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Selected Case

published: 28 Jun 2010

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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