Renova Case Study
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 to 50% in the next 10 years * decrease in 15% the environmental impact, in the next 10 years * Focus on innovation: launch 15 new product categories in each line of production in the next 10 years
Critical success factors: * Attract new costumers * Increase competitiveness by innovating and corresponding to the new environmental and design trends * Develop new technologies to decrease environmental impact * Invest in research and development
Financial: decrease the dependency on promotions
Marketing objectives: * Increase brand awareness to 95% in Portugal in 2 years * Increase brand awareness in the rest of Europe in 25% in the next 3 years * To be more than a toilet paper brand – to be a well being brand which creates emotional connections with the consumer
Five forces of porter * Supplier power: low number of suppliers meaning that they have a certain power to drive prices up, specially the owners of paper pulp; however Renova have been trying to reduce this dependency and with its RenovaGreen category uses 100% recycled paper.
* Buyer power: high power of the buyers to drive prices down. In spite of offering products that everyone needs, there are many options to
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 to 50% in the next 10 years * decrease in 15% the environmental impact, in the next 10 years * Focus on innovation: launch 15 new product categories in each line of production in the next 10 years
Critical success factors: * Attract new costumers * Increase competitiveness by innovating and corresponding to the new environmental and design trends * Develop new technologies to decrease environmental impact * Invest in research and development
Financial: decrease the dependency on promotions
Marketing objectives: * Increase brand awareness to 95% in Portugal in 2 years * Increase brand awareness in the rest of Europe in 25% in the next 3 years * To be more than a toilet paper brand – to be a well being brand which creates emotional connections with the consumer
Five forces of porter * Supplier power: low number of suppliers meaning that they have a certain power to drive prices up, specially the owners of paper pulp; however Renova have been trying to reduce this dependency and with its RenovaGreen category uses 100% recycled paper.
* Buyer power: high power of the buyers to drive prices down. In spite of offering products that everyone needs, there are many options to