Blog3 Renova Toilet Paper

In: English and Literature

Submitted By fishertai
Words 1010
Pages 5
Blog 3: Renova Toilet Paper - Targeting a New Market Segment

In response to the growing trend of innovation, companies are starting to take on significant risks to develop a new product that is able to target new market segments. Renova is one of these daring companies to innovate toilet paper, which has always been considered to be a conservative and dull product, by making it colorful and appealing to its consumers for the first time. I am very interested in this topic because it is fascinating to discover companies presenting their innovative products in the market and observe how it affects consumers, especially products that are extremely creative and unthinkable. I was intrigued by how the company became successful in changing the formation and character of toilet paper as ordinary and cheap to a luxury and entertaining product. I would research further into the consumer’s insight on the product and compare the pre-purchase to the post-purchase behaviors. This will answer the question on whether Renova was the first to create a new market segment that no paper industries are able to target.

A brief history of Renova is that it is a well-known industry in Portuguese that primarily produces tissues and toilet paper. It is a small industry compared to other leading brands such as Procter & Gamble and Kimberly Clark, but Renova is highly recognized for its unique innovation on its products that differentiate them from its competitors. Renova introduced the first black toilet paper in 2005 and it is priced at around 8 Euros for 3 rolls which is considered to be a luxury product. The Renova Black has become a large attraction in the global market and increased sales exponentially. Currently, Renova is expanding its product line of luxury products and changing consumer’s views of toilet paper.

In my perspective, I would imagine colorful toilet paper at a…...

Similar Documents

Paper Toilet Market

................3 2. Sources of the study................................................................................................3 3. Difficulties of the study...........................................................................................3 I- Analysis of the offer.................... .............................................................................4 A. Product.......................................... ......................................................................4 a) Segmented offer..... .....................................................................................4 1- Dry Paper..... ......................................................................................4 2- Wet paper toilet ..................................................................................5 a. An offer that covers all budgets................................................5 b. Evolution of the offer...............................................................5 c. Seasonality ...............................................................................5 B. Size and market development.............................................................................5 a) Market growth............ ..........................................................

Words: 3600 - Pages: 15

Toilet Training

...Jordan Bittner May 14, 2012 Research Paper Introduction: My research topic was on toilet training for toddlers, which is very important in the early years of children. I have never done any research on toilet training so this was all very new information and definitely well-needed. There is so much information on toilet training that I will go into later on in my paper. Information on toilet training is very important for parents, caregivers, siblings, babysitters, and day care centers. Anyone who is going to be around young toddlers should have vast amounts of knowledge on the subject and plenty of experience. Description: I introduced the potty to Emma when she was 18 months. I bought her one of those small potty chairs and explained to her this was her special potty. At this time I didn't yet push the potty we were just introducing it to her. I also would let her watch me use the toilet and explain to her "Mommy was going pee-pee on the potty like big girls do!"  We will start with the basics to get full understanding of the topic. Toilet training is training a young child to use the toilet. Learning to use the toilet is a big step for toddlers and it can be difficult for some. Some children just seem to train themselves when they are ready, but many need some help from their parents. Parents see toilet training as an important milestone for their children and often become very concerned if it doesn't all go smoothly. For toddlers it is something new to......

Words: 1482 - Pages: 6

Renova Case Study

...examination 2013 “Renova” Purpose & Mission * Definition (What business are we in?) * Renova is a private Portuguese-owned company that manufactures disposable tissues and hygiene products under the brand name “Renova”. * Purpose (What do we want to be in? * They would like to be Europe’s leading brand that loves the customers, care about them and has a culture * Expand new market in Western EU * To promote the well-being brand of both body and mind, while supporting successful relationship not only of a person with oneself, but also with the whole environment. Company/Organisation Analysis SWOT Analysis Strength: (Internal) * Strong domestic brand-awareness. Using its already established brand awareness in people’s minds. * Furthermore strong brand awareness helps Renova to introduce new products or modifications for instance “moist toilet paper” to the market. - Innovative advertisement the company can differentiate itself (Creative, art). Renova is able to conduct its advertisement campaigns and promotions in a very effective and direct way.- Flat company structure (medium-sized family business) build creative - Wide range of product with wide range price (Exhibit 6) | Weakness: (Internal)- Generally high domestic prices- Innovative and broad product-line - High price could be a weakness, because it’s considered important by the customer compared to private label.- Renova has to pay......

Words: 3240 - Pages: 13

Journey to the Long Lost Crystal Toilet Part 2

...So we went past them. While we moved along we found these buttons that looked like flushing toilets we pressed the half flushed button and there opened a toilet seat and inside were snakes, heaps of them. “I hate snakes!!” yield Indie. So we closed the toilet seat and flushed the full button and inside was a, well actually it looked like poo to me so we took it out and the floor started to rumble. “What’s happening?” I yelled over the roaring of the ground. “It seems that it’s a trap everybody, move to the door over there,” yield Indie. “Not there, that’s where we came through.” “I knew that.” I said. So we ran to the entrance but it had no door handle and the time is wasting, the walls are closing on us. “Why didn’t I see that it had a sign on it, Push to open the door?” So we pushed the door and it opened but we weren’t alone there was the ‘Cat Woman’ “Sorry for intruding, seems like you have a competition for now on,” Cat Woman smirked and went off like a feather in the air. So we rushed to the next door and that’s when I stepped on the trap. “INDIE, I’m kind of in trouble right now,” “What?” “I can’t move, if I do the pointy arrows will narrow us down, you have to leave me behind,” “I’m not leaving you now, slowly move your foot and I’ll put this massive rock on it. Move your leg slowly.” “Thanks, Indi I owe you one.” So I moved my leg slowly and Indie slipped the rock on the trap. I was free so we were being careful where we stepped. Once we got......

Words: 853 - Pages: 4

Business Plan Innovative Toilet Seat

...CHE488: Entrepreneurship and Business for Engineers (Winter 2014) 1 Executive Summary Innovative toilet seat. It is known that we face some big problems in the public services, and when hygienic issues come out it is needed much more attention. Because of the lack of hygienic in the public restrooms, people try to avoid using them or they do not feel comfortable enough while they are using. An alternative solution can be provided with a replaceable toilet seat in order to minimize these issues. Consisting in a mechanism that changes the used plastic attached in the seat and replace to a new one, the problem of not being hygienic is solved. However, where is the final destination of the plastic? As we are aware about the environment and we are not sure where the used plastic goes, a new efficient method is to remove the used plastic and throw it away when flush is pulled. The very new characteristic is that the plastic is made by biodegradable material, so it can be easily decomposed in water. Moreover, people may face with lack of toilet paper. Instead of using paper, another alternative to be implemented inside the sanitary toilet is a nozzle, which expels water controlled for temperature, speeds and strength by the user, ensuring hygienic and comfortable cleaning after use. Furthermore, in order to stop the bad smell, the toilet has an automatic spray component which leaves the toilet with a refreshing fragrance. These new features will strongly minimize the problems of......

Words: 1739 - Pages: 7

Bio Toilets for Biogas Production

...dominant source of energy, especially in rural areas, for the foreseeable future. • Specifically target provision of energy for productive activities such as rural-based industries in order to directly raise incomes. • Sensitize women on energy source and technology choice in order to reduce the labor and health burdens associated with biomass energy use. 1.1 Biomass Biomass is defined as any organic matter, particularly cellulosic or lingo-cellulosic matter, which is available on a renewable or recurring basis. It contributes over 90% of the total energy consumption in Uganda. In the Ugandan energy context biomass consists of trees, plants and associated residues; plant fiber; animal wastes; industrial waste; and the paper/wood component of municipal solid waste There is over reliance on biomass as main source of energy in Uganda (93% of energy consumed) particularly in the rural setting with decreasing statistics in the urban areas. In the rural settings it’s used as fuel wood and agro-residues while in the urban areas it’s used in the form of charcoal because it is easier to transport and its cleaner. Charcoal consumption increases at a rate close to the urban growth rate of 6% per annum. Biomass is mainly used by households for cooking and heating water in rural areas, most urban areas, institutions and commercial buildings. Biomass is the main source for rural industries. It is often used inefficiently hence resulting in high consumption of wood......

Words: 8491 - Pages: 34

History of Toilet Paper

...and quality assurance Professor: SCORTAR LUCIA-MONICA Toilet Paper Student: Gabriel Ionescu Ovidiu Contents Introduction 3 The history of toilet paper 3 Demands of the market 4 Design and Metrology 4 Raw materials 5 Manufacturing, Labeling and Packing 5 Bibliography 6   Introduction In our busy life, we tend to use some products so frequent that we can’t imagine life without them. How many of you think that you can live without water, not only for drinking purposes, but also for washing. How many of you think that you can live without food? How many of you think that you can live without clothes? The list can go on with phones, internet connection, cars etc. I think one of the objects that we don’t even think about, but in the same time we use it daily, is Toilet Paper. Was toilet paper on your list before? What about now? Do you think you can live without it? I don’t think so. Therefore, if toilet paper is such an important product, let’s find out some more information about it. The history of toilet paper Most of us think that toilet paper was invented a long, long time ago, but in fact the role of paper that we have today, was designed just in 1857 by Joseph Gayetty. Of course the idea of using paper for cleaning purposes was developed a long time ago. Although the use of paper as wrapping and padding material dates back to the 2nd century BC, the first documented use of toilet paper in human history was dated back to 6th century AD. In......

Words: 1322 - Pages: 6

Toilet Design

...order to be considered as a “Good Design” and our “Toilet of the future” definitely fulfills the criteria stated. As a whole, it can be adopted by many commercial buildings, hotels, home and etc. Our first target group is those busy executive and wealthy people. As people become highly educated and earn more income, they are seeking for a more luxurious lifestyle. Hence, people are more than willing to spend on adopting our toilet as our users can get to experience the most ultimate relaxation experience. Furthermore, people are also getting more and more stressful in the work life and so by having a good toilet does matter a lot since a good toilet play an important part in distressing. According to research, a lot of people are spending an average of 30 mins on bathing, let alone other things. Hence by having a one-stop entertainment toilet, people get to enjoy their precious time fruitfully, which is especially so for busy executives. In additional, we are also targeting hotel industry, which include five-stars hotels and many other mainstream hotels. Five-stars hotels will definitely be very keen in our “Toilet of the future” as these hotels are facing an intense competition from their competitors and so by adopting our toilet, it will help them gain a competitive edge against others. Besides, their customers, who are normally from the upper class, tend to demand a more comfortable and luxurious lifestyle. Hence, with our toilet, we are sure that we can help them......

Words: 509 - Pages: 3

Need for Waterless Compost Toilets

... NEED FOR WATERLESS COMPOST TOILETS ABSTRACT: Problem Statement – I have dedicated my paper to highlight dangerous model of sanitation system in our country. Approach- My Approach is a mix of case studies, surveys, research, analysis and findings done in a direction to reach an alternate solution that could replace present toilets. Conclusion- This paper concludes that Waterless compost toilet is the answer for today’s major health problems. Keywords- Toilet, Waterless, Compost, Low-cost, Sanitation, Affordable, Health, Pollution 1. INTRODUCTION We have to break the taboo on sanitation; Out of 7 billion people on earth 2.6 billion people don’t use any kind of toilet. That means 1/3 people on this planet go for open defecation. Even after being world’s third largest economy India still cannot afford toilets for 53% of its population. Every second person in India is defecating in open. Today’s flush toilets are expensive, it requires huge sewage infrastructure, uses immense amount of water. This is the reason why villages in India lack proper sanitation. Women in villages can-not delay their household work so they hold and walk, long distances to defecate. Doctors say the longer you hold urine in bladder the more infection you get. And the longer you restrain defecation intestinal difficulties start to rise. Also these women run and hide in shame of not been seen. Untreated human waste goes into rivers and streams. This pollutes water, soil, food and animals thus......

Words: 4010 - Pages: 17


...A Renova é uma empresa multinacional portuguesa que foi fundada em 1939. A sua sede e as fábricas estão situadas em Portugal, sendo que detém unidades comerciais em Espanha, França, Bélgica e Luxemburgo. Desde 1995, ano em que tomou posse o novo CEO, Paulo Pereira da Silva, que a Renova se transformou numa marca de bem-estar e deixou de ser uma marca de papéis descartáveis, como até então. Relativamente aos seus recursos deparámo-nos com recursos humanos, tangíveis e intangíveis. Para a Renova atingir uma estratégia de sucesso, foi necessário ter em conta os seus diversos recursos. Os recursos humanos, que contam com uma estrutura organizacional horizontal e flexível, visando o aumento da comunicação nos níveis estratégicos e táticos, onde gozam de uma equipa com elevado grau académico e multidisciplinar, que fomenta a vantagem competitiva da empresa. Os recursos intangíveis, tal como a sua marca e algumas patentes sobre tipos de papel higiénico como é o caso do papel higiénico preto. Os recursos tangíveis, tais como as suas filiais comerciais em cinco países diferentes. Analisando a utilização dos seus recursos, ou seja as competências, conseguimos perceber como a vantagem competitiva é atingida. As principais competências que transferem vantagem competitiva são a forte capacidade inovadora e uma base a nível de investigação, desenvolvimento e design distinto. Ao longo do tempo investiram em campanhas publicitárias de sucesso para incentivar junto dos seus produtores e......

Words: 536 - Pages: 3

The Toilet

...The Toilet Plot: This story is about a young black girl named Mholo who wants to do something with her life. She wants to get an education and be an artist or another respectable profession, but her mother thought that was a waste of good money. After writing her matric exam she goes to Johannesburg on holiday hoping to find a job. She stays with her sister illegal, because her sister isn't aloud to have visitors. When Mholo goes out or in from her sister's place, she has to do that at specific times. She has got a temporary job in a clothing factory. She had to leave before half past five. Then there was two hours left until the bus left at seven-thirty. She went to a public toilet for "Non-Europeans" and read some magazines while she was waiting for the bus. She sat there every morning waiting for the bus reading and writing poems. One day Mholo forgot to bring her key with her so she couldn't get inside her sister's door. She decided to wait for her sister and hope the white wouldn't find her, but they did. The Madam found her and she had dogs. The Madam let Mholo go. Mholo's sister was angry with her when she got home. They worked it out and everything was going find again. The next morning when Mholo was going to the toilet as usual to wait for the bus, she noticed that the toilet-door was repainted, and it was closed for the first time. She accepted that her toilet wasn't her anymore and she sat down on a bench nearby and watched the sun rise and continued......

Words: 1982 - Pages: 8

Renova Case Study

...Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category 06/2010-5685 This case was written by Raquel Seabra de Sousa, INSEAD MBA 2009 and consultant with BCG, under the supervision of Yakov Bart, Assistant Professor of Marketing, Pierre Chandon, Associate Professor of Marketing, and Steven Sweldens, Assistant Professor of Marketing, all at INSEAD. The video material was produced by Shellie Karabell and Julian Boudier from INSEAD. It is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Copyright © 2010 INSEAD TO ORDER COPIES OF INSEAD CASES, SEE DETAILS ON THE BACK COVER. COPIES MAY NOT BE MADE WITHOUT PERMISSION. Las Vegas, New York-New York Hotel and Casino: Paulo Pereira da Silva, the Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a performance of Zumanity, the for-adults-only Cirque du Soleil production, together with Luis Saramago, the company’s marketing director. Watching the trapeze artists holding on to black fabric stripes, Paulo Pereira da Silva thought about Renova’s own artsy advertising campaigns showing nude men and stripes of Renova toilet paper. This is how he first came up with the idea of black toilet paper. Black toilet paper? To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation...

Words: 3926 - Pages: 16

Renova Swot

...launch of Black TP to the market): Black toilet paper: * Choosing toilet paper is considered to be a boring task, adding color will make the product standout than the competitors. * Provides feeling of being special and exclusivity to the consumer. * Black or colored toiled paper can now be used also outside the bathroom. * Can give ideas for people to use toilet paper to decorate their toilet by adding more color. * Never been used before and will provide a feeling of curiosity to buy and try. SWOT analysis Strengths: * Strong domestic brand awareness * Innovative advertisement techniques to differentiate themselves from competitors * Stand out in market places * Define the name of the company * Trigger consumers curiosity to buy and try * Triggers consumers seek for exclusivity | Weaknesses: * Never been tried before (risky) * Will challenge the research and development team to insure that its environmental friendly and feasible | Opportunities: * Will provide a marketing opportunity to introduce a new product and get the consumer familiar with the company’s name and style. * Increasing the company’s market share compared to competitors who produce regular product. * Increase shelf space and retail orders to have the new product. | Threats: * Idea being stolen by competitors (patent required) * It have to be friendly to the environment, to take away any assumptions that the regular paper is better. | Check......

Words: 330 - Pages: 2

Toilet Training

...There are many ways of introducing the concept and language of ˜toilet training' to children. Through reading stories, watching others, videos and casual conversations, most children master this art by age three. These materials will help to teach children which words are used to discuss toilet training functions; how males and females use the toilet, and that "Big Kids ? and adults use the toilet too. In the setting of most Nursery Schools or Day Care centers, the washrooms are set up in a manner that allows children to watch others use the toilet, in hopes that the children watching will model their actions and want to explore this new concept. As well, these programs, designed for toddlers, are curriculum focused on the independence of the child, showing them the appropriate expectations of self-care, through dressing, washing, feeding, and through play settings of toilet training. One of the first signs that a child is ready to start ˜training', is when they can indicate that they are wet or have had a bowel movement. This is known as, awareness. Cloth diapers can help in setting the pace of your child's awareness. The child will become uncomfortable sitting in a cloth diaper for any period of time, since Pull-ups and diapers, which they are use to, have done such a great job of keeping the wetness away from them. It is also suggested to let you child experience their awareness through being naked, and realizing what has just happened after they urinated or have had a......

Words: 523 - Pages: 3

The History of the Flush Toilet

...The History of the Flush Toilet When you think of major inventions before 1900 one of the last that will come to mind is the flush toilet. So yeah it doesn’t caring the same sense as an invention such as the airplane, stoplight or telephone but it has served its purpose just as much as the others. The flush toilet is one of few inventions that hasn’t went obsolete over time and still use in everyday life. Believe it or not there were people who didn’t have the benefit of this invention we take for granted. The bathroom is a room that we have dedicated to use daily, from bathing to grooming. There was a point in history to where a bathroom wasn’t even in a blueprint of a house plan. Before mid-1800s people then didn’t have the luxury of a space to dispose of body waste sanitary. In Medieval times people used potties. Potties were kept in most homes. Streets had open drains – channels that ran down the streets – so it was easy to empty the pots. You just threw your waste out of the window. When people threw their potty waste out of the window, they would shout "Gardez l’eau" [gar-day low], which is French for "watch out for the water”. Rich people had little rooms extending out from the walls of their homes, there would be a plank of wood with a hole in it, to sit on. There was nothing underneath, so whatever you empty from your body would just drop to the ground for stories up. When taking care of our business in the bathroom the last thing we would associate it with is...

Words: 1022 - Pages: 5