Renova toilet paper: avant-garde marketing in a commoditised category
Author: Bart, Yakov ; Chandon, Pierre ; Sweldens, Steven ; Seabra De Sousa, RaquelINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2010.Language: EnglishDescription: 21 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, and 3) launching a black toilet paper. What should he do? And how should the chosen strategy be implemented?Pedagogical Objectives: In exploring the challenges facing small players in stagnant commoditised categories where international giants and private labels prevail, this case provides detailed information on consumer behaviour, competition, and the company (including the brand and past communication campaigns). It accounts for the success of private labels and explains when it makes sense to produce for a private label. It illustrates the key role of marketing and branding, showing how Renova differentiated on hedonic and symbolic benefits in a category that was thought to be hopelessly commoditised.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | |||||
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Europe Campus INSEAD Publications Display | Consultation only | BC009157 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market
dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da
Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, and 3)
launching a black toilet paper. What should he do? And how should the chosen strategy be implemented?
In exploring the challenges facing small players in stagnant commoditised categories where international giants
and private labels prevail, this case provides detailed information on consumer behaviour, competition, and the
company (including the brand and past communication campaigns). It accounts for the success of private labels
and explains when it makes sense to produce for a private label. It illustrates the key role of marketing and
branding, showing how Renova differentiated on hedonic and symbolic benefits in a category that was thought to
be hopelessly commoditised.
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