Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category Award winner Prize Winner Case Solution
Abstract:
Renova, a Portuguese toilet paper maker, is fighting to endure in a stagnant, commoditised sector controlled by personal labels and worldwide giants. To increase and stay independent, CEO Paulo Pereira da Silva is thinking about 3 choices: 1) personal label production, 2) brand-new practical developments, and 3) introducing a black toilet paper.
Pedagogical Goals:
In checking out the obstacles dealing with little gamers in stagnant commodised classifications where personal labels and global giants control, this case supplies comprehensive details on customer behaviour, competitors, and the business (consisting of the brand name and previous interaction projects). When it makes sense to produce for a personal label, it profile for the success of personal labels and discusses. It shows the essential function of marketing and branding, demonstrating how Renova separated on symbolic and hedonic advantages in a section that was believed to be hopelessly commoditized.
This is just an excerpt. This case is about Marketing
published: 28 Jun 2010
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