On the 2nd of June 2014 Lafarge Cement Zimbabwe launched a new cement product line CEM 11 42.5R under the brand name SupaSet in an effort to regain market share lost to competition in the Precast Manufacturing sub segment and at the same time extend our offer to the infrastructure segment.
The launch event was graced by Concrete Product manufacturers, Academic and Research Institutions and Retailers. The Minister of Industry and Commerce, Honourable Mike Bimha, officiated at the event. Important dignitaries such as the French Ambassador and Egyptian ambassador also attended the event. SupaSet was launched as a superior product, with at least 10% better performance than the current offering on the market in terms of strength and with competitive pricing as a major strategy. The goal was to meet the following end user market needs:
High early strength which improves the productivity of concrete product manufacturers
Fast curing so that concrete bricks could be moved earlier increasing productivity of concrete product manufacturers.
Improved workability for easier placing
Better cohesion (as the concrete stays uniformly mixed), compaction and finishing as well as reduction in water requirements resulting in less cracking and higher strength.
The event was covered in all major newspapers, online sites and radio. For press we got free coverage worth $3898.00, Radio, the event received free mention worth $1522.00 and online coverage of $1200.00. In total we received free media coverage worth $6209.60
Speaking at the SupaSet launch, the Minister of Industry and Commerce Mike Bimha said the government was appreciative of innovative initiatives by industry players like Lafarge Cement Zimbabwe in providing solutions to close infrastructure development gaps in the country. “Introducing a stronger cement at this point, is a well calculated step for Lafarge Cement Zimbabwe. With more construction projects in the pipeline this means the country will need more cement in the near future,” said Bimha. “As government we appreciate such efforts,” he added. The minister said the launch of a new cement was not only a milestone achievement for Lafarge Cement Zimbabwe but was supportive of the Zimbabwe Agenda for Sustainable Socio Economic Transformation (Zim Asset) which has a stronger emphasis on infrastructure development in the country. Speaking at the same event, Lafarge Cement Zimbabwe board chairman Mr. Jonathan Shoniwa said “We are committed to being the leading market and end user oriented cement company in Zimbabwe,” We have a strong and a clear dedication to our communities in line with our ongoing campaign “Building Better Cities”. This is the reason why we are constantly researching to provide innovative and lasting solutions to our stakeholder’s,” he added. He said with the launch of SupaSet the company has set in motion a process of profound transformation in preparation of the anticipated increase in construction projects in the country.
Lafarge Cement Zimbabwe, Chief Executive Officer Mrs. Amal Tantawi said the launch of the new cement product was to reaffirm the company’s position as the leading producer of cement and allied products. She added that unveiling the product also demonstrated the company’s commitment towards its ongoing campaign “Building Better Cities.” “Building better cities for Lafarge means that we have the solution to create the spaces that inspire all of us”
NOTES TO EDITORS
A world leader in building materials, Lafarge employs 64,000 people in 62 countries, and posted sales of €15.2 billion in 2013. As a top-ranking player in its Cement, Aggregates and Concrete businesses, it contributes to the construction of cities around the world, through its innovative solutions providing them with more housing and making them more compact, more durable, more beautiful, and better connected. With the world’s leading building materials research facility, Lafarge places innovation at the heart of its priorities in order to contribute to more sustainable construction and to better serve architectural creativity. More information is available on Lafarge's website: www.lafarge.com
Supaset press release
(pdf, 177.41 KB)