Raquel Seabra de Sousa

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

By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
Add to cart popular
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

    View case

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

    Add to cart popular
    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?
      View case

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

      By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
      Add to cart extra
      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 03 Jul 2012

        Reference 5685

        Topic Marketing

        Industry Consumer Goods

        Region Europe

        View case

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

        Add to cart extra
        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
          Add to cart extra
          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

            Industry Consumer Goods

            Region Europe

            View case

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

            Add to cart extra
            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.
              View case

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

              By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
              Add to cart extra
              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 30 Nov 2010

                Reference 5685

                Topic Marketing

                Industry Consumer Goods

                Region Europe

                View case

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

                Add to cart extra
                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.
                  View case

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

                  By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
                  Add to cart popular award extra
                  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

                    Add to cart popular award extra
                    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.
                      View case

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

                      By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
                      Add to cart popular award extra
                      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

                        Add to cart popular award extra
                        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.
                          View case