Holcim (Romania) - new name and brand image

9 Februarie 2012


All Romanian cement and ready-mix concrete companies belonging to the swiss Holcim Group (former "Holderbank") have adopted to the new brand today.

Holcim formerly "Holderbank" is one of the world's leading suppliers of cement, concrete and aggregates (sand and gravel), with representation in over 70 countries across all continents. The Group employees 45.000 employees. After 90 years of successful activity in the cement business, "Holderbank" decided to change its name and to introduce a global brand, attaching more strength to its corporate identity.

Holcim is present in Romania since 1997, when it acquired the majority shareholding of the cement plant, Cimentul S.A. Turda. During the following years the Group acquired the cement plants Cimus S.A. Cimpulung and Alcim S.A. Alesd, and the ready-mix concrete, sand and gravel producers Premeco S.A. Pitesti and Carpati Cimus Betoane S.A. Bucuresti. All these plants will operate from now on under the new Holcim brand.

The companies of Holcim (Romania) operate as different legal entities, but will appear with the new corporate and visual identity, taking advantage of offering their products and services under one common brand.

"The new brand will unify all our (Romanian) operations under one common roof. It will allow us to concentrate our strengths and to be more visible and present in the market as a reliable partner for offering solutions in connection with our products and services." stated Mr. Kurt Habersatter, CEO Holcim (Romania).

The Group's changing identity process started with the formal approval of the shareholders of "Holderbank" Financiere Glaris Ltd. ? now Holcim Ltd ? at the annual General Meeting on May 18,2001. The Group's companies from Central and Eastern Europe, among which Romania too, enter the changing brand name process starting with 20 of June.

The new brand combines two core elements behind the company's success: continuity and focus. Hol reflects the origin of the Group, which began in the Swiss village of Holderbank, and cim is derived from "ciment", the French word for the Group's core product, cement.

The tagline of the new brand name encompasses the companies core values.

In Romania, Holcim is the only white cement manufacturer, through Cimentul S.A. Turda. Total standard cement capacity for white cement is of 100.000 tones per year. Holcim's total installed cement capacity in Romania is of 3 millions tons of cement annually. It holds the 2nd largest market share in Romania.

Holcim activities in 2000

The year 2000 was a difficult year because of strong competition and low prices in the market.
With the purchase of Alcim S.A., Alesd an important step in Holcim's business expansion could be reached. In Turda a modernized gray cement production line was commissioned. The new various filters installed reduced overall dust emissions by 80%.

Holcim (Romania) currently has 2200 employees. It has sold 1,2 millions tons of cement on the domestic, in the last year.
"We expect a cement market growth of at least 5% this year and we target a market share of approximately 30%." Stated Mr. Kurt Habersatter, CEO Holcim (Romania).

Holcim (Romania) plans to invest more then USD 100 millions in the next four to five years in modernization of its production facilities, environmental measures but also the development of its business in concrete, sand and gravel.