Lafarge - Grey Matters 02

PAGE 1 l GREY MATTERS l JUNE 2012

CONTENTS

2 MESSAGE FROM NATIONAL MARKETING MANAGER

3 COMPETITION

4 MARKETING ACTIVITIES

10 HYDROMEDIA LAUNCH

16 INTERESTING PROJECTS

LAFARGE READYMIX

LAFARGE READYMIX

JUNE 2012 l GREY MATTERS l PAGE 2

This is the second edition of our marketing magazine and it is hard to believe that we are

already in June. This year is flying past so quickly.

We had a slow start to the year but it looks like things are starting to pick up. In terms of

our Value Added Products, we are sitting at 26% as opposed to 19% for the same period

last year. Our target is 30% by the end of the year and I am confident that we will achieve

this.

We launched our new innovative product Hydromedia in Gauteng, Durban and Cape Town

which was a huge success. We have had some positive enquiries, orders and specifica-

tions have been written up since the launch. There will be similar launches in the smaller

areas throughout the rest of the year. In this issue you can also read about the successful

launch of our Placing and Finishing Services. In addition we plan to launch another VAP

called Chronolia, a fast setting early strength gain concrete, later in the year.

We have ventured into an exciting advertising campaign with Bok Radio in Cape Town for

a period of 5 months, where we will be promoting all our VAP’s and running competitions

related to our products. This campaign is a pilot and if proven successful we will look at

doing a similar campaign across the country.

We have exciting events still coming up in the year and one in particular is the National

Architects convention that will be held in Cape Town in September. This convention will

host over 1000 architects. We are a major sponsor and will be able to display our prod-

ucts and services throughout the convention. We will also be hosting our Artevia Applica-

tor competition Awards Function over that period.

At our recent strategic management session, the readymix team decided to embark on a

strategy to revive a culture of delivering exceptional, over the top customer service. This is

the best marketing tool to differentiate ourselves from our competitors. Customer service

is a way of life that involves putting the customer first in every aspect of the business. It is

characterized by an obsession to achieve excellence in customer satisfaction in each and

every encounter. Customer satisfaction has to be a shared culture amongst our employ-

ees and starts from the top down. We will be launching this new initiative shortly including

a training programme. We look forward to everyone’s participation and enthusiasm to

help make this dream a reality. Remember that customer service is not a programme, it’s

a culture and a way of life.

I would like to thank everyone who contributed to the magazine and encourage feedback

or ideas regarding the magazine.

Regards

Neville Wearne

Neville Wearne

National Marketing Manager:

Lafarge Readymix

Message from our National

Marketing Manager


Complete the crossword puzzle and win!

How to enter

1. Complete crossword

2. Scan and email/fax completed crossword to

[email protected]

Fax: 086 630 5067 (Don’t forget to include name, and number)

Prize

R500 Pick ‘n Pay voucher

Closing date for entries is 22 June 2012

All correct entries will be entered into a lucky draw and the winner will be announced 29 June 2012

COMPETITION

2. Surname of first Grey Matters crossword

puzzle winner

3. Where is Mogol Golf Club

6. What products did Lafarge eventually supply

in the Zwelenthemba project?

7. One of the biggest annual events in Lim-

popo

8. Hydromedia provides rapid storm water re-

moval from?

1. One of the cities Floorsem 2012 was held

4. Who is the GM of Readymix SA?

5. How many Hydromedia launches have been

held?

9. What product was used in the SAPPI Ngod-

wana project?

Across

Down

Sheena Murugan and Neville Wearne

Congratulations Sheena

Congratulations goes out to Sheena Murugan on being the very

first winner of the Grey Matters Crossword puzzle completion.

We hope you enjoyed spending your prize!

You too can be a winner by completing this issues crossword

puzzle. Good Luck!


MARKETING ACTIVITIES

Dear Mr Scheffel,

I really appreciated working with your team in Cape Town. Ferdinand, Carolina, Brent and Pat at your Paarden Eiland office,

as well as David at your Wetton dispatch office.

What a joy and they were very helpful, from the start of my call I told Ferdinand I had no idea what I was looking for. He took

me through all the options and what I needed to do to calculate how many cubic meters I needed for the job.

Carolina helped me with pricing and I spoke to Brent to discuss the self compacting concrete.

I had all my options and all my answers. Once I had all the info I required I was able to place the order and receive my con-

crete.

I work in the customer service industry, and it's wonderful to receive such exceptional service which is very rare.

Please thank your team, they are a real asset to your company and I will definitely refer Lafarge to anyone I know that is in

need of your services.

Regards

Jacqui Armstrong

Today’s students: Tomorrow’s leaders

Lafarge provides support for local university courses In South Africa, people development is a key piority of the company and embraces both its employees and students from

the local education institutions, which will be the future source of Lafarge employees and customers.

Recent company initiatives focused on reinforcing the traditionally close ties Lafarge has with universities in Gauteng. In

March, engineering students from the University of Johannesburg and Vaal University of Technology were given a detailed

appreciation of cement and concrete production at Lafarge.

Ninety-three engineering students from the University of Johannesburg were given an insight into the ready-mixed concrete

industry. The first stage of the tour showed the mixing of concrete in Rossway’s Readymix plant.

Readymix Marketing Department hosted a lunch for the students and then took them to the Readymix Wynberg laborato-

ries. There they witnessed concrete cube compressive strength testing and the other extensive quality control procedures

that ensure the consistent performance of Lafarge concrete. To end off the tour the marketing team gave a presentation

on Readymix products.

Group picture of the 93 students from the University Of Johannes-

burg at the Lab.

Students in full PPE at the Rossway Readymix plant

Well done Cape Town Readymix team!

Our Cape Town Readymix team was recently applauded for their efforts to go the extra mile and satisfy the needs of a cash

customer. Below is a precis of the “thank you” letter.



Polokwane Show

The Polokwane Show was held from 29 February to 3 March and was regarded as one of the largest annual events to hap-

pen in Limpopo. The Show attracts a variety of people with their lineup of entertainment and variety of exhibitors. The show

creates the opportunity for companies as well as traders to set up an exhibition stand as a platform to showcase its prod-

ucts. Lafarge used the opportunity to display our range of Value Added Products range. The show was a huge success in

creating brand awareness for Lafarge.

Lafarge’s Display area at the Polokwane Show. Lafarge’s display within the designated area. Value Added Product samples were on display.

Sivu showcasing our products at the Cape Town

FloorSem

Durban display with give aways Our banners in Johannesburg

The latest seminar road show – FloorSem 2012 - organised by the Concrete Society saw 450 delegates around the country

learning the latest thinking and technology in the designing, planning and construction of industrial concrete floors on the

ground.

In association with the Cement and Concrete Institute, the Society ran a very successful series of seminars in Johannesburg,

Cape Town, Durban and Port Elizabeth. Featuring two overseas, and six local speakers, many issues relating to the success-

ful laying of concrete floors were addressed. Lafarge had displays in Johannesburg, Durban and Cape Town.

FloorSem 2012

Lephalale Golf Day


Lafarge Gives Back

Towards the end of 2011 a five year old girl, Pippie Barnard from Lephalale sustained severe burns whilst her father was

preparing for a family barbeque. She is currently recovering in ICU in the Garden City clinic Johannesburg.

The local community arranged a fund raising event to help the family of the victim with the medical expenses. The func-

tion was attended by some of the staff from the Limpopo area as well as Neville Wearne (National Marketing Manager).

Anton Combrink (GM Readymix SA) approved a generous donation of R10 000 to the family on behalf of Lafarge.

Connie Bester, Trudie Heinemann, Hakeem Johnson and

Neville Wearne. Lafarge’s promotional material set out on the Golf Course.

The Lephalale readymix plant was given the opportunity to host an executive four ball at the local Mogol Golf Club in Le-

phalale. In return Lafarge used the opportunity to exhibit some of our Value Added Products to create awareness. Neville

Wearne (National Marketing Manager), Connie Bester (Country Chief Financial Officer), Trudie Heinemann (Area Manager

– Mpumalanga) and André Bester (DSM Lephalale) represented Lafarge at the event.


Pippie Barnard before the accident

Limpopo team with Neville Wearne at the fund raiser


MARKETING ACTIVTIES

ArteviaCompetition

Entries for the Artevia competition closed 29 February 2012. The quality of entries are fantastic and making a final deci-

sion for a winner will be a difficult task. The award ceremony will be held in September alongside the architectureZA con-

ference that will be held in Cape Town. We have included some pictures of some of the most beautiful and innovative en-

tries that we have received.

Artevia Polish was used in this beautiful house in the

following areas; staircase, entrance hall and kitchen

counter tops.

Artevia pre-cast blocks were used in this shopping centre. The Polish application was chosen because it is durable and it requires less maintenance.

Artevia Polish was used around the swimming pool, staircase, bedrooms, and living areas of the house. It was chosen for its aesthetics, functionality and be-cause it is unique!



At this Heritage site, Sharpville Memorial, low main-tenance, and robustness were important. That’s why Artevia Exposed was chosen.

This is a bathroom at the University of Stellenbosch. Artevia Polish was chosen for its durability and beautiful look. Concrete was used for the sinks, floors and several other areas.

Artevia Polish was chosen because of its functional-ity and because it is a unique and an aesthetically pleasing solution! Most of the house incorporated Artevia Polish. It was used in the bathrooms living areas and the patios!

Artevia Exposed is robust, aesthetically pleasing and low maintenance. These factors made it easy for the client to choose Artevia! Done by Placing and Finish-ing.



Placing and Finishing Services off to a great start

A developer in Midstream Estate, Centurion chose Artevia Exposed concrete to complement the architectural style of his

house and to use as a show piece for his potential clients. Lafarge’s Placing and Finishing Services were used as the client

wanted the guarantee’s we could offer him. As Lafarge sells a finished product, the developer was of the opinion that he

would get the quality finish from the supplier themselves and not an additional contractor. Lafarge Placing and Finishing

Services used the services of an approved applicator, Oceanside Trading. The developer requested an Artevia Sandstone

Exposed mix with a Quartzite aggregate. With the use of cobble stones the developer created a neat pattern to give the

concrete a sophisticated look. The concrete was sealed to enhance the colour of both the concrete paste and the aggre-

gates and to minimize wear and tear. A total of 37m³ was delivered from Centurion readymix plant.

Roots butchery

Artevia Colour with a Kalahari pigment

The aesthetic finishes completed by Oceanside Trading using Artevia

The Roots Group used Lafarge’s Placing and Finishing Services to place an Artevia Colour floor for one of their butcheries

in Polokwane. Beverley Reid, a TSS in Durban worked with the client to specify the colour of the concrete (Kalahari) that

was to be used throughout the country. Lafarge’s Placing and Finishing Services has completed three stores to date with a

possibility of four more stores throughout the country. The average size of each floor is between 700m² to 850m² at a

thickness of 125mm. These floors are power floated once placed and the client seals the concrete afterwards, thus leav-

ing the concrete with an easy to clean shine.

One of the completed Roots Butchery floors

HYDROMEDIA LAUNCH


I am sure that all of you are aware by now that the Readymix marketing

team recently launched Hydromedia. For those of you who are not fa-

miliar with the product, Hydromedia is basically a porous concrete

which allows water to flow through it.

Hydromedia provides rapid storm water removal from residential roads, parking surfaces, driveways and walkways, tennis

courts and swimming pool decks. It also substantially improves driving safety during wet weather by reducing night-time

glare for drivers and lessens the risk of skidding as a result of aquaplaning. The key environmental benefit of this remark-

able porous pavement concrete is its contribution to recharging groundwater whilst reducing storm water runoff. Based on

all these benefits I am sure you can understand why there is so much excitement around this new product.

Three launches were held in Johannesburg, Durban and Cape Town. All the launches were a success and have created a

lot of interest for the product. Hopefully this will result in many sales!

The marketing team is very confident that Hydromedia will be a great success.

Should anybody have additional questions contact Herbert Groenewald the Hydromedia Product Manager on

083 656 8908

Hydromedia visually demonstrated

JOHANNESBURG LAUNCH



DURBAN LAUNCH

CAPE TOWN LAUNCH


HYDROMEDIA


Exciting first project for Hydromedia

Wimpie Basson from Forever Resorts contacted André Bester, DSM Lephalale, to assist with a possible solution for a new

splash pad the Bela Bela resort was planning to develop.

The criteria Forever Resorts set for the readymix product to be placed, was that it had to have a non-slip finish, which

would not injure or hurt any guest using this new facility. Since this is essentially a water park, water also had to be cap-

tured and returned to the park’s water management system.

Andre and Hakeem Johnson, Technical Sales Support, suggested that Forever Resorts make use of Hydromedia, as it met

the criteria for the intended splash pad.

In the beginning of June, 265m² of Hydromedia was placed by Lafarge Placing and Finishing Services. Five different col-

ours were aesthetically placed in various shapes on the splash pad.

This is the type of project that will be a great show piece for Hydromedia and the advantages it presents to water manage-

ment.

The splash pad is currently being cured and finished and will be ready for use by many young guests when Spring arrives.

As the concrete is still being cured, there are no completed visuals of the splash pad. As soon as the project is completed a

spotlight will be circulated with the visuals.

Hydromedia in different colours being placed in the shapes

Hydromedia with a white pigment was placed around the shapes

Nelspruit team impresses Grinaker-LTA

Andrew Solomon from the Nelspruit plant was approached by Grinaker-LTA Civil Engineering late last year to quote them

on a 30mpa pump mix with a 200mm slump for piling at SAPPI Ngodwana. Andrew said: “We priced them on a long dis-

tance 30mpa pump mix but suggested they also try Agilia. The Agilia video presentation was shown and they were inter-

ested. There was a concern about the workability of Agilia after travelling 50km to site and the fact that piling is a time

consuming process, but Grinaker-LTA was prepared to trial Agilia.

“Grinaker-LTA was extremely impressed with the extended workability and could not believe that there was no segregation

when considering Agilia had no slump. The trial proved to be successful and the client decided to use Agilia for the pro-

ject.”

As at the end of February 2012 Grinaker-LTA was supplied with 2690 m³ from the start of the project in October 2011. A

few challenges were experienced with regards to service and product quality issues due to the long distance travelling,

though Grinaker-LTA was extremely happy using Agilia. Steel cages of up to 9 metres in length have been lowered with

ease into piles filled with Agilia, something that has always presented a problem with conventional concrete.

The success of this project has now resulted in Grinaker-LTA using Agilia at their Longmeadow East project in Johannes-

burg. Willem van der Westhuisen, Project Manager for Grinaker-LTA, indicated they will negotiate the use of Agilia in all

their future projects. Agilia provides Grinaker-LTA with an advantage over their competition in the piling market.

Well done to the Nelspruit team!

INTERESTING PROJECTS

Agilia being poured in the piles.


INTERESTING PROJECTS

Seven Sirs Group is involved with affordable housing

projects in the Western Cape. The company recently

started the Zwelethemba project and decided to

rather site-mix their mortars and plasters as it pre-

sented a more cost effective alternative and opportu-

nity for job creation on site.

Lafarge secured the concrete supply for the slabs on

this project, but soon realised that the Seven Sirs

Group was experiencing challenges with the site-

mixing. Cement bags got stolen and the quality of the

mortars and plaster was not consistent.

Morney Kleinhans, DSM in Cape Town and Sivu

Ngobozana, Product Manager approached the Seven

Sirs Group and suggested they trial our readymixed

mortars and plasters for this project.

Worcester Readymix supplied the housing project

with 2m³ of mortars and plasters at cost price. Seven

Sirs returned to Morney and admitted the benefits

outweighed the additional cost readymix presented

versus site-mix by far. The benefits of using readymix

mortars and plasters for Seven Sirs Group were:

Consistent quality

Minimal wastage

Increased productivity

Mitigating the risk of cement bags

being stolen (which were used to site-

mix)

No sand stockpiles to manage

In addition Sivu advised Seven Sirs Group that the

intended labour and job creation for the site-mix can

now be utilised for bricklaying, which in itself pre-

sented even more benefits for the employees, whom

now get paid sooner once a house is completed. They

could also acquire additional skills such as plastering

and bricklaying, which helps them grow their trade.

The readymix mortars and plasters was a huge suc-

cess, as Seven Sirs Group was satisfied with the prod-

uct and are keen to use it on future projects. The key

success factor to get their buy in was to allow the

contractor to use and see with their own eyes how

readymix mortars and plasters perform on site.

Mortar being delivered in a bag

House where plaster was used

House completed using Lafarge Mortars and Plasters

Seeing is believing


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Lafarge - Grey Matters 02