Renova Case Study Essay

1696 Words Oct 11th, 2012 7 Pages
Mission – promote the well-being of both body and mind, while granting a successful relationship not only of a person with oneself but also with the whole environment.

Vision – Europe’s leading brand that loves the consumers, cares about them and has a culture of innovation, always appearing with creative, daring and well designed solutions that have in mind environmental issues and the emotional connection between products and consumer.

Strategic objectives: * Expand into new markets, such as Brazil, in the next 15 years * Grow the business in current markets: 1) increase the worldwide market share in the tissue industry to 10% in the next 10 years 2) increase the market share in the toilet paper market in Portugal
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High quality low diversification
Private labels
Kimberly-clark
GP
Low quality
High diversification
Renova
others
1.2 map

Diversification is the quantity of features available in the toilet paper, such as fragrances, colors, designs and other features that make it more than just toilet paper!

Price

Black label: premium price strategy (launch of a new product with high quality and high price) price objective: non-price competition price method: value based pricing (sets prices taking into account the perceived customer value)

Super and green:
Price objective: volume oriented
Price strategy: penetration
Price method: cost-based pricing (sets prices taking costs into account)

Progress, 4ply, Fraicheur, Fragrance, Moist Price obj: non price competition since these are premium brans (special features, more than toilet paper) Price strategy: neutral Price method: value based pricing

Different product categories have different prices depending on different features and quality – product line pricing;

Renova uses Quatity discounts for consumers who buy large volumes (packs’ prices are lower than the rolls bought individually)

Promotional pricing (see in promotion chapter)

Distribution

Competitive position

Black label – differentiation focus, since Renova seeks differentiation in its target segment

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