Renova Marketing Plan
Renova
Marketing Plan
Table of Contents 1. Executive Summary 3 2. Introduction & Background 4 3. External Market Analysis 5 Customer Analysis 5 Target Market, Location, Size and disposable Income 9 Competitor Analysis 9 Trends, Growth & Size 10 Macro Environment Factors 10 Market Position 11 Market Analysis 12 4. Internal Analysis 13 Current target market 13 Positioning 13 Competitive advantage 13 Financial performance 13 Past & Current Strategies 14 Brand Marketing 14 Current Marketing Mix: Four P’s 16 Sales & Profits 17 Weakness/Problem 18 5. SWOT Analysis & Confrontation Matrix 19 6. Corporate Strategy 21 Customer Fidelity Program “Rolls on my Mind” by Renova 23 Sources: 24
1. Executive Summary
This marketing plan contains several conclusions, which are based on facts obtained by extensive research about the target market, company, customers, objectives, strategy and implementation.
The main goal of Renova is to increase its market share in the Portuguese toilet paper industry. This market is notorious for its fierce competition and saturation, which strongly influences growth opportunities. Therefore strategies must be selected wisely and implemented thoroughly.
Renova stands for a brand of well-being and wants to make the daily use of toilet paper to an experience that makes us feel better through improved personal hygiene. This marketing plan embodies comprehensive analyses and strategies how to focus even more on Renova’s brand positioning in the heads of its consumers as well as how to improve quality/attractiveness of the product through innovation and modification.
Concerning the marketing, Renova right now spends around 1.5 million. We believe this should be augmented until around 1.75 million, to make up for the costs of the fidelity program.
2. Introduction & Background
Renova is a private Portuguese-owned company that manufactures disposable tissues
Marketing Plan
Table of Contents 1. Executive Summary 3 2. Introduction & Background 4 3. External Market Analysis 5 Customer Analysis 5 Target Market, Location, Size and disposable Income 9 Competitor Analysis 9 Trends, Growth & Size 10 Macro Environment Factors 10 Market Position 11 Market Analysis 12 4. Internal Analysis 13 Current target market 13 Positioning 13 Competitive advantage 13 Financial performance 13 Past & Current Strategies 14 Brand Marketing 14 Current Marketing Mix: Four P’s 16 Sales & Profits 17 Weakness/Problem 18 5. SWOT Analysis & Confrontation Matrix 19 6. Corporate Strategy 21 Customer Fidelity Program “Rolls on my Mind” by Renova 23 Sources: 24
1. Executive Summary
This marketing plan contains several conclusions, which are based on facts obtained by extensive research about the target market, company, customers, objectives, strategy and implementation.
The main goal of Renova is to increase its market share in the Portuguese toilet paper industry. This market is notorious for its fierce competition and saturation, which strongly influences growth opportunities. Therefore strategies must be selected wisely and implemented thoroughly.
Renova stands for a brand of well-being and wants to make the daily use of toilet paper to an experience that makes us feel better through improved personal hygiene. This marketing plan embodies comprehensive analyses and strategies how to focus even more on Renova’s brand positioning in the heads of its consumers as well as how to improve quality/attractiveness of the product through innovation and modification.
Concerning the marketing, Renova right now spends around 1.5 million. We believe this should be augmented until around 1.75 million, to make up for the costs of the fidelity program.
2. Introduction & Background
Renova is a private Portuguese-owned company that manufactures disposable tissues