Patrimonio Hoy: A Groundbreaking Corporate Program to Alleviate Mexico’s Housing Crisis

John Paul — Wed, 07 Dec 2005 14:02:30 -0500

Session Title:
Understanding BOP Markets

Date of talk or publication:
2005

Speaker Name / Title:
Arthur Segel & Nadeem Meghji

Organization:
Harvard Business School

Description:
In December 1999, CEMEX, a leading global building solutions company based in Mexico, launched Patrimonio Hoy (PH), a sales, distribution, and savings program intended to serve Mexico’s large self-construction housing market. CEMEX created the program with the dual purpose of alleviating Mexico’s housing crisis and creating value for the company. Patrimonio Hoy has proved to be a tremendous success, reaching more than 100,000 Mexican families in its six years of operation and intending to reach more than one million by 2010. The program emphasizes the promotion of social and economic development in low-income Mexican communities while also generating profits and growth for CEMEX. But conducting business with this traditionally underserved customer segment has posed some significant challenges for CEMEX.

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Patrimonio Hoy: A Groundbreaking Corporate Program to Alleviate Mexico’s Housing Crisis