ARGOS AND CEMEX COLOMBIA

To determine the success of a company, you have to take into account many
factors, for example, that both recognizes your company ordinary people, or how
good your product to offer and very important that such advertising your company
is in the city or country where you are. In this case two Colombian cement
companies, one of which is Argos cements and the other is Cemex Colombia,
which will be analyzed to see your advertising, your target audience and many
other things compared.
First Argos is a multinational company that produces and markets cement and
ready mix concrete through its operations in Colombia, the United States, Central
America and the Caribbean.
In the cement industry, Argos is the leader in Colombia, the fifth largest producer in
Latin America, and the second largest in the southeast of the United States. It has
9 plants in Colombia, 3 in the United States, and 1 in Honduras.9 clinker mills
located in the United States, Haiti, Panama, the Dominican Republic, Honduras,
French Guiana, and Surinam, and 24 ports and terminals for receipt and
packaging. Its total installed capacity is 19.9 million tons of cement per year.
In the concrete business, Argos is the market leader in Colombia and the second
largest producer in the United States. It has 389 plants located in Colombia, the
United States, Haiti, Panama, the Dominican Republic, and Surinam. Its total
installed capacity is 17.9 million cubic meters of concrete per year.
The Argos business model focuses on the client and on sustainable development,
which means it is economically viable, respects people, and is environmentally
friendly and responsible.

Target audience: One of the most important challenges in markets such as

"commodity" goods is differentiation. Cement and concrete is one of them. It is for
this reason that several years ago Argos decides to put into action a strategy to
achieve market differentiation through more closely related to the client. To this it
puts an initiative of CRM (Customer Relationship Management) in a
comprehensive manner in which adjustments and improvements in business
processes customer-facing and back, highly trained personnel are defined and
formed to execute all processes ongoing support the relationship with the client
effectively, consolidating a base complete and current information to fully support
each of the points of contact with the customer and finally, implement a software

tool that allows you to manage customer relationships in such so that service
excellence is a constant.
Publicity: As you can see Argos have a great development for a long years and it is
a leader but they have been used many advertising campaigns for example Argos
uses Mind of Colombia in order to get all the technological support in implementing
an information system that supports the objectives.
Cements Argos of Colombia has created constructive campaigns for their own
development, today created a campaign called "GREEN LIGHT" which consists of
four commercial incentives to the production level.
They are everywhere, from social networks to newspapers, magazines, billboards;
use a strong promotional campaign for its products.
Well, here is CEMEX Colombia It is a global company of materials for the
construction industry offering high quality products and reliable service to
customers and communities in more than 50 countries, while we do business in
approximately 108 countries. We work hard to develop and deliver the best
solutions in cement, concrete and aggregate to turn ideas into reality.
Target audience: customers face significant challenges every day - they help them
succeed by delivering quality products, innovative solutions and excellent customer
service.
They strive to create value for its customers, offering integrated solutions for
building vertically, rather than separate products. They invest time in the
relationship with your customers and listen carefully to understand their challenges
and thus offer superior building materials and innovative solutions tailored to their
specific construction needs.
Publicity: They use a number of magazines that aims to show the community's
social, cultural and conducted by CEMEX in the project activities. Besides this are
social networking sites like you tube, twitter, also the CEMEX Company has a
number of videos and pod casts for its customers
Previously it mentioned Argos and Cemex are some successful companies that
have used different strategies to stay in the market and have been resulted
success, watching these two companies the difference is in terms of presence and
attention by customers regarding them, we see that Argos is a leader in Colombia
and is safety synonymous and that many people prefer it, and CEMEX is a great
company but their advertising strategies do not reflect the importance and the great
work they have done for many years.

UNIVERSITY OF MAGDALENA

STUDENT
STEPHANY CAROLINA RODRIGUEZ ARAQUE

TEACHER
ALEXANDRA OLANO

ENGLISH VI

GROUP
2

SANTA MARTA
(D.T.C.H)
2016