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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category
內容大綱
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 copy and paste the following url into a browser http://cases.insead.edu/renova/ to view an introductory video and an inspection copy of the case.