Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (2014) INSEAD Case (Yakov, Seabra de Sousa, Chandon, and Sweldens)
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?