground etc. Between andthrough developing and promoting sales of lower CO2 cements we have reduced CO2 emissions by 1. Sales volume, market share and penetration.
To book your table for this year's awards or to find out how to enter the Awards for Excellence visit:Lafarge is embroiled in a heated debate with the Cedar Crest, Swearingen, Farview Concerned Citizens, an organization representing 1, homes, three churches, an elementary school and a mental.
Executive Summary. Lafarge is the market‐leader in cement manufacturer and holds top‐ranking positions in aggregates and concrete.
Whilst cement and concrete manufacturers have communicated sustainability at a generic level for some time, Lafarge realised that they had a genuine story to tell which addressed industry issues. - Marketing strategy development and roll-out plans for new product development across business units (Cement, Readymix concrete and Aggregates).Title: Marketing Manager at Lafarge.
Lafarge Swot Lafarge S.A. COMPANY OVERVIEW Lafarge produces and sells building materials primarily cement, aggregates, ready mix, concrete, gypsum wallboard, and related products primarily under the “Lafarge” brand. The company primarily operates in .
1. Responsible for overall Marketing operation. 2. Directly involved in the entire planning process and is responsible for submission and coordination of the previews, annual budget, long term brandTitle: Sales Director at Lafarge Holcim . Lafarge Building Materials, Inc.
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