Marketing de Vanguardia en una categoría commodity

Written on June 5, 2014 by Campus Life in Professional

renovaOn May 13th, Lorenzo de Cárdenas, Marketing Director for Spain at Renova, shared with us how Renova reaches customers in a commodity category. He emphasized how the objective of the company was to transform people’s perceptions of an undifferentiated product in to a “different” one. In fact, this ‘sexiest paper on the earth’ category has received much attention among famous people. Beyoncé, for example, requests red toilet paper wherever she goes while British music producer Simon Cowell uses black paper in his bathroom, said Cárdenas. Additionally, he also mentioned that Renova’s toilet paper is now sold at deco stores and perfume shops, and is not anymore perceived only as a supermarket product.  To conclude the event, Lorenzo de Cárdenas gave the participants samples of Renova colorful products to take as souvenirs.

IE Marketing Club



No comments yet.

Leave a Comment


We use both our own and third-party cookies to enhance our services and to offer you the content that most suits your preferences by analysing your browsing habits. Your continued use of the site means that you accept these cookies. You may change your settings and obtain more information here. Accept