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Renova toilet paper: avant-garde marketing in a commoditized category 06/2010-5685 this case was written by raquel seabra de sousa, insead mba 2009 and consultant with bcg, under the supervision of yakov bart, assistant professor of marketing, pierre chandon, associate professor of marketing, and steve.
Renova company specialized in not only black toilet papers but also covered manufacture of kitchen towels as well as kitchen rolls.
Renova toilet paper marketing case.
In the case of renova, students need to decide whether to cut prices, introduce new technological innovations, manufacture for private labels, or launch black toilet paper, among other decisions.
Renova toilet paper avant-garde marketing in a commoditized category
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Renova tissue
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To see how far-fetched the idea is, bear in brain that toilet paper is a extremely commoditized category with sluggish growth and little innovation.
Problems long-faced by renova fashionable following cost-cutting strategy: in order to compete with price reduction strategy, the risk in this is that renova would be incapable to produce high-quality products that May lose the up-to-the-minute contract with the private label.
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Renova is a player alone in the $13b disposable tissue sphere, which includes can paper, kitchen towel rolls, facial and pocket tissues and napkins.
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Which is the best case for toilet paper?
The case is motivating the value of good market strategy, that not only focusing its own company but instead it provides skin care products with the range of products such as colored, black, and home decoration products.
Why is the price of toilet paper high in Portugal?
Based on the case, the price of toilet paper is relatively high in Portugal as compared to other European countries because of low market share and hence, they have low competition and fewer discounts and due to strong demand for domestic brands, international products do not attract customers.
Why is Renova needed in the tissue industry?
Under the circumstance, Renova needs to imply a differentiation strategy in order to obtain more market share in the tissue industry in the foreseeable future. Decision Evaluation The first alternative is to reduce price in the entry–level paper to compete with private labels. From the case, it indicated that the retailer’s margin are 20%.
When was the first Renova toilet paper made?
The first sheet of paper as a Renova reference made by David Ardisson in 1818 in central Portugal, and first Renova toilet paper product emerged in 1958. It shows the first unique design marketing and management innovation, which shows the emerging culture of company in 80’s.
Last Update: Oct 2021
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