- Your selection
- Clear all
- Consumer Goods x
- Marketing x
14 cases found.
This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
- By
Reference 6458
Published 28 Jun 2019
Topic Marketing
Region Asia
Industry Consumer Goods, Luxury Goods and Jewelry
This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
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.
- By
Reference 5685
Published 28 Jun 2010
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.
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?
- By
Reference 5685
Published 26 Nov 2012
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?
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.
- By
Reference 5685
Published 03 Jul 2012
Topic Marketing
Region Europe
Industry Consumer Goods
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.
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.
- By
Reference 5685
Published 29 Nov 2010
Topic Marketing
Region Europe
Industry Consumer Goods
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.
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.
- By
Reference 5685
Published 30 Jan 2012
Topic Marketing
Region Europe
Industry Consumer Goods
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.
The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.
- By
Reference 5488
Published 29 Nov 2007
Topic Marketing
Region North America
Industry Consumer Goods, Market Research, Marketing and Advertising
The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
- By
Reference 5463
Published 07 Jan 2007
Topic Marketing
Region North America
Industry Consumer Goods
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.
- By
Reference 5188
Published 01 Feb 2004
Topic Marketing
Region South America
Industry Consumer Goods
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.
- By
Reference 2132
Published 01 Jan 1984
Topic Marketing
Region Europe
Industry Consumer Goods
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.
- By
Reference 2132
Published 01 Jan 1984
Topic Marketing
Region Europe
Industry Consumer Goods
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.
- By
Reference 2132
Published 01 Jan 1984
Topic Marketing
Region Europe
Industry Consumer Goods
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.