CUSTOMER-DRIVEN INNOVATION ON WHITE CEMENT: THE NEW GENERATION OF UHPC IS AALBORG EXTREME™
Di Marino, M. Cementir Group
Pram Nielsen, E. Cementir Group
Bi Zhuo Qin Cementir Group
Alitinform №3 (56) 2019 г. 2-9 p.
At the end of 2018 Cementir’s White Cement “marketeers” in the Sales, Marketing & Commercial Development Team together with the R&D/Technical Team, gathered for the internal White Cement Competence Center workshop. During the event Michele Di Marino, Group Chief Sales, Marketing & Commercial Development Officer, kicked off the Aalborg InWhite Solution™, to serve as the generator of the high value adding and technologically advanced White Cement based products to be developed and commercialized by the Group. He further officially presented Aalborg Extreme™ Light 120, an Ultra High-Performance Concrete (UHPC) premix product, and the first product in the range, in the market from December 2018.
This new commercial development for the Group clearly mirrors two of the strategic pillars embedded in the current 2019–2021 business plan: Pursue Innovation, Consolidate Global Leadership in White Cement.
“We want to unlock the full potential of working with customers by having a new strategic focus towards product and technology-based applications. By enhancing the visibility into the customer’s value chain, the Group aims at providing a differentiated and tailored value proposition which starts from the product offering at such, develops into value added services to co-development and innovation initiatives. Cementir values this mutual and close relationships based on common desire to find the most sustainable, cost-effective solutions to complex challenges and mega-trends in construction and building materials. We think Aalborg InWhite Solution™ is the right enabler, ready at the right time,” Mr. Michele Di Marino states.