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Cerenity Sanitizer: Marketing Research f...

Jaiswal, Anand Kum...

Case

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

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

IIMA-MAR0446(B) | Published March 31, 2014 | 21 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

To understand how market research can help marketers in taking better decisions. To understand application of various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis in the contexts of marketing decisions. To analyse the managerial implications of such a research study on the development of a product launch strategy and formulation of a marketing plan.