Dissertação de Mestrado em Estratégia Empresarial

Resumo: "Think about the products you repeatedly buy at the grocery store – toilet paper is probably a
major item on the list, right? The European market for tissues, which includes the production
of tissue paper, paper towels, toilet paper, and paper for industrial use, annually moves a
turnover of around 10 billion euros a year. The European Tissue Symposium (ETS), an
organization that brings together European producers, including the Portuguese Renova,
estimates that the market will continue to grow at a rate of 3% per year and in emerging
markets can advance more than 7% per year.
Low cost products are no longer an option for Portugal, since today other can produce them
even at a lower price. As a fast moving brand, pioneer in launching innovative products –
antibacterial kitchen roll, black toilet paper, and wet toilet paper, – Renova is perceived
different in the market and able to create consumption patterns. The company accounts for a
turnover of about 130 million euros, today is present in 60 countries with 600 workers and
produces about 100,000 tons of paper per year.
This essay’s focus is on the point of sale, nowadays undergoing a fundamental and strategic
role in the retailers’ actions, driving the creation of new retail concepts. Being one of the main
contact bridges between the trademark and the consumer, it embraces direct implications on
their mutual relationship. More and more companies are realizing the strategic importance of
trade marketing operations. For Renova, producing an innovative, smoother and
dermatological tested toilet paper is not enough; it’s necessary for the market to recognize it.
Through a case study about an essential commodity available on a large scale in a mass
market, this research findings demonstrate how point of sale strategies can be decisive during
the purchase process when several and diverse competitors act in the same segment make
almost impossible to compare prices on the spot."