Globalized Construction Branding

April 5, 2011 CEMEX, S.A.B. de C.V. (NYSE: CX), announced today the launch of its first global brand of ready-mix concrete, Promptis®. The
rapid-hardening, fast-formwork removal concrete technology is already being sold in France, UK, Ireland, Israel, Spain, and Croatia and will be made available in Austria, Poland, Latvia, UAE, and Hungary starting in the second half of 2011.  Click here for full release.
CEMEXSo far, the CEMEX "global" brand appears to be available only in parts of Europe and Southwest Asia. But the vision is impressive:
  • While cements are branded, I am not aware of previous attempts to create branded ready mix concrete. (Cement is just one ingredient in concrete.)
  • Further, there are still many strong local, independent ready mix producers serving an area with a radius of fifty miles from their batch plants. But the industry is in the midst of a massive roll-up.
This new initiative is another indication of the growing globalization of construction markets.