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Prize winner
Published by:
INSEAD (2010)
Version:
09.2017
Length:
22 pages
Data source:
Field research
Abstract:
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? Please visit the dedicated case website to access an introductory video and additional teaching material. In exploring the challenges facing small players in stagnant commodised categories where international giants and private labels dominate, 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 commoditized.
Learning objectives:
1. This case provides detailed information on consumer behaviour, competition, and the company (including the brand and past communication campaigns). 2. It accounts for the success of private labels and explains when it makes sense to produce for a private label. 3. 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 commoditized.
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