Cemex

Multinational Cement Mfg Company in Mexico

Largest in Mexico

2nd Largest in US 3rd Largest in the world

Customers
Formal Segment ( Middle / upper middle class ) 60% In-Formal Segment ( Lower middle class ) 40%

Economic Crisis in 1994 95 Drop in Sales

Formal Segment 50% Informal Segment 10% ( only )

Trigger for MARKET at BoP

Market Survey
Team sent to Poorest area Survey for six months

Strategy
People believe something to leave behind for Next Generation Termed as Patrimonio Hoy

Challenges
People earn less than $ 5 per day Employ semi skilled contractors Frictions within family

Solution
Provide access to Credit Improve Brand perception To improve distribution methods Position as Complete solution provider rather cement seller

Market Survey
Identify potential pockets based on Income Concentration of poor people Distribution network

Methodology
Set up a cell for Customer group analysis ( based on population ) 5 employees per cell Personal visits ( selling ideas ) Followed by visits by Architects Extending Credit facility

Voxiva
Pioneer in delivering interactive mobile health services established in 2001

Ranked as # 3 Most innovative companies in mobile Industry One of the fifty most innovative Companies in the World

Concerns / Issues
Access to remote location Awareness about the disease Availability

of Information

Challenging the Challenge

Computers / Internet availability for rural communities to get information

Suggestion by Voxiva
To make best use of available infrastructure Pay phones

Solution
To have real time collection of Information Cases of disease Report Analysis of data & decision making Communication back to the field

Doctor in Hand

How it works
At user End
To submit disease report from pay phone User receive account Number / PIN Indicating codes of disease Dial a toll Free number to access Voxiva system Enter digital information @ disease Details on voice mail also

At Health Authorities Monitor & analyze the data

Send communication back to User

Monitor & Analysis of Data by Central Agency

Two Way Communication

Data Input

Benefits
Cost
Lower allocation of resources Lower operating cost ( 40% less than traditional cost ) Threefold increase in reporting coverage

Quality

Access from every remote village Quicker & better decision making

Horizontal deployment

Used for reporting Real time Crime data Launched in India in 2004