Case Study: CEMEX boosts low-income homebuilding and cement sales with VISION Consulting's Patrimonio Hoy

CEMEX - Customer Case Study

CEMEX, the global cement manufacturer, was looking to protect and grow its share in Mexico’s low-income do-it-yourself homebuilder segment, where price competition was intensifying and customer purchasing behavior was poorly understood. VISION Consulting was brought in to help CEMEX better understand this market and create a more sustainable, differentiated offering for customers who were not credit-worthy and had highly irregular saving and building patterns.

VISION Consulting helped CEMEX design and launch Patrimonio Hoy, a value-bridging service built around community-based “tanda” groups that enabled families to receive building materials, technical advice, warehousing, and delivery services for planned home construction. The program reduced the time to build a room from 4–7 years to 15 months, increased average annual spending per family from $240 to nearly $600, raised cement use by 25% per cubic meter, and helped 13,000 families achieve home ownership by late 2003, while delivering strong brand differentiation and returns above the 15% minimum standard.

CEMEX