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Case Studies by Yakov Bart

5 case studies

by Publication Date
published: 26 Nov 2012

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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.

Pedagogical Objectives:
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 previous 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. Renova's solution - the launch of black toilet paper - is not hinted at in the abridged version of the case, and is left for the instructor to reveal.

Keywords:
Marketing, Brand, Private Label, Luxury, Consumer Good, Blue Ocean, Innovation, Advertising, European Competitiveness Initiative, European Competitiveness, Europe, Best Practices

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published: 07 Mar 2012

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Abstract:
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. Pour grandir et rester indépendant, le PDG Paulo Pereira da Silva envisage trois options : 1/ la fabrication pour les marques de distributeurs, 2) la recherche d’innovations fonctionnelles, et 3) le lancement d’un papier toilette noir. Que devrait-il faire ? Et comment mettre en oeuvre la stratégie choisie ? N’hésitez pas à visiter le site support du cas Renova. Vous y verrez une vidéo d’introduction et une copie d’inspection du cas.

Pedagogical Objectives:
En explorant les défis auxquels sont confrontés les petits acteurs dans les catégories banalisées stagnantes dominées par les géants mondiaux et les marques de distributeurs, le cas fournit une information détaillée sur le comportement du consommateur, la concurrence et la société (notamment la marque et les anciennes campagnes de communication). Il rend compte du succès des marques de distributeurs et explique quand produire pour une marque de distributeur a du sens. Il illustre le rôle clé du marketing et de la marque, montrant comment Renova s’est différenciée sur des avantages hédoniques et symboliques dans une catégorie que l’on pensait irrémédiablement banalisée.

Keywords:
Marketing, Marque, Marque De Distributeur, Luxe, Bien De Consommation, Blue Ocean, Innovation, Publicité, European Competitiveness, Europe, Best Practices

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published: 30 Jan 2012

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Abstract:
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. Para crecer y mantener su independencia, su director general, Paulo Pereira da Silva, está considerando tres opciones: 1) fabricar una marca blanca, 2) innovaciones funcionales nuevas, y 3) lanzar un papel higiénico negro. ¿Qué debería hacer? ¿Y cómo debería implementar la estrategia elegida? Visite el sitio web dedicado al caso para ver un vídeo de presentación y una copia del caso para su inspección.

Pedagogical Objectives:
Explorando los retos a los que se enfrentan las pequeñas empresas en categorías de productos básicos estancadas y dominadas por gigantes internacionales y marcas blancas, este caso proporciona información detallada sobre el comportamiento de los consumidores, la competencia, y la empresa (incluyendo la marca y anteriores campañas de comunicación). Analiza el éxito de las marcas blancas y explica cuándo tiene sentido producir para una marca blanca. Ilustra el papel clave del marketing y de la creación de marca, y muestra cómo Renova se diferenció utilizando beneficios hedonistas y simbólicos en una categoría desalentadora como la de productos básicos.

Keywords:
Marketing, Marca, Marca Blanca, Lujo, Bien De Consumo, Océano Azul, Innovación, Publicidad, European Competitiveness, Europe, Best Practices

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published: 29 Nov 2010

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Abstract:
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. O que deverá ele fazer? E como a estratégia escolhida deverá ser implementada?

Pedagogical Objectives:
Explorando os desafios que os pequenos protagonistas das categorias comerciais estagnadas devem enfrentar, onde os gigantes internacionais e marcas privadas dominam, este caso fornece informações detalhadas sobre o comportamento do consumidor, a concorrência e a empresa (incluindo a marca e as campanhas de comunicação passadas). Justifica o sucesso das marcas privadas e explica quando faz sentido a produção para uma marca privada. Ilustra ainda o papel chave do marketing e branding, mostrando como a Renova se distingue em termos de benefícios hedónicos e simbólicos numa categoria considerada irremediavelmente generalizada.

Keywords:
Marketing, Bem Do Consumidor, Marca, Oceano Azul, Marca Privada, Inovação, Luxo, Publicidade, European Competitiveness, Europe, Best Practices

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published: 28 Jun 2010

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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.

Pedagogical Objectives:
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.

Keywords:
Marketing, Brand, Private Label, Luxury, Consumer Good, Blue Ocean, Innovation, Advertising, European Competitiveness Initiative, European Competitiveness, Europe, Best Practices, Disposable Paper

Prizes won:
- 2016 Case Centre Best-selling Case in Marketing
- 2015 Case Centre Best-selling Case in Marketing
- 2013 Case Centre Best Selling Case in Marketing
- 2012 ecch Best Selling Case in Marketing
- Overall Winner of 2012 ecch Case Awards
- 2011 ecch Best Selling Case in Marketing
- 2010 ecch Best-selling Case in Marketing

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