Renova Toilet Paper: Escaping the Commoditization Trap (Abridged Version)

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa

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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?

Published 26 Nov 2012

Reference 5685

Topic Marketing

Industry Consumer Goods

Region Europe

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Renova Toilet Paper: Escaping the Commoditization Trap (Abridged Version)

Add to cart

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Published 26 Nov 2012
Reference 5685
Topic Marketing
Region Europe
Industry Consumer Goods

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?

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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (French)

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa

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Renova, fabricant portugais de papier toilette, se bat pour survivre dans un marché banalisé et stagnant dominé par les géants mondiaux et les marques de distributeurs.

Published 07 Mar 2012

Reference 5685

Topic Marketing

Region Europe

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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (French)

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By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Published 07 Mar 2012
Reference 5685
Topic Marketing
Region Europe

Renova, fabricant portugais de papier toilette, se bat pour survivre dans un marché banalisé et stagnant dominé par les géants mondiaux et les marques de distributeurs.

View case

Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (Spanish)

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa

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Renova, empresa portuguesa fabricante de papel higiénico, está luchando por la supervivencia en un mercado de productos básicos estancado y dominado por gigantes internacionales y marcas blancas.

Published 30 Jan 2012

Reference 5685

Topic Marketing

Region Europe

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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (Spanish)

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By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Published 30 Jan 2012
Reference 5685
Topic Marketing
Region Europe

Renova, empresa portuguesa fabricante de papel higiénico, está luchando por la supervivencia en un mercado de productos básicos estancado y dominado por gigantes internacionales y marcas blancas.

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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (Portuguese)

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa

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A Renova, um fabricante Português de papel higiénico, luta para sobreviver num mercado em estagnação e generalizado, dominado pelos gigantes internacionais e marcas privadas. Com vista a crescer e permanecer independente, o CEO Paulo Pereira da Silva considera três opções 1) a produção de uma marca privada, 2) novas inovações funcionais e 3) o lançamento de papel higiénico preto.

Published 29 Nov 2010

Reference 5685

Topic Marketing

Region Europe

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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (Portuguese)

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By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Published 29 Nov 2010
Reference 5685
Topic Marketing
Region Europe

A Renova, um fabricante Português de papel higiénico, luta para sobreviver num mercado em estagnação e generalizado, dominado pelos gigantes internacionais e marcas privadas. Com vista a crescer e permanecer independente, o CEO Paulo Pereira da Silva considera três opções 1) a produção de uma marca privada, 2) novas inovações funcionais e 3) o lançamento de papel higiénico preto.

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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa

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Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.

Published 28 Jun 2010

Reference 5685

Topic Marketing

Industry Consumer Goods

Region Europe

View case

Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

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By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Published 28 Jun 2010
Reference 5685
Topic Marketing
Region Europe
Industry Consumer Goods

Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.

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