Case Study: CEMEX achieves faster, more affordable homebuilding growth with VISION Consulting’s Patrimonio Hoy

CEMEX helps low-income families build homes 3x faster with VISION Consulting

CEMEX, a leading global cement manufacturer, faced a challenge in its profitable do-it-yourself homebuilder segment in Mexico. Competitors were eroding its market share, and the low-income customers in this segment were not credit-worthy, had unpredictable purchasing behavior, and were primarily driven by price. VISION Consulting was engaged to help CEMEX develop a new strategy to understand these customers and create a differentiated offering to regain a strong market position.

VISION Consulting developed a deep understanding of the customer segment and, in partnership with CEMEX, designed an innovative solution called Patrimonio Hoy. This program was based on a communal savings model (tanda) that provided members with building materials, technical advice, and delivery services. The results were significant: families built rooms in 1.5 years instead of 4-7, average annual spending per family increased from $240 to $600, and cement consumption tripled. The initiative also created immense brand differentiation for CEMEX, doubling expected revenues from the segment and helping over 13,000 families achieve home ownership.

CEMEX