Renova Toilet Paper Marketing Case

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Renova Toilet Paper

Renova has established itself as a global organization in the disposable paper industry with about 600 workers and posting sales of 104 million euros in 2005 specially within Portuguese, Spanish, French and central European markets. As a global market, the tissue one is dominated by strong companies as Procter and Gamble and Kimberly-Clark, two giants big enough to destroy any intention to survive unless Renova is able to overcome with a differentiation strategy.

My analysis indicates that success lies in Renova’s ability to raise awareness and image of the Renova brand by successfully positioning its new black toilet paper as a unique personal care product for youth consumers from higher social classes. The major
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Moreover, colored toilet papers have almost entirely disappeared from supermarket shelves. Consequently, the benefits of Renova black must be positioned as a symbol of well-being and luxury. Erroneous comparisons or vague marketing campaigns can undermine the positioning of Renova black as a symbol.

It might be argued that the greatest impediment to Renova’s goal is the growing share of private labels and its points of difference: private labels offer a better quality/price ratio. However, attempting to render a competitor’s point-of-difference a point of parity, would serve to only dilute the Renova black and its own point-of-difference.” It would be detrimental for Renova to address this impediment by assimilating private labels points-of-difference since Renova is a brand leader.

Solution Analysis

To overcome the impediment set forth in this discussion, instead of positioning Renova black against other toilet papers, it should be positioned as a personal care product and using its black color to provide it with a distinctive positioning and becoming Renova black not only a unique product but also a symbol for those consumers who seek for the best products to take care of their body.

This solution is derived from the following positioning statement: “For younger consumers from higher social classes who care about their image