TAKING ADVANTAGE OF NEW AVENUES OF GROWTH, IN THE FOURTH QUARTER OF THE YEAR THE ADHESIVES BUSINESS ENTERED THE SPECIALIZED MORTARS SEGMENT, LAUNCHING A ROBUST PORTFOLIO OF 18 NEW PRODUCTS THAT OFFER HIGH VALUE SOLUTIONS FOR CONSTRUCTION AND INFRASTRUCTURE PROJECTS

Despite the adverse environment of low growth, the Adhesives Business’s 2014 results surpassed those of the industry in general, with an 8% rise in sales during the year.

After a complicated first six months, the market began to show signs of improvement, creating positive expectations that materialized towards the end of the year, positively impacting the results of the Business.

Growth was largely driven by the outstanding performance of its adhesives and stucco lines. In addition, initiatives to increase the Business’s presence in other markets were reflected in a significant rise in export sales.

Taking advantage of new avenues of growth, in the fourth quarter of the year the Adhesives Business entered the specialized mortars segment, launching a robust portfolio of 18 new products that offer high value solutions for construction and infrastructure projects.

The Adhesives Business took part in a number of specialized events in 2014, taking advantage of the visibility to inform the market of its new products. These included Coverings, in the United States, and Expo CIHAC in Mexico City.

During 2014, a wide variety of initiatives to drive the value of the Business’s different brands and enhance installers’ preference were implemented across Mexico. These included a campaign for Crest called “Contigo en el mejor Equipo” (With you in the Best Team) which appeared in a wide range of magazines and social networks, as well as on billboards and buses, and featured the captain of the Mexican national football team.

In order to continue supporting installers by offering them high value products to make their work easier and better, the Business held 39 workshops in 18 different Mexican cities, including Monterrey, Mexico City, León, Oaxaca and Guadalajara. In addition, 2,150 participants took advantage of “Installer Day” in Mexico City.

The Adhesives Business has many distinct differentiating attributes, including a leadership position and elevated profitability, that provide a solid platform for growth. This, together with the inauguration of a new technological platform and innovative commercial models, will become the basis for continued and accelerated growth as it goes forward.

 

SALES
(Millions of pesos)
8% growth