KUWAIT: Italcementi Group, the parent Company of Hilal Cement and the three ready mix companies (Mahaliya Ready Mix, Kuwait-German Ready Mix and Gulf Ready Mix) launched the new i.nova system in Kuwait at the Crowne Plaza Hotel. The presentation was held by Matteo Rozzanigo, Country Manager of Hilal Cement and Al-Mahaliya RMC Group, Ghaleb Khalil, General Manager of Hilal Cement, and Antonio D'Alessandro, General Manager of Al-Mahaliya RMC Group, who highlighted the strategic aspects of the project presented by the entire group world-wide. The innovative product offer system runs in all the subsidiaries around the world.
The entire range of products developed by the fifth world cement producer, leader in innovation in the construction material sector, is now available in 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. 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; thus becomes the instrument that guides consumers and helps them choose the best product to suit their individual needs. Commenting on the launch of the new branding system, Rozzanigo said: "The new branding system i-nova is a new strategic tool to address the challenges of the market with determination and innovation. i.nova revolutionizes the selection process that leads to the purchase of building materials.
Those looking for a product by Italcementi Group are presented with a wide, articulated and complete range that covers all Group sectors, from cement to concrete, from lime to mortar, among which the customer can choose in a simple and intuitive way. The performance as the Group's unique selling proposition (USP) hence becomes the core choice criteria. To purchase an Italcementi Group product, you no longer have to know the name of the product, but simply identify the desired performance.Not just products, but performance to create a new way of building, rich in alternatives compared to traditional products." The new branding system i.nova will enhance the perception of the added value that more than ten years of research and innovation have generated in the Italcementi Group products portfolio, among which cements that absorb carbon dioxide, drain water or let light through. The new i.nova branding system has totally redesigned the structure of Hilal Cement and RMC's product portfolio by dividing products into families of performance.
Therefore, within the next months i.nova's identity will be realized on all Hilal Cement and RMC packaging, marketing tools and invoices. With regards to the products currently available in Kuwait, Hilal Cement and RMC have organized their products in four main families: i.work (classic cement and concrete), i.tech (ultra-high performance cement and concrete), i.design (white cement, high decorative and aesthetic ranges) and i.pro (concrete for specific uses
© Kuwait Times 2013
