Global i.nova branding to revolutionise cement marketing

Italcementi is changing the way we look at cement. The approach to the cement sector market is traditionally based on the standardised supply of a commodity, but Italcementi is offering a new approach.

Using its i.nova system, customers will find it easier 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 colour 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 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," said the company.

The new i.nova system was presented 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.

"i.nova revolutionises Italcementi's approach to sales and consequent market strategies, recognising the Group positioning and innovative role that has always characterised it at a global level," explained Carlo Pesenti. "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 15 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."

Italcement aims to capitalise on the value of its brand by means of a language based on structured codes which are readily comprehensible by the markets. The i.nova system allows Italcementi to maximise the valorisation 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.