MEA June 2017

14 MEA MARKETS / JUNE 2017 , walking with a client throughout the project, from start to finish. Siobhan reveals more about the company’s vision for the future, including their strong commitment to quality. “In 2015, we updated our company vision to be a world- class provider of materials and solutions into the basic services sector, taking a strategic services approach to more than doubling the business every 10 years and this is what drives all of our efforts. Our group implementation plan reflects this. Our current focus is meeting the targets of our operations – whether these be commissioning new plants in the DRC and Ethiopia - or delivery and growing our presence in each of the markets in which we operate. This then ties into the firm’s greater long-term vision and objectives. “PPC is known for its quality and as a supplier of a premium product. This has served as the firm’s differentiator from the outset and continues to grow our market share across Africa. Having said that, perhaps it is our specific approach to business that sets us apart? We certainly live by our mantra, of providing ‘strength beyond the bag’. This means we not only pride ourselves for the strength of the cement we produce, but that we apply this mantra across the value chain, from partnering with local companies in each country in which we operate. “For example, we can do this by working alongside government in support of their development agenda; contributing to the communities where we are located through job creation, skills development, investment in community and social upliftment projects to investing in the development of infrastructure near our factories, such as roads and housing.” A presence in Africa As previously mentioned – the company’s impact in Africa is just starting to be felt – and they are gearing to act as a long-term sustainable positive catalyst for growth and development across the continent through their latest investments. “Beyond increasing domestic supply in the markets, where we are operating and positively influencing supply across their borders, our approach in all countries we work in is to enter into sustainable partnerships that benefit all participants including local communities. In Rwanda at our CIMERWA plant for example, we’ve contributed over $4 million to local infrastructure in the form of a road, clinic and school. “As such, while the plant itself represents an investment of millions of dollars, its return has a far greater social value for the country and its people. The CSI projects we have initiated and delivered on in Bugarama, Rwanda, include a fully-equipped health centre; a primary school as well as access to piped water and a library. “These are in addition to the direct employment opportunities that we offer. This approach has been replicated in all the countries in which PPC operates – South Africa, Botswana, Zimbabwe, DRC and Ethiopia.” The role of quality cement In terms of the industry more generally, given Africa’s infrastructure needs and rapid rate of urbanisation, they are bullish about the future need for cement and related products across the continent. Siobhan explains this point further. “Competition remains tough however, especially given the large influx of inferior quality cement being dumped in Africa currently. This is proving a real challenge – not only for cement manufacturers such as ourselves, but also for the users of this cement. The role of quality cement in ensuring structural integrity cannot be underestimated. We’ve seen too many recent examples of buildings and infrastructure collapsing on the continent. Africa cannot afford to invest in inferior infrastructure, which is one of the reasons we’re working closely with governments across the region, to push for import tariffs and anti-dumping legislation. “We engage across a variety of touchpoints to connect with our diverse stakeholder community. While we use different marketing channels to reach out to a B2B and B2C audience, some of our most valuable connections have been created through sponsorship opportunities. Our PPC Newlands naming rights sponsorship for example, has meant we’ve not only been able to invest in the region, but also boost cricket development through a partnership with the JP21 Project (an NPO started by international cricketer JP Duminy). We’re building on this with an additional partnership with the Temba Bavuma Foundation in 2017, which will see us extend this investment into Gauteng. “Our social media platforms and their growing followings have proved invaluable in terms of keeping us in touch with the consumer market in particular. We’re using these to add value - again through providing strategic advice - as well as keeping our audiences updated about the company and its various initiatives. We have an effective stakeholder management function, that ensures on-going dialogue with the communities surrounding our operations, is maintained.” Thinking global, acting local Siobhan adds that one of the key lessons the company has learned is importance of ‘thinking global, acting local’. “While we pride ourselves on being world-class in our operations, continuously improving our plants with the installation of new technologies and keeping abreast of global standards, understanding the local context remains paramount. Each of the country’s that PC has expanded into is unique. “Our approach has been to partner with local experts to learn, understand and respond appropriately to the nuances of each market, ranging from different legislative requirements, market structures, infrastructure, to name but a few. Africa is not homogenous, indeed each country, and often different regions within, offer a different set of paradigms. PPC’s recognition of this has helped it sustain its presence in countries, such as Zimbabwe and Botswana and successfully navigate its expansion across the continent.” Company culture PPC’s culture is built on their values. They’re a customer- focused company, which typically means they attract people who want to be ‘of service’, who want to make a difference and impact in their personal capacity. “This links to integrity being a non-negotiable for us, as well as our value of legitimacy – we want to be remembered as caring and adding value. We also strive for high performance and excellence in all we do and work to live this at a very practical level each day. “These are all traits we look for and emphasise throughout our application and interview process. Ultimately, we’re looking for team members who will help us to create a better life for all of our stakeholders through their personal contribution through their role. This will ensure that we create a great place to work together.” The role of technology As a manufacturer, technology plays a critical role in the firm’s production process, amongst others. Because of this, it’s a priority area of investment for the group. Siobhan provides an excellent example of this in her own words. “Our investment in our R1.5 – R1.7 billion 1mtpa clinker production line (SK9) at PPC Slurry is a good example of this. Several leading technology features have been incorporated into the plant design to optimise production, reduce heat and electrical energy consumption, as well as increasing plant availability. The project is on schedule for commissioning and ramp-up in 2018. By continuing to invest in technology of this kind,