My advice is to favour cases with clear decisions and not just a description of what happened. Renova Toilet Paper Marketing Case Renova Toilet Paper Marketing Case 9 September Brand Renova has established itself as a global organization in the disposable paper industry with about workers and posting sales of million euros in specially within Portuguese, Spanish, French and central European markets.
Video material At INSEAD, we are fortunate enough to have a wonderful team of multi-media journalists and technicians and they helped put together an extensive library of video material to accompany the case available free to instructors when they purchase the teaching note.
Solution Analysis To overcome the impediment set forth in this discussion, instead of positioning Renova black against other toilet papers, it should be positioned as a personal care product and using its black color to provide it with a distinctive positioning and becoming Renova black not only a unique product but also a symbol for those consumers who seek for the best products to take care of their body.
In recent years I have written six cases and won four ecch European Case Awards so I set myself high standards before deciding to write another one since this article was published the Renova case has won the Overall Award at the ecch Case Awards Various technological innovations such as launching of thick, soft, and strong tissues based on usage and convenience of customers, development of tissue roll that has the advantage of the same quantity and less space……………….
The other alternative of partnering with retailers to produce private labels is not well defined, as it encompasses a broad range of consumers ranging from consumers of basic toilet paper to consumers of premium toilet paper.
Feel the pleasure of being totally clean and enhance your image with Renova black. Colleagues can watch an intro video at http: Furthermore, the positioning statement provides the product with an evolution from the basic function of the category to a new attribute with an enhanced image.
How did you make contact with the company? Any advice for case writers? To overcome this impediment, Renova should leverage the launch of its new black toilet paper to strengthen its positioning as a product leader company selling unique products that go beyond the basic offering of toilet paper and communicate superior benefits in the minds of consumers of a specific targeted segment.
Printer-friendly version Renova Toilet Paper: The video material adds tremendously to the learning experience of the students.
And now the world is talking about Renova, they have opened new distribution channels, they are selling in 57 countries vs 4 beforeand they are the subject of an INSEAD case study! In addition, that alternative would not leverage on the value of the Renova brand as a pioneer in the product leadership discipline.
Problems faced by Renova 1. While concentrating on current customers may initially be the path of least resistance, focusing on this segment will not drive the ultimate goal of becoming Renova a wellbeing brand. As a global market, the tissue one is dominated by strong companies as Procter and Gamble and Kimberly-Clark, two giants big enough to destroy any intention to survive unless Renova is able to overcome with a differentiation strategy.
The idea to write a case about Renova, and the link to the company, came from Raquel Seabra de Sousa. Please place the order on the website to get your own originally done case solution Related Case Solutions: The following example shows the result of competing with the cost by Renova.
Solution Analysis To overcome the impediment set forth in this discussion, instead of positioning Renova black against other toilet papers, it should be positioned as a personal care product and using its black color to provide it with a distinctive positioning and becoming Renova black not only a unique product but also a symbol for those consumers who seek for the best products to take care of their body.My analysis indicates that success lies in Renova’s ability to raise awareness and image of the Renova brand by successfully positioning its new black toilet paper as a unique personal care product for youth consumers from higher social classes.
Welcome to WordPress. This is your first post. Edit or delete it, then start blogging! Renova Welcome Mr. Jose Team Alfa Angela Geary Christel Sholley Kelly Williams Serina McCrea Renova European Luxury Toilet Paper Goals •Sales after first year -. Renova Toilet Paper: Escaping the Commoditization Trap (Abridged Version) Case Solution.
Abstract: Renova, a Portuguese commode paper maker, is fighting to make it through in a stagnant, commoditised market controlled by personal labels and worldwide giants.
Serina McCrea Renova European Luxury Toilet Paper Goals •Sales after first year - $10 million •Market Share – 5% S.W.O.T. Strengths •Unique product •Luxury item for everyday use •Can be considered a fashion statement, trendy Opportunities •First of its kind in the U.S.
Custom Renova Toilet Paper Case Study essay paper sample Buy custom Renova Toilet Paper Case Study essay paper cheap Renova is a private Portuguese-owned company that manufactures disposable tissues and hygiene products under the brand name Renova.Download