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. ”
Communication strategies, daring
selling and inventiveness lie
behind renova’s approach. Pereira da silva moved the corporate forward based
mostly connected to
‘hunch’. He required to take a position a trifle effort for getting employee buy-in, however otherwise the value was minimal and keeping indulged the boss,
renova’s workers are currently terribly proud of one's
new product lines. Pereira da silva’s method
of seeing the planet
differently and never standing still is how renova manages to maintain the competitors at bay. As
pereira da silva explains, “we are adding new product daily. I’m continuously afraid of stability.
We’re living within the
fast-moving world where we can not
stop. We really need to have new
product, new ideas, new
solutions and that i assume we've got the culture that allows this generation of innovation. ”
Renova will boast an extended list of innovative product - renova fraîcheur, the very first toilet paper in the planet to firmly have cream-enriched fibres employing a micro diffusion technology ; antibacterial kitchen
rolls, renova húmido, a moist toilet paper, renova green made out of 100 p.c recycled fibres and certified when using the european eco-label. And
these are only the company’s
paper-based product. Not that
“paper” could be a word that is designed inside the corporate.
Indeed, the word is forbidden. Rather, the
corporate could be a skin
care and decoration company.
Selling defined
Chandon too believes renova’s
willingness to firmly facilitate the consumer makes the corporate stand out due to crowd in terms of promoting. “you will see it, for instance, in standardised roll sizes to firmly facilitate
customers and not just to firmly confuse them. ” customers
now not really need to walk down
the supermarket aisle struggling to
firmly create a call over the value per roll.
He appreciates their approach to
maneuver away due to
basic functions the most product
and innovate to supply totally different materials and totally different experiences. Chandon says, “the company is
driven by a ceo who combines elements
of marketing… the science… with an appreciation for art and aesthetics… and who
too has got a deep respect and interest for your own consumer. He’s a person likes to
passionately perceive the
consumer. ” it'll possibly come back as no surprise the fact that could be a ceo who, as an
alternative to taking photos of
one's statue of liberty, would
favor to bring photos of
supermarkets whereas he’s
travelling.
And therefore, a ceo’s curiosity
for new ideas and his desire to firmly
break the rules has allowed alittle
portuguese company notice a'>to locate a niche market by turning
toilet paper into one thing with
temperament. Though this closely-held family
business will not create its money info public,
coloured toilet paper has place
renova firmly by the map. As
chandon says, “this is a superb
example of how there's
innovation in one of the hidden
corners of one's supermarket. ”
