How disposable tissue was the new art form?

Any marketer understands the importance of product differentiation. One ceo with a pursuit in art went one step any and developed a luxury fashion item in the smallest amount probably of market sectors : toilet paper.

Pay a night within the chic boutique hotel across the globe and you’ll presumably notice a roll of renova black toilet paper located within bathroom. Visit lisbon throughout carnival time and you’ll be able to order your coloured toilet rolls whereas travelling by the metro : renova by the go. Scan elle decoration magazine and you’ll come back across a feature by the stylish rolls, that have… forgive the pun… been creating the papers since their launch in 2005.

Breaking the rules and encouraging a culture of innovation is secret for the success of privately-owned portuguese paper product company, renova, whose ceo, paulo pereira da silva, spoke to firmly insead knowledge beside pierre chandon, insead professor of promoting, who has got done an intensive case study by the company’s innovation. Each men are within the whole educational headlines in yesteryear few weeks as a result of chandon’s renova case study won the highest international award for studies by ecch, ( formerly the european case clearing house ). These will be the oscars of one's educational world.
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From utilitarian to firmly aesthetic

The case study describes how renova created a brand new niche market within the sector dominated by huge international players – a variety of “how david will co-exist with goliath” if you may. Finally it was whereas pereira da silva was within the context far away from his work environment that his artistic bent helped him conceive the notion that toilet paper can be one thing additional compared to a boring commodity. It can be the smallest amount obvious colour one would go together with toilet paper -- black. Later the stronger colours of one's rainbow would too become area of the product portfolio. Through creative advertising campaigns using famous photographers a select few lengthy selling studies besides, pereira da silva’s artistic thinking moved renova’s product due to supermarket shelves to firmly interior decorating outlets to firmly fashion shows. And therefore the divide was crossed between “utilitarian” and “aesthetic”.

Professor chandon explains, “renova is an inspiration for each company in the planet, to indicate how alittle portuguese company within the boring class – a commodity, and maybe that nobody extremely likes to bring concerning - redefined the rules, broke all the norms of one's trade and came up by having terribly innovative new product. It shows it can possibly be done, you will beat all the giants, convince the retailers and discover new techniques to redefine the class. This can be an inspiration for everybody. ”