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Cerenity Sanitizer: Marketing Research f...

Jaiswal, Anand Kum...

Case

Cerenity Sanitizer: Marketing Research for New Product Launch (A)

Jaiswal, Anand Kumar; Singh, Sachin Kumar; Manu, A

IIMA-MAR0446(A) | Published March 31, 2014 | 14 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

The case deals with the application of marketing research for launching a new product in the market place. The company was planning to enter the Fast Moving Consumer Goods (FMCG) market in India with its new product Cerenity. Cerenity was a toilet seat sanitizer for women who frequently use public restrooms. The case describes the exploratory study conducted by the research team. The team used different qualitative marketing research tools such as focus groups, in-depth Interviews and participant observations.

To understand how market research can help marketers predict customer'S acceptance of a new product concept in the market. To understand application of different qualitative marketing research methods such as focus groups, in-depth Interviews and participant observations in taking marketing decisions. To understand how to use a range of marketing research tools together to develop a complete marketing plan for a new product launch.