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Cerenity Sanitizer: Marketing Research for New Product Launch (A)
Jaiswal, Anand Kumar; Singh, Sachin Kumar; Manu, A Case IIMA-MAR0446(A) / Published March 31, 2014 / 14 pages. Collection: Indian Institute of Management, Ahmedabad
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Product Overview

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.



Learning Objectives

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.


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  • Overview

    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.

  • Learning Objectives

    Learning Objectives

    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.