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Abridged version
-
Reference no. 512-114-1
Subject category: Marketing
Published by:
INSEAD (2012)
Version:
09.2017
Revision date:
06-Oct-2017
Length:
21 pages
Data source:
Field research

Abstract

This is an abridged version. 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?

Topics

Marketing; Brand; Private Label; Luxury; Consumer goods; Blue ocean; Innovation; Advertising; European competitiveness initiative
Industry:
Other setting(s):
2005-2010

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